Vice President of Marketing

Handwriting Without Tears - Cabin John, MD

Full-time - Executive

Cabin John, MD

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers

About the position

As Vice President of Marketing, you will lead the vision and strategy to elevate LWT's brands and drive sales through impactful content and digital marketing campaigns. You will also be responsible for understanding the market, collaborating with product, and bringing new offerings to market. As part of the senior leadership team, you will establish long-term goals, craft objectives and strategies, and establish key results to ensure LWT's ongoing success.

Responsibilities

• Develop and implement marketing strategies that align with LWT's business objectives and drive measurable revenue growth.
• Create and implement marketing vision for product lines; develop go to market plans, market strategies, positioning, segmentation, messaging, and collateral to support sales plans and the selling organization.
• Lead the full cycle of marketing campaigns, from concept through analysis and reporting, ensuring operational efficiency.
• Build and lead a high-performing team by hiring, mentoring, and providing clear expectations to foster engagement and productivity.
• Define roles, projects, and collaboration within the marketing team while promoting knowledge sharing across departments.
• Leverage data-driven insights to continuously optimize marketing tactics such as email campaigns, landing pages, and advertising for better ROI and lead generation.
• Oversee demand generation programs including email marketing, lead nurturing, and online strategies to boost engagement and lead conversions.
• Collaborate with other business leaders to ensure CRM and marketing Automation tools are optimized for segmentation and reporting to help deliver timely and relevant communications.
• Lead the evolution of LWT's web presence, growing revenue, traffic, user engagement, and lead/purchase conversion through enhanced content and user experience.
• Develop a social media strategy that maximizes brand reach across relevant platforms.
• Establish and advance a highly credible LWT advocacy community by recruiting and cultivating relationships with brand advocates, social media influencers, thought leaders and authors.
• Create consistent, brand-aligned messaging across all media, including videos, newsletters, webinars, whitepapers, blogs, podcasts, social platforms, e-books, and more.
• Collaborate with the executive team to ensure marketing strategies support overall business goals.
• Collaborate on UX/UI projects to improve digital experiences for users.
• Conduct market research to analyze product efficacy, trends, competition, and market conditions, providing strategic insights to inform product and marketing decisions.
• Implement public relations strategies to highlight key accomplishments, relevant stories and pursue earned media and interviews.
• Maintain other administrative processes such as planning, budgeting, and staffing to ensure the group's efficient operation.

Requirements

• B.A. or B.S. in marketing, analytics, statistics, or related fields is required.
• 10+ years of progressive product marketing leadership experience with at least 5 years in digital marketing.
• Proven expertise in marketing physical and digital literacy products for K-12 and supplemental education market experience is highly desirable.
• Demonstrated social media strategy development and execution experience required.
• A solid understanding of SEO, demand generation, PPC/SEM, and experience developing integrated lead generation strategies and executing campaigns with Marketing Automation platforms is required.
• Deep understanding of web design, production, and optimization principles.
• Strong quantitative and qualitative analytical skills, with expertise in digital metrics, web/mobile analytics, and Ad Tech.
• Experience in e-commerce distribution and web shopping carts.
• Proven ability to leverage consumer insights to create compelling marketing campaigns.
• High EI/EQ, including self-awareness, empathy, collaboration, communication, confidence with humility.
• Strategic thinker with the ability to partner across departments, driving change and leading transformation.
• Strong design sensibility.

Nice-to-haves

• Experience with Drupal and online professional learning platforms is preferred.

Benefits

• Competitive benefits including medical, prescription, dental, vision, short and long-term disability, life insurance, paid family leave, pet insurance, standing desks, flexible scheduling, and more!
• Fun happens with company picnics, health and wellness fairs, Turkey Fry, Yankee swap, pizza and happy hour Fridays, milestone and birthday celebrations, and other surprises!