Tierra Encantada
Director of Marketing
Tierra Encantada, Minneapolis, Minnesota, United States, 55400
Position Overview: We are seeking an experienced and results-driven Director of Marketing to lead our marketing efforts across multiple channels. This role is critical in driving enrollment growth, enhancing brand presence, and overseeing all aspects of marketing strategy. The Director of Marketing will lead an internal marketing team, manage external agencies, oversee digital advertising, and spearhead local marketing events and new center launches. The ideal candidate brings a strong blend of strategic vision, leadership, and hands-on experience in digital and field marketing within a service-oriented environment.
Key Responsibilities:
Marketing Strategy and Execution
Develop and execute a comprehensive marketing strategy to drive enrollment leads, brand awareness, and customer engagement across multiple markets.
Partner with the executive team to align marketing initiatives with business goals and expansion strategies.
Team Leadership
Manage, mentor, and develop a team, ensuring consistent execution of local and regional marketing activities.
Oversee hiring, training, and development of marketing team members to foster professional growth and high performance.
Digital Marketing
Oversee digital marketing initiatives, including paid search, social media advertising, display, and SEO, working in close collaboration with partners to optimize performance.
Ensure the company's online presence effectively communicates brand values and drives lead generation
New Center Launches
Develop and execute comprehensive marketing plans to support the successful launch of new centers, driving early brand awareness and enrollment momentum in new markets.
Collaborate with internal teams, including Operations and Center Development, to ensure alignment on timelines, messaging, and promotional strategies.
Lead pre-opening and grand opening campaigns, coordinating efforts with Field Marketing Manager(s) and agency partners to generate local excitement and community engagement.
CRM Management
Oversee the management of the Customer Relationship Management (CRM) system to support lead nurturing, enrollment tracking, and customer retention.
Analyze CRM data to inform targeted marketing campaigns and improve lead conversion rates.
Franchise Development Support
Collaborate with the franchise development team to create marketing strategies that attract prospective franchisees and drive expansion goals.
Develop and oversee franchise recruitment campaigns, including digital marketing, content, and event-based outreach.
Coordinate with internal teams to ensure consistent branding and messaging in franchise development materials and presentations.
Local Marketing and Community Engagement
Lead the development and implementation of local marketing events and partnerships that enhance brand visibility and foster community engagement.
Work closely with centers and regional teams to identify unique opportunities for local marketing campaigns, promotions, and events.
Budget Management
Develop, manage, and report on the annual marketing budget, ensuring alignment with company goals and financial targets.
Drive cost efficiency across all marketing initiatives, ensuring maximum return on investment.
Reporting and Analytics
Monitor, measure, and report on the effectiveness of marketing strategies, providing data-driven insights and recommendations for continuous improvement.
Conduct competitive analysis to stay informed on industry trends and positioning, informing marketing strategy adjustments as needed.
Qualifications:
Bachelor's degree in Marketing, Business, or a related field; Master's degree preferred.
7+ years of marketing experience with a proven track record in digital and field marketing, preferably in multi-location service-oriented industries (e.g., early childhood education, retail, or franchise businesses).
Strong leadership and team management skills, with experience in building and managing high-performing teams.
Proficiency in digital marketing tools, CRM, analytics platforms, and budget management.
Excellent communication, strategic planning, and analytical skills.
Ability to work in a fast-paced environment and adapt to evolving business needs.
Benefits
Benefits include medical, dental, and vision insurance, paid parental leave, 12 paid holidays, 15 days paid time off, 401(k) with employer match, profit sharing plan (cash + vesting retirement contribution), discounted childcare and waitlist priority for enrollment, company paid professional development, work from home Wednesdays, corporate office amenities (gym, wellness/nursing room, onsite company cafe with coffee, espresso bar, beverages, and snacks available to employees at no cost, onsite free parking), casual work environment, and employee-focused events (family picnic, happy hours, team outings, quarterly lunch & learns, employee holiday party). Once a job offer has been accepted, the candidate must pass a credit and background check. E-verify is used to verify work authorization status.
Key Responsibilities:
Marketing Strategy and Execution
Develop and execute a comprehensive marketing strategy to drive enrollment leads, brand awareness, and customer engagement across multiple markets.
Partner with the executive team to align marketing initiatives with business goals and expansion strategies.
Team Leadership
Manage, mentor, and develop a team, ensuring consistent execution of local and regional marketing activities.
Oversee hiring, training, and development of marketing team members to foster professional growth and high performance.
Digital Marketing
Oversee digital marketing initiatives, including paid search, social media advertising, display, and SEO, working in close collaboration with partners to optimize performance.
Ensure the company's online presence effectively communicates brand values and drives lead generation
New Center Launches
Develop and execute comprehensive marketing plans to support the successful launch of new centers, driving early brand awareness and enrollment momentum in new markets.
Collaborate with internal teams, including Operations and Center Development, to ensure alignment on timelines, messaging, and promotional strategies.
Lead pre-opening and grand opening campaigns, coordinating efforts with Field Marketing Manager(s) and agency partners to generate local excitement and community engagement.
CRM Management
Oversee the management of the Customer Relationship Management (CRM) system to support lead nurturing, enrollment tracking, and customer retention.
Analyze CRM data to inform targeted marketing campaigns and improve lead conversion rates.
Franchise Development Support
Collaborate with the franchise development team to create marketing strategies that attract prospective franchisees and drive expansion goals.
Develop and oversee franchise recruitment campaigns, including digital marketing, content, and event-based outreach.
Coordinate with internal teams to ensure consistent branding and messaging in franchise development materials and presentations.
Local Marketing and Community Engagement
Lead the development and implementation of local marketing events and partnerships that enhance brand visibility and foster community engagement.
Work closely with centers and regional teams to identify unique opportunities for local marketing campaigns, promotions, and events.
Budget Management
Develop, manage, and report on the annual marketing budget, ensuring alignment with company goals and financial targets.
Drive cost efficiency across all marketing initiatives, ensuring maximum return on investment.
Reporting and Analytics
Monitor, measure, and report on the effectiveness of marketing strategies, providing data-driven insights and recommendations for continuous improvement.
Conduct competitive analysis to stay informed on industry trends and positioning, informing marketing strategy adjustments as needed.
Qualifications:
Bachelor's degree in Marketing, Business, or a related field; Master's degree preferred.
7+ years of marketing experience with a proven track record in digital and field marketing, preferably in multi-location service-oriented industries (e.g., early childhood education, retail, or franchise businesses).
Strong leadership and team management skills, with experience in building and managing high-performing teams.
Proficiency in digital marketing tools, CRM, analytics platforms, and budget management.
Excellent communication, strategic planning, and analytical skills.
Ability to work in a fast-paced environment and adapt to evolving business needs.
Benefits
Benefits include medical, dental, and vision insurance, paid parental leave, 12 paid holidays, 15 days paid time off, 401(k) with employer match, profit sharing plan (cash + vesting retirement contribution), discounted childcare and waitlist priority for enrollment, company paid professional development, work from home Wednesdays, corporate office amenities (gym, wellness/nursing room, onsite company cafe with coffee, espresso bar, beverages, and snacks available to employees at no cost, onsite free parking), casual work environment, and employee-focused events (family picnic, happy hours, team outings, quarterly lunch & learns, employee holiday party). Once a job offer has been accepted, the candidate must pass a credit and background check. E-verify is used to verify work authorization status.