Marketing Manager

Job Title: Marketing Manager, North America Dealer & Retail

ABOUT THE COMPANY: SVP Worldwide, doing business through SVP-Singer Holdings, Inc. and its affiliates, is the world’s largest consumer sewing machine company, accounting for approximately one out of every three household sewing machines sold annually across the globe. The company and its three iconic brands - SINGER®, VIKING®, and PFAFF® - have delighted consumers for over 460 years. These premium brands and products are regarded as the choice for serious sewists and novice crafters.

The company’s corporate headquarters is located in Nashville, TN, and supported by regional headquarters/sales offices located in Milan (Italy), and Mexico City (Mexico) that, combined, reach consumers in more than 180 countries. SVP has manufacturing facilities across Asia and Latin America, multiple R&D centers, a software development center in Europe, and a global supply chain with distribution centers in all regions.

SVP Worldwide has a history of innovation and has established a leading offering in the Internet-of-Things (IoT) segment by introducing mySewnet®, the industry’s first cloud-based operating system. Its product portfolio covers entry-level sewing machines all the way up to advanced, internet-connected, leading-edge household sewing machines that retail for $18,999 and all segments in-between. In addition to sewing machines, the product portfolio includes sewing accessories, notions, garment care products as well as software.

The products are sold across a network of sewing machine dealers, mass retailers (e.g., Costco, Walmart, Lidl, MediaMarkt, Carrefour), specialty retailers (e.g., Joann, Michaels), online retailers (e.g., Amazon, Tmall), distributors, and through the company’s 180 internally operated retail stores.

ABOUT THE POSITION: Responsible for leading and implementing all marketing strategies that support both B2B and B2C North American Dealer and Retail channels across 4 brands: SINGER®, HUSQVARNA® VIKING®, PFAFF®, and mySewnet™. Collaborate with Sales Channel Leaders and cross-functional partners to strategize execution of monthly campaigns that align with the goals of each channel. Responsible for managing direct reports who assist with planning, development, implementation, and measurement of all subsequent marketing campaigns, as well as reporting marketing and sales results to senior leadership.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Leads the marketing activities of the North American Dealer and Retail Sales Channels; includes but is not limited to the planning, development, implementation, and communication of all campaigns and activations applicable to these channels and measuring their effectiveness.
• Manages marketing specialists for Dealer and Retail channels, including training, motivating, and coaching direct reports, providing helpful feedback to improve performance
• Drives brand awareness via email marketing, print marketing, sponsorships, influencer marketing, and other avenues
• Frequently communicates to retail stores, dealers, and sales representatives, including; attending weekly sales meetings to learn sales trends, adjusting marketing messages, reporting out on campaign results, and providing applicable updates to the sales teams
• Ensures applicable updates are communicated timely through SVP News, store communications, monthly communications, like a playbook/newsletter, or other applicable avenues
• Assists in creating, attending, and presenting at applicable webinar presentations
• Supports, attends, and represents applicable brands on behalf of SVP North America Marketing at all Dealer Conventions, Trade Shows, and/or Retail Meetings, including assisting in creating and providing requested marketing collateral
• Collaborates with the Director of Marketing and Sales Channel Leaders to create and implement effective go to market strategies for new and existing products, programs and services:
• Understands brand, customer, and consumer priorities and uses the planning process to drive strategic alignment
• Recommends SKU assortment priorities, pricing and drives synergies across customers and brands, applicable but not limited to; POS Pricing, Dealer Specials, Coupon Strategies, Digital Marketing, and Print Marketing
• Maximizes the distribution of existing products and delivers perfect launches of New Product Innovation
• Develops and oversees implementation of in-store marketing materials across Retail & Dealer channels, includes but not limited to Point-of-Purchase Displays & Signage, Digital Assets, and Printed Assets
• Creates compelling ads with clear CTAs that directly drive monthly initiatives
• Ensures all creative marketing materials undergo regular review and adhere to brand guidelines
• Oversee the development and execution of an integrated digital marketing strategy that drives customer engagement and lead nurturing, while gathering and reporting meaningful data analytics for future decision making
• Maintains accurate and current content on retail consumer website, dealer sites, and B2B website using content management system (CMS) and conforming to SEO best practices
• Collaborates with internal teams to updated web pages and optimize user experience
• Plans and implements web, SEO/SEM, marketing database, and email campaigns
• Manages segmentation and target marketing through the use of the CRM program
• Identifies target audiences to devise targeted campaigns that engage, inform and motivate; strategizes with Sales Leaders to determine the best target audiences that align with meeting the sales channel’s product and revenue goals
• Builds and executes consumer nurture paths (i.e. journeys) through marketing automation
• Maintains consumer databases for Retail, Loyalty, and applicable Branded Consumer Sites
• Manages Retail loyalty program and addresses customer and store inquiries (maintains email inbox)
• Measures and reports performance of all marketing campaigns and assesses against goals (ROI and KPIs) and industry benchmarks
• Identifies trends and insights, and optimizes performance based on these insights
• Analyzes and evaluates end-to-end customer experience across multiple channels and customer touch points
• Brainstorms new and creative growth strategies
• Evaluates emerging technologies, provides perspective for adoption where appropriate
• Collaborates with product management, creative and content teams to create integrated marketing programs that drive interest, influence and achieve sales and growth targets.
• Works with the education team to develop dealer-facing educational content and consumer-facing content
• Communicates asset requests to applicable product and creative teams
• Collaborates with agencies and other vendor partners
• Assists Director of Marketing in executing marketing tests

QUALIFICATIONS/REQUIREMENTS:

Experience-

• 3+ years experience in related field; experience preferred leading, engaging and developing a marketing team
• Proficiency with Google Collaboration Suite and Adobe Creative Suite
• Knowledge of CRM systems, emailing services, CMS such as Drupal or Wordpress and marketing automation platforms is highly preferred

Skills/personal qualifications-

• Ability to work in a fast-paced environment and adapt quickly to change, demonstrates learning agility with desire to grow and develop
• Leverages creative thinking, problem solves and generates successful solutions
• Ability to build credible, effective relationships with stakeholders and hiring managers
• Team player with a growth, development and challenge accepted mindset
• Excellent verbal and written communication and interpersonal skills
• Strong analytical and reporting skills
• Strong decision making skills
• Strong customer focus with professional presence
• Strong organization and prioritization skills
• Creative and strong project management skills
• Self-directed, motivated and the ability to organize and prioritize multiple tasks and projects

Education-

• Bachelor's degree (Business or Marketing concentration) from accredited college or university

WORK ENVIRONMENT: Works in a typical office environment at Corporate HQ/ in the Nashville area. Ability to travel domestically for career fairs, dealer/retail meetings up to 5% of the time.

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

• Must be able to communicate effectively with employees through multiple forms of technology with telephone and computer. Must be able to receive and convey information.
• The person in this position needs to occasionally move about inside the office to access file cabinets, meeting rooms, copier/printer etc as well as have the ability to remain in a stationary position 50% of the time.
• Constantly operates a computer and other office productivity machinery, such as a copy machine and computer printer.
• Occasionally moves sewing machines weighing up to 30 pounds across the office as needed.