Marketing Director
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Company:
PURE Medical Spa
Location:
Meridian, ID, USA
Job Posted:
30+ days ago

Marketing Director

Marketing Director Position Description

POSITION DESCRIPTION: SPA MARKETING DIRECTOR
Division/Department: General Spa
Reporting Relationship: Spa Director
Location of Employer: Meridian, Id and Hailey, Id
Position Classification: Management
Pay Structure: Salary + Commission +Bonus *************************************************************************************Position Objectives: The Marketing Director’s objective is to perfect the Aesthetic Journey and convert core values of our company’s brand throughout every client interaction. Oversee all functions of marketing for the spa and achieve/exceed the guest flow targets by developing marketing strategies that result in driving traffic to the spa. In addition, the Marketing Director’s objective is to uphold the spa’s image and develop effective marketing strategies to ensure overall spa marketing success!

Position Activities and Responsibilities:
Marketing Plan
• Conduct a marketing S.W.O.T. Analysis
• Identify the target market and marketing mix
• Develop strategies and tactics to get the word out about our company and drive qualified traffic to our front door
• Outline a lead generation plan
• Develop an annual marketing plan
• Develop an annual marketing calendar
• Create marketing material
• Develop a media kit
• Performance measurements
• Set a guest flow target by day, week, month and year


Marketing Financials
• Prepare and monitor the marketing budget on a quarterly and annual basis and allocate funds wisely
• Set an overall marketing budget
• Set a budget by marketing mix
• Negotiate and execute marketing contracts
• Budget for printed material
• Track marketing expenses, actual vs. budget
• Track performance and ROI
• Experiment with a variety of organic and paid acquisition channels like content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis
Marketing Communication
• Communication plan with spa director
• Inform the spa team of monthly marketing strategies
• Train & educate the team to present promotions and specials
• Act as the spa’s spokesperson
• Establish communication with database
• Deploy successful marketing campaigns and own their implementation from ideation to execution
• Publish consumer e-newsletter
• Develop all marketing ads and consumer messages
• Manage Business Social Media Pages (Instagram and Facebook)
o Post meaningful and relevant content to social media daily
o Post videos to You-Tube channel and Social Media
o Monitor social media questions and answer when appropriate
o Increase social media “likes” on business page by 50 each month
• Take Before and After photos of clients
o Schedule after pictures of clients when appropriate
• Video Testimonials of clients
o Upon checkout
o Scheduled with after photos
• PR efforts and media relations

Marketing Relations
• Communicate and build relations with all department leaders
• Build strategic relationships and partner with key community players, agencies and businesses
• Build community relations
• Speaking engagements


Marketing Functions
• Plan promotions
• Plan and host spa events
• Produce valuable and engaging content for our website and blog that attracts and converts our target groups
• Manage website
• Manage e-marketing – e-newsletter
• Oversee and approve marketing material, from website banners to hard copy brochures and case studies
• Identify menu distribution channels
• Develop in-spa marketing displays
• Develop and implement referral program
• Develop and implement membership and royalty program
• Host media events
• Develop ad campaigns
• Establish merchandising systems
• Work with web and graphic designers
• Effective copywriting
• Community relations
• Media relations
• Lead follow-up and conversion sequence
• Sponsorship opportunities

Marketing Evaluation
• Lead generation efforts and conversion rate
• Measure and report on the performance of marketing campaigns, gain insight and assess against goals
• Marketing results and efforts by source
• Return on marketing, investment by source
• Expenses, actual vs. target
• Analyze consumer behavior and adjust email and advertising campaigns accordingly
• Traffic flow – target vs. actual
• Exposure
• Media mentions
• Promotion effectiveness


Desired Qualifications
• BSc/MSc degree in Marketing or related field
• Demonstrable experience in marketing, together with the potential and attitude required to learn
• Proven experience in identifying target audiences and in creatively devising and leading across channels marketing campaigns that engage, educate and motivate
• Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
• Experience in setting up and optimizing Google Adwords campaigns
• Numerically literate, comfortable working with numbers, making sense of metrics and processing figures with spreadsheets
• A sense of aesthetics and a love for great copy and witty communication
• Up to date with the latest trends and best practices in online marketing and measurement
• Leadership skills
• Excellent writing and communication skills
• Ability to develop an effective marketing plan
• Ability to create advertising, promotion and special campaigns
• Ability to present a professional image
• Flexible schedule and ability to work 40 hours + per week
• Passionate about the spa lifestyle
• Computer skills and aptitude for mastering spa software
• Sales skills

Behavioral Characteristics
• Cheerful, upbeat personality with leadership style
• Enjoys fostering community relations
• Excellent communication skills, good public speaker
• Flexible and cooperative
• Patient and levelheaded
• High personal standards, good self-esteem
• Detail oriented
• Good organizational skills and follow-through
• Able to multi-task and improvise on the spur of the moment
• High energy, able to work in fast-paced environment
• Good sense of time; prompt, able to meet deadlines
• Good sense of humor and outgoing
• Self-motivated, no guidance needed to perform successfully
• Able to work well under pressure
• Seeks out knowledge and enjoys learning and teaching
• Appear polished and with professional image
• Confident and committed to the spa team and the organization

marketing, social media, advertising,