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Marketing Manager
Orvis
Midland, MI, United States
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Scientific Anglers Marketing Manager
The Scientific Anglers Marketing Manager is responsible for the strategic vision, concepts, implementation, tracking, and reporting of all multi-media marketing within the Scientific Anglers business. This position will work to develop and deliver disciplined reporting of merchandising, marketing and web site usage (social and affiliates), develop data to support analysis and planning processes, item forecasting, web product placements, and management oversight of all implementation. This position will document findings by monitoring key metrics and sales performance data to develop recommendations to optimize the product marketing opportunities now and into the future.
About Scientific Anglers:
Scientific Anglers, founded in 1945, is located in Midland, Michigan. Throughout our 73-year history, Scientific Anglers has consistently set the standard in premier fly-fishing. From inventing the contemporary floating fly line more than 50 years ago to our specialty core construction and patented AST and texturing technologies we continue to transform and modernize the sport. Our angling scientists and design team work in partnership with fly-fishing legends to develop cutting-edge technologies and ultimate fly line designs to boost your fly-fishing experience to the extreme. Whether you are just beginning or an experienced angler our equipment is designed to give you optimum performance with every cast. http://www.scientificanglers.com/
Position Interfaces:
The Marketing Manager reports directly to the President of Scientific Anglers.
This position has a key communication role within the company and interfaces daily or routinely with:
• Sales, Merch Ops, Customer Service and Accounting
• Advertising and Creative management (3rd party or in house)
• Orvis Marketing as needed
• Information Technology (IT)
• All executive leaders/managers within the company
• Key accounts/customers
• Sales representatives
Key Performance Measurements:
• Three-year marketing plan that drives a 20% increase in Scientific Anglers sales through all distribution points;
• Develop disciplined merchandising and marketing reports which will create transparency, insights and clarity on all marketing programs for the business;
• Strategically set the mission, vision, budget and tactics for marketing as a three-year plan;
• Work with executives/managers/3rd parties to develop and maintain a brand identity that supports sales, margin and operational goals.
Accountabilities:
• Develop and implement search engine optimization and paid for programs that are monitored, reported against, and acted upon on a weekly basis;
• Develop an annual marketing calendar that includes events, foreign/domestic programs, and promotional events aimed at brand awareness and sales;
• Negotiate all collateral projects including workbooks, ad campaigns, promotional material, in store POP’s, tech bulletins, and video assets both domestically and abroad. Prioritize and assign spend and campaigns to meet goals and budgets;
• Assure major customer partner marketing plans are addressed and planned for;
• Work with merchants to draw conclusions and recommendation on analytic findings;
• Homepage usage/opportunities and performance reporting;
• Define e-commerce best practices through competitive analysis. Offer actionable recommendations to business partners based on these best practices;
• E-mail reporting;
• Create web marketing plans and budgets;
• Develop set of merchandising and reporting best practices for promoting fly fishing products and promotions through social media channels such as Instagram, Facebook, Vimeo, YouTube, Twitter as well as OLM programs such as SEO, paid placement and affiliates;
• Developing, executing and maintaining packaging and branding that meets sale and margin objectives.
Required Qualifications:
• College degree;
• MBA and/ or 5+ years’ relevant experience in optimizing marketing systems;
• Proven in-depth understanding of marketing analytics;
• Proven ability to translate data into insights and insights into real market success;
• Strong computer skills including MS Excel, Word, PowerPoint, Adobe InDesign and Illustrator;
• Strong verbal and written communication skills including the ability to articulate views to a business-savvy yet non-technical audience.
Required Skills:
• High knowledge of web and marketing best practices;
• A risk taker and developer of new programs;
• Analytical knowledge of channel dynamics and strong desire to develop full channel expertise;
• Creative business thinker who supports/endorses the Scientific Anglers product philosophy and brand;
• Outdoor and/or fly-fishing market/industry expertise;
• High personal integrity;
• Good networking capabilities both internally and externally;
• Skilled written and verbal communicator who will represent the core values and business goals of their category teams;
• Skilled in leadership and motivational practices in a team environment;
• Strong understanding of fly fishing.