Primitives By Kathy is a leading wholesaler of home décor and gift products, known for creative design, trend-forward product innovation, and strong retailer relationships.

This is an in-house position based in Lancaster, PA. A hybrid work schedule may be available, but applicants must live within commuting distance and be able to work on-site as needed.

The Director of Marketing is an integral leader within the organization, responsible for shaping and advancing the company’s marketing strategy to support brand awareness, product launches, sales initiatives, digital campaigns, and customer engagement across wholesale, retail, and e-commerce channels.

We are seeking a strategic, creative, and results-driven Director of Marketing to join our team. In this role, you will lead the development and execution of integrated marketing initiatives across digital, social media, email, print, tradeshows, showrooms, and other key channels to elevate the brand and drive business growth. You will also oversee performance analytics, customer insights, and emerging marketing technologies, including AI-enabled tools that enhance efficiency, personalization, content development, and campaign effectiveness. The ideal candidate is an innovative and collaborative leader with strong marketing expertise, analytical capabilities, and the ability to guide a team in a fast-paced environment.

Essential Duties and Responsibilities

1. Strategic Marketing Leadership

• Develop, lead, and continuously refine comprehensive marketing strategies that align with the company’s goals for brand growth, customer acquisition, engagement, retention, and revenue generation.
• Create and manage integrated marketing plans across wholesale, retail, e-commerce, digital, social media, email, print, tradeshow, and showroom channels.
• Partner cross-functionally with Creative, Product Development, Sales, E-Commerce, and Web teams to ensure aligned messaging, campaign consistency, and successful execution.
• Identify new opportunities for growth, experimentation, and innovation to keep the company’s marketing strategy effective and competitive.
• Stay informed on evolving marketing trends, digital platforms, customer behavior, social media developments, and emerging technologies impacting the industry.
• Serve as a marketing leader and subject matter expert for digital marketing strategy and modern customer engagement practices.

2. Data-Driven Insights, Analytics & Reporting

• Lead the use of data and analytics to evaluate campaign effectiveness, customer engagement, channel performance, and return on marketing investment.
• Establish and monitor key performance indicators, dashboards, and reporting frameworks to support data-driven decision-making.
• Oversee marketing automation tools, CRM systems, analytics platforms, and campaign reporting processes.
• Direct market research efforts to gather customer insights, analyze competitor activity, and monitor industry trends.
• Translate data findings into actionable recommendations that improve campaign performance, customer targeting, and overall marketing effectiveness.
• Build a culture of testing, learning, and optimization across the marketing team.

3. Digital Marketing & Social Media Leadership

• Develop and oversee digital marketing strategy across email, social media, paid advertising, website content, SEO/SEM, and other relevant channels.
• Lead the company’s social media strategy to increase brand awareness, audience engagement, and product demand across platforms such as Instagram, Facebook, LinkedIn, TikTok, Pinterest, and others as appropriate.
• Oversee the planning, publishing cadence, campaign integration, and performance analysis of social media efforts.
• Ensure social media and digital campaigns are informed by trend analysis, platform insights, and business objectives.
• Guide partnerships with influencers, creators, brand ambassadors, and external collaborators where appropriate.
• Continuously improve digital marketing ROI through audience targeting, performance analysis, testing, and optimization.

4. Content, Campaign & Project Management

• Oversee the planning and execution of marketing materials and campaigns, including digital content, email campaigns, paid ads, print collateral, catalogs, promotional materials, and tradeshow/showroom marketing.
• Collaborate with Creative Director, internal designers, writers, photographers, web team members, and other contributors to produce compelling, on-brand creative assets.
• Manage marketing calendars, campaign timelines, priorities, and team workflows to ensure projects are delivered on time and with high quality.
• Direct coordination with external agencies, freelancers, media partners, and vendors as needed for content development, advertising, and special projects.
• Oversee catalog strategy, production schedules, and promotional calendar alignment with broader marketing initiatives.
• Support the execution of trade show marketing, showroom visuals, and related events that enhance customer experience and brand presentation.

5. Team Leadership & Capability Building

• Lead, coach, and develop the Marketing team by setting clear expectations, providing feedback, and creating opportunities for growth and accountability.
• Foster a collaborative, high-performing team environment focused on innovation, execution excellence, and continuous improvement.
• Manage departmental priorities, resources, budget, and workload planning to maximize team effectiveness.
• Maintain strong process discipline, file integrity, and organizational standards across the marketing function.
• Encourage adoption of efficient workflows, modern tools, and appropriate AI-assisted technologies to support content creation, reporting, research, and campaign execution while maintaining brand consistency and quality standards.

6. Budgeting & Business Partnership

• Manage the marketing budget and ensure resources are allocated effectively to support strategic priorities and campaign goals.
• Partner with leadership to align marketing investment with business opportunities and growth objectives.
• Present plans, insights, results, and recommendations clearly to internal stakeholders and leadership teams.
• Represent PBK professionally, responsibly, and passionately to all stakeholders.

7. Other Duties

• Attend meetings, training sessions, trade events, and planning meetings as required.
• Perform other responsibilities as requested leadership

Education/Experience

• Bachelor’s degree in Marketing, Business, Communications, or related field required.
• 7+ years of progressive marketing experience, including leadership responsibility in strategy development, campaign execution, analytics, and team management.
• Proven success developing and executing integrated marketing strategies across multiple channels.
• Strong experience in digital marketing, social media strategy, campaign analytics, and performance optimization.
• Experience using analytics tools, CRM systems, marketing automation platforms, and reporting dashboards.
• Demonstrated ability to interpret data, identify trends, and translate insights into business action.
• Experience managing budgets, vendors, and multiple concurrent projects.
• Strong understanding of content development, brand management, and customer engagement strategies.
• Experience in B2B, B2C, wholesale, retail, and/or e-commerce marketing preferred.
• Knowledge of SEO, SEM, email marketing, paid advertising, and social media best practices preferred.
• Familiarity with AI tools and emerging marketing technologies that improve efficiency, content development, personalization, and reporting is preferred.
• Travel as required for events, planning meetings, and other business needs.