The Senior Field Marketing Manager, North America will develop local programs to engage domestic and international shoppers with experiential marketing, events and partnerships. This individual will partner with developers, local mall marketing teams, resorts, attractions and local corporations to create awareness and maximize store visibility, traffic and sales conversion. The position will manage the U.S. & Canada Company Stores.
PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:
Manage, coach and support the Regional Marketing Managers by being their main point of contact at the home office
Create local and regional awareness by building traffic-driving marketing strategies for retail stores
Develop local programs to engage shoppers and prospects with experiential marketing and partnerships
Train, educate and coach store managers & marketing leads to identify local marketing opportunities and execute corporate initiatives in their market
Oversee the Store Marketing Request process and provide recaps on submissions & approvals
Support New Store Openings with local field marketing programs
Work with Regional Marketing Managers to evaluate marketing initiatives
Partner with Regional Vice Presidents to support focus stores
Initiate innovative regional marketing programs to maximize store visibility, traffic and sales
Partner with local travel/tourism companies to create programs to drive tourist traffic
Partner with local corporations & chambers of commerce to increase domestic business
Build relationships with developers and maximize opportunities at the center-level
Coordinate in-store events to enhance customer experience and impact on buying decisions on site
Identify and negotiate opportunities for local and in-center advertising
Manage the creative development process for field marketing projects by working with our internal creative services team and outside vendors
Review all proposals and creative briefs that are submitted by the Regional Marketing Managers and provide feedback and guidance
Prepare presentations on market/store information and program recaps for executive jet trips.
Develop a clear format for market research to keep team informed about the local markets. Provide monthly updates on state of the market, tourism headlines, convention numbers and other key information that will be beneficial to driving the business.
Monitor sales, measure ROI, and identify best practices for local programs. Present data in a condensed quarterly report to share with Regional teams.
Partner with Regional Marketing Managers to develop store-specific reports.
INTERNAL & EXTERNAL CONTACTS:
Internal:All
External: Vendors
SUPERVISORY RESPONSIBILITIES:
Direct:Two Regional Marketing Managers
Indirect: Vendors
BUDGETARY RESPONSIBILITIES:
Manage/negotiate costs of projects as necessary. Manage Regional Marketing budget for US & Canada.
DECISION MAKING:
Responsible for tracking and recommending best-practice approaches and maximizing ROI within available budget.
RESOURCEFULNESS/CREATIVITY:
The ideal candidate will be a customer-centric marketer who understands how to form valuable partnerships and leverage domestic and tourist-focused opportunities to drive retail traffic and sales. Must be able to stay current on industry trends and make recommendations to Company management accordingly. This person will have the ability to interpret data, draft reports/presentations, and make actionable recommendations. Must have the ability to work with multiple cross-functional partners to ensure that retail marketing promotions are supportive of product strategies and company financial goals. Ability to handle multiple tasks/projects with adherence to deadlines. Detail-oriented/innovative traits necessary. Must be flexible to adapt to changing trends of business and projects.
ENVIRONMENT:
Ability to work in fluid environment with changing priorities. Ability to meet deadlines with frequent changes to projects.
TRAVEL:
Ability to travel up to 15%-20%.
Experience:
8 years’ experience in marketing, preferably in retail
Education:
BS in Business/Marketing preferred
Skills:
Must be proficient in Microsoft Excel, PowerPoint and Word
Ability to work in a fast paced environment
Must be organized, highly detail-oriented and accurate
Strong communication skills (both verbally and written)
Professional demeanor and proactive approach
Strong interpersonal skills with focus on teamwork
Strong analytical skills. Able to analyze results of programs, draw conclusions and develop actionable recommendations
Strong project management and planning skills, with ability to manage, prioritize, multi-task and thrive in a fast-paced, high-growth environment.
Extremely proactive with a strong bias for action. Naturally inquisitive; desire to continuously improve current business practices/processes
Established contacts in territory across many different industries (tourism, hospitality, entertainment, etc.)
Field marketing and leadership experience required
Retail experience preferred
