Description
The Director of Marketing leads all marketing strategy and execution across the dealership’s 22 store network, driving equipment sales, parts and service revenue, and brand presence in the agricultural, commercial and consumer markets we serve. This role owns the marketing plan end to end – brand and reputation, demand generation, inventory merchandising, digital presence, and customer events – and translates it into measurable traffic, leads, and closed business for whole goods, aftermarket parts, service and precision agriculture. The Director partners closely with Leadership Team, Store Management Teams and OEM Partners to align campaigns with seasonal buying cycles, inventory positions, and manufacturer programs, while maximizing available co-op advertising funds.
Key Responsibilities
1) Marketing Team Management
a. Day to Day Management of Marketing Team
b. Proper Delegation of Responsibilities to Team
c. Employee Coaching and Development
2) Marketing Budget Development and Management
a. Multimedia Annual Marketing Plan Development and Execution to support Whole Goods, Parts, Service and
Precision Departments
b. 100% Co-op Utilization
c. Prudent Sponsorship Strategy
d. Balancing of Budget through the Fiscal Year
3) Market Analyzation and Strategy Development
a. Review SSA Penetration with Sales/Regional/Store Management
b. Present Ideas for Areas of Focus (Example – High Potential/Low Share Opportunities)
c. Delegate Execution plans for Special Projects to address Areas of Opportunity
d. Develop and implement consistent inventory merchandising strategy between all locations
4) Digital Development & Execution
a. Develop overall Digital Strategy
i. SEO/GEO Strategy and Execution
ii. Web Design Strategy and Execution
iii. Social Strategy and Execution
iv. Drive Sales & Aftermarket Demand Generation
5) Champion Customer Experience Efforts
a. Own Online Reputation Management
b. Standardize the branded experience across locations and media
c. Oversee Customer Satisfaction Survey Process
6) Brand Relationships
a. Managing Brand Image for the Company
b. Maximizing and Managing Co-op Funds
c. Ensuring Ad Development
d. Managing OEM Certifications (CNH Pinnacle & Blue Star; Kubota; Great Plains)
7) Event Management
a. Ensuring all Company Events are Properly Supported
b. Development and Execution of Marketing Strategy for all Company Events
Measurements:
1) Google Analytics
2) Social Analytics
3) Leads Generated and Converted
4) Percent Pool Fund Utilization (by Manufacturer)
5) Overall Revenue
6) Market Share on Key Products
7) Team Evaluation
Requirements
Position Requirements:
1) Must office out of Hopkinsville, KY
2) Bachelor’s Degree in Marketing, Business, Communications or related field preferred
3) Experience managing marketing budgets, agencies, vendors, sponsorships, and multi-media campaigns
4) Strong analytical skills and the ability to translate data into practical business recommendations
5) Expect 25% of time to travel to H&R Agri-Power locations and events
6) 7 Years’ minimum of marketing experience with 3 years in leadership role
7) Excellent written, verbal, presentation, and public-speaking skills
8) Excellent computer skills with fluency in O365 products and other web interfaces
9) Experience with technical SEO/SEM fundamentals and Google Analytics
Skills Required
- Must work out of Hopkinsville, Kentucky
- Bachelor's degree in Marketing, Business, Communications, or a related field
- Experience managing marketing budgets, agencies, vendors, sponsorships, and multimedia campaigns
- Strong analytical skills and ability to translate data into practical business recommendations
- Willingness to travel 25% of the time to company locations and events
- At least 7 years of marketing experience
- At least 3 years of leadership experience
- Excellent written, verbal, presentation, and public-speaking skills
- Excellent computer skills and fluency with Microsoft Office 365 and other web interfaces
- Experience with technical SEO/SEM fundamentals and Google Analytics
What We Do
H&R Agri-Power is an agricultural equipment dealer serving customers through 21 locations across six states, including Kentucky, Tennessee, Illinois, Alabama, Indiana and Mississippi. The company sells, services and supports new equipment from major brands such as Case IH, New Holland, Kubota, Kinze and Mahindra. It also provides agricultural equipment and related service expertise and describes itself as 100% employee owned.
