Inbound Marketing Strategist
If a company is going to make a difference in today’s world, it’s going to have to think differently. At Organic Valley, our philosophy and decisions are based on the health and welfare of people, animals and the earth. We’re a mission-driven cooperative, owned by family farmers, and we’ve been leaders in organic agriculture from the very beginning. Once pioneers of organic agriculture, we’re now an established leader. Organic is all we do. We are driven by our mission to promote regional farm diversity and economic stability by the means of organic agricultural methods and the sale of certified organic products.
Summary of Role
CROPP Cooperative is looking for an individual that develops, manages and executes inbound marketing strategy for the Organic Valley, Organic Prairie and Mighty Organic brands. This person will be dedicated to raising the visibility of our brands and products, and increasing the loyalty of consumers through personalized (1:1) communication.
The ideal candidate for this position has a growth mindset, solid understanding of the current digital marketing landscape and will be responsible for developing and executing our inbound marketing strategy spanning across websites, email, digital advertising and SMS. This person will work closely with and supportinternal groups including the social media and video teams, and collaborate with agency partners and vendors to see the vision they set come to life.
Essential Duties and Responsibilities
o Work with marketing team leaders to develop, implement and manage in-bound marketing strategy that helps grow our brands online and addresses business objectives, challenges, and key success metrics of our cooperative.
o Ensure inbound marketing strategies and campaigns are in scope and within budget.
o Execute tactics to attract new traffic and leads to email, SMS and overall consumer marketing database.
o Work with digital media agencies to integrate and leverage data collected from marketing campaigns, email marketing and traffic to websites.
o Drive content strategy for our websites, email marketing program, cooperative blog, and digital ad campaigns.
o Work with internal teams and agency partners to develop audience personas and buyer journeys.
o Conduct inbound marketing audits and keyword research work, monitor performance, and manage ongoing optimization efforts.
o Provide SEO and digital strategy in support of website redesign projects.
o Provide copywriting for digital marketing assets, when necessary.
o Oversee digital content calendar that organizes planned content across all channels and platforms.
o Collaborate with Ecommerce Marketing Manager to support ongoing sales efforts related to digital marketing prospects, and serve as a digital marketing advocate for our sales and account teams.
o Serve as essential member of the editorial team and support the development of strategic and impactful content for the Rootstock blog.
o Work with Senior Interactive Designer and agency partners to ensure content adheres to brand style guidelines.
o Research and implement marketing automation technologies including dynamic marketing databases and CRMs.
o Provide recommendations to address key business and marketing challenges.
o Recommend new inbound marketing, analytics and research tools as technologies emerge or evolve (experience with Salesforce preferred).
Additional Duties and Responsibilities
o Continually explore new opportunities for Inbound Marketing.
o Support efforts to unify marketing and sales platforms, people and processes; including the integration of email database with overarching consumer marketing database.
o Advocate for, educate on and implement marketing automation technology within the greater marketing department and other departments across the cooperative; including Sales, and Mission and Messaging.
o Develop and manage future positions for individuals covering marketing database administration, content marketing, email marketing and marketing automation.
o Optimize marketing automation and lead nurturing processes through websites, email, digital advertising and social channels.
o Periodic and ad-hocreports for Interactive Team and Marketing Department.
o Additional duties as assigned by supervisor.
Knowledge, Skills, and Abilities
o Bachelor’s degreerequired.
o 5-7 years of experience in interactive/digital marketing required.
o Excellent organization, leadership, and project management skills; and prepared to think strategically and act tactically.
o Expertise in developing effective lead nurturing strategies.
o Expertise in developing effective conversion rate optimization strategies.
o Expertise in tracking implementation and measurement, analysis, optimization and reporting of digital marketing performance.
o Experience managing department and campaignbudgets, and negotiating contracts.
o Demonstrated success in creating effective and strategic digital content, preferably in consumer packaged goods and/or the organic foods industry.
o Innate passion for communicating through new media channels and understanding of what motivates people to connect with brands online.
o Firm understanding of user experience and strong search engine optimization (SEO) and search engine marketing (SEM) skills required.
o Experience using enterprise-level marketing software; and working knowledge of Google Analytics, Google Search Console, Google Ads, SEMRush, Moz Pro, Microsoft applications and Salesforce.
o Experience working with online collaboration, project management and communication tools, including Google Drive, Asana and Slack.
o CRM and customer database management and development (experience with Salesforce preferred).
o A deep understanding of personalization and segmentation in diverse marketing practices; including email, digital advertising and SMS.
o Self-starter with the ability to work collaboratively with others and under limited supervision.
o Excellent writing skills with a strong understanding of audience, tone, and nuance.
o Superior communication and listening skills; and strong presentation skills – must be comfortable speaking to a variety of stakeholder groups.
o Professional and/or personal experience with organic food, farming, sustainability, or health and nutrition highly preferred.
o Ability to travel for industry conferences, trainings, and other events as needed.