JOB DESCRIPTION  

JOB TITLE: Director of Marketing 

STATUS: Exempt  

DEPARTMENT: Customer Experience   

REPORTS TO: Chief Operating Officer 

FULL/PART-TIME: Full-time 

LOCATION: Syracuse/Holland Patent/Hybrid 

Salary Range: $92,500.00 To 135,000.00 Annually

OUR CULTURE:  

At Northland, we don’t believe in ceilings. We encourage personal and professional development by maintaining a challenging and rewarding work environment. We believe you are the creator of your own destiny and that you will make the most of your career through hard work, dedication, and initiative.  

THE MISSION: 

To build long-term relationships 

SUMMARY ROLES/RESPONSIBILITIES:  

• Marketing Strategy – Strategic Marketing
  • Effectively develop and execute data-driven marketing strategy for growth that is aligned with the values and vision of Northland.
• Create alignment between company VTO/objectives and marketing goals. 
• Identify marketing gaps and develop solutions for improvement
• Messaging + Communication
  • Translate Northland's vision and values into compelling messaging for internal and external audiences.
  • Champion our brand voice, crafting compelling narratives and content that resonate with target audiences. Foster brand awareness, build loyalty, and position us as a market leader.
• Team Integration
  • Collaborate with Leadership to ensure marketing plays a central role in all company initiatives.
  • Integrate marketing efforts across all Northland functions.
  • Provide value to other roles through marketing efforts.
  • Develop workflows to ensure key inputs are gathered, stakeholder expectations are met and workload is balanced
• Leadership, Management, Accountability 
  • Leverage and develop strengths of individual team members to maximize the impact of the team
  • Provide mentorship and individual growth plans for team members
  • Elevate the marketing team to become a central role in all functions.

 JOB DUTIES: 

• Conducts market research, aligned with the Product Line Management team, to identify product development trends.
• Demand Generation: Architects impactful campaigns across Google Ads, Display, Retargeting, Paid Social, and more. Nurture leads, optimize for conversions, and refine our process for customer acquisition.
• Data-Driven Decisions: Dives deep into website and marketing analytics, wielding metrics like CTR, CPL, and CPA to refine strategies and ensure maximum ROI. Identifies trends, understand your audience, and fuels informed decision-making. 
• Brand Storytelling: Champions our brand voice, crafting compelling narratives and content that resonate with target audiences. Fosters brand awareness, build loyalty, and positions us as a market leader.
• Lead Management: Orchestrates every touchpoint in the lead journey, from initial outreach to handoff to sales. Leverages HubSpot, LinkedIn, and other platforms to personalize communications and elevate lead quality.
• Multi-Channel Marketing: Crafts and executes integrated marketing campaigns across diverse channels, including email automation, SEO, social media, and organic search. Optimizes each channel for maximum impact and reach.
• Product Marketing: Drives product adoption and revenue growth through strategic marketing initiatives for new products and services.
• Customer Retention and Upselling:  Fosters customer loyalty and drives upsell opportunities by implementing strategies that demonstrate the value of new products and services for existing clients' businesses.
• Event Marketing: Develops and executes a comprehensive event marketing strategy, including industry events, trade shows, demos, and webinars, to position Northland as a thought leader and showcase our innovative products.
• Team Leadership: Guides and inspires a team of marketing professionals, setting goals, providing direction, and fostering a collaborative environment. Builds a high-performing marketing machine to achieve ambitious growth goals.
• Data & Analytics Expert: Analyzes customer and prospect data, develops strategic campaigns, and translates insights into actionable plans. Measures progress, tracks KPIs, and demonstrates the value of marketing initiatives.
• Tech Savvy: Understands key marketing systems (CRM, automation platforms) and manages their technical aspects. Leverages technology to streamline processes, optimize workflows, and improve campaign performance.
• Strategic Thinker: Collaborates with leadership and product teams, translating business goals into tactical marketing plans. Champions new product launches and identifies go-to-market strategies to increase market share.

ATTRIBUTES  

• Leadership
  • Proven ability to develop and execute successful marketing strategies.
  • Strong communication and collaboration skills to bridge the gap between marketing, leadership, and frontline teams.
  • Passion for fostering a culture of growth and development for team members.
  • Effective delegation skills to empower and elevate the marketing team.
• Culture
  • Share a common outlook of building success through developing quality connections with our team members, customers, and community.
  • Understanding that the success of the organization comes as a result of the success of our team members
• Experience 
  • Strong working knowledge of marketing technologies (SEO, SEM, Google Analytics, etc.) with a proven track record of achieving success through these platforms. 
  • Understanding of the technology, services, and values that Northland offers to the communities we serve.
  • Strong written and verbal communication skills, with the ability to present effectively to diverse audiences. 
  • Ability to analyze marketing data and translate it into actionable insights for informed decision-making. 

MINIMUM JOB QUALIFICATIONS: 

• 10+ years of experience in marketing, with a proven track record of success in lead generation, brand building, and campaign management.
• Experience with marketing automation platforms, CRM systems (HubSpot preferred), and web analytics tools.
• Excellent written and verbal communication skills, Passion for brand storytelling and the ability to craft compelling narratives and content.
• Strong leadership and collaboration skills, with the ability to motivate and inspire a team.
• A meticulous and organized approach to work, with a focus on efficiency and results.
• Experience with managing marketing budgets and demonstrating ROI.
• Understanding of customer personas and journey mapping.
• Basic knowledge of HTML and design/creation tools (Adobe Creative Suite preferred).

PREFERRED JOB QUALIFICATIONS 

• Master’s degree in marketing or a related field
• Business to Business experience

PHYSICAL ACTIVITIES AND REQUIREMENTS: 

Ability to reach, sit, stand, walk, push, pull, lift, use fingers, grasp, feel, talk, hear, and perform repetitive motions. Ability to exert up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. 

 ENVIRONMENTAL CONDITIONS: 

The employee is not substantially exposed to adverse environmental conditions. 

EMPLOYER'S DISCLAIMER: 

• All offers of employment are contingent on successful results from a background check. If the results are not acceptable to the company, the company reserves the right to rescind its conditional offer of employment.
• All requirements are subject to possible modification to reasonably accommodate individuals with disabilities.
• This job description in no way states or implies that these are the only duties to be performed by the employee holding this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties required by their office.
• This document does not create an employment contract, implied or otherwise, other than an "at will" employment relationship.
• We are an equal opportunity employer. We consider applicants for all positions without regard to race, color, religion, creed, gender, national origin, age, disability, marital or veteran status, sexual orientation, or any other legally protected status.