General Description:

The Marketing Manager develops and manages the go-to-market activities and all supporting assets for the Yakima brand. Marketing activities to include: annual marketing strategy and editorial calendar, PR, social media, advertising and media planning, consumer events and promotions and community building. This role will be responsible for the development and implementation of the North America brand strategic marketing plans in conjunction with the Brand Director, Creative team and Digital team.  This role is responsible for daily management of two direct reports.

Scope & Responsibilities:

  • Develop North American marketing strategy and seasonal marketing calendar in partnership with internal teams
  • Manage and grow the Yakima brand through the systematic application of consumer marketing levers, including managing the design, development and implementations of:
  • Social Media Strategy: Facebook, Instagram, Twitter, Youtube, brand blogs (In partnership with Social Media Coordinator )
  • Advertising and Media Planning and execution: trade and consumer, including digital, social, print and other content partnerships or other media vehicles
  • Develop email and other direct marketing strategies to support both retention and acquisition efforts
  • Strategic Partnership: strategy, relationship and planning
  • Community Building: non-profit sponsorships
  • Brand Ambassador strategy
  • Consumer promotions and collateral including two product catalogs per year
  • Consumer event strategy, calendar and activation.
  • Manage go-to-market strategy and workflow with support from Product Marketing Specialist
  • Responsible for budget administration and financial reporting.

 

Specific Duties:

  • Implement and administer the annual marketing plan and calendar for assigned activities; utilize background information (i.e., competitive information, current retail environment, consumer research data, etc.); analyze and translate into business opportunities based on current market conditions.
  • Develop and expand the brand’s activities around social media, building a solid and on-going relationship and dialogue with target consumers in partnership with the Social Media Specialist
  • Support and lead when directed, the annual development of Yakima’s seasonal promotional activities.
  • Direct consumer event strategy including calendar, assets, logistics, and onsite engagement tactics.
  • Manage marketing campaigns from concept to launch which includes strategy development, business case development, briefing marketing/creative teams, communicating with stakeholders, and driving marketing best practices and new marketing trends.
  • Work closely and maintain positive relationship with creative team and Art Director to deliver all campaigns and assets on time with approval from key stakeholders.   
  • Identify, research and develop recommendations for possible strategic partnerships and event sponsorship opportunities.
  • Oversee all product launch and campaign content on website in partnership with Ecommerce Manager, creative team and Brand Director
  • Support sales and category department with marketing needs related to collateral/point-of-sale, promotions, consumer insights, presentations/sell-sheets, etc.
  • Responsible for the development of all branded items including apparel, stickers and other items determined.
  • Oversee and manage budget administration and financial reporting.
  • Manage the development of brand budgets relating to associated responsibilities.
  • Effectively carry out other duties, responsibilities, and projects as may be assigned.
  • Adhere to required health and safety regulations and practices.

 

Qualifications:

  • College Education: BS or BA Degree from an accredited college/university in Business, Marketing or related field required
  • Minimum three (3) years’ experience in marketing management or marketing communications managing Advertising (digital, print), Media planning, Social Media, PR, Strategic partnership and event execution
  • 3-5 years’ experience working closely with staff from Sales, Marketing, Customer Service, Product Development and Purchasing, completing and managing projects with minimal oversight and against aggressive timelines
  • 3-5 years’ experience in effectively prioritizing and managing work
  • Strong consumer insights and ability to translate those insights into marketing plans
  • Ability to adapt and learn quickly in a dynamic, fast-paced environment
  • Self-motivated orientation: proactive, innovative, forward thinking, and output driven
  • Strong project management experience; hands on experience managing day-to-day strategy, planning and execution.
  • Highly effective communication skills with outstanding writing and presentation abilities.
  • A proven track record of developing integrated marketing programs across traditional and digital/mobile/social channels.
  • Experience with a variety of marketing channels (i.e., Email, DM, display, SEM, social media, print, radio).
  • Ability to partner effectively with cross-functional teams, work autonomously and navigate ambiguity.
  • Attention to detail and strong follow-up skills
  • Previous knowledge and understanding of outdoor and automotive accessory industry preferred
  • Advanced knowledge of business computer applications (MS Word, Excel, Outlook, PowerPoint, etc.) required
  • Excellent leadership, management, and supervisory skills
  • Excellent organizational skills and attention to detail
  • Demonstrate the ability to be flexible, accept new ideas and input positively, and be open to new work approaches and processes
  • Authorization to work in the United States
  • Must possess a valid passport and ability to travel internationally without restrictions
  • Must possess a valid U.S. driver’s license with no major violations within the last five (5) years

  

Physical Requirements:

  • Able to sit and work at a computer keyboard for extended periods of time
  • Able to perform general office and administrative duties:  copying, filing, using a telephone, etc.
  • Able to stoop, kneel, crouch, bend, at the waist and reach on a daily basis
  • Able to safely lift and move up to 50 pounds occasionally
  • Must be able to work overtime and/or weekends as required
  • Travel as required:  approximately 25% of time domestic and 10% international
  • Must be able to travel domestically and/or internationally via commercial carrier