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Date: Jan 22, 2018

Location: Atlanta, GA, US

Company: Weather Group

Working at The Weather Channel television network

Chances are you have watched the weather to plan your day and news information to stay updated on current events.   Chances are you didn’t realize Weather Group has some of the most advanced and innovative products in video production to bring audiences the best in weather and news information.  Now we are ready to push the envelope even further . . .  much, much further.

Weather Group is taking bold steps to shake things up, both internally and across the media industry.   As the leader in weather information and delivering award-winning AR/VR experiences; our emerging Local Now digital media brand is innovating how audiences get their national and local news.  Local Now delivers locally relevant, nationally compelling video news to communities across the country.  We are looking for an inspiring and visionary marketing leader to support this exciting new direction.

If you believe what we believe, join us!

Position Summary

The Digital Marketing Director fully owns the marketing strategy, planning, and execution for the Local Now media network. On the strategy front, the Director will be responsible for crafting how the business will successfully identify, target, attract and engage its target audience. The strategy will be omnichannel and fully integrated with both traditional digital advertising along with innovative guerilla marketing tactics.

On the planning front, the Director will partner across functions, including Product, Editorial, Design, and Finance, to articulate the tactics and engagement needed to deliver on the define marketing and advertising strategy. This plan will be rigorous and thoughtful leveraging all parts of the organization to ensure effective delivery. Finally, it's all about execution. The Director will partner with internal functions and external parties (e.g. agencies, ad networks, social platforms) to attack the defined delivery plan all while tracking to projected MROI.

The Digital Marketing Director will also contribute to setting the voice and positioning of the product (both the technical product and the editorial product). The Director is a metrics and analytics lover that will contribute to market analyses of competitors and audiences to inform the overall product strategy.

Essential Duties and Responsibilities

  • Build Local Now’s digital marketing plan and associated roadmap and guide strategic communication plans (i.e. multiplatform initiatives, communication calendar, VIP activity, etc.).
  • Lead the development of campaigns that utilizing owned, earned, shared and paid ad placements.
  • Partner with internal cross-functional and external partners to develop strategy, monitor results and allocate budget based on performance to maximize return.
  • Own the development and implementation of search optimization practices to increase search position for both paid and organic search.
  • Ideate, design, and execute guerilla marketing and advertising campaigns, to compliment traditional digital marketing, to push the envelope on how we acquire and engage audiences.
  • Lead online brand and product campaigