SUMMARY:
The Marketing Manager will report to the Director of Marketing. This role is instrumental in helping Visual Comfort become even more well-known for its broad assortment of Architectural (Functional) Lighting. The Marketing Manager will support Architectural Lighting growth across all channels including Visual Comfort’s Direct business, Lighting Specifiers, Showrooms, Integrators, E-Commerce, and Direct-to-Designers.
This role will help build and expand the Visual Comfort brand by driving awareness and inspiration of Visual Comfort’s Architectural product portfolio through a wide range of online and offline marketing activity related to product launches, digital marketing efforts and sales materials. This role will be expected to report quarterly on measurable activities and monitor the competitive landscape.
Responsibilities include, but not limited to:
· New Product Introductions – Work closely with Product Development, Creative and Engineering teams to ensure every new product launches with complete and accurate content, imagery and inspiring/educational sales tools.
· Catalog/Website/Specification Sheets – Work closely with Product Development and Creative teams to prepare, build and maintain Architectural catalogs/brochures, website content and specification sheets. Includes drafting, copy writing, proofing, working with the web-team for implementation, and coordinating distribution.
· Sales Tools/Trainings – Support the Sales Teams by soliciting feedback on material needs and execute upon feedback via a “project management” mindset and within the expectations of the budget. Sales Tools include rep cases, catalogs/brochures, application imagery, installation and feature videos, webinar trainings, etc.
· Tradeshow – Work closely with the Merchandising, Sales and Creative teams to ensure Visual Comfort’s Architectural merchandising displays, marketing collateral and special events represent the brand in the best possible light. Attend tradeshows including set-up, training, and interacting with Sales Reps and Customers.
· Email Campaigns & Social Media – Drive brand awareness through creation of email and social media topics including Instagram, LinkedIn, and Pinterest. This role is responsible for developing a content calendar and working with the Creative team to deploy relevant content to each platform. This role is expected to build relationships with Reps and Customers for unique content building and attaining UGC rights managed imagery.
· Competitive Research – Monitor and report on marketing programs led by competitive lighting companies across all relevant channels.
· Budget – Responsibly execute upon marketing initiatives within the expectations of the budget and help track expenses for the department.
QUALIFICATIONS:
Education: Bachelor’s Degree in Marketing, Communications, Public Relations or related field. Master’s Degree in Business, Marketing or related field, a plus.
Related Experience:
- A minimum of five (5) years of full-time experience as a professional marketing manager (spanning both traditional and digital marketing).
- 3 years’ experience in Architectural Lighting is strongly preferred
- Any equivalent combination of education, experience, and training which provides the required knowledge, skills, and abilities will be accepted.
- Experience in multi-channel B2B and B2C business models is a plus.
- Must be able to read, write and speak English fluently.
- Must exhibit proficient computer skills utilizing the Microsoft Office Suite of software, including word processing, presentations, spreadsheets, and outlook. Experience with Constant Contact database/email system, a plus.
REQUIRED KNOWLEDGE, ABILITIES, AND SKILLS:
· Strong knowledge of the principles, practices, and objectives of marketing, particularly in product marketing
- Proven success in developing, implementing and measuring marketing programs, public relations, social media, digital marketing, etc.
- Excellent verbal communication and writing skills, with some copy writing experience (with samples available)
- Excellent interpersonal skills with the ability to work well with a wide variety of people and cross-functional teams
- Superior organization, planning skills, time management and prioritization with the ability to multi-task and work well under pressure in a dynamic, team environment
- Interest in and energy to investigate new marketing strategies, techniques and tactics to bring a steady stream of new recommendations designed to meet the overall marketing objectives in more efficient and/or effective ways
- Strong analytical skills with a consistent focus on results measurement and fact-based decision making; while still having/building strong instincts about this business on which to generate educated guesses as well
- Naturally self-motivated, pro-active and eager to achieve goals; comfortable asking for help and open to appropriate supervision and clear direction
- Strong project management skills to keep initiatives on time and on budget
- Detail oriented to assist with print and digital proofing, providing robust and thorough feedback on first round of review
- Expresses natural curiosity to learn about the business and generate new ideas
Essential Functions AND RESPONSIBILITIES:
Collaborate with the Marketing, Creative, Web and Product teams on the following marketing initiatives:
- To set objectives and marketing plans related to brand strategy, new product development pipelines and sales goals, all in the context of an ever increasing understanding of the competitive space and the key market drivers. Conduct research to provide marketplace/competitive assessments and recommendations regarding entry into possible new categories, markets or channels.
· To manage & measure ongoing marketing plans — making recommendations about objectives, key messaging, proposed vehicles, budget estimates, research/metrics, etc. and then executing approved plans throughout successful completion.
· To serve as brand source for internal PR outreach, providing brand priorities, direction, key messaging and product information as newsworthy products/programs are launched — striving for positive, timely, accurate publicity in targeted publications, blogs and social media outlets, particularly building our expertise within targeted social media that impacts our key constituents.
· To plan and create multi-faceted marketing/sales plans to support/publicize large, new product roll-outs driven by the timing of industry-wide trade shows/conferences during which the brands tend to launch their new lines. Particularly as brands enter brand new product categories, investigate and recommend impactful launch tools.
· To develop ongoing sales support materials, programs, newsletters, merchandising tools to increase the productivity and effectiveness of our network of sales reps with our customers (whether showrooms, internet retailers or industry specifiers, e.g. architects, lighting designers, etc.)
· To define consumer communications objectives and strategies to ultimately build more brand awareness with consumers, engaging them in lighting decisions and lighting’s significant impact on any design project. Ensure brand websites are inspiring, current and consumer friendly.
· To write and continually update copy for a wide range of marketing materials, e.g. catalogs, product descriptions, social media posts, sales/customer newsletters, a wide variety of email blasts, etc.
· Attend work regularly as scheduled.
· Support and exhibit the Visual Comfort values.
Cognitive Considerations:
Must exhibit cognitive abilities to:
· Make balanced, fact-based, relevant recommendations & decisions, avoiding emotionally-driven decision making
· Solve problems by collaborating with colleagues and functional experts to ensure fully-considered actions are implemented
· Focus on critical tasks and ideas which require specific, detailed attention without getting distracted by irrelevant considerations
· Learn new things about complex industries and business dynamics, then retain, leverage and integrate that new knowledge for subsequent decision-making
· Seek and learn new marketing techniques/programs/opportunities, then quickly & accurately assess if worth further investigation; efficiently eliminate others in order to maintain focus and avoid distraction
· Proactively try to anticipate needs/hurdles/next steps in order to navigate long-term projects successfully and avoid getting stuck unnecessarily
· Generate, organize and analyze relevant data/trends to formally or informally measure the results of marketing programs and gauge their short- and long-term impact on key business objectives & metrics
· Organize and express thoughts clearly and succinctly in formats used internally as well as copy-written formats for external customer or consumer communications
· Respect the requirements and deadlines of others (both internal and external constituents) in order to drive decision making or program development in ways that will allow others to do their jobs well and in turn make more significant impact on key business objectives & metrics
Visual Comfort & Co.
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