Brand and Marketing Director

Brief Description and Purpose of the Position

This position will report directly to the Chief Marketing Officer and is responsible for shaping and maintaining the image and identity of the brand. Will strategize and execute marketing initiatives that clearly communicate the brand's values, mission and solutions to the target audience.

• Plan, execute and analyze marketing programs for customer segments through a variety of channels, including integrated marketing campaigns, email, webinars, direct mail and account-based marketing tactics focused on lead generation and building the sales pipeline

• Utilize marketing automation and CRM systems to track and analyze customer data, manage campaigns, and measure ROI.

• Production of on-brand and on-message marketing materials which enable the Client Success team to effectively communicate with customers ensuring continued education and success throughout the relationship lifecycle

• Identifying key customers that can act as a marketing channel through case studies, speaking opportunities, etc.

• Collect and review WIGs per team member as applicable and recommend actions to properly reflect the actual status of departmental objectives.

• Participate in audits of company systems to ensure effectiveness of accounting, controls, and accuracy of recorded data, promote efficiency, safeguard company assets, and monitor compliance with applicable laws and company policies and procedures.

• Proactively assist departments in identifying root cause to recurring incidents or minor incidents that will potentially have a high impact

• Recommend areas for improvement to better strengthen internal controls and/or help reduce cost.

• Identify how our brand is currently positioned in the market and develop a process to document progress of our brand.

• Oversees brand management in conjunction with the Brand Design team, setting guidelines on how we use the brand.

• Oversee the brand message creation process, as well as make sure the copy on our online properties aligns with the messaging.

• Work across collaboratively to educate and communicate our brand personality internally and align company around the message.

• Help evolve and maintain brand positioning, how it's articulated, how it is best deployed, across all marketing touchpoints.

• Partner with design team to plan, manage, and implement a calendar of brand opportunities to bring the brand to life.

• Measure and report on success of brand marketing campaigns.

• Provide support with team process establishment and documentation.

• Collaborate with the marketing team to create customer-focused content, including blog posts, whitepapers, and social media campaigns.

• Collaborate with the sales team to identify opportunities for upselling and cross-selling to existing customers.

• Cultivate renewals – collaborate with peers and contribute to programs that reinforce behaviors correlating with renewals, including in-product support, phone or email-based support, training attendance and product adoption

• Strategically works with partners, and other third-parties to figure out ways to level up the brand.

• Create and manage customer segmentation and targeting strategies to deliver personalized marketing campaigns.

• Develop and manage customer advocacy programs, including referral initiatives, testimonials, and case studies.

• Monitor customer satisfaction and gather feedback to identify areas for improvement and recommend actionable solutions.

• Stay up to date with industry trends and emerging technologies to identify new opportunities for customer engagement and retention.

• Develop and execute digital marketing strategies, including SEO, SEM, social media, email marketing, and content marketing.

• Use analytics tools to measure digital marketing performance and ROI.

• Stay updated with the latest digital marketing trends and technologies.

• Optimize online customer experience to drive engagement and conversions.

• Provide clear direction and set performance expectations for team members.

• Offer regular feedback, coaching, and professional development opportunities.

• Foster a collaborative and innovative team culture.

• Conduct performance reviews and implement improvement plans as needed.

• Develop and oversee the marketing budget, ensuring alignment with strategic goals.

• Monitor spending and make adjustments to maximize ROI.

• Identify cost-saving opportunities without compromising quality.

• Report on budget performance and financial impact of marketing initiatives.