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Director, Advertising & Digital Marketing
Bob Evans Farms
New Albany, OH, United States
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Responsible for driving profit and sales growth through advertising campaigns, social/digital media programs and content that aims at increasing household penetration for Bob Evans categories and brands. The Director of Advertising/Digital Marketing reports directly into the Vice President of Marketing, and will his/her team in telling our brand story in new markets and to new consumers, across multiple touchpoints. The ability to manage a high-performing team of internal team members and external agency partners is critical, as is the ability to utilize consumer insights to create programs that can influence consumer behavior. The right person will have a deep level of expertise across various disciplines including: web/email strategy, digital media, social media, mass media, experiential marketing and consumer behavior.
Accountabilities
• Lead the development of advertising and marketing plans that support key business and brand initiatives, new product launches, seasonal activations and local marketing efforts.
• Translate brand vision and positioning, strategic priorities, consumer insights and past learnings into brand stories and messaging that help secure key business objectives.
• Secure alignment and support of key business leaders and cross-functional partners on adverting campaigns and programs.
• Maintain a deep understanding of the consumer, includes their shopping behaviors, purchase motivators and hurdles, media consumption and use of technology.
• Leads external agency partners to ensure that strategy and execution align to the brand vision and deliver on key business goals.
• Oversee our digital ecosystem and programs including email, web, streaming video and social
• Provide oversight on all content creation and influencer programs.
• Lead CRM efforts to protect our consumer relationships, drive brand frequency and collect and capitalize on critical learnings.
• Monitor trends in competitive and consumer landscape to identify opportunities for the brand.
• Oversee post-program analysis to determine campaign and program performance and to help direct future efforts.
• All other duties as assigned.
Knowledge
• A self-starter with proven oral and written communication skills.
• Someone who thrives in a high-energy, fast-paced, collaborative environment.
• Creative strategic thinker and problem solver, accustomed to working in teams.
• Excellent organizational skills with the ability to prioritize workload.
• Strong project management ability, able to manage multiple projects at once.
• Excellent computer skills (MS Office, Word, Power Point and Excel).
Education/Experience
• Bachelor’s degree in marketing or business related field.
• Minimum ten years’ experience in marketing, communications, public relations, etc.
• Experience working with/at an agency on creative program development is a must.
Travel Requirements
• The employee must be willing to travel up to 20% of the time.