Responsibilities

• Be a customer audience champion: Be a sought-after audience expert - know the audience insights (usage, unmet needs, pain points, journeys, etc.) better than anyone else in the company. Ensure this knowledge is rooted in data and observation. Develop learning plans to understand what we do not know yet including hypotheses and subsequent tests. Champion your audience at every appropriate opportunity to ensure the organization focuses on improving their experience.
• Support Annual Planning: Support the assessment of your business relative to YAGO to uncover or confirm insights, trends, and opportunities to grow the business. Support the annual plan based on insights – e.g.: jobs to be done, unmet needs, seasonal relevance. Partner with product teams to understand their objectives so plans help them over-deliver. Start with a customer-centric focus to develop marketing tactical plans inclusive of measurement and optimization; ensure alignment at the Marketing Manager level.
• Build the Brand: Be a marketing thought-leader for your audience. All plans must align to the Carolina Brand Standards and aim to augment the parent brand and any relevant sub-brands’ equity. Plans must be customer-centric and deliver the most personalized experience possible leveraging the most relevant capabilities to build irrational loyalty. Assess the performance of our media mix and expand, responsibly, beyond email marketing to a broader mix of channels to reach more customers in more relevant ways while spending scare resources efficiently.
• Execute with Excellence: Own and oversee the plan execution. Develop clear and well-informed briefs to set cross-functional teammates up for success and use resources efficiently. Plans must be executed on time, within budget, and against the Carolina Brand Standards to drive consistency across audiences resulting in a “One Carolina” experience while remaining hyper-relevant to your target audience.
• Test, Measure & Optimize: Part of owning the plan means you must ensure it’s working to accomplish our sales goals. Each tactical element must include measurement, a clear measurement cadence, and a ready-to-execute alternative (inclusive of stopping activity) should the tactical execution fall short on expectations. Plans should include “test & learn” activities and new-to-us and/or avant-garde channels as appropriate to grow Carolina’s knowledge of the most effective and efficient ways to engage evolving customers and drive sales. Testing should represent 20% or less of your plan.
• Develop People: Your responsibility and accountability to your and other’s success is paramount and what helps make Carolina a leader in our industry. You are responsible for self-development and growth – actioning 360 feedback, embracing your IPD and partnering with cross functional teammates to achieve the best business results in the right way.

Requirements

• Bachelor’s degree required
• 3-5 years classical brand management marketing experience in CPG, education, or other translatable industries
• Proficient in Microsoft Office tools, HubSpot, Salesforce
• Understand how to use basic office equipment

Preferred

• MBA preferred