Director of Marketing

As an integral member of the Leadership Team, the Director of Marketing is responsible for leading, directing and contributing to the marketing, communications, and branding efforts for the firm, resulting in sustained demand for ELI programs and services. The purpose of this position is to support the organization in the creation and execution of marketing programs that drive increased awareness and sales lead generation for ELI. The role will achieve these goals through omni-channel marketing efforts including industry events, marketing programs, lead generating activities, integrated marketing campaigns, and marketing communications.

This role is considered to be a ‘player-coach’ role where the incumbent will be heavily involved in marketing strategy, operations, and implementation. The incumbent will drive the execution of marketing programs from start to finish, ensuring collaboration with the stakeholders and leveraging the established internal processes. Additionally, the Director of Marketing plays a contributing role in the design and execution of overall marketing and communications strategy, bringing a keen understanding of client expectations, competition, and the market environment to the work.

ELI has a virtual workforce, and the incumbent will primarily work from their home office. The incumbent will be expected to work from ELI’s office periodically; the frequency may vary.

Essential Duties and Responsibilities

Marketing Strategy

In collaboration with CTO, CEO and other members of the Strategic Planning Team (SPT), co-creates a clear and actionable marketing strategy, plan and calendar to support the achievement of established company goals.
Utilizes the marketing strategy to establish marketing initiatives, timeline and clear deliverables based on audience segmentation.
- Markets: Mid-Market and Enterprise size organizations in the private and public sectors.
- Audiences: Typical Decision-Makers and Influencers within client organizations including leaders, directors, managers and business partners working in Talent Management, Human Resources, Learning and Development, Employee Relations, Leadership Development, Legal and Diversity, Equity and Inclusion (DEI).
- Additional Audiences:ELI employees and instructors, Certified Instructor Community (CIC); End-Users of Products & Services (Learners).
Oversees the implementation of all marketing initiatives, including those completed internally as well as outsourced externally.
Demonstrates the effectiveness of marketing activities by developing key performance measures (KPMs) for marketing. Provides regular updates to the CTO regarding marketing KPM performance against key business metrics.
Develops and effectively manages marketing budgets; importantly, demonstrating a strong return-on-marketing-investment orientation.
Supports and collaborates with Learning Solutions, Sales and other internal departments with respect to creative design support and general marketing and sales support.
Constructs, executes, and actively maintains a marketing and communications plan and calendar.

Marketing Research and Competitive Analysis

Performs ongoing marketing research, client surveys, and competitive analysis to develop a thorough understanding of the trends, needs, and buying behaviors of ELI clients and prospects resulting in expertise of the markets and audiences served by ELI.
Maintain market intelligence by managing a market sensing process utilizing external Industry research partners, in-house data sources, and other research including curiously seeking information about the impact of current events on our clients and our solutions.
Synthesizes and shares information broadly within ELI. The information, in collaboration with Learning Solutions and Sales, provides real-time input regarding market demand for programs and services that helps to inform overall messaging, solutions development and the client experience.
Maintain market intelligence and regularly share this information broadly within ELI and particularly with Learning Solutions and Sales. Findings should help to drive ELI’s overall messaging, program and service development decisions and market positioning.

Thought Leadership Positioning

In collaboration with identified SME’s and members of the Strategic Planning Team, develops and maintains ELI’s positioning as the thought leader in the industry.
Establishment of and continuously builds ELI’s brand in the industry and through a multi-channel thought leadership platform, including but not limited to fully leveraging public relations efforts, live events (virtual and in person), social media engagement, blog, white papers, and other in-person speaking opportunities and virtual events.
Expands ELI’s capabilities by supporting the development and growth (through messaging) of new thought leaders / Subject Matter Experts (SMEs).

Brand Management

Develops brand strategy, brand guidelines, effective packaging, and promotion of ELI products and services, ensuring adherence to maintain brand integrity.
Creates brand messaging that aligns with ELI’s value proposition to increase awareness and understanding of ELI’s unique position in the marketplace.
Develops and maintains brand championship campaigns for engaging ELI’s Certified Instructor Community.
Creative development of multiple value proposition constructs coupled with skilled copywriting contributing to ELI’s websites, marketing materials and sales tools

Marketing Communication

Constructs cohesive, comprehensive messaging for all ELI’s products and services to ensure consistency and accuracy of tone and tenor.
Develops and maintains ELI’s narrative in alignment with the strategic plan and ensures all ELI team members have an in-depth understanding, comprehension, and delivery of the key messaging.
Creates and reviews written communications, assessing if the messaging is aligned with ELI’s strategic “voice” and when necessary, edit the communications for clarity.
In collaboration with Human Resources and the SPT, manages process, creates, and disseminates various employee communications for effective internal communications, driving employee engagement and instilling confidence in the organization.

