Head of Marketing Strategy

2 weeks ago

Eau Claire, Wisconsin, United States Exerfly Full time

About Exerfly

Exerfly stands at the forefront of flywheel training technology, blending exceptional craftsmanship with cutting-edge innovation to transform fitness training. As a global leader, we deliver pioneering human performance solutions to elite clients, including top sports teams, universities, defense sectors, and rehabilitation divisions. Our state-of-the-art products, leveraging unique super-maximal eccentric technology, are trusted by renowned organizations in the NBA, MLB, EPL, Olympic teams, NASA, and NFL. Our journey began eight years ago in partnership with High-Performance Sport New Zealand and has evolved into a multinational enterprise with a strong presence across New Zealand, Europe, Australia, and the USA.

We are a diverse team of experts, uniting researchers, clinicians, sports scientists, designers, developers, and engineers. Our mission is to create equipment that provides profound insights into human movement, performance enhancement, injury prevention, and rehabilitation.

Position Overview

The Marketing Director and Lead Generation role is a strategic leadership position focused on steering the company's marketing initiatives and refining lead generation strategies to drive business expansion. This role calls for a proactive individual with substantial expertise in digital marketing, demand generation, and data-informed decision-making to develop and enhance marketing programs that align with organizational goals.

Key Responsibilities

1. Strategic Development and Implementation


• Formulate and execute comprehensive marketing strategies that resonate with the company's business objectives.


• Design and supervise the execution of lead generation initiatives, encompassing digital marketing campaigns, SEO/SEM, content marketing, email outreach, and social media engagement.


• Collaborate with senior leadership to establish marketing priorities and allocate resources efficiently.

2. Lead Generation and Demand Creation


• Develop and oversee lead generation programs to funnel qualified leads into the sales pipeline.


• Leverage diverse channels such as PPC, social media advertising, webinars, events, and partnerships to cultivate and nurture leads.


• Create and refine lead scoring and nurturing processes utilizing marketing automation tools.

3. Digital Marketing Leadership


• Spearhead the creation and execution of digital marketing campaigns aimed at enhancing brand visibility and engagement.


• Monitor and evaluate digital marketing performance, offering actionable insights and recommendations.


• Stay abreast of the latest trends and technologies in digital marketing to maintain the company's competitive edge.

4. Content Strategy


• Oversee the production of high-quality, engaging content that attracts and converts target audiences.


• Ensure content aligns with the brand's voice, messaging, and overarching marketing strategy.


• Collaborate with internal teams and external partners to create and disseminate content across various platforms.

5. Performance Analytics and Reporting


• Track, analyze, and report on key performance indicators (KPIs) to assess the effectiveness of marketing strategies.


• Utilize data-driven insights to refine strategies and enhance campaign performance.


• Prepare regular reports and presentations for senior management, highlighting achievements and areas for improvement.

6. Team Leadership and Development


• Build and lead a high-performing marketing team, providing mentorship, guidance, and professional development opportunities.


• Foster a collaborative and innovative team culture.


• Manage relationships with external vendors and agencies, ensuring quality deliverables and adherence to budgets.

7. Brand Stewardship


• Ensure consistency in brand messaging and positioning across all marketing channels.


• Develop and maintain brand guidelines to uphold a cohesive and professional image.


• Conduct market research to stay informed about industry trends, competitor activities, and customer preferences.

Qualifications

1. Education and Experience


• Bachelor's degree in Marketing, Business Administration, or a related discipline.


• Proven success in implementing lead generation and demand generation strategies.


• Preferred experience in the Sports Performance or Fitness sectors.

2. Skills and Competencies


• In-depth understanding of digital marketing channels and tools.


• Proficient in marketing automation platforms, CRM systems, and analytics tools (e.g., HubSpot, Marketo, Salesforce, Google Analytics).


• Exceptional communication and presentation abilities.


• Analytical mindset with the capability to interpret data and make informed decisions.


• Strong project management and organizational skills.


• Creative thinker with a strategic approach to problem-solving.

3. Personal Attributes


• Results-driven with a focus on achieving measurable outcomes.


• Adaptable and capable of thriving in a fast-paced, dynamic environment.


• Collaborative team player with strong interpersonal skills.


• High level of integrity and professionalism.

Additional Responsibilities


• Budget Oversight


• Develop and manage the marketing budget, ensuring effective resource allocation and maximization of ROI.


• Monitor expenditures and adjust plans as necessary to remain within budget.


• Cross-Departmental Collaboration


• Work closely with sales, product, and customer service teams to align marketing efforts with business objectives.


• Support the sales team with targeted campaigns, sales materials, and lead generation initiatives.

Performance Metrics


• Capable of leading a team to generate over 1,000 inbound leads monthly.


• Capable of leading a team to set 80 outbound onsite appointments for sales staff monthly.


• Digital marketing performance metrics (e.g., website traffic, engagement rates, SEO rankings).


• ROI on marketing initiatives.


• Brand visibility and market positioning.


• Team performance and development.

Compensation includes base salary, bonus, and comprehensive healthcare and investment benefits.

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