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AHF · 3 months ago

Residential Marketing Director, Armstrong

Mountville, PA

Full-time

Onsite

Director/Executive

7+ years exp

AHF Products is a leading hard surface flooring manufacturer in the USA, known for its trusted brands in the flooring market. They are seeking a Residential Marketing Director to shape and execute the brand strategy for Armstrong Flooring, focusing on product launches, brand growth, and cross-functional team leadership.

Home RenovationManufacturingResidential

Responsibilities

Develop and execute a comprehensive brand strategy that aligns with the company's overall goals and objectives

Define and refine the brand's unique value proposition, ensuring it resonates with the target audience and distinguishes the brand from competitors

Oversee the development and maintenance of the brand's visual and verbal identity, including logos, color schemes, messaging, and tone of voice

Develop Armstrong Flooring residential digital strategy website and online selling strategy

Lead the creation of integrated marketing plan and campaigns that effectively communicate the brand's message and drive brand awareness and engagement

Research and identify key audiences and audience attributes for effective targeting for our marketing efforts. Build a connections framework for target audiences to nurture consumer demand and conversion

Monitor and manage brand equity, track brand health metrics and implement strategies to enhance brand perception and loyalty

Identify product category line extensions for the Armstrong Flooring residential category, to complementary categories, collaborating in the business plan strategy and negotiations with suppliers/partners, and lead the implement the launches

Develop content strategies, identify influencers and other media opportunities

Lead marketing specialists, web creators, graphics teams and external agencies in the implementation of the marketing campaigns

Collaborate closely with other departments such as product development, sales, and customer service to ensure alignment with the brand strategy

Conduct market research to stay updated on industry trends, consumer preferences, and competitive landscape, using insights to inform brand decisions

Develop and manage the brand budget, allocating resources effectively to achieve brand goals

Establish and track key performance indicators (KPIs) to measure the success of branding initiatives and make data-driven decisions

Collaborates with other Marketing and product management leaders in creating product road map, product launch planning, and determining the annual marketing plan and budgets for the category

Guides marketing associates, graphic designers and merchandising specialists in executing the product launches within timeline and budgets

Guides all field communications to support the launches through distribution, retailers and sales

Creates integrated digital and point of sales promotion to support the product launches

Develop sales incentive programs and educational tools to support product launch success at retail level

Qualification

Brand StrategyProduct Launch ManagementCross-Functional Team LeadershipMarket ResearchDigital Marketing StrategyAnalytical MindsetCommunication SkillsCreative ThinkingProject ManagementOrganizational Skills

Required

Bachelor's degree in marketing, business, or a related field (Master's degree preferred)

Proven experience (7+ years) in durable goods product launch and brand management, with a track record of successfully developing and executing brand strategies

Strong leadership and team management skills, with experience leading cross-functional teams

Exceptional communication and interpersonal skills, with the ability to inspire and influence others

Analytical mindset with the ability to use data and market research to inform branding decisions

Creative thinker with a keen eye for design and branding aesthetics

Demonstrated ability to work in a fast-paced, dynamic environment and adapt to changing priorities

Very organized and multi tasker, ability to manage priorities

A passion for brand-building and a deep understanding of consumer behavior in the interior design and building products category and marketing to BtoDtoRtoC

Exceptional project management skills and the ability to meet deadlines and deliver results

Must be able to successfully complete and pass a background check, employment verification and drug screening

Positive and Verifiable Work History