Director, Integrated Marketing Communications

Overview:

The Director, Integrated Marketing Communications (IMC) is a critical role within Breakthru’s Digital/eCommerce Center of Excellence (CoE), responsible for all facets of Breakthru’s digital landscape, with a focus on delivering best-in-class 360 digital marketing solutions for Breakthru’s entire footprint across the United States and Canada. In addition to leading through-the-line digital marketing campaigns and solutions, this leader also plays a critical role to support various functions across the company, including Corporate Communications, HR/Talent Acquisition, training and development, plus external stakeholder relationships. Accountable for managing and building an annual budget, as well as the management of a team of 6-10+ associates and managers.

The Director leads, develops, and delivers the digital marketing playbook, including editorial planning and recaps, as well as market-by-market customization and promotion needs to meet holistic needs of Digital CoE and critical stakeholders. This leader must constantly challenge the status quo and continuously advance Breakthru’s digital strategy, while adapting to an ever-evolving space and role, staying ahead of digital advancements, as “Digital Evolution” is one of the Company’s core areas of strategic focus.

Responsibilities:

Digital Marketing (IMC deliverables) & Stakeholder Management

• Lead the IMC team and deploys marketing campaigns across all digital channels – email, web, social, and eCommerce – with the intent to drive sales and support Breakthru’s supplier partners. 
• Deliver top-notch digital marketing programs while raising the bar with new strategies and creative programs across all digital channels. Digital channels include: Email marketing to Breakthru customers; Company websites & microsites (breakthrubev.com/beyond.breakthrubev.com); social media channels (50+ across Facebook, Twitter, Instagram, LinkedIn, YouTube); eCommerce (Provi and Breakthru’s proprietary platform, BREAKTHRU NOW). 
• Represents Breakthru as Digital Marketing leader and subject matter expert to external partners, internal leadership and associates. 
• Collaborates with Supplier Business Development (SBD) leadership team on building supplier relationships, including monthly planning meetings; responsible for developing and executing supplier-focused editorial calendar and recaps. 
• Consistently deliver editorial planning and recaps across all digital categories, with a focus on 360 approach, to leadership as well as external supplier partners. 
• Co-serves as Chief Editor of all content along with Content & Corporate Comms Manager. 
• Responsible for maintaining and update company website (breakthrubev.com), working closely with Corporate Communications and Leadership teams for collaboration and approvals, ensuring that the corporate narrative is effectively captured. 
• Provides insight and direction for internal Comms as well (SharePoint and company Bulletins). 
• Serves as digital marketing/eCommerce subject matter expert and consultant, working closely with Learning, Leadership & Sales Solutions (LLS) department and broader Digital CoE to execute critical training and capability development to internal teams. 
• Collaborates with all functions, including Operations, to ensure all communications tie back to corporate narrative; periodically creates print materials for Operations team, Benefits/HR. Manages departmental budget and vendor relationships/contracts.

B2B/B2C eCommerce Management, Activation & Development

• Leads and delivers marketing playbook for B2B platforms (BREAKTHRU NOW, Provi, SevenFifty). 
• Manages relationship with partner Provi for all digital marketing strategies and initiatives, including Storefronts. 
• Drives strategy for ongoing marketing support on Provi platform and connection to Breakthru’s digital marketing campaigns. 
• Collaborates daily with Director, B2B, and Director, B2C to ideate, manage and execute key digital projects and initiatives for Digital CoE. 
• Responsible for delivering recaps of marketing campaigns and featured focus brands across B2B platforms back to external stakeholders (supplier partners) as well as internal Leadership teams.

Talent Management and Development

• Oversees entire IMC team and directly manages Content & Corporate Communications Manager and Design Manager. 
• Defines and communicates overall IMC strategy and goals.
• Provides oversight and support to Digital Market Managers across Breakthru’s footprint. 
• Supports the organization’s DE&I initiatives and partners with Corporate Communications/Corporate Social Responsibility/HR/Talent Acquisition to promote Breakthru as an employer of choice on Company social media channels (FB/TW/IG/LinkedIn) and website. 

• Minimum 10 years Digital Marketing, Communications, and/or eCommerce or agency experience 
• Bachelor’s degree required; studies in Marketing, Communications, or New Media/Journalism preferred 
• Experience hiring, managing and leading a team of people 
• Proven project management experience required 
• Relevant cross-functional experience preferred (Beverage Alcohol, marketing, digital agency, advertising) 
• Experience with digital platforms: content management systems (CMS), email service providers (ESP), social media management tools, and web development tools. Proficiency in these or similar platforms needed: Bronto, SiteCore, HubSpot, Google Analytics, Sprout Social, Hootsuite, Mailchimp, Salesforce, SAP Marketing Cloud 
• Familiarity with eCommerce technology tools (e.g., PIM/DAM, digital shelf analysis) preferred 
• Strong analytical skills with ability to learn and adapt to various databases and tools (e.g., PowerBI, SAP BI tools) 
• Commitment to measuring impact of content and proving ROI, identifying opportunities for A/B testing 
• Passionate about communications and design, with strong copyediting/proofreading skills preferred 
• Excellent leadership capabilities with strong presentation and interpersonal skills 
• Strong written and verbal communication skills 
• Comfortable coordinating with multiple departments in a matrixed organization 
• Ability to build influence with people without being directly responsible for them 
• Ability to work effectively in fast-paced, high-volume and dynamic team environment 
• Ability to represent the Company at outside functions in a responsible and respectable way 
• Some travel required (~25%)