Job Summary
The Marketing Director creates and executes a comprehensive, company-wide marketing strategy that will support all business growth ambitions. They will execute this plan utilizing an annualized integrated marketing calendar that will keep the full organization informed and aware of all marketing efforts. The Marketing Director will develop and organize campaigns and events with specific strategies that drive band awareness and revenue. They will establish the marketing budget, monitor and analyze market segments, sales channels, and competitor products. The Marketing Director will manage the marketing team across digital, traditional, and product marketing. This person will ensure alignment with company goals and consistency in brand standards. The Marketing Director will collaborate closely with sales, product R&D, product development, external vendors, senior leadership, and ownership, guiding both short-term and long-term marketing initiatives. They will direct digital advertising efforts that drive traffic to the Midland website, all existing marketplaces, and all future marketplaces in the US, Canada, Mexico and Latin America.
Job Duties & Responsibilities
- Set and achieve objectives for the marketing team, ensuring effective performance and growth
- Lead integrated marketing strategy development across all channels (E-commerce, event marketing, influencer marketing, social media, PR, email and SMS marketing, SEO, affiliate marketing, product marketing, and creative)
- Develop and manage the marketing budget, ensuring alignment with overall business objectives
- Oversee product launches and enhancements from concept to market
- Drive brand consistency across all product lines in every sales channel, optimizing digital marketing efforts in each
- Analyze the competitive landscape and consumer trends, adjusting strategies accordingly
- Foster a collaborative environment, working closely with sales, other departments, and the executive and ownership teams
- Oversee relationships with all external vendors managed by marketing team members
Additional Preferred Attributes
- Visionary, empathetic leader with the ability to collaborate, inspire, motivate, and develop a high-performing marketing team
- Proven mentor with the ability to cultivate talent and encourage personal and professional development within the team
- Ability to develop and execute marketing strategies that align with established business objectives of brand growth, market expansion, and product launches
- Expertise in brand positioning that ensures Midland stands out in a competitive market by differentiating on innovation, quality, and value
- Cross-functional collaboration skills, working closely with product development, engineering, sales, finance, and operations.
- Expertise in competitive analysis, consumer insights, and identifying new revenue streams through market expansion or product diversification
- Experience in product lifecycle management from ideation to launch, via in-market optimization, ensuring products achieve target market fit and reach sales goals
Qualifications
- Bachelor's degree in marketing with an emphasis in business administration or related field
- Proven experience in brand management, product launches, and omnichannel marketing
- Strong knowledge of e-commerce including marketplaces, digital marketing, and traditional marketing
- Experience in B2C and B2B environments with focus on retail partnerships
- 5-10 years progressive marketing experience with at least 5 years in a leadership role
- Proven experience managing end-to-end omnichannel marketing strategies, integrating both digital and traditional marketing efforts
- Experience marketing consumer products, ideally within industries where the business model is B2C and includes relationships with major retailers (Amazon, Walmart, Target, Bass Pro, etc.)
- Analytical mindset with a data-driven approach to decision making and an ability to turn complex metrics into actionable insights
- Excellent verbal and written communication skills with an ability to articulate vision and strategy clearly to internal teams and external stakeholders
Why Midland?
Midland is a leader in innovative communication technology, serving a diverse range of industries including outdoor enthusiasts, overlanders, business entities, agriculture, and government agencies. Join our dynamic team and help make a significant impact on our brand’s growth, helping shape the future of communications.
