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A challenging multi-faceted position with opportunity to make a significant impact on bottom line. Create marketing plans and implement promotions to assigned markets through multiple channels including e-mail, social media, website, direct mail, and organizational outreach. Analyze results and trends, both domestically and globally, to develop market expertise. Excellent analytical, organizational, and copywriting skills a must. Bachelor's degree in kinesiology or relevant field and 3 years advertising/marketing experience preferred.
Working with the sales, marketing design, production, video, technology, and editorial departments, the marketing manager is responsible for implementing marketing and publicity plans and programs for assigned subject areas. This includes planning, executing, and analyzing results for various direct mail, e-mail, print, Internet, social media, and other advertising efforts; planning press release mailings and other publicity efforts; keeping within allocated budgets; making ongoing program recommendations based on market trends, customer/prospect list options, and previous results data; understanding assigned subject areas and associated target markets; and defining/recommending additional revenue generating opportunities.
1.Create an annual subject-area marketing plan and budget for all assigned areas including recommendations on individual direct mail, e-mail, space ad, Internet, social media, and other marketing projects. Participate in individual title planning throughout the year during the acquisitions and ITMP stages for new products within assigned areas.
A. Formulate marketing plans based on knowledge of subject area, sales potential for individual products, and any other relevant information that is gathered from acquisitions or editorial staff.
B. Provide budget recommendations by subject area and individual products based on previous revenue and spending and available funds.
C. At acquisitions stage, review materials and check that the acquisition editor's information is on target with expectations for that subject area or market, and address any issues or concerns that might arise.
D. Prior to ITMP meetings, complete marketing sections of ITMP form and prepare questions on specific issues that may need clarification.
E. Lead ITMP meetings, collecting all relevant information in order to establish marketing guidelines for the successful launch of new products. Address any issues in relation to release date, cover, sales to particular market segments, etc.
F. Consult with HK subsidiaries on individual marketing projects, obtaining quantities of printed materials, lists, required plate changes, special offer considerations, etc. Consider input from subsidiaries on subject area nuances within their countries address those concerns within reason within the project copy and design.
G. Update plans regularly through the year.
2. Plan and implement individual marketing projects using multiple channels in the most efficient and effective means possible, keeping within appropriate time and budget parameters.
A. Manage marketing projects and provide leadership/guidance to other HK staff contributing to the projects. Ensure successful completion by meeting all time and cost requirements.
B. Prepare a project plan proposal for major projects that includes physical specifications, target audiences, mailing lists, product selection and allocation, any special offers, and a deadline. Gain approval from marketing director, vice president of marketing and sales, division director, and acquisitions editor.
C. Clearly communicate project needs to marketing associates and marketing design staff (if applicable) in order to establish expectations and minimize revisions.
D. Develop e-mail campaigns and regular newsletters by finding newsworthy articles and topics and working with marketing associates to formulate copy, special offers, and an attractive layout.
E. Solicit ideas from other marketing managers and keep abreast of new project ideas, subject area developments, and trends in their areas of expertise in order to incorporate relevant information into individual projects.
F. Continuously evaluate circumstances that arise that may impact the merit of proposed projects, and make recommendations to change course when necessary.
3. Maintain and expand content available on the HK Web site, including continuous review and update of stores within assigned areas.
A. Continuously monitor all web stores in assigned subject areas and make consistent updates to merchandising features, banner ads, and More to Explore articles. Periodically check carousals and links to ensure everything is functioning correctly. Submit tech requests when fixes are necessary.
B. Ensure that new products have been properly loaded to the site, that each product is categorized and related correctly, that the appropriate excerpts or sample pages have been selected and formatted properly, and that the More to Explore areas are populated and relevant.
C. Generate ideas for fresh content or features to add to the site and enhance the customer’s experience.
D. Work with authors (and sometimes in-house staff) to provide content for the site including written, video, or audio interviews; blogs; video clips; or articles on relevant topics.
E. Work with web graphic artist or marketing associates to create merchandising features and banner ads for new products, events, news items, journals, or anything else of merit that can be highlighted in web stores.
F. Discuss web options with other staff members (marketing design, acquisitions, sales, publicity, etc.) in order to solicit ideas for improving the HK site as well as generate additional traffic to the site.
4. Oversee the publicity process to ensure that HK books in assigned subject areas are promoted effectively to relevant media in target markets.
A. Edit and direct the dissemination of press releases for assigned HK products or divisional programs by reviewing publicity plans created by marketing associates to confirm TAS code selection, reviewing press release mailing lists to verify all necessary contacts are added, and proofing the press release.
B. Identify products that have particular relevance in the media and work with publicity manager or associate to create a special press release (PRS) for those titles.
C. For key titles, make follow-up calls to those who requested review copies to ascertain the date and nature of any reviews and encourage press coverage.
D. Monitor weekly Pub Review for new reviews of STM products. Read reviews and select relevant quotes for the Web site and for use in future marketing pieces. Have marketing associates update the copy package and Web site.
E. Alert publicity associate to new media contacts/sources to be updated in promotions database.
F. Review marketing/sales/publicity overview created by marketing associates for each author or editor to ensure all promotional efforts are communicated.
