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The Director, Consumer Marketing develops and leads strategies to support and enable exceptional client and consumer experiences. This role is responsible for developing digital direct customer acquisition and membership strategies and approaches to build consumer relationships and drive revenue for our clients and Towne Park. Ideal candidate has experience with acquiring qualified users and paid subscribers, generating revenue and improving customer experience through various marketing channels and strategies.
In addition, the Director of Consumer Marketing will support brand initiatives that help build and communicate the company value proposition and brand to various audiences including clients and consumers. The Director of Consumer Marketing is part of the marketing and communications team who supports the cultivation of a compelling brand story and unified brand culture and have overall responsibility for translating the company initiatives, business and growth priorities into communications and marketing strategies that enhance the company brand and reputation, engage clients and customers, drive ongoing insights and support growth.
Key areas of responsibility include: Consumer & Ecommerce Marketing and Engagement (75%): • Develop and lead the organization’s e-commerce and consumer marketing efforts. Establish strategy by researching, analyzing and defining customer requirements; identify target customers, analyze competitors’ offerings. • Consumer marketing program management including acting as project and marketing manager for monthly and connected parking solutions driving overall program development and management, marketing strategy, and revenue growth. • Develop launch approach and marketing strategy for the companies’ new e-commerce connected parking product which will include consumer acquisition, loyalty program development and management, app promotion, engagement with the technology and sales teams, etc. • Create an online marketing strategy to support consumer acquisition. • Develop and implement loyalty programs, promotions, offers, and creative campaigns to drive user engagement and maximize customer value • Use analytics tools to measure and report results of marketing campaigns, ROI and identify new opportunities in collaboration with the technology and IT team. • Manage relationships with partners and external agencies as needed. • Research and formulate ways to optimize user experience • Prepare and demonstrate presentations of various marketing strategies
Brand Management and Client Marketing (25%) • Manages all brand assets to drive awareness and ensure consistency. • In partnership with the procurement department, redesign and manage the field marketing resources to ensure appropriate messaging for operations while improving efficiency and mitigating costs. This includes the management of all marketing assets such as signage and other client/consumer facing materials. • Create white papers, case studies, fact sheets and other marketing materials that demonstrate our market leadership and innovation. • Manage the VIP Program, a specialized engagement program for select clients. • Develop strategic marketing programs to support sales efforts, when needed.
KNOWLEDGE, SKILLS AND ABILITIES • Direct implementation experience with SEM and SEO. • Proven track record in b2c marketing. • Experience with advanced analytics such as Google Firebase, Mixpanel a strong plus. • Knowledge about online campaign management. • Ability to organize and interpret data. • Strong writing skills in a variety of formats and media. • Meticulous attention to detail, with an eye for consistency. • Ability to plan, develop, and lead complex projects from inception through completion • Superior project management and organizational skills. • Ability to manage multiple projects in an efficient manner and adjust as priorities change. • Strong knowledge and understanding of current trends in marketing, digital media, ecommerce and consumer engagement. • Consumer marketing, product launch and app marketing experience a plus. • Strong research and presentation skills. • A wide degree of creativity and latitude. • Marketing technology and digital experience desired. • Working knowledge of HTML5 would he highly desirable. • Proficient in Microsoft Office (PowerPoint, Excel, Word), SharePoint.
QUALIFICATIONS • Bachelor’s degree in marketing, communications or a related discipline • 10 years marketing, agency experience. • 5 years of experience in corporate environment • Experience in planning and managing projects and processes, as well as, allocating resources, monitoring progress, and establishing budgets to accomplish project goals. • Hands-on experience and leadership mentality a must. • Experience in hospitality and/or a distributed services company a plus. • Excellent communicator. • Energetic with a positive and self-starter attitude. • Team player with the ability to work independently as well as collaboratively in a fast-paced work environment. • Desire to learn and acquire new skill sets. • Experience managing marketing agencies and budgets. • Experience in a service-oriented, nationwide organization.
If interested, contact Katie McDermott, VP of Talent Acquisition at email@example.com