Vice President of Marketing

Description

The Vice President of Marketing is a pivotal member of the Darley Management Team, responsible for leading the organization's marketing strategy to drive growth. This includes brand recognition and awareness, customer acquisition and retention, and revenue growth through marketing campaigns, digital initiatives, and technology adoption/software utilization to drive business growth.

 About W.S. Darley & Co: Founded in 1908, W.S. Darley & Co. (Darley) remains a family owned and operated business, supplying the highest quality equipment solutions to its military and first responder customers. With origins in the equipment distribution and Midwest manufacturing, Darley offers a family of leading innovate emergency equipment brands and innovative solutions. Darley prides itself on delivering the highest quality solutions and services from its corporate headquarters in Itasca, IL and its’ ISO 9001:2015 certified manufacturing operations in Chippewa Falls, WI and Janesville, IA. Darley also maintains offices is six countries worldwide. 

Requirements

Marketing Strategy and Planning:

· Develop, execute comprehensive marketing strategy aligned with business objectives. 

· Conduct market research to identify opportunities and trends that inform marketing decisions.

· Define target customer segments and develop customer personas.

· Work with the Executive Team to create and manage the marketing budget.

· Utilize Salesforce data to inform marketing decisions and customer segmentation.

· Collaborate with sales and other departments to align marketing initiatives with revenue goals.

Brand Management:

· Oversee the management and evolution of the organization's brand identity.

· Ensure brand consistency across all marketing channels and customer touchpoints.

· Develop and implement brand awareness campaigns.

Communications:

· Develop and maintain relationships with media outlets, journalists, and influencers.

· Manage media inquiries, press releases, and media coverage.

· Proactively pitch stories and news about the organization to the media.

· Oversee the creation, distribution of content including articles, blogs, videos, infographics, more.

· Develop content calendars and ensure consistent messaging across all channels.

· Collaborate with internal and external content creators.

· Develop and execute PR campaigns to enhance the organization's image and reputation.

· Handle crisis communication and manage PR efforts during sensitive situations.

· Develop and maintain relationships with key stakeholders and industry influencers.

Digital Technology Strategy:

· Identify, implement marketing technologies to streamline commercial processes & efficiencies.

· Collaborate with commercial and department leaders to ensure alignment with business goals.

· Manage, optimize Salesforce platform to enhance integrated go-to-market/commercial efforts.

· Ensure seamless integration between Salesforce, HubSpot and other marketing technology solutions. 

· Oversee Salesforce administrators and developers to ensure the platform meets business needs.

· Implement Salesforce automation, integration solutions to streamline processes & drive growth.

Online Commerce Leadership:

· Oversee the online commerce strategy, including website development, online sales channels, and digital commerce platforms.

· Drive growth in online revenue, optimize user experiences, and enhance customer journeys. 

· Optimize online customer experiences to maximize engagement, conversions and sales.

Data Privacy Compliance:

· Ensure the organization's marketing practices comply with data privacy regulations.

· Develop and maintain data privacy policies and procedures.

· Collaborate with legal and IT teams to ensure data security and compliance.

Customer Acquisition, Retention and Maximum Customer Lifetime Value (CLV):

· Develop and execute customer acquisition strategies that leverage Salesforce capabilities.

· Implement customer retention and loyalty programs.

· Implement lead generation, nurturing, opportunity management processes within Salesforce.

· Monitor and analyze customer data in Salesforce to refine campaigns, improve conversion rates.

Customer Experience Initiatives:

· Lead customer experience (CX) initiatives to enhance satisfaction, loyalty, and advocacy.

· Implement customer-centric strategies, including feedback mechanisms, personalized experiences, and customer journey mapping.

Trade Shows and Business Meetings 

· Ensure that Darley properly allocates resources to have a professional image at trade shows

· Ensure that leads are tracked and followed-up on. 

Analytics and Performance Measurement:

· Establish key performance indicators (KPIs) and use Salesforce reporting to track marketing, integrated commercial and online commerce effectiveness.

· Use data and analytics to make data-driven decisions and continuously optimize strategies.

Budget Management:

· Work with the Executive Team to develop and manage the marketing budget, including related technology investments.

· Optimize spending to achieve cost-efficiency and maximize ROI.

Team Leadership and Development:

· Build and lead a high-performing marketing and digital team.

· Provide mentorship and professional development opportunities for team members.

· Foster a collaborative and innovative work culture.

Vendor/Partner Management:

· Evaluate and manage relationships with marketing vendors and service providers.

· Negotiate contracts and agreements to obtain the best value and service.

Qualifications:

· Bachelor's degree in Marketing, Business, or a related field; MBA preferred.

· 10+ years in marketing and digital roles, with at least 5 years in a leadership capacity. 

· Demonstrated success in developing, executing marketing strategies that drive revenue growth.

· Strong understanding of digital marketing, e-commerce, CRM systems (e.g., Salesforce), data privacy regulations, and customer experience best practices.

· Exceptional leadership, team management abilities; strong communication, negotiation skills.

· Excellent analytical and data-driven decision-making skills.

Benefits Offered

• PTO
• Paid Holidays
• Tuition Reimbursement
• Health & Wellness Reimbursement
• Medical
• Dental
• Vision
• Life & Disability
• HSA with Darley contribution
• FSA
• 401K/Roth with match and profit sharing
• Darley paid life insurance

AAP/EEO Statement

Darley is an equal opportunity organization. We recruit, employ, train, compensate, and promote without regard to race, religion, color, national origin, age, gender, sexual orientation, gender identity, marital status, disability, protected veteran status, or any other basis protected by applicable federal, state, or local law.