G. Look for and participate in opportunities on social media sites such as LinkedIn, Facebook, and Twitter to enhance relevant discussions or offer information that will promote HK and drive traffic to HK Web site.
5. Oversee copy formulation for division products and programs in assigned areas. Steer the editing process on major projects including direct mail and e-mail, as well as content that is posted to the Web site to ensure HK standards are being met.
A. Oversee the marketing associates as they work with freelancers to write effective copy and gain consensus across division and editorial staff, as well as author input, on copy approach/strategy.
B. Ensure copy highlights key features in a benefit-oriented manner, and that copy platform is relevant to target audience (faculty, students, professionals, etc.)
c. Maintain a high level of knowledge on individual subject areas in order to supplement and tailor copy to be most effective and generate interest.
D. Serve as secondary contact and editor for freelancers and ensure that they meet HK standards.
E. Act as primary proofreader on all assigned catalog projects. Serve as second proofreader for projects managed by marketing associates and use those projects as learning opportunities to aid associates in their professional development.
F. Uphold department and company guidelines related to style, logo usage, and overall copy and design, and hold associates to those same standards.
6. Stay abreast of changes in assigned subject areas and markets, including the higher education market. Conduct market research using available reporting tools and conduct other research efforts as required. Contact related organizations for associate partnerships or exchange opportunities.
A. Assist in the preparation of sales analysis, market analysis, and market research reports as requested by marketing director or division staff.
B. Research and review industry related publications, e-newsletters, Web sites, or other sources to identify current happenings and trends in assigned subject areas, markets, and technology.
C. Engage in social networking by joining relevant and worthwhile listservs and professional groups.
D. Using Web reports or other internal reporting tools gather information and conduct results analysis on former projects. Use this information to help make future decisions and form strategies for future marketing campaigns.
E. Compile Pubtrack reports to identify key competitors for course adoption texts, research external competitors, and prepare internal positioning charts for sales conferences. Review materials prepared by marketing associates and present key titles.
F. Identify potential candidates for the associate program and build relationships with associates by periodically contacting them to offer assistance or suggestions.
7. Develop annual trade show strategic plan for assigned subject areas. Review booklists for all approved shows and attend a limited number of these trade shows.
A. Continuously investigate potential trade shows for HK to attend. Review projected budgets from the exhibits manager and develop an annual trade show strategic plan for each area, including a list of recommended shows to attend.
B. Review the booklist created by exhibits manager for each show, making sure that all relevant titles and appropriate quantities are included.
C. Confirm which HK authors are attending and be sure their products are included. Contact prominent and active authors and offer support through fliers or signage. In some cases, a book signing may be an option.
D. Plan special promotions at trade shows, working with the exhibits manager.
E. Attend a limited number of trade shows and help with set-up and tear-down of the HK booth. Serve as product expert, take customer orders, and represent HK in a positive manner.
F. Contact organizers of relevant tradeshows or conferences that HK is not attending to explore exchange opportunities. Record exchange offers (accepted or declined) in the exchange database.
8. Fulfill other duties as assigned including special projects or additional support to the marketing director.
A. Determine best course of action for any special promotional opportunities or requests identified by authors.
B. Coordinate special projects as assigned.
C. Assist with miscellaneous tasks that arise promptly and efficiently.
a. Communicate effectively in English, in verbal and written form, as part of regular interaction with other staff.
B. Work cooperatively and independently within a team environment to fulfill job responsibilities and help the marketing department meet objectives.
C. Take direction well and follow assigned tasks through to completion with minimal supervision.
D. Be able to give clear directions and be able to answer questions from associates.
E. Ask appropriate questions and seek help from others when appropriate to complete job duties effectively.
F. Work cooperatively with other departments and divisions in the company.
a. Possess excellent editing and proofreading skills.
B. Manage multiple priorities effectively.
C. Analyze the results of marketing efforts to determine their effectiveness and incorporate relevant information into ongoing marketing planning.
D. Have excellent analytical and organizational skills.
E. Be able to apply effective supervisory skills to ensure optimal productivity and interaction.
F. Be able to exercise leadership in order to help marketing associate and marketing managers in training to develop their job skills for the benefit of Human Kinetics.
G. Have excellent analytical, organizational, and supervisory skills.
H. Have a high degree of accuracy in work and attention to detail.
i. Use problem-solving skills to determine best course action needed to meet job objectives.
J. Take initiative to identify tasks/projects to be done and problems to be solved in order to fulfill job duties.
K. Have an overall understanding of the kinesiology and exercise science areas.
L. Possess working knowledge of basic marketing and advertising concepts and techniques in order to formulate sound marketing strategies.
a. Must be able to operate computer keyboard with minimum efficiency equal to 40 wpm accurate typing ability.
B. Limited travel to trade shows.
C. Must be able to set up a display at a trade show including moving boxes of books.
Standard office environment.
Must be able to operate computer keyboard and other standard office equipment.
Bachelor's degree in Marketing, Advertising, Business, English, Journalism, or other communications-related field. Knowledge in fields of kinesiology and exercise science is a plus.
a. Bachelor's degree in Marketing, Advertising, Business, English, Journalism, or other communications-related field. Knowledge in fields of kinesiology and exercise science is a plus.
Credit Card Security:
This position will have access to customer credit card data and must comply with all policies and procedures designed to keep that data from being compromised.