Sales and Client Relationship Support

Collaborates with Sales and Learning Solutions to research and create content and effective tools for sales enablement including PowerPoint decks, Web content, proposal documents, product collateral, internal product training resources, brochures, and email templates to assist field with sales and other external communications.
Oversees and attends marketing events such as conferences, tradeshows, and other sponsored events.
Co-creates new client onboarding messaging and tools as well as tools for CIC members. This may include client infographics, toolkits, invitation to events, badging, etc.
Provides marketing tools and resources that our client influencers can use to promote and share our services with the clients’ ultimate decision makers.

Marketing Promotion and Lead Generation

Plans and manages cross-functional product launches and releases, inbound & outbound marketing campaigns (email, social, website, SEO, etc.).
Responsible for lead generation activities with a keen focus on qualified leads resulting in increased awareness of ELI solutions with target audiences resulting in SQLs.
Leads content development and creative direction for all company marketing efforts including the company website.
Establishes processes for improving and maintaining quality of contact database; creates and executes effective methods to increase the number of marketable contacts.

Leadership and Management

Responsible for providing direction and guiding the efforts of marketing resources (internal and external).
Establishes performance goals, measures effectiveness of marketing initiatives and provides management updates in alignment with business metrics.
Manages all external marketing partner and contractor relationships. Outsourced deliverables may include, but are not limited to, the production of sales support materials, web development, content development, public relations, and social media activities.

Additional Duties and Responsibilities

Infrequent travel (10%) for marketing-related events (tradeshows, conferences, etc.) as well as onsite client learning events.

Required Qualifications

Education and Experience

BA or BS degree, preferably in Marketing, Communications, or a similar field of study
Seven plus years of relevant Marketing experience, including but not limited to:
- SEM and SEO
- Content Marketing
- Social Media Marketing
Proven Marketing management experience in a B2B environment, ideally in a consulting or professional services organization
Lead generation, lead nurturing and sales enablement experience driving campaign execution across marketing and sales
Experience leading the entire marketing function for a small to medium-sized company; comfortable wearing multiple ‘hats’
Demonstrated experience in marketing technology and automation best practices
Copywriting experience is required
Experience with product/solution marketing in conjunction with launch/release and updates
Vendor management experience
Project and program management experience

Technical Expertise

Pardot/Salesforce Marketing Cloud Engagement (Intermediate – Expert)
Salesforce (Intermediate)
LinkedIn for Business (Intermediate)
WordPress (Intermediate)
Proficiency in Word, Excel, and PowerPoint
Experience with web analytics tools (Google analytics, WebTrends)

Preferred Qualifications

Pardot/Salesforce Marketing Cloud Engagement Certified
Adobe Creative Suite (InDesign)

Desired Competencies

Builds effective relationships – ability to authentically connect with groups and individuals across all levels, geographies, and disciplines within the organization as well as key external parties (suppliers, vendors, industry associations, etc.).
Is intellectually and professionally curious – comfortable asking “why.” Continually seeking to better understand the business, the firm’s customers, and the operating environment with a particular focus on the social, legal, and cultural climate affecting our business.
Demonstrates a passion for ELI’s mission with the ability and interest to obtain a deep understanding of client problems and ELI solutions, including ELI’s approach to learning, reinforcement, and implementation best practices.
Models’ leadership behavior – understands additional role of leadership – igniting possibility, ensuring viability, and creating alignment – and consistently exhibits commitment to ELI’s values, its mission and leadership responsibilities.
Effectively influences others – is able to create alignment with strategies and plans without exerting titular control; establishes followership.
Collaborates naturally – an instinctive networker and value co-creator who effectively involves the thinking, perspectives, and efforts of others without neglecting accountability to deliver outstanding results and innovative thinking.
Demonstrates a high degree of self-awareness – an accurate and comprehensive understanding and acceptance of their individual capabilities and relative limitations with the humility necessary to continuously develop and the pride to achieve visible results.
Is values oriented and a culture builder – can envision and personify the culture needed to drive performance and the intended professional experience? Effectively reinforces the right behaviors and visibly rejects the behaviors and actions that are counter to the intended culture.
Ability to work cooperatively and effectively with different personality types as well as other departments, vendors, and clients. The successful candidate will be able to transition seamlessly among projects of varying scale, audience, format, and distribution channel.
Metrics driven – Defined plan and successful execution aligned with producing measurable results.
Excellent communication skills – ability to present complex information in a simplified, straightforward manner.
Detail oriented – in all areas of work but particularly as it relates to editing copy, eliminating typos, and other writing errors.

Working Conditions

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Primarily works in a home office environment with a desk, chair, and quality lighting.
Frequently required to sit for extended periods of time, reach with hands, fingers, and arms, as well as speak and hear clearly.
Occasionally required to stand, walk, climb, or balance, stoop, kneel, crouch or crawl.
May infrequently lift and/or move up to 20 pounds.
Specific vision abilities required by this job include close vision, distance vision, color vision, depth perception and ability to adjust focus.
The noise level in the work environment is usually low.

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