VP of Marketing

VP of Marketing

Primary Purpose:

The Vice President of Marketing will report to the Executive Vice President of Sales & Marketing and is responsible for the strategy, tactics and programs to create / expand interest, demand and recognition for FNA Group's products through the use of Product Marketing, Creative Services, Direct, Event, Channel and Digital Marketing. The VP of Marketing will be responsible for product development in addition to planning, organizing, staffing, training, and managing all marketing functions to achieve the company objective of sales, growth, profits, and visibility while ensuring a consistent marketing message and positioning consistent with the company direction. The VP of Marketing will cultivate a strong collaboration and partnership with Sales, Product Development, and Executive Management to ensure success both internally and externally.

Essential Duties:

• Create and manage the overall Go-to-Market (GTM) strategies for all brands comprised within the FNA Group's product base.
• Direct and manage the responsibilities of the following departments: Product Development, Direct Marketing, Digital Marketing, Product Marketing, Channel Marketing, and Event Marketing (trade shows).
• Actively champion assigned products from commercialization to post-commercialization, and ensure target sales and gross profit objectives are achieved.
• Lead execution of new product launches and line extensions, including the development of product forecasts, pricing strategy, and sales collateral.
• Drive the development of end user driven products from concept ideation to commercialization.
• Management of FNA's Marketing Operations & Analysis. Team responsibilities include overall project and budget tracking, market research and analytics, overall Voice-of-the-Customer (VOC) feedback, and management of sales support metrics. These metrics include Power BI, Traqline, MAP Pricing, Market/Channel trends and support, and competitive market shops and product analysis.
• Monitoring category KPIs to ensure business plan targets are being met.
• Responsible for creating annual strategic and tactical marketing plan, which will also include competitive analysis and insights.
• Hire, manage, and train existing and new marketing staff.
• Ensure timely and effective execution of the marketing tactics and programs while maintaining an annual marketing budget.
• Generate a monthly summary report and comprehensive quarterly and annual marketing report.
• Ensure we have substantial qualified leads for direct sales which should be derived from direct mail campaigns, trade shows, the website, and qualified list acquisition.
• Work with team to ensure proper representation at industry events.
• Ensure a professional, inviting website employing the latest technology to encourage initial and repeat visits and SEO.
• Overall management of the creation and execution of product and brand advertising.
• Oversees all proactive and reactive public relations initiatives. This includes product development / product launch / product marketing / product messaging and overall brand management.
• Promotes the internal relationship and department interactions with marketing between FNA's internal Sales, Product, and Creative Development teams.
• Oversees and drives the sales tools for demand generation, including email campaigns, lead generation / management, and overall marketing of FNA product lines.
• Lead the overall communication, training, and education of FNA products among current and future customers.
• Overall support of FNA products' brand strategies.

Qualifications:

• Minimum ten (10) years of experience in marketing, communications or public relations with demonstrated success.
• Demonstrated skills, knowledge and experience in the design and execution of marketing and communications activities.
• You have led a product development team before and understand the intricacies of supporting stakeholders across multiple functions, from sales to senior leadership.
• You have a thorough understanding of sales and project management principles, and proven business development experience.
• Strategic Thinking: You will develop brand and product strategies for long-term growth.
• Strong new product development and commercialization experience required.
• Cross-functional team leadership expertise.
• Demonstrate working knowledge of DIY and professional end-user product requirements and buying patterns.
• Ability and desire to understand and clearly communicate technical features and benefits related to the brands.
• Exhibit understanding of the product commercialization process and documentation and information sharing needs and protocols.
• Experience developing and managing multiple teams: hiring, training, developing, supervising and appraising employees.
• Experience overseeing the design and production of print materials and publications, website management, and social media content creation and management.
• Must be able to work well on cross-functional teams including Operations, Finance, Sales, Research & Development, Customer Service, etc.
• Strong communication skills, including the ability to deliver professional written and oral presentations.
• Ability to work independently and responsibly while managing numerous projects simultaneously.

Education/Certification

Bachelor's degree in marketing, business, and/or public relations preferred. Graduate degree in a related field is desirable.