Summary/Objective
The Director, Marketing leads a team of Marketing professionals and together they are directly responsible for the effective marketing of IFT products, services, and programs. This role works cross-functionally with key internal stakeholders and serves as a counselor and partner to drive marketing efforts that increase revenue, enhance the brand and align to IFT’s strategic objectives. The Director has a deep understanding and experience in marketing principles and tactics, as well as a full understanding of IFT’s mission and audiences. The Director has expertise in leading the strategies and work of a team, as well as personally being able to develop, execute, and evaluate integrated marketing communications strategies, as well as implement corresponding tactical plans designed to support program goals. This role is committed to communicating the value of the IFT brand and is instrumental in the achievement of IFT’s organizational goals.
Essential Responsibilities
• Develops primary strategies and has leadership for IFT Marketing efforts and team
• Supports the achievement of IFT’s business goals by leading a team through the ideation, planning, development, execution, and ongoing assessment of marketing program metrics and strategy
• Conducts audience assessment, channel assessment, and selection utilizing data to influence strategic plan execution
• Has a strong focus on demand and lead generation
• Engages with and manages expectations of various stakeholders, including senior leadership and external partners
• Has a deep understanding of how to generate and use marketing data to identify insights, drive revenue and increase engagement of key audiences
• Serves as a key partner and counselor to key stakeholders inside of IFT, understanding their goals and timelines to proactively develop plans and approaches that engage audiences and drive results
• Demonstrates a clear understanding of IFT audiences through work with the Channels team in addition to audience assessments, channel assessment, and selection utilizing data to influence strategic plan execution
• Responsible for ensuring effective marketing and communication plan development and adherence, project management, copywriting, design oversight, and social media content development coordination
• Partners closely with the Content and Channels teams to use data to guide decisions on content development, timing and channels for marketing initiatives
• Maintains knowledge in developing industry trends and technologies
• Ensures compliance with industry and legal regulations and best practices, and adherence to company processes and procedures
Science and Sales focused responsibilities
• Works in close collaboration with Sales team on sales and sponsorship initiatives by successfully developing and implementing targeted marketing tactics
• Responsible for all marketing strategies, counsel, and execution for Sales, KLE and Journals offerings
• Has deep understanding of how to drive Marketing Qualified Leads (MQLs) and implements approaches in collaboration with the VP, Sales
• Deeply understands how to develop audiences, as well as generates a deep understanding of IFT’s addressable audience (advertising and programming), and develops strategies, tactics and evaluations to drive increased sales and engagement opportunities
• Partners closely with the IFT FIRST Marketing lead on efforts related to the Scientific Program at IFT FIRST: Annual Event and Expo, providing integrated, strategic marketing to reflect IFT’s role as a convener across the food system
• Supports all Knowledge and Learning Experiences marketing, ensuring product design reflects audience needs and developing integrated marketing strategies to grow sales and engagement across all media.
• Develops and implements innovative approaches to reach new audiences to increase registration for KLE/GFTC products to drive exchange of ideas across the food system
• Directly involved in development of any content and branding materials related to IFT FIRST, including website, social media, mobile app, signage, etc., aligning brand to overall IFT brand identity
• Manages a scalable email and Linked In outreach system focused on creating sales funnels
• Works cross-functionally to ensure clarity and simplicity in messaging and approach to create an engaging and frictionless experience for audiences
• Looks for opportunities to engage with new audience groups to generate increased exposure for KLE/GFTC products, ultimately driving increased sales and revenue
• Responsible for marketing and communications efforts related to Global Food System Challenge program and community engagement
Management Responsibilities
• Manages two direct reports
• Manages external vendor relationships
Travel Required
• Occasional domestic travel is expected including the ability to attend occasional evening, weekend, and overnight meetings
Required Education and Experience
• Bachelor's degree in Marketing, Communications, or equivalent
• 8+ years of related experience in a similar position, preferably at an association or in an education-focused environment
• 8+ years of experience owning and managing the marketing for several product lines at one time
• 8+ years of demonstrated ability to write clearly and concisely with exceptionally strong communication skills
• 8+ years of experience of successfully building relationships with both internal and external stakeholders
• 5+ years of experience in demand and lead generation efforts in partnership with a sales or advertising team
• Strong computer skills including proficiency in Microsoft Office Suite
Preferred Experience
• Experience with Hubspot or a similar email marketing platform
• Experience with content marketing at a food, health, or scientific organization
Other Duties
This position, and all others at IFT, may be modified at any time. To ensure operational efficiency and meet the changing needs of our customers and our Business, other duties may be assigned as needed.
