Primary Arms is seeking a seasoned, highly motivated, experienced and results-oriented Director of Marketing to oversee the marketing strategy of the company’s B2B, Online Retail (D2C & B2C), Wholesale and Govt./LE divisions. The qualified person will need to understand each division and how to effectively market on behalf of each entity to its target audience. This role requires understanding of both Traditional and Digital Marketing skills with a focus on growing brand awareness and driving sales. The Director of Marketing will own the strategy and execution of demand generation, outbound marketing, lead generation, eCommerce UX and content development.
The ideal candidate will have strong experience in eCommerce and brand marketing with a proven track record of driving results and best customer experience across marketing channels.
Experience in the firearms industry required.
Note: Candidates should be legally authorized to work in the United States without visa sponsorship
Strategic planning, development, and coordination of all marketing communications across company divisions
Lead and manage the Marketing Department with a team and third-party agencies
Develop, review and analyze marketing budgets, road mapping, and P&L performance
Provide regular performance summaries and new opportunities of key channels to executive stakeholders
Ability to understand our industry, marketplace, including competition, consumer behavior/demands, and demographics
Review all creative materials produced in-house and externally and maintain brand consistency
Create the Trade Show strategy and help Brand Marketing Manager identify and organize Trade Shows
Identify new opportunities for Marketing in the firearms industry
Experience with brand ambassadors, influencers and affiliate networks
Work closely with merchandising to identify existing and emerging product assortments and key vendor relationships for planning a promotional/marketing roadmap
Responsible for all site merchandising including navigation, categories, visual merchandising, video content, internal search, and product setup and activation
Collaborate with merchandising, and warehouse operations to ensure support for marketing efforts
Partner with technology team to identify and prioritize site bugs, new site, and enhancements and building out the site user experience roadmap across all platforms
Spearhead efforts to increase SEO visibility and grow SEO market share
Stay up-to-date with digital marketing trends and potential new channels and strategies that work in our vertical to keep us ahead of the competition
Support complex and diversified portfolio of projects including UI/UX, navigation, path to purchase, multi-channel capabilities, product recommendations, and user-generated & social content opportunities to enhance the digital experience
Understand eCommerce marketplaces (Amazon, eBay, Walmart.com, etc.) and provide strategy for opportunities and new category growth
Strong leadership, influencing and communication skills with the ability to interact, influence and align with all levels of the organization, both internal and external
Anticipate the needs of external and internal customers
10 years’ experience in leading integrated marketing programs in the firearms industry
7-10 years’ experience managing a team of marketing professionals and agencies
Strong understanding of brand marketing in the firearms industry
A strong network of connections within firearms industry
Understanding of SEO, Social Media, E-mail Marketing, Affiliate Marketing, Content Marketing, and A/B Testing
Familiarity with E-Commerce
Strong presentation skills and proficiency with Microsoft Office suite of products
Proven ability with integrated marketing communications
Management skills including agency management, research, marketing analysis, and strategy
Financial understanding and ability to digest and understanding of terms e.g. P&L
Background checks and drug screen will be performed.
Principals only. Recruiters, please don't contact this job poster.
Do NOT contact us with unsolicited services or offers.
No phone calls, please.
About Primary Arms, LLC
Our mission at Primary Arms is to provide the world with the best shopping experience possible by offering quality products, the right assortment of merchandise, and world class customer service, all at affordable prices.
We were founded based on a simple idea that has become the cornerstone of our business: To provide firearms enthusiasts, professional shooters, and servicemen and women the highest quality optics at affordable prices.
That one goal has grown over time to include a broader selection of products, the best customer service you can find in the industry, knowledgeable staff ready to field questions, and great value for our customers’ dollars.
Every day we strive to find new ways to improve our product selection, the optics we sell, and the way we help everyone find the right firearm and accessories for their needs.
Today our business is built on a foundation of fast shipping, competitive pricing, and world-class customer service. We hope to deliver to all of our customers the best value possible by providing top tier products and applying the passion and knowledge we have for firearms to every order.
Thank you all for shopping at Primary Arms and making our dream a reality.