Marketing Manager

3 months ago

Calgary, Canada Alberta Beef Producers Full time

**Reports to**

General Manager

**PURPOSE**:
The Marketing Manager manages the ABP Marketing Assistant and Advertising Sales Representative. The ABP marketing programs are aimed at increasing the recognition of, education, and loyalty to, the Alberta Beef brand among consumers and enhancing the image of beef producers and the beef industry with consumers and the public. The purpose of the Marketing Team is to ensure the brand health of Alberta Beef. The Marketing Manager helps connect various teams to collaborate and execute all marketing functions to enhance marketing programs with relevant stakeholder groups.

**RESPONSIBILITIES AND ACTIVITIES**:
**General Duties**
- Take a leadership role and provide regular updates to senior management
- Organize, allocate and direct vision and work with the Marketing Team in a consistent and timely manner
- Contribute to the overall goal of achieving ABP mission and vision
- Develop and administer budgets for ABP Marketing and Education programs based on Board approval of the budget
- Manage budgets, approve, and code invoices on a timely basis
- With the General Manager hire, train and supervise the Marketing Assistant and Advertising Sales Representative.
- Collaboration in planning of consumer, producer and government relations events
- Such other duties as may be required

**Strategy**
- Develop a consumer communications strategy and work with the General Manager and Stakeholder Relations Manager to incorporate it into the overall communication plan for the organization.
- Development of tactics to execute various aspects of the Marketing and Education Plans
- Benchmarking the effectiveness of the marketing activities
- Coordinating the marketing activities to gain maximum value and effectiveness
- Research, develop, and implement marketing strategies for ABP partnered activities (example Provincial Marketing Alliance program)
- Anticipate ABP marketing needs to ensure the organization is proactive rather than reactive
- Act as an organization/industry spokesperson when required
- Manage budgets and approve invoices that fall within the Marketing and Education department’s area of responsibility

**Marketing Campaigns**
- Identify opportunities and develop appropriate strategies for Alberta Beef brand promotion
- Oversee the selection of a marketing agency when appropriate and manage the engagement with the agency
- Identify and work with potential partners on Alberta Beef branding and promotion in retail and food service
- Ensure that appropriate measures are in place to assess the results of marketing campaigns and demonstrate a good return on the investment of producer funds
- Identify opportunities and strategies for participation in trade show events and oversee the registration, recruitment, training, and administration for these events and provide direction to the Marketing Assistant
- Ensure that ABP has appropriate marketing, communication, and education materials to support trade show activities

**Editorial and Sales Management - Print and Digital Publications**
- Create and provide meaningful direction to achieve KPIs and key editorial pillars
- Manage and oversee the prioritization and direction of editorial content for ABP Magazine, digital editorial opportunities, and paid content (i.e. advertorials)
- Develop an advertising sales program, alongside the Advertising Sales Representative
- Supervise and identify content opportunities on a quarterly, per issue basis
- Identify strategic requirements for the editorial calendar
- Manage and identify freelance specialists to execute content development, photography, and overall print design and layout
- Manage editing and proof-reading processes, including liaising with the design team to execute changes as required
- Work with the Controller Assistant to update and create distribution lists

**Education**
- Represent ABP on the Board of the Classroom Agriculture Program (CAP) and ensure that this program continues to support the interests of the beef industry and ABP as a founder of the program
- Ensure that the integrity of the CAP program and the CAP trademark are protected
- Manage and administer the Education Programs, such as Beef in the Classroom (BITC) program, including oversight of the contract nutritionists delivering the program, administration of the program arrangements with schools and maintaining the integrity of the BITC program
- Manage partnerships with Education Partners on programming such as the Running with the Ranchers program at Glenbow Ranch, Aggie Days, Calgary Stampede etc.

**Sponsorship and Partnership Programs**
- Evaluate requests for ABP participation in sponsorship and industry partnership activities
- Provide advice and direction to the General Manager and Board on sponsorship and partnership strategies
- Manage the budget and expenditures for sponsorship and partnership activities and assess the results generated by these activities

**Merchandise Program**
- Ensure t

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