Marketing Communications Manager Nutrition & Industry Relations

Potatoes USA is the nation’s potato marketing and research organization. Based in Denver, Colorado, Potatoes USA represents more than 2,000 potato growers and handlers across the country. Potatoes USA was established by a group of potato growers in 1971 to promote the benefits of eating potatoes. Today, as the largest vegetable commodity board, Potatoes USA is proud to be recognized as an innovator in the produce industry.

Anchored by a strong foundation of market and consumer research and analysis, the Potatoes USA domestic and international potato marketing programs include advertising, nutrition science, public relations, retail, foodservice marketing, and reputation management. Whether the potato is grown for fresh, frozen, chip, dehydrated or seed use, Potatoes USA is dedicated to positioning potatoes as a nutrition powerhouse - truly, goodness unearthed.

Additional information can be found at https://potatoesusa.com/

Responsibilities

Potatoes USA's Marketing Communications Manager is responsible for developing and implementing marketing communications strategies that promote and protect the reputation of Potatoes USA, the U.S. potato industry, and the nutritional benefits of potatoes. This role requires a deep understanding of the potato industry, strong communication, relationship-building skills, nutrition science, and the ability to communicate complex information in a clear and compelling manner to various target audiences. Key responsibilities include:

● Developing marketing communication strategies that promote the company's reputation and brand within its industry, promote potato nutrition benefits to nutrition professionals, and align with the organization's overall business goals

● Managing issues that may arise, such as negative media coverage, and developing communication strategies that effectively address these issues

● Creating messaging that effectively communicates how Potatoes USA is promoting: the potato industry, protecting the industry's reputation, market trends, current events, market research, benefits of potatoes, the latest scientific research, and the needs and preferences of the target audiences

● Creating marketing materials that effectively communicate industry information and the nutritional benefits of potatoes, including but not limited to white papers, case studies, webinars, brochures, websites, social media content, event marketing, website content, etc

● Collaborating with nutrition experts, such as registered dietitians, to ensure that messaging is accurate and reflects the latest scientific research

● Building relationships with key stakeholders, such as industry associations, trade groups, nutrition influencers, academics, healthcare professionals, and media outlets, to protect the industry's reputation and promote potato nutrition

● Managing the annual editorial calendar for all nutrition and industry communications, continuously seeking ways to improve visibility, relevancy, and reach

● Collaborating with internal teams to ensure communication strategies align with Potatoes USA's business goals and objectives

● Managing the communications budgets for industry and nutrition professional communications, ensuring that resources are allocated effectively

● Tracking and analyzing marketing communications campaigns' performance to identify optimization and improvement opportunities. Analyze and report campaign performance to leadership to identify opportunities for optimization and improvement monthly.

● Managing the potato's reputation and "brand," ensuring consistency across all touch points. Ensure all communications adhere to Potatoes USA brand identity, messaging, and AMS guidelines

● Attending Potatoes USA Board, industry, and agency meetings. Represent Potatoes USA and the potato industry as a spokesperson or at events, as needed.

● Obtaining USDA AMS approval on all communications before release

Overall, the Marketing Communications Manager plays a critical role in developing and executing marketing communications strategies that promote and protect the potato industry's reputation and effectively communicate the nutritional benefits of potatoes, ultimately supporting a robust industry and a marketplace preference for potatoes.

Qualifications

8+ years of business-to-business communications, media writing, and/or public relations experience

● Strong critical thinking skills

● Exceptional written, verbal, and interpersonal communication skills

● Ability to work well under pressure

● Ability to work collaboratively and cooperatively with diverse constituencies throughout the organization and target audiences

● Must be a self-starter and able to self-direct. Able to work well with others and adhere to timelines.

● Advanced computer skills, including proficiency in Microsoft Office applications, content management systems, and desktop publishing applications

● Excellent organizational skills and attention to detail

Possess strong presentation skills and the ability to lead calls, programs, meetings, etc. with confidence

● Build relationships and gain trust and respect as a strategic partner

● Proactively share learnings, successes, and program impacts to foster better integration and collaboration across industry programs

● Be nimble and think quickly and creatively to help solve problems and refine/pivot approach to meet industry goals and key performance indicators

● Demonstrate a passion for the industry, networking, and participating in marketing and outreach activities that strengthen the demand for potatoes

● Lead with confidence – be decisive, take responsible risks

● Collaborate effectively across multiple levels and functions while guiding the cross-functional potato industry with a solution-oriented, integrated approach

● Positively influence the perception of potatoes through effective marketing communications programs among all target audiences, the potato industry, and business partners