Senior Manager, Marketing – Pet Resorts, Integrated Marketing

Job Summary:

The Manager, Marketing – Pet Resorts, Integrated Marketing role is a hands-on opportunity requiring a self-starting leader with a curious mind and a bias towards action. Along with their Specialists and Graphic Designer, and in close partnership with the Senior Manager, Marketing – Pet Resorts Growth and Retention (Growth Mgr), this role oversees the development and execution of comprehensive and cohesive marketing and brand communication strategies across channels. 

This role leads strategy, cross-functional planning, and execution of annual initiatives, as well as address and solve emergent business needs in collaboration with Operations and other key stakeholders.

The Manager is a storyteller that leverages Pet Resort’s ‘why’ to craft authentic messages to connect with new and existing customers across the customer journey. This role will draw in new audiences, encourage trial, and reinforce loyalty and retention.

The right candidate must connect the dots from business strategy to consumer facing initiatives with flawlessly executed programs that drive efficient marketing spend and positive business results. They must have exceptional executive presence to work effectively and secure buy-in with a broad cross-functional team, including Senior Leaders, Operations, Finance, IT Applications, Insights, and more. 

Example campaigns and projects include customer experience (webcams, Precheck), evergreen and seasonal customer acquisition and retention promotions, loyalty and referral, local events and local partnership promotions.

Responsibilities:

• Develop and implement integrated advertising and promotional campaigns including paid and organic media, website, email, retail, SMS, events and partnerships, public relations
• Reinforce all stages of the customer lifecycle journey
• Ensure consistent messaging and implementation of look and feel across multiple brands
• Own brief writing and CFT management to ensure Growth Mgr and other partners create and deploy thoughtful channel strategy

Promotion, Pricing, Retail

• Develop and execute customer facing campaigns / collateral related to annual pricing updates
• Develop retail ISM and promotional campaigns in conjunction with Category Management

Creative

• Manage creative pipeline for Pet Resort Marketing including but not limited to campaign and promotional strategy, file maintenance, and oversight of multi-brand versioning
• Manage creative pipeline for emergent resort requests

Cross-Functional Integration, Support and Execution

• Lead cross-functional planning across channels
• Develop collaborative relationships across Marketing, Pet Resorts (e.g., Field Ops, Biz Ops, Finance, Insights) and NVA to ensure timely work and flawless execution
• Manage day to day marketing responsibilities including campaign reporting, development of integrated channel plans and calendars, flag and discuss roadblocks and information gaps, CFT alignment on go-live timing
• Develop and present training for new General Mangers and other groups as needed in order for Field Operations to understand and utilize marketing tools / resources to drive business
• Intake and route all marketing support tickets
• Own resolution of tickets related to: creative design and production, events and partnerships, reputation management, Callbox, public relations
• Act as a liaison between marketing and operations to ensure seamless execution of initiatives

Local Community Marketing, Public Relations, and Partnerships

• Lead relationship with public relations agency including priority market outreach / pitching and incident communication management
• Develop partnership guardrails for all resorts
• Partner with Field Operations to improve upon, and expand local community marketing strategy and support execution of creative needs

Budget Management

• Collaborate with Finance and Pet Resort Marketing agencies to develop and manage marketing budgets
• Creative / Project Management (e.g., Canva, Monday.com)
• Public Relations (agency)
• Customer Relationship Management in partnership with NVA (e.g, Callbox, Birdeye)
• Monitor spending, track ROI, and adjust strategies as needed

Performance, Data, Analytics

• Research and monitor market trends, customer behavior, and data to understand what encourages customer growth and retention
• Use insights to inform marketing plans and identify opportunities for improvement
• Establish campaign and promotion KPIs and measure success relative to the customer journey and current customer acquisition and retention metrics
• Work with Insights to develop customer connected reporting as internal data sources growth
• Work in partnership with Growth Mgr. to assess and improve campaign performance
• Lead post-campaign reporting and scorecards to inform future

Team Leadership

• Lead 3 Marketing Specialists, 1 Graphic Designer, external creative contractors
• Develop and lead campaign and promotional CFTs to ensure collaboration and execution
• Collaborate with other Managers and Senior Director to set mentorship and development expectations to ensure a unified approach to career growth
• Proactively communicate and collaborate with the GandR to achieve a seamless and integrated marketing approach.

Qualifications:

• 10+ years in B2C marketing, hospitality, CPG, pet care, or retail preferred
• Start-up or fast-paced agency experience a plus
• BA degree in marketing, communications, business management, or equivalent a plus
• Proven track record in developing and implementing integrated marketing campaigns
• Familiarity with digital marketing channels and tools
• Budget management expertise
• Industry knowledge and understanding of target audience
• Adaptability to evolving marketing trends
• Comfortable with marketing analytics and belief in quantitative ROI based strategy
• Self-starter able navigate ambiguity, think creatively, and focus on problem-solving and results
• Exceptional project management skills
• Able to meet deadlines in a fully remote environment
• Able to influence and guide others, with and without authority
• Strong leadership and collaboration skills within team and across stakeholders 
• Experience managing external agency partners
• Strong business acumen and sound judgement able to analyze situations and come to well-thought through recommendations/solutions
• Active listener, self-motivated, innovative, and creative 
• Ability to move between strategic thinking and tactical execution with ease
• Ability to work independently with a “roll up your sleeves” approach to work
• Proven written, verbal, and listening communication skills in team environments

About NVA and Pet Resorts

National Veterinary Associates is the largest private owner of freestanding veterinary hospitals, pet resorts and specialty pet hospitals in the United States and Canada. General practice hospitals, specialty hospitals, and pet resorts operate under their own brands, or under the national pet resort brand, PetSuites.

A cornerstone of the NVA culture is a servant leadership approach to our business, our hospitals, our pet resorts and our teams. We find people who exemplify the same servant leadership approach are best suited for NVA. We are a community dedicated to the love of animals and the people who love them.

For over 20 years, NVA has been the leader of the pack in pet resorts offering exceptional services for both dogs and cats. Our trusted team of professionals delivers memorable experiences with personalized service making our resorts a loving and fun home away from home for pets.

With +150 locations, service offerings include boarding, day care, training, and grooming. Guests stay happy with premium amenities including large play yards, water features, and unique play structures. PetSuites is the leading brand with +75 locations nationwide, the remainder are a collection of +35 popular local and regional brands. Our portfolio is the top choice for Pet Parents in the United States.

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