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.

The Director of the Bookstore is responsible for all the operations of the university bookstore, which in addition to course materials and educational supplies offers a wide variety of trade books, clothing, electronics, software, sundries, and gifts. In addition, the Director is responsible for managing the relationships with on-campus stakeholders, vendors, and contractors.

Management

• Lead and foster a positive team culture.
• Sustain an industry leading level of customer service.
• Manage 9 direct reports and students who staff the bookstore.
• Provide support, training, and resources to the bookstore staff.
• Manage and support a strong student worker training program.
• Develop and maintain compliance with security, sales, record keeping, and all other necessary procedures.
• Ensure all processes and job duties are formally documented and maintained up to date in an operation manual.

Strategic Relations in Support of the University Mission

• Formally create and support a bookstore vision statement and ensure each staff member understands the relationship of their work and the greater mission of the University.
• Serve as a liaison for the bookstore to University departments in support of the development of strategic partnerships and create and support new initiatives.
• Support, develop, and manage relationships with the off-campus community.
• Represent the bookstore and the University with consortiums and group organizations.
• Develop annual goals for the bookstore operation.

Efficiencies

• The Director facilitates a culture of continual improvement by identifying, quantifying, and implementing efficiency opportunities.
• Maintains a mastery level of technical knowledge of all systems utilized and leverage those systems to their maximum potential.
• Maintain a high level of current knowledge of industry trends, standards, and innovations.

Economic Performance

• A primary responsibility is to achieve the greatest economic performance through adherence to strategic best practices and strategies. The bookstore’s financial performance will be recorded, benchmarked, and reported to division leadership and the bookstore team periodically.
• Produce periodic financial statements and reports.
• Establish annual revenue, expense and capital budgets within University guidelines.
• After hours work, weekend, holiday, and during campus events is required. Backup duties are required, and additional duties as assigned.

Annual salary $68,000 - $71,000. The actual rate will be determined based on experience and other factors permitted by law.

Minimum Qualifications

Bachelor’s degree in business administration or related field. At least five years management/supervisory experience in a college bookstore or equivalent retail setting. Equivalent combinations of education and experience will be considered for those with extensive relevant retail management experience.

Demonstrated ability to lead and motivate employees toward a common goal. A track record of fostering positive change and delivering favorable outcomes, the ability to produce quantitative analysis, both operationally and financially and the acumen to navigate a complex work environment.

Knowledge of merchandising, advertising, marketing, promotion, and display.

Familiarity with generally accepted accounting principles to include interpreting financial statements and preparing budget statements.

Technology

• Broad technology background required with experience working in a technology driven work environment.
• Detailed knowledge of retail operations including retail accounting systems/procedures, electronic Point-of-Sale/inventory, and internet and e-commerce systems and applications.
• Experience training and supporting employees’ use of technology.
• Experience creating reports and analyzing data.
• A high level of proficiency with Microsoft Excel and experience with other Microsoft Office Applications.

Required Skills

• Excellent leadership and collaboration skills.
• Excellent organizational skills with precise attention to detail required and the highest quality standards.
• Strong communication skills required, including oral, written, and listening skills.
• Demonstrable good judgment and the ability to work under pressure.
• Must be a well-organized, high-energy individual with excellent customer service skills.
• Must be able to set priorities, make decisions and work independently and as part of a team.
• Proven ability to develop positive and productive working relationships across divisions.
• Experience with customer service standards and procedures.

Preferred Qualifications

• Detailed knowledge of the college textbook industry.
• Experience with digital course material inclusive access programs.
• Experience developing innovative programs and services.

Interested applicants must apply online at http://employment.stlawu.edu uploading all required materials which are defined in the “special instructions to applicant” section.  Review of applications will begin immediately and continue until the position is filled.

All offers of employment are contingent upon the finalist successfully passing a background (including criminal records) check.