As a critical member of the Senior Leadership Team (SLT) for the Accessories Division, the Vice President of Marketing is responsible for the strategy, tactics and programs to create interest, demand and recognition for BTI and its products through the use of PR, Product Marketing, Creative Services, Advertising, Strategic Relationships, Direct, Event, Channel and Online Marketing. In addition, to ensure the product is demand driven, the Vice President of Marketing works with Product Marketing and Management to ensure the right mix of features, positioning and price. This position is also responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve the company objective of sales, growth, profits, and visibility while ensuring a consistent marketing message and positioning on a worldwide basis consistent with the corporate direction. The VP of Marketing will be responsible for supporting the growth of some of the most innovative and recognized shooting and rugged outdoor accessory brands: Smith & Wesson®, M&P®, Thompson/Center Arms™, Caldwell® Shooting Supplies, Wheeler® Engineering, Tipton® Gun Cleaning Supplies, Frankford Arsenal® Reloading Tools, Lockdown® Vault Accessories, Hooyman® Premium Tree Saws, BOG POD®, Golden Rod® Moisture Control, Schrade®, Old Timer®, Uncle Henry®, UST®, and Imperial™.
Essential Duties/Responsibilities:
Strategy
· Remain highly strategic, tactical and program oriented.
· Work with Directors and Managers to development strategic partners for referencing, credibility and alliances.
· Help manage third-party relationships.
· Ensure the product/brand offering is competitive, complete, clean and timely.
· Responsible for creating annual or as-needed strategic and tactical marketing plans.
Research & Information
· Conduct and analyze market research to determine risk and marketability of potential products and product features. Supply information to appropriate personnel.
· Responsible for competitive analysis, strategies and tactics.
· Measure effectiveness of the marketing department and implement improvements.
Product & Competition
· Determine market needs and generate product requirements and definition for development.
· Responsible for the product(s) pricing, name, positioning, packaging, and definition.
· Work with the Directors, Supervisors, and Content Team to ensure production of appropriate collateral, sales, educational and merchandising materials.
Management & Training
· Manage and train existing and new marketing staff.
· Ensure timely and effective execution of the marketing tactics and programs.
· Create and maintain annual marketing budget.
· Lead and manage the following responsibilities and/or departments: Brand Management, PR, Advertising, Online and Digital Marketing (including websites and social media), Channel Marketing, Event Marketing (trade shows), and Creative Services.
· Generate a monthly summary report and comprehensive quarterly and annual marketing report. (i.e., SLT & Board Meetings)
PR & Image
· Manage PR strategies to ensure the proper amount and type of coverage to raise awareness, win reviews and ensure consistent product branding/image.
Advertising
· Work with Content Team and/or agency to create the media schedule, negotiate the rates, prepare the deliverables and execute. Follow-up and measure the advertising campaign using print and online methods.
Strategic Partnering & Alliances
· Participate in creating strategic partnerships, alliances and bundles that ensures the Division's Products/Brands are highly visible and properly positioned and referenced.
Direct Marketing
· Maintain complete direct sales support.
· Ensure we have substantial qualified leads for direct sales. These can be gathered through direct mail campaigns, trade shows, the Web site, and qualified list acquisition.
Channel Marketing
· Maintain complete sales material support for Indirect Channel Sales.
· Work with Event Manager to ensure proper representation at industry events.
· Help initiate a customer service and online lead generation program to support the resellers.
· Develop an effective channel marketing & merchandising program including: training & education, promotions, pop, distributor and retail relations.
Online Marketing
· Ensure professional, inviting web sites employing the latest technology to encourage initial and repeat visits. Develop online stores to take orders for new products, upgrades and add-ons directly.
· Help initiate and execute an entire online strategic marketing plan to make the most of this important DTC medium.
Creative Services
· Work with the Creative department to ensure a consistent look and feel among all collateral materials. Aid in the design of the packaging, sell sheets, product slicks, POP, folders, trade show graphics, and all other brand imaging.
Job Standards:
· Any combination of education and experience providing the required skill and knowledge is qualifying. Typical qualifications would be equivalent to:
Knowledge:
· Bachelor's degree – preferably relevant to Business Administration/ Marketing
· Passion for and deep understanding of the shooting sports/outdoor industry
· Detailed comprehension of advertising costs and negotiation tactics
Deep understanding of e-commerce trends, platforms, social media strategies and point of view on how to effectively stay in front of consumers across various media (mobile, web, etc.)
Skills:
5+ years recent work experience in marketing and e-commerce environment
Writes, speaks, and presents clearly and succinctly across a variety of communication settings and adjusts communication style to audience
Excellent negotiation skills
Cross departmental collaboration
Excellent interpersonal communication skills, including heavy telephone and email communication
Attention to detail
Good organizational skills; ability to prioritize multiple tasks
Computer skills in Microsoft Suite - Word, Excel, PowerPoint
Judgment and problem solving skills based on advanced or technical concepts
Ability to manage category/new market analysis
Licenses:
N/A
Special Requirements:
· Regular and predictable attendance is required.
· Ability to sit for prolonged periods of time in front of a computer.
· Ability to move about facility on regular basis to perform physical activities, such as, but not limited to, lifting heavy equipment (up to 50 lbs. unassisted), bending, standing, climbing or walking.
· Visual and hearing acuity.
Safety Hazards:
· General office environment, with some exposure to plant environment, with fork lift and other general hazards.
Note: This job description should not be construed to imply that these requirements are the exclusive standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as may be required. Reasonable accommodation will be provided to qualified individuals with disabilities. The employer has the right to revise this job description at any time. The job description is not to be construed as a contract for employment.
Drug Free Work Environment
EEO
Link to apply:
https://recruiting.adp.com/srccar/public/RTI.home?c=1055241&d=External&r=5000233600306&_fromPublish=true#/
