Description

Summary

The PlayCore Director of Marketing is a key member of the Corporate Strategic Services Team and is responsible for the PlayCore and CORE (Center for Outreach, Research, & Education) marketing strategies to promote our unique value proposition as a thought leader and service provider across a variety of play and recreation markets. The Director is responsible for collaborating with a variety of internal brand partners across our portfolio, distribution partners, and industry stakeholders to cross promote our services, and oversee robust leadership and lead management initiatives. The Director is also responsible for building internal brand equity to support culture and employee communications across the growing portfolio. The position requires leadership experience, creativity, initiative for a fast-paced environment, and a data-driven mindset for continuous quality improvement for a growing company.

This individual will lead the department’s strategic planning, implementation of standardized best practices for lead management, tracking and reporting of KPI’s, and annual outcomes reporting with a keen focus on building brand equity and improving outreach across current and new markets. This person will work strategically and cross-collaboratively with the strategic services and corporate marketing team, our family of brands’ marketing champions, our distribution partners, industry partners, and third-party partnerships to ensure engagement, positively impact a broader reach, and convert deal closures with our multi-brand teams.

The ideal candidate is an experienced strategic planner and proven leader that possesses excellent interpersonal skills, project management skills, initiative, attention to detail, and analytical ability that drives strategic decisions in a fast-paced environment. They have experience in B2B Sales/Marketing, a deep understanding of the sales process, HubSpot CRM experience, acute customer focus and the ability to identify changing customer trends. Creativity, writing/speaking skills, editing skills, the ability to oversee graphic design and merchandising, and the ability to oversee and track a variety of online and retargeting campaigns and initiatives are critical.

Qualifications

Duties include:

• Responsible for PlayCore and CORE marketing KPI’s to promote best practices, manage budget, gain efficiencies, and ensure continuous improvement of ROIs through data-driven decision making. Measure and report on the success of demand generation campaigns, using metrics such as MQL, SQL, customer feedback, conversions, and revenue.

• Lead implementation of standardized best practices for PlayCore and CORE lead management strategy, implementation, tracking and KPI reporting in partnership with a variety of internal and external stakeholders to nurture conversions.

• Lead and oversee a comprehensive content strategy and editorial calendar for coordinated and timely communications and outreach across target markets (including website, social media, blog posts, whitepapers, e-books, reports, publications, webinars, infographics, etc.).

• Oversees targeted and segmented campaign strategies that build thought leadership brand equity and generate leads across current and new markets.

• Responsible for PlayCore and CORE brand standards, asset and inventory management, and merchandising of events, outreach, services, internal communications, website, social media, publications, collateral, programs, etc.

• Leads brand engagement strategies across our portfolio of brands to support broader reach and greater returns on investment through CORE services as we position them as a resource and generate leads.

• Leads CORE’s National Demonstration Site Program as a key sales and marketing differentiator oversee positioning and merchandising to optimize the customer engagement experiences, drive distribution adoption, cultivate a pipeline, and nurture positive conversions and follow up for greater customer share of projects.

• Lead CORE’s marketing strategy to optimize CORE’s differentiated services research, resources, professional development, and data services as value-add and fee-based services.

• Lead strategy and engagement with distribution partners for adoption of services and effectiveness of sales tools.

• Oversee PlayCore’s social media strategy with coordinated messaging to promote leadership and support internal and external initiatives.

• Leads market and competitive intelligence analysis and initiatives to effectively inform strategies and identify new opportunities.

• Manages third party partner contract and initiatives to build capacity and gain efficiencies.

• Supports onboarding of new acquisitions.

• Leads strategy and execution of trade shows (approx. four per year) and special events (trainings, meetings, employee events, etc.). Collaborate with internal and external stakeholders to ensure successful, on budget event execution and ROI.

• Ensures a customer-centric mindset, optimizes customer journeys and user experiences, and oversees voice of customer strategies and net promoter score/survey methodology for tracking and continuous quality improvements.

• Oversee graphic design and merchandising across the CORE service areas research, resources, professional development, and data services (including the National Demonstration Site Program).

• Serves as liaison with Human Resources and leads internal brand equity and marketing strategy to promote our corporate culture, campaigns, and coordinated employee communications across our Company. Collaborate and support recruitment/advertising as an employer of choice, leadership & training, graphic design, collateral management, intranet, social media postings, special events, etc.

• Manages departmental budget, planning & reporting, and oversight of direct report(s).

• Collaborates closely with the VP of Corporate Marketing on strategic initiatives for new target markets, corporate sponsorships and partnerships, portfolio planning, and marketing standardization.

• Other duties as assigned.

Experience Required:

• Minimum of 10 years of professional marketing experience.

• Experience managing a mid-size company marketing team including successful leadership and development of direct reports, oversight of departmental budgeting, etc. Experience with sales, corporate and/or multi-brand marketing strategies highly preferred.

• Experience establishing successful marketing strategies with strong analytical skills, experience analyzing data and making data-driven decisions that positively impact KPI’s.

• Experience negotiating and managing third party contracts and partnerships.

• Demonstrated project and program management excellence: organization, managing details, keeping multiple tasks/projects on track.

• Excellent communication, interpersonal, and influencing skills to communicate concisely, effectively, and credibly, both verbally and in writing, with customers and internal audiences.

• Expertise with a wide variety of lead generation tactics, including SEO, email marketing, content marketing, PPC and social media.

• Tech-savvy, with a knowledge of marketing technologies (HubSpot CRM, Google ads, retargeting campaigns, CMS, marketing automation); html a plus.

• Creative, graphic design, and merchandising experience including InDesign, Photoshop, Illustrator, Adobe Creative Suite, photography, etc. Videography skills ideal.

• Ability to work autonomously and effectively in a fast-paced, complex, cross-departmental, and multi-tasking environment.