Director, Brand Marketing bei Fleetpride

The ideal candidate is an enthusiastic and dynamic leader who is fanatical about customer needs, brand development and taking market share. Effective at partnering with and inspiring across functional areas, FleetPride’s Director of Offline Marketing is responsible for the integrity of our brands, growing new and existing customers, and for leading marketing and advertising activities. This individual will lead the Marketing Team in developing and delivering of a fully integrated marketing strategy that aligns with FleetPride’s corporate strategy and supports growth across all channels of the business.

Key Metrics for this position are brand awareness, profitable growth in sales and active accounts, and customer conversion.

This position reports to FleetPride’s Chief Digital Officer, and its direct peer is the Director of Digital Marketing.

Responsibilities

Responsible for all aspects of Brand marketing to include the FleetPride brand, and strategies to drive sales and develop leads through FleetPride’s brick and mortar retail and wholesale operations. Drive customer conversion via national campaigns, promotional advertising, product marketing and internal collateral via all media: print, in-store, and events. Develop and implement an offline marketing strategy and the supporting tools that will drive significant growth in product sales, number of active accounts, and brand awareness. Success will be measured through profitable revenue growth and competitive differentiation. Specific responsibilities include:

• Brand – Manage the FleetPride Brand and responsible for creative designs and assets. Develop and implement brand strategies aligned with overall business objectives. Lead creative development and oversee the creation of compelling brand assets, campaigns, and messaging. Manage and grow the brand’s presence across all marketing channels. Collaborate with cross-functional teams including product, sales, and communications to ensure brand consistency. Measure and analyze the effectiveness of branding initiatives, making data-driven adjustments. Cultivate strong relationships with external agencies, partners, and media outlets.
• Customer Satisfaction and Market Intelligence - Develop and leverage a deep understanding of our customers, market, and competition to ensure campaigns, content, collateral and vehicles effectively enable our sellers and customers. Conduct market research to understand consumer trends, competitive landscape, and emerging opportunities. Regularly measure customer satisfaction via surveys, interviews, etc.
• Category Marketing and Supplier Relations - Collaborate with Category Management Team and Preferred Suppliers to develop mutually beneficial marketing plans leveraging vehicles, capabilities and budgets from both parties. Work with Category Management to develop and administer a vendor co-op program that delivers benefit for both FleetPride and our supplier partners.
• Sales Support - Clearly define the roles of Marketing and Advertising to support the Sales organization through customer journeys. Create compelling marketing materials to support Sales in customer pitches or other meetings. Participate in customer meetings as needed.
• Print – Create, produce, and deliver high quality print marketing campaigns and material.
• Marketing Communications - Manage content and flow of all outbound commercial communications, including trade shows, social networking content, product promotions and advertising. Partner with the sales team for content and messaging. Ensure all content, collateral and vehicles meet brand standards and guidelines across our 5 brands and that marketing deliverables are developed to meet client’s needs; including market analysis to help refine client needs and objectives as necessary.
• Loyalty Programs – Create and manage customer loyalty programs including eCash Rewards.
• Events and Trade Shows – manage all commercial events and trade shows, partnering with Sales and Category Management
• Omni-Channel - Develop and execute omni-channel marketing programs supporting parts and service business units working cross functionally for business alignment. Lead the shift of the Marketing organization from a national focus to a more localized and personalized focus with clear OKRs (Outcomes and Key Results).
• Budget - Manage Budget/P&L for all offline Marketing, including negotiating and maintaining relationships with third party agencies and suppliers; tracking performance of marketing initiatives to deliver exceptional ROI on marketing spend.
• Customer Data - Lead Customer segmentation strategy and manage related customer information. Grow and manage relevant customer information in collaboration with Master Data Management team.
• Team Leadership – Build, Develop, Inspire, and Retaine a Marketing team to innovate in the Heavy-Duty Aftermarket; promote a culture of collaboration and customer focus, leading, coaching and developing direct reports and associates across the organization. Attract, recruit and retain team members in a fast-paced and production-heavy environment; manage workloads across internal and third-party resources to exceed expectations while delivering on commitments
• Partner cross-functionally - to support organizational goals from HR Recruiting efforts to Corporate Strategies

Lead and guide the Marketing Team on:

• Partnership with Merchandising and Sales Operations to plan, develop and deliver Product Marketing campaigns across appropriate media (print, in-store, etc.) to support new businesses
• Execution of promotional advertising that drives demand, price perception and brand awareness, balancing optimization of spend and space with strategic priorities
• Cross-functional partnership to deliver best-in-class local marketing for new store openings and acquisitions
• Conducting Market and Customer research to maintain and enhance customer segmentation and track market trends and brand perceptions
• Growth of Private Brand portfolio through partnership with Merchandising on innovation, product development and robust marketing and an unwavering commitment to brand standards and architecture
• Content Development and Management for all marketing collateral
• Management of marketing investments, budgets and expenses, including billing and reconciliation
• Development, purchasing, maintenance and fulfillment of promotional items for sales events and activities
• Management of Brand Guidelines & Standards for our 2 corporate and 3 private brands

Skills

• Demonstrated ability to manage multiple projects and tasks in a fast-paced production-heavy environment; experience in a private equity or start-up a plus
• A strong understanding of customer and market and competitive dynamics including experience developing, conducting and interpreting market research studies
• Successful track-record managing third party providers and/or agencies.
• Proven leadership, strategic thinking, analytical and organizational skills.
• Accomplished communicator with the ability to clearly present recommendations and summarize complex issues; comfortable influencing and inspiring organizations at the highest levels
• Ability to manage multiple projects at once while effectively communicating in speech and writing
• A customer focused attitude and proven ability to translate customer insights into action
• Ability to collaborate with cross-functional teams, analyze problems and create a solution

Attributes

• We believe the most productive teams are those that:
• Do work that interests, challenges, and professionally develops them
• Do things that contribute to the success of the company and team
• Like and respect the team members they work alongside every day
• As a result, we hire for Culture First, and are looking for candidates who possess the following:
• Action oriented, self-motivated, self-starter with a solution oriented mindset
• Curious, innovative, and creative
• Glass half full optimism
• Natural problem solver, not afraid to ask questions and adept at learning new things rapidly
• Humble Leadership / Team Oriented
• Operates from the position of “do what’s best for the business and team”

Qualifications

• Bachelor’s Degree in Marketing or Equivalent Experience. MBA preferred.
• 10 years relevant Marketing experience with progressive levels of responsibility; experience in both B2B and Customer marketing preferred. Industrial distribution experience preferred.
• Minimum 5 years of successful and progressive people management experience

This job description in no way states or implies that these are the only duties to be performed by this employee. He or she will be required to follow any other instructions and to perform any other duties requested by his or her supervisor.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.