The Marketing & Social Media Manager is responsible for developing and implementing marketing strategies, managing campaigns, and overseeing PR, social media, influencer, in-store and digital channel initiatives to foster engagement across platforms and at all stages of the consumer journey.

Reporting to Co-Owner and Operations Manager, this role will partner with leadership, external consultants and agencies, and internal resources to drive brand awareness, business growth, consumer engagement, and brand loyalty. They will also be responsible for analyzing impact, including social, email, PR, and web analytics, to continually optimize all marketing efforts.

Key Responsibilities

Marketing Strategy:

• Develop and implement comprehensive marketing strategies to drive brand awareness, customer acquisition, and engagement across all channels.
• Collaborate closely with owners to align marketing efforts with business objectives
• Contribute to annual marketing planning and budget process, reviewing goals, action plan, and results on a scheduled basis with key stakeholders

Campaign Management:

• Oversee the planning, execution, and optimization of marketing campaigns, including paid advertising, SEO (Search Engine Optimization)/SEM (paid search, email marketing, content marketing, PR, and social media
• Create and analyze key performance metrics and Key Performance Indicators (KPIs) to track the effectiveness and make data-driven decisions to optimize performance and ROI

Marketing Research & Analytics:

• Develop and maintain knowledge of market needs, competition, and customers
• Stay abreast of emerging trends, technologies, and best practices, and provide strategic recommendations for innovation and improvement
• Utilize data to inform and evaluate marketing impact
• Proactively share insights and business outcomes with key stakeholders

Content Creation:

• Translate consumer insights and learnings into engaging and relevant content for platforms such as, social media, website, email, brand partnerships, integrations, experiential brand activation, digital, and other marketing materials
• Oversee additional paid, owned, and earned creative development and marketing activities for quality and brand assurance, ensuring right format, place & content
• Develop promotional material and collateral, including flyers, presentations, and in-store signage or promotions
• low-impact & ad hoc organic social content

Social Media Management:

• Manage strategy and day-to-day operations of social media channels (Facebook, Instagram, Pinterest, YouTube, TikTok, Twitter, etc.), as internal subject matter expert
• Build relationships with key social media platforms and partners to stay updated on the latest innovations and best practices

Farm Fandom:

• Manage and elevate Loyalty program, working with external partners to execute via associated tech and marketing platforms (app, email, etc.)
• Establish and implement consistent brand voice across properties, owning daily community management
• Develop and execute strategy to cultivate intense fandom and lifelong brand loyalists
• Manage adjacent external online presence and consumer correspondence, including reviews, across search and 3rd party sites, such as Google, Yelp, Reddit, YouTube, TripAdvisor, Bing, and more.

External Relations:

• Manage relationships with external marketing vendors, agencies, and partners, ensuring alignment with brand standards and objectives
• Professionally represent Hopcott Farms in community and industry organizations and events

Budget Management:

• Develop and maintain marketing budgets, forecasting expenditures, and ensuring efficient allocation of resources
• Evaluate scopes of work and negotiate pricing and value-adds as applicable

In-Store Marketing:

• Manage all in-store retail display, promotions, and marketing operations, ensuring brand consistency and optimal shopping experiences
• Serves as Retail Market SME (subject matter expert)

Team Leadership:

• Lead and manage marketing team, including one Marketing Assistant, an external PR agency, and website/app vendor
• Oversee project timelines to ensure on-time deliveries
• Other duties as needed: while this job description is intended to be an accurate reflection of the duties involved in this position, the company reserves the right to add, remove or alter duties when business need dictates

Required Skills & Program Knowledge:

• Knowledge of the latest marketing best-practices and landscape, including digital, paid media, earned media/PR, content, website, email, and social media platforms
• Excellent written and verbal communication skills
• Strong copywriting, grammar & editorial skills
• Advanced social media competency from postings to creative best practices and analytics
• Strong organizational and project management skills
• Business acumen with the ability to interpret and analyze data to derive actionable insights
• Attention to detail and eye for design
• Proficiency in Microsoft Office (Word, PowerPoint, Excel, Teams, Outlook) Ability to establish, monitor and achieve goals
• Strong analytical skills with the ability to interpret data and make data-driven decisions
• Ability to take initiative and work independently, as well as part of a collaborative team
• Strong creative thinking and problem-solving abilities
• Familiarity with graphic design tools (Canva or Adobe Creative Suite) and basic HTML
• Knowledge of SEO and web analytics tools (Google Analytics)
• Positive attitude and eagerness to learn

Benefits:

• Competitive salary and benefits package
• Supportive and collaborative work environment
• Opportunities for professional growth and development
• Chance to make a significant impact on a growing local business and its community

The compensation for this position is between $66,500.00-$83,200.00 per year depending on experience.

If you are interested in the position, please submit your resume.