The Director of Marketing is primarily responsible for leading the development and execution of the marketing strategy for the FN brand. This includes, but is not limited to, content marketing and thought leadership strategy, product launches, sales enablement, events/trade shows, lead generation campaigns, market research, advertising, brand management, digital communication strategies, social media strategy, company websites, public relations, internal communications, regulatory communications, and participation in organizational strategic operations planning.
Establishes, owns, and drives a communications strategy that positively affects employees’ and customers’ understanding, engagement and commitment to the FN brand.
Ensures new marketing, communication and public relations programs are aligned with the sales strategy and aimed at reaching sales targets and brand loyalty. Reviews and analyzes sales performances against programs and plans to determine effectiveness.
Develops digital strategies that ensure user engagement and consumer awareness. Oversees all SEO strategy, social media platforms and paid marketing efforts to maximize visibility of FN brand. Develops website traffic plan and creates goals and benchmarks to meet. Measures results and oversees analytics to maximize ROI on all digital marketing initiatives.
Makes fact-based recommendations and decisions using primary and third-party research. Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions.
Manages brand delivery and consistency across all markets for all product lines. Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, events and digital platforms.
Leads and collaborates on product marketing development activities, to include market opportunity analysis, product requirements identification, competitive analysis, strategic alliance management activities and relationship building, business case development, product launch plans, and supporting communication strategies. Monitors competitive landscape to update product development on competitors’ products, sales and marketing activities.
Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share. Assists other departments within organization to prepare manuals and technical publications.
Actively leads and coaches the marketing support functions to include channel marketing, trade show, and public relations managers and specialists to produce high quality materials on time and within budget. Establishes budgets, staffing plans, and resource allocation within department.
Plans and oversees advertising and promotion activities to include TV, radio print, online, electronic media, and direct mail.
Collaborates with managers in commercial, law enforcement sales and military business development. Ensures marketing functions successfully integrate work output or services with other internal departments.
Develops and maintains effective relationships with industry influencers, key strategic influencers, key reporters, editors from industry trade associations, trade media, and major media outlets.
Develops and manages significant marketing operating budget. Delivers an attractive ROI through effective and efficient investment of marketing spend. Takes corrective action to guarantee that achievement of marketing objectives falls within designated budgets.
Manages relationships with outside vendors and/or agencies as necessary.
Drive the work ethic, culture and values of the team through personal example and model these expectations.
*Other duties as assigned by management.
Bachelor’s degree in Marketing, Communications, Journalism, or Business. Master’s degree in Marketing or an MBA preferred.
10+ years of related experience to include 5 years of management experience in the firearms, outdoor sports, sporting goods, or other consumer product industry is required. 3-5 years of experience in digital marketing is also required.
Skills and Competencies
All FN America employees are expected to demonstrate accountability, collaboration, communication, customer focus, and innovation. Additional skills required to successfully perform this position include:
Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.
Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.
Must demonstrate leadership, creativity, and critical thinking skills.
Strong business analytics, relationship management, strategy development, project management, problem solving and change management skills.
Professional and positive approach, self-motivated, team player and self-directed.
Excellent communicator with the ability to influence and persuade across all levels of the organization.
Must exercise a high degree of tact and diplomacy.
Demonstrates strong interpersonal, verbal and written communications skills, including the ability to clearly present recommendations and ideas to summarize complex issues.
Internal Number: FN America - McLean, 577
About FN America
FN SUPPLIES THE LARGE MAJORITY OF THE U.S. MILITARY’S SMALL ARMS!
We are collaborative workforce is committed to providing the finest quality products and services to our customers. Our major strength is the knowledge and skill of our many loyal and dedicated employees that unite with the new perspectives and fresh ideas of those talented individuals who seek to join our company.
Our employees are 100% focused toward enhancing the capabilities of our nation’s armed forces and law enforcement agencies, in addition to meeting the needs of the self-defense-minded consumer. FN America employees are goal oriented and results focused, and employees at all levels of our company enjoy the successes that result from having the opportunity to contribute to our growing business while developing to their fullest potential. FN America is a company where employees can really THRIVE!
At FN America, we want every employee to reach their full potential. That’s why we continually invest in our employees and support their ongoing professional development via technical and academic alliances and apprenticeship programs. Our tuition assistance program and other employee education and training... initiatives advance the professional development and leadership capabilities of our employees, and prepares them for their next great career opportunity within FN America. Our employees are career-long learners who strive to broaden their experiences every day in our very dynamic company.