EQ Marketing Specialist (NM)

PRIMARY FUNCTION:

Work closely with divisional and departmental leadership to develop and execute a strategic and actionable marketing plan to support achievement of business goals for assigned market segments. 

DIMENSIONS:

This position is responsible for administering an annual advertising/marketing/event budget of $350,000+.

ESSENTIAL  DUTIES:

1. Develop and deploy effective multiple-channel marketing campaigns to target customers and track the effect of those campaigns, by customer segment, over time. Example channels are: website, social media, email, video, direct mail, trade publications, signage and mass media where appropriate. This may include research of product/offering, development of concept, copywriting, and design layout.
2. Provide market research for new product introduction, new service offerings and other special projects
3. Plan and execute events for customer appreciation, trade shows, fishing tournaments, open houses, trade associations, employee appreciation, etc.
4. Develop content for customer eblasts for service, sales and parts meeting monthly goals for release of eblasts
5. Run and publish monthly dept report cards, PINS reports, and other misc. reports
6. Maintain the dept Marketing event calendar
7. Maintain and submit the Cat Forecast Funds report, submitting the Event Forecast Funds request to CAT in a timely manner, and track and report payments due from Cat monthly
8. Planning, procurement and management of inventory for all marketing department novelties and promotional items with management budgeted approval
9. Primary responsibility for development & updating of marine sales brochures and other custom sales collateral. This may include research of product/offering, development of concept, copywriting, and design layout.
10. Defines, tracks, analyzes and communicates to management the results demonstrating marketing's contribution to business goals for assigned business segments
11. Provide relevant and engaging digital content for assigned business segments to support the overall website strategy ensuring that the website is meeting customer expectations and capturing leads.
12. Provide engaging and relevant digital content to support ongoing social media strategy, driving brand loyalty and increased customer engagement
13. Must have understanding of the marketing communications brand guidelines as necessary for local application of the Caterpillar and Gregory Poole Equipment Company brands in our service territory. Responsible to educate and govern these guidelines with all associates.
14. Leverage disciplined market research and tribal knowledge to understand customer perceptions and expectations across the entire life cycle defining similar customer needs and behaviors to aid in the prioritization of specific tactical plans
15. Use “services marketing” methodology to close the gaps between what customers expect and what they perceive we deliver, targeting growth opportunities from a segment of customers, and demonstrating growth in sales.
16. Manage tactical budget effectively and provide monthly update reports to management
17. Support efforts of sales, parts and service management where applicable
18. Attend marine safety meetings, provide communication and reporting
19. Actively network with Gregory Poole Corporate marketing and industry marketing professionals to share best practices to increase our dealership marketing capabilities

MINIMUM REQUIREMENTS:

Education:

A four year degree in marketing, communications or related business with two years of relevant marketing experience or a two year degree in marketing, communications, or related business with four years relevant industry experience and demonstrated understanding of sales and marketing functions

Work Experience:

(see above)

Physical:

• Ability to periodically travel overnight (sometimes overnight)
• Ability to lift various materials that could weigh up to 50 lb., stoop, bend and stretch in order to assemble/disassemble marketing displays
• Ability to sit for long periods using a PC and telephone

Other:

• Proven analytical skills, preferably demonstrated through analyzing market segments and determining actionable insights
• Ability to plan and execute campaigns and initiatives that support department and corporate goals
• Outstanding written and oral communication and customer service skills
• Proficiency with social media platforms, including Instagram, Facebook, and LinkedIn
• Proficiency with email and Microsoft Office products, including Word, Excel and PowerPoint
• Graphic design experience using Adobe Photoshop, Illustrator and InDesign is a plus
• Strong project management skills
• Ability to successfully multi-task and work well in a fast paced, team environment
• Willingness to work occasional evenings, weekends and travel overnight as needed

This job description is not intended to be all-inclusive.  Your supervisor may request and assign you similar duties.  Any major modification of this job role requires Human Resources approval. 

Gregory Poole Equipment Company is an Equal Opportunity/Affirmative Action employer and will consider all qualified applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.

Gregory Poole Equipment Company is an Equal Opportunity/Affirmative Action employer and will consider all qualified applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.