The Marketing Manager is responsible for developing, executing, and overseeing the brand and marketing strategy for Vets Plus product brands as well as promoting our company’s B2B brand as a Custom Development & Manufacturing Organization (CDMO). Our product brands include three distinct lines of animal supplement products aimed at improving the health and well-being of pets and farm animals. These products are marketed to consumers and distributed through wholesalers to both online and bricks and mortar retailers.
The Marketing Manager also supports the promotion of the company’s CDMO operations, which helps clients develop and manufacture animal supplements under their own brands. The Marketing Manager will be required to understand the technical features and the health benefits of the branded products. By leveraging market analysis, including segmentation, targeting, and positioning, the Marketing Manager will craft compelling USPs and distinct brand identities for each product line.
This is a dynamic, hands-on role responsible for creating and managing comprehensive, multi-channel marketing programs, including email campaigns, social media, conferences and events, PR releases, website, and inbound strategies.
Roles and Responsibilities:
- Analyze trends and consumer behavior by market segment.
- Understand the product’s features and discern the benefits to each target segment.
- Craft a compelling USP and brand identity for each product line.
- Plan, develop, and execute promotional initiatives to increase awareness and demand that drive revenue growth for branded products.
- Support the development of CDMO strategy and execute tactical promotional initiatives that support the overall CDMO strategy, including driving awareness of Vets Plus as a provider of CDMO services.
- Develop sales tools and collateral for account management, sales agent, and distributor use.
- Manage communications to multiple channels, including but not limited to, distributors, veterinary practices, animal-specialty retailers, mass-market retailers, and online retailers using multiple mediums including print, web, SEO, social, and email.
- Develop and execute public relations and thought leadership strategy for branded products.
- Support conference/event marketing strategies and implementation of pre-, post, and onsite marketing tactics.
- Lead and manage the marketing and graphic design team.
- Work with account management, sales agents, and distribution partners to segment audiences for tailored communication.
- Track and report on the performance of products in the market and customer perceptions of the Company.
- Create, measure, track, and analyze marketing campaigns to understand customer behavior and overall marketing success.
- Manage campaign budgets and vendor relationships.
Education and Experience:
- Education: Bachelor’s degree in Marketing, Business, Communications, or a related field (Master’s degree is a plus)
- Experience: a minimum of five years’ experience in marketing management, preferably with experience in both B2C and B2B channels.
- Experience: a minimum of five years’ experience in consumer package goods marketing, preferably pet related.
