The Director of Marketing is responsible for elevating the Company brand to the trade, consumer and community audiences by leading a strategic, integrated and proactive approach across all communication and marketing activity that maximizes reach and impact of each initiative and results in a positive and productive brand and product experience. This position requires a strong mastery of current communication platforms and strategies to include public relations, influencer engagement, advertising, media relations, social media, inbound marketing and web strategy and data influenced content creation.

Essential Duties and Responsibilities

Annual Marketing Planning

  • Identify and emphasize key competitive Company positioning statements applicable to the Trade, Consumer & Community audiences.
  • Develop and implement promotional campaigns that support trade activations & industry communications to elevate competitive positioning with specific emphasis during annual industry events, key product seasonality and community events/opportunities.
  • Collaborate with sales and production teams to understand pockets of opportunity to align promotion timing. Collaborate with consumer media seasons to align communication emphasis.
  • Create and manage annual marketing budget to meet stated and agreed annual goals.

Communications and Branding

  • Develop and implement all trade communication campaigns to elevate brand with trade partners via trade advertising and consistent email communication campaigns.
  • Lead the graphic design of all new and updated product packaging for maximum shelf impact and product performance.
  • Responsible for insuring that all packaging content meets industry packaging regulations.
  • Work with web development partner to initiate inbound practices that result in actionable intelligence to both direct web content/emphasis, consumer outreach and trade partner data share.
  • Comprehend SEO practices as it relates to web content creation and inbound activities.
  • Oversee the creation of all sales tools to align with key competitive positioning statements and product attributes. To include Sales Collateral including sell sheets and commodity books.
  • Oversee all event management and participation to align key brand messaging and product emphasis.
  • Ensure that overall marketing campaign messaging & product presentation/emphasis aligns with trade event messaging and vice versa.
  • Prepare and distribute to vendors and Key Company Leadership/Personnel Company Key Messages, Brand Style Guide and Press Kit.

New Product Development Support

  • Participate in collaborative and cross functional new product development process.
  • Provide product and feature trend research to guide the Ocean Mist Farms new product development process.
  • Capture and provide customer/trade feedback to benefit new product development process.
  • Initiate and develop all new product messaging themes and content creation to guide product packaging content/design, ad creative, public relations, website content, ad campaigns and sales material.

Account Support & Category Management

  • Ensure that marketing spend/initiatives are aligned to, result in trade partner success with Company branded products.
  • Prepare annual Nielsen Perishables Group (fresh food consulting) contract to provide data based understanding of the Ocean Mist Farms brand performance at retail, and consumer shopping behavior and it relates to the Company brand.
  • Provide content for customer presentations to include data that supports competitive product/brand advantage.
  • Participate in customer specific tours, presentations & events as requested/required.
  • Manage Customer Specific budget and collaborate with identified accounts to build marketing campaigns/annual programs that result in increased sales and positive customer relationships.
  • Oversee customer specific events and entertainment.
  • Provide feedback on marketing spend effectiveness for all trade events to include customer shows, industry shows and customer events.
  • Attend and direct the Company’s involvement in industry trade conferences and conventions.
  • Guide the Marketing and Events Specialist activities and initiatives to ensure collaborative & consistent strategic and product messaging, and cost-effective initiatives are employed.

Consumer Relations & Crisis Communication & Management

  • Prepare Company Messaging for Consumer Response Program
  • Oversee Marketing Specialist collaboration with Food Safety & Operations for efficient distribution of inquiries and response information
  • Collaborate with Crisis Team to prepare approved company messaging throughout Crisis Event.
  • Prepare communication templates to use in event of crisis
  • Collaborate on messaging updates with Food Safety Team, Sales Leadership and Operations to ensure that incoming inquiries are managed and messaging aligned.
  • Oversee social media monitoring, content and website content during Crisis event
  • Oversee and support consumer response during Crisis event

Other Duties:

  • Perform other duties as assigned.

Job Requirements and Qualifications

  • A minimum of 10 years of progressive marketing and management experience in brand/product role with extensive experience in digital marketing, social media and programming, market research and new product commercialization; preferably in an agricultural environment, with a proven track record of delivering marketing projects on time and within budget.
  • Bachelor’s degree in business marketing or related field.
  • Have broad knowledge and understanding of national retail, club store, foodservice and wholesale supply chains.
  • Have a high degree of produce business insight; able to relate and interact with various individuals at various levels.
  • Excellent written and verbal communicating skills; interpersonal skills; ability to complete task independently; ability to learn new skills and tasks as needed.
  • A proven ability to influence people and cross functional teams in a complex and fluid environment to drive true partnership and collaboration.
  • Must possess excellent listening skills, influence/negotiation prowess, and relationship management capabilities.
  • Possess exceptional leadership skills necessary to effectively inspire, develop and engage a team of three direct reports.    
  • Strong project management and process management skills; strong analytical and problem-solving skills.
  • Advanced knowledge of Microsoft Office suite of applications is required; including working knowledge of Famous, ITrade & Food Link is highly desired.
  • Ability to consistently meet deadlines and work under pressure.
  • Must be able to travel regularly to attendy industry events and customer visits as requested.