Director, Digital Marketing

Position Summary:

The Specialty Food Association (SFA) is the not-for-profit trade association of the $194 billion specialty food industry. Founded in 1952 and representing more than 3,800 businesses, SFA facilitates and champions industry participation and success for a diverse community of makers, buyers, importers, distributors, and service providers from all over the world and from all walks of life by developing resources, information, education, and events that celebrate innovation, inclusivity, and servant leadership. SFA produces the semi-annual Fancy Food Shows, the annual State of the Specialty Food Industry and State of the Specialty Food Consumer Reports, and the annual sofi Awards honoring excellence in specialty food.

The organization currently stands at a small but mighty 50 full-time remote staff in 15 states with a cadre of consultants who ensure the Winter & Summer Fancy Food Shows and their 20,000+ attendees have an exceptional experience and opportunity to grow their businesses.

We look for candidates who embody our core values:

We are servant leaders.

We focus on the growth and well-being of our team, our members and our trade.

We are inclusive.

We foster an inclusive food community by welcoming and championing diverse backgrounds, traditions, and perspectives.

We are innovators.

We embrace innovation as the pathway to personal growth and organizational sustainability.

Essential Functions & Responsibilities:

• Develops and manages implantation of strategic and tactical digital marketing plans addressing SFA engagement and sales objectives across a wide variety of digital channels on an annual basis, including criteria for success.
• Deploys and directs resources as appropriate across internal and external personnel to execute and optimize digital marketing plans against established success criteria.
• Works with internal teams and external vendors to successfully implement various marketing tactics (email, mobile advertising, SMS, SEO, digital display advertising, chatbots, etc.).
• Collaborates with SVP, Marketing & Communications to identify segmentation strategies across all SFA campaigns.
• Collaborates with internal data and technology platform professionals to ensure that data points collected align with segmentation strategies.
• Collaborates with department leads to develop digital content calendar for email communications year-round.
• Identifies and socializes guidelines for email marketing across SFA.
• Identifies appropriate digital placements on trade media websites; collaborate with digital publications and brand team to deliver creative materials to fulfill placements.
• Advises creative department on best practices related to email and digital creative development to optimize display on desktop, mobile and email clients.
• Develops and leads execution of effective digital distribution campaigns for various content assets developed by creative team.
• Develops and executes lead generation programs to identify prospects for all SFA programs.
• Develops, executes, and optimizes lead nurture programs that guide prospects toward conversion of various products and initiatives.
• Identifies strategies and lead implementation efforts for attribution across membership, programmatic, and Show-related digital efforts.
• Proactively identifies and develop strategic POV on emerging digital marketing tactics and how they do/do not apply to SFA objectives.
• Proposes and implements marketing automation programs/strategies that include email, web traffic, display advertising and social media impressions and engagement.
• Collaborates with various departments on mobile app structure and performance.
• Tracks performance in all digital initiatives and makes recommendations to SVP, Marketing & Communication for optimization.
• Coordinates with other departments to identify objectives and communicate regarding the planning, creation and implementation of marketing campaigns and related materials and promotions.
• Partners with other departments to identify gaps in performance and to rapidly develop and implement incremental plans for products and services that may be new or underperforming.
• Provides onsite assistance at in-person events.

Position Qualifications:

• Bachelors Degree, preferably in marketing, business or other related field.
• 10+ years of strategic digital marketing experience.
• Proven experience in leading and overseeing digital marketing professionals.
• Microsoft Office Products, including Word, Excel, and PowerPoint.
• Demonstrated success planning, implementing, and optimizing digital marketing campaigns that include email, mobile advertising, SMS, SEO, PPC, digital display advertising, email-targeted digital display, mobile, and social advertising, and chatbots.
• Expertise in digital marketing platforms including Google Analytics, AdWords, AdRoll/NextRoll, AdSense, StartApp, social media management tools, etc.
• Expertise with marketing automation platforms and campaigns – Hubspot-specific experience (highly desirable).
• Expertise with web site content management systems – Kentico-specific experience (highly desirable).
• Demonstrated expertise in analyzing digital marketing campaign data and optimizing for tangible results.
• Demonstrated success in development of and articulation of attribution metrics.
• Technology savvy – deep understanding of digital marketing approaches, tools, and tactics.
• Data Analytics: Ability to interpret digital marketing data and social media trends with an eye to target potential roadblocks and formulate innovative marketing strategies.
• Strong communication skills (written and verbal) and ability to collaborate with multiple departments.
• Expertise in data privacy and applications for digital marketing campaigns.

Physical Demands & Work Environment:

The Association is headquartered in an office building in NYC, though the workforce is primarily home-based. This position is primarily remote but will require your presence in the office at various times. Being a remote position, a high-speed internet connection and presentable work environment is required for this role. Regardless of location, job demands may require long periods of sitting; telephone work and/or computer work, as well as interactions with other staff members, external vendors and SFA external constituents. There will be periodic travel required both to industry events and for team and department meetings. Occasional lifting of heavy boxes up to 40 pounds may be required, particularly around events.

Please note that we are only accepting applicants from residents of the following states:

1. NY
2. NJ
3. CT
4. DC
5. VA
6. RI
7. MA
8. PA
9. MD

This job specification is intended to provide guidelines for job expectations and the employee's ability to perform the position described. It is not intended to be construed as an exhaustive list of all functions, responsibilities, skills and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. This document does not represent a contract of employment, and SFA reserves the right to change this position description and/or assign tasks for the employee to perform, as the SFA may deem appropriate.