Senior Marketing Manager Jobs

Job Summary:

The Senior Marketing Manager develops, implements, and monitors all marketing functions. Directly oversees Marketing Communications, Merchandising and Analytics to help coordinate Coastal’s business strategies, deliver value to customers and support customers and consumer relations. In conjunction with Sales, establishes goals and programs to ensure market share growth and profitability in all channels. This includes analyzing market information to determine market share, recommending new products/services and monitoring market, competitive opportunities, and new product introductions.

Major Responsibilities:

Marketing KPI management:

• Monitors brand and product line performance to ensure steady, profitable growth.

• Ensures that the company regularly conducts relevant market, competitor and consumer research.

• Collaborates with accounting, sales and supply chain to lead discontinue process by managing the lifecycle of our products and make recommendations for SKU rationalization.

• Monitors retail pricing comparisons and provides input on strategy for market relevant pricing, setting retails and assisting with annual pricing reviews.

• Owns and manages annual marketing budget including ad spend, sponsorships, corporate partnerships, tradeshows and merchandising expenses.

Communications:

• Oversees development and implementation of all marketing and advertising strategies to ensure steady market share growth, meet or exceed annual new product and category sales goals.

• Works alongside sales to drive customer engagement through B2B communications, promotions and programs.

• Ensures proper use of Coastal voice, technical language and audience appropriate tone across all outlets.

Digital Content:

• Monitors brand and product line performance across digital platforms to deliver accurate product data, content and support.

• Monitors analytics for key performance indicators.

• Collaborate with Direct-to-Consumer Manager on CX and SEO of Coastal’s website to maximize the ROI of Coastal’s digital advertising strategy.

Merchandising:

• Monitor implementation of all merchandising strategies to ensure steady market share growth.

• Manage Merchandising Specialists in developing by-account planograms, analyzing planogram performance, and recommending assortments.

• Assist in the management of trade shows.

Analytics:

• The ability to convert data and customer insights into actionable, profitable and timely planning of marketing campaigns.

• Leverage internal and external market research, with an emphasis on competitive data, to understand and remain focused on our target audiences.

Note:

This description reflects the general details considered necessary to describe the principle functions for the job identified for the purpose of job evaluations. It should not be construed as a detailed description of all work requirements that may be inherent in the job nor shall it be construed as giving exclusive title to every function described.

Supervisory Responsibilities:

Titles of positions supervised:

• Graphic Design Specialist

• Digital Content Specialist

• Communication Specialist

• Merchandising Specialist

• Marketing/Merchandising Analyst

Qualifications:

• College degree or equivalent work-related experience in marketing, management or a similar field are recommended to enable the candidate to perform a majority of the jobs listed with minimum supervision or instruction.

• Should have experience with project planning, promotion design, and statistical analysis.

• Should have an understanding of SEO, digital advertising and B2B vs B2C marketing strategies.

• Must have strong project management, personnel management, computer, and communication skills.

Competencies:

• Business Insight

• Customer focus

• Manages complexity

• Drives engagement

• Strategic mindset

• Manages ambiguity

• Develops talent

• Financial acumen

• Cultivates innovation