Cordillera Interactive, the digital media arm of mid-market TV broadcaster Cordillera Communications[1], seeks an energetic, resourceful consumer marketing leader with strong strategic and tactical abilities in all forms of interactive and social media.
The Senior Director, Consumer Marketing (SDC) leads consumer marketing functions, audience development, engagement and loyalty programs, and social media strategies, for all interactive and emerging digital media business lines associated with Cordillera TV properties. This position will be based in the Minneapolis-St. Paul metro area.
Specific Responsibilities: The SDC works closely with CI executives, station executives and managers, and associated staff to achieve aggressive growth in consumer audience usage, engagement and loyalty for Cordillera interactive services. To achieve this, the SDC will:
Serve as a leading strategic champion in the company for effective consumer marketing communications, consumer product development and overall user experience related to interactive and new digital services.
Develop and execute strategies for Cordillera presence and engagement in social media services such as Facebook, Twitter, MySpace and LinkedIn. In addition, the SDC will develop programs in conjunction with CI Sales to serve as social media marketing consultants for our advertising clients.
Develop and execute strategies for overall interactive user experience, and manage a small, distributed team of interactive designers that implement these strategies on Cordillera station.com and niche sites. The design team will also share responsibility for advertising creative services and ad message optimization, and creating or updating collateral materials used in interactive ad sales.
Develop and execute strategies for search engine optimization and search engine marketing (SEO/SEM), to promote general Web brands and specific content or campaigns on behalf of Cordillera sites. In addition, the SDC will develop programs in conjunction with CI Sales to serve as SEO/SEM consultants for our advertising clients.
Oversee consumer market research programs including small-scale primary research, procurement and analysis of relevant secondary research, and engagements with outside firms on joint research programs. Types of research may include surveys, focus groups, user testing and local market demographic analyses.
Oversee Web/Internet metrics reporting and analysis, in particular using the Google Analytics and Quantcast suites. Develop automated dashboard reports and analyses that inform local and corporate executives of audience growth trends and financial yields.
Travel to Cordillera stations to provide on-site consultation, assist with marketing programs and train on Web analytics best practices.
Assist other CI executives to develop new products and marketing programs for Web properties that are profitable for CI and deliver expected ROI for advertisers.
Establish consistent ongoing communication relating to consumer marketing and engagement among station management, sales management, local interactive directors and CI.
Through ongoing and consistent verbal and written communication, provide relevant information to the president of CI and Cordillera corporate leaders regarding market conditions, consumer growth opportunities and all other matters relating to Internet businesses.
Position Requirements: The SDC should have the following, or comparable, skills, abilities and experience:
A bachelor’s degree in marketing, business or media disciplines. A master’s degree is a plus.
Minimum three years marketing leadership experience, preferably in interactive and/or media services and preferably at director or executive level.
Minimum eight years experience in media – broadcast, interactive, print – preferably with local emphasis.
Strong working knowledge of Web metrics suites, preferably Google Analytics and Quantcast, with emphasis on meaningful, strategic analysis for executives, beyond just reporting the numbers.
Passion for product innovation, compelling user experience, and exponential revenue growth in interactive media.
Excellent verbal, written and visual communications skills, presentation skills and interpersonal communications abilities.
Working knowledge of prevailing interactive tools and technologies, including: HTML, CSS, Flash, Web servers, content management systems, databases, development languages and frameworks, advertising inventory and delivery systems, search optimization and search marketing, mobile platforms, Web metrics and analytics.
Willingness to travel, up to 25 percent.
To apply: Send a resume and cover letter, including compensation history/requirements, and references, to Jay Small, President, Cordillera Interactive, 1724 Pheasant Ridge Trail, Knoxville, TN 37922. Or use the e-mail form or fax number provided below. Include examples, or links to examples, of marketing initiatives or programs you have built or led.