JOB DESCRIPTION:

The Marketing Director at Hi-Wire Brewing will oversee the strategic planning and execution of marketing initiatives to enhance brand awareness, drive customer engagement, and achieve business goals. This role requires a dynamic leader with a comprehensive understanding of marketing strategies, digital and social media, content creation, advertising, press relations, and team management. The Marketing Director will also oversee and guide the creative direction of our brands. Additionally, the Marketing Director will be responsible for ensuring the cohesive look and feel of our retail outlets, aligning them with the brand's visual and experiential standards.

KEY RESPONSIBILITIES:

Strategy & Planning:  Develop a comprehensive marketing plan around a budget that ensures major company initiatives are set up for success.

• Understand our company goals from a financial perspective and contribute to the development of our overall strategy.
• Facilitate interdepartmental communication as it relates to marketing needs and strategy. Ensure there is alignment between sales and taproom initiatives to make sure we are “rowing in the right direction”
• Ensure the marketing team understands our marketing goals and is strategically aligning their actions towards achieving those goals.
• Manage our marketing budget effectively to ensure we are growing our brands and maximizing sales.

Brand Management:

• Guide and oversee the development for new brands, brand tweaks and creative strategy.
• Oversee the development and execution of brand positioning and messaging
• Ensure consistency in brand voice, look and feel across all marketing channels, including wholesale, social media, advertising, and taprooms
• Ensure accurate and engaging descriptions, in alignment with our branding, of beer products in marketing materials.

Campaign Management:  Plan and execute multi-channel marketing campaigns, analyze performance, hone strategies and maximize budget

Social Media:

• Perform in-depth analysis on company marketing initiatives, provide leadership with reports on the effectiveness of those initiatives and use that data to make recommendations for and to implement future plans.
• Manage overall social media strategy and develop goal structures to ensure the social media team is aligned with that strategy.
• Direct the overall strategy on social media accounts, in conjunction with taproom managers.
• Direct creative efforts, including editing and copywriting. Develop compelling content strategies to engage target audiences. Oversee the planning and execution of content across various channels.

Advertising:

• Review and approve pitches for advertising campaigns.
• Execute and manage advertising strategy.
• Provide creative direction for ad content and campaigns.
• Effectively manage the advertising budget to maximize ROI.

Public Relations:

• Handle press releases and media inquiries.
• Serve as first point of contact for major media inquiries.
• Identify and implement strategies to take a more proactive approach to utilize PR to strength our brand and generate awareness and loyalty.
• Proactively manage relationships with media contacts to ensure positive brand representation.
• Proactively seek and develop partnerships with businesses that align with our brand.

Team Leadership and SOPs:

• Lead, develop and mentor a high-performing marketing team.
• Develop standard operating procedures (SOPs) for marketing activities.
• Create and develop training materials for the company in collaboration with department leads.

Website/ Digital Asset Management:

• Oversee website updates and ensure timely and relevant content.
• Utilize analytics and strategy to improve website performance and user experience.
• Oversee and assist in development of digital assets for third party companies (UNTAPPD, Provi, etc)

Online Shop Management:

• Manage the online shop, ensuring a seamless customer experience.
• Implement strategies to drive traffic and sales through the online platform.

Sales and Marketing Materials:

• Oversee the development of and approve physical/digital market assets such as sell sheets, promo posters, event posters, etc.

Customer Insights:

• Leverage our data and industry data to better understand our customer base, their behavior and preferences
• Implement customer feedback gained through digital channels to improve our products and hospitality
• Identify gaps in our approach and opportunities to reach underdeveloped demographics.

Retail Outlets Management:  Ensure our taprooms have a consistent look and feel that is in alignment with the standards developed by you in conjunction with the leadership team.

• Manage the look and feel of retail outlets to ensure consistency with brand standards.
• Coordinate with retail teams to implement merchandising standards, experiential branding, and display standards.
• Develop campaigns, signage and display strategies to maximize sales of specialty brands to drive traffic to taprooms.

Merchandise Management:

• Work with the CRO and the Director of Retail in the development of merchandise and point of sale.
• Ensure our bases are covered and merchandise matches our brand aesthetics. Approve all final designs for production.

Label Approval:

• Manage label approval process for new brands and brand tweaks

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.

• Bachelor's degree in marketing, communications, or a related field
• 3+ years of experience in a marketing or brand management role, preferably in the beer or hospitality industries
• Hand-on experience in creative process, marketing, graphic design and brand development
• Excellent working knowledge of relevant software
• Outstanding leadership and organization skills
• Exemplary interpersonal and analytical abilities
• Exceptional time management skills
• Exceptional multitasking/prioritizing skills
• Strong attention to detail
• Independent/self motivated
• Problem solver with grace under pressure
• Ability to adapt/think on your feet
• Positive, “can-do” attitude
• Ability to work well with others

Hi-Wire Brewing Company is an Equal Employment Opportunity employer.

Job Type: Full-time

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Paid time off
• Vision insurance

Schedule:

• Day shift
• Monday to Friday

Ability to Relocate:

• Asheville, NC 28803: Relocate before starting work (Required)
• Work Location: In person