Trade Marketing Manager

Position Title: Trade Marketing Manager

Department: Marketing

Reports To: Sr. Brand Director

Job description:

At DECKED we are customer first in everything we do, solving real problems with real solutions. We take risks but not chances, and we work as a team to constantly improve.

When you work at DECKED, you'll have the opportunity to leave your mark creating exceptional programs and meaningful work, working side by side with innovative and intelligent team members. Together, you will lead our customers to the high quality, American-made products they need to get to work or get out of town, to get outdoors or get down to business, helping them do more, accomplish more, and stress less. At DECKED, we always BUILD FOR TOMORROW.

Our brand is built on grit and American determination. Our mission is simple, "Organize, Mobilize, and Energize the Sh t out of America." As the Trade Marketing Manager, you will be responsible for living and breathing this message in your day-to-day role and applying it to your work to best support the DECKED customer and living DECKED's brand pillars:

• Rugged
• Intuitive
• No B.S.

Generally Speaking: As the Trade Marketing Manager you will spend your time diving deeply into the fleet commercial channel of business and be the marketing department's expert and advocate for this channel driving the right actions to enable deadly full funnel marketing activities. Successful work will be reflected by substantial increases in awareness and engagement, positive customer sentiment towards the brand, and profitable revenue growth. This role encompasses a wide variety of responsibilities: championing thought leadership, public relations, sales materials, events, social media, paid media and beyond specifically in the fleet channel. You will attend meetings and events as well as frequently join the sales team on ride-alongs to get to know the players in the business as well as develop an immersive understanding of the channel in order to best execute on DECKED's fleet marketing strategy.

Represent the DECKED brand

• Be the eyes and ears for the DECKED brand in the fleet channel
• Resist the temptation to dumb down the long term value of the DECKED brand for short term gains
• Work closely with the sales team, the marketing team, and the ecomm team to ensure the brand is represented in the channel correctly and consistently
• Work with domestic dealers, commercial distributors, and Fleet Management Companies to ensure the DECKED brand is represented consistently and correctly

Define DECKED's fleet marketing strategy

• Work with our Director of Fleet Channel Sales, sales operations, the Senior Brand Director and the fleet sales team to define a holistic, long-term fleet marketing strategy and marketing calendar
• Collaborate with leadership and execute on the plan to execute this strategy and marketing calendar
• Use research, data, intuition, and strategic thinking to prioritize & drive initiatives
• Work with the Sr Brand Director and Director of Fleet Sales to set detailed OKRs for your channel that helps the Brand and Fleet Sales Departments execute against this plan
• Bring ideas, passion, and leadership to every meeting, initiative, and task
• Constantly pursue innovative and on-brand paths to accelerate growth of the brand and business in the fleet channel

Understand DECKED's fleet product, customer, and market

• Analyze customer data, survey data, market research, and the competitive landscape to understand our customer and define DECKED's brand opportunity in fleet
• Develop an in-depth understanding of DECKED's product portfolio and learn the features, benefits, strengths, weaknesses, and limitations of each as it applies to the fleet channel
• Translate these learnings into impactful marketing messages to win the fleet customer for DECKED
• Spend generous time in market traveling with the sales team developing community, insights, and deep knowledge within the channel
• Research, understand, and monitor the industry and competitors and stay abreast of market trends

Execute DECKED's fleet marketing strategy

• Create and execute an annual fleet marketing calendar
• Work with the fleet channel leads to study and document the prioritized marketing needs of the fleet channel and coordinate with the relevant teams to deliver on them
• Develop the correct strategic partnerships and build a vibrant DECKED community in the fleet vertical
• Be the editor of the fleet content engine: research and craft e-newsletter content and requisite LinkedIn posts and so forth
  • Work directly with the channel leads and available resources to plan an annual communications calendar
  • Outsource and contract as needed where domain expertise is required
• Determine DECKED's white paper and thought leadership needs and drive deliverables working with in house and contracted resources as required to best establish DECKED as the "go-to brand"
• Plan and execute with the event producer best in class fleet events, factory tours, tradeshows, and sponsorships
• Work with the ecomm and brand marketing orgs to identify and deliver on SLA needs as collaboratively determined with the fleet team
• Work creatively to forge partnerships which build DECKED awareness, rabid affinity, and outsized relevance in the fleet channel
• Think outside the box to find clever ways for DECKED to grow its awareness and demand within the fleet channel
• Monitor all related budgets to ensure program spending is on target, on budget, and aligned with DECKED's strategy to grow the fleet channel

What you bring to the table:

• BA/BS or MA/MS in marketing or related field, or equivalent real life experience
• 2+ years in marketing management
• 2+ years in product marketing
• Experience with brand and market research with expressed ability to act on data
• Fluency in microsoft office suite of apps and programs
• Competency with Adobe Suite and collaboration tools like Figma
• Self-directed, resourceful, and able to work in a fast-paced, deadline-driven environment
• Excellent interpersonal, communication, and organizational skills
• Ability to work with third-party vendors and contractors

Note: The statements herein are intended to describe the general nature and level of work performed by employees, but are not a complete list of responsibilities, duties, and skills required of personnel so classified. Furthermore, they do not establish a contract for employment and are subject to change at the discretion of the employer.