PRIMARY OBJECTIVE OF POSITION:
To lead offline marketing media strategy for retail stores and NorthernTool.com including omnichannel media planning, execution, and optimization for terrestrial and digital radio, podcasts, TV, connected TV, OOH, and other offline media. To plan, coordinate, implement, and oversee all omnichannel marketing campaigns to gain new customers and build repeat business.
MAJOR AREAS OF ACCOUNTABILITY:
- Develops omnichannel media budgets and plans for all offline media channels. Defines national and market-level media mix, test plans, and segmentation approach.
- Leads planning for all integrated, omnichannel marketing campaigns. Includes development of and strategy for campaign themes, promotions, products, and services featured.
- Engages internal and external partners in campaign planning and execution. Develops and manages processes to ensure that goals and timeliness are met.
- Oversees the execution, monitoring and measurement of marketing campaigns and their success.
- Fully owns the direct mail program supporting retail store locations from strategy to retrospective and engages marketing and other teams in planning and execution. Responsible for budgeting, planning, product, messaging, and targeting strategy for all direct mail campaigns.
- Manages budget and planning process for new stores. Builds new store marketing campaigns and collaborates with internal partners to ensure cohesion and that new store performance benchmarks are achieved.
- Optimizes store and market level media strategies based on emerging trends driven by market dynamics, competitor impact, advertising effectiveness, and other factors.
- Determines creative strategy for campaigns and offline channels. Develops creative briefs and partners with internal brand and creative partners and external agencies to deliver visual or audio expression for campaigns and offline channels.
- Tracks performance effectiveness and awareness across various metrics, media, and segments. Partners with the Data Insights team on measurement of media performance, test design and success evaluation.
- Manages outside media agency partners as it relates to supporting development and execution of all offline strategies, including planning, placing, and trafficking for offline media channels.
- Serves as a resource and collaborator with other departments/internal customers to ensure quality results, an aligned focus, and support for each other and the strategic goals of the organization.
- Establishes and sustains interactive relationships with external vendors and contacts to result in favorable networks to support the current and future goals of the organization. Benchmarks practices/results against competitors to maximize organizational effectiveness.
- Provides fiscal support for the department through the development of the departmental budget and guiding campaign budget and sets direction to achieve budget parameters and ensure financial benchmarks are met.
- Supervises and manages employees by communicating job expectations; planning, monitoring, and appraising job results; coaching and developing employees; and enforcing policies, procedures, and productivity standards.
- Keeps supervisor informed of important developments, potential problems, and related information necessary for effective management. Coordinates and communicates plans and activities with others, as appropriate, to ensure a coordinated work effort and team approach.
- Performs related work as apparent or assigned.