Marketing Director

Company: Fair Oaks Farms
Location: Fair Oaks
Posted on: November 22, 2022

Job Description:

Position Summary: The Marketing Director is responsible for building our brand and developing our marketing strategies. This starts with a strong understanding of our company's values and vision. The Director will lead a team of direct marketing reports as well as indirectly across the organization. Through proven motivation and initiative, the Marketing Director will create, manage, execute, and analyze all marketing campaigns. Our ideal candidate is a results-oriented individual whose daily efforts are in line with FOF's growth aspirations.
About UsAt Fair Oaks Farm, we provide an immersive experience where guests come to explore family-owned farms and reconnect with nature, animals, and or planet. Recognized as the #1 agritourism destination in the Midwest, we provide an escape to the country with acres of great fun, fresh food, and learning for the entire family. Our scenic campus includes a variety of offerings, enrichment programs, tours, and a connection to the community where our guests can learn about our animals, farming practices, and nutrition. We offer multiple elegant event spaces that accommodate everything from conferences to weddings and concerts. We delight our guests with our kitchen's mouth-watering farm-to-table food and provide relaxing accommodations with our on-site hotel. But our greatest strength is our founder led team. It is the passion, entrepreneurial mindset, and hard work of over 300 dedicated team members that make a difference in the lives of our guests. Working together as a family, our team brings forth the enthusiasm, creativity, and collaboration to provide an exceptional agritourism experience for our guests and fulfill our vision to feed the world's heart, mind and body. Duties & Responsibilities: Brand Planning & Stewardship--- Develop the brand architecture of Fair Oaks Farms, identifying the marketing framework for aggressive growth in each business segment.--- Steward performance and DME to ensure targets are achieved.--- Rapidly adapt based on the macro-environment, category dynamics, and in-market results.Creative & Connections Excellence--- Lead the development of best-in-class creative in terms of impact and persuasion to bring brand architecture to life.--- Develop connections plans that drive consumer engagement, continuously optimizing ROI and effectiveness based on in-market results and marketing mix learnings.--- Oversee design through agencies, freelancers, and in-house personnel.Omni-Channel Plan Development---Partner with operations, finance, special events, e-commerce, and sales to build offerings and promotions that strengthen customer experiences and brand connection.Insights Led Decision Making--- Building analytics and KPIs across all business lines, events, and programs that inform both long term and near-term decision making.--- Assess and interpret KPIs to grow engagement, brand affinity, and sales.Team Leadership & Development--- Lead an emerging team of four marketers plus consultants and agency partners.--- Work as a department within our team to enhance unique strengths and capitalize on areas of improvement.--- Live the values of the company and propagate the culture across the team.

• Collaborate with each of FOF's business units to uncover insights and strategies to develop and implement marketing and branding strategies for new and existing products and services.
• Oversee and grow the marketing department, consistently identifying revenue opportunities.
• Spearhead the strategic and tactical execution of marketing campaigns, including design of test/control segmentation, implementation of tests, tracking, reporting of results, analysis, and recommendations.
• Manage conception, development, and implementation of marketing plan and strategies, product concepts, and promotional programs to drive interest and sales.
• Identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing budget.
• Understand key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to translate results into actionable insights for the marketing team.
• Develop, design, plan and execute media assets and campaigns for social media channels.
• Actively research and develop new opportunities for audience development to increase awareness of programming and events in new and emerging markets.
• Work as a department within our corporate team to enhance unique strengths and capitalize on areas of improvement.
• Other duties as assignedJob Requirements:
  • Supervise the department, outsourcing with freelancers and marketing services as necessary to meet the department's overall objectives while developing the team through guidance and feedback.
  • Develops marketing benchmarks and analytical reports that indicate the effectiveness of marketing campaigns and provides feedback to business units to improve each business.
  • Collaborates and supports the sales objectives of each business unit including annual planning and real-time adjustment.
  • Ensures all communication and marketing efforts align and build the brand.
  • Improves the quality of customer interactions and communications including the use of copywriters, CRM tools, consumer sentiment, and brand health analytics.
  • Completes job responsibilities and performance objectives in a timely and effective manner and in accordance with Fair Oaks Farms policies and procedures.
  • Maintains a favorable working relationship with all company employees to foster and promote a cooperative and harmonious working climate that will be conducive to employee morale, productivity, and effectiveness.
  • Understanding of the customer journey and application of proper execution based on strategy.
  • At all times provides a favorable image of Fair Oaks Farms to promote its philosophy, products, and servicesExperience and Education:
    • Bachelor's degree in marketing or closely related field.
    • Minimum 5 years of brand marketing experience with at least 2 years in a leadership marketing role.
    • Proficient in graphic design applications including Adobe Creative Suite: InDesign, Illustrator, Photoshop. Microsoft Office Suite is also required.
    • Marketing Portfolio demonstrating thoughtful design, an understanding of retail consumer needs, material, typography, color, and form skills.
    • Strong written and communication skills.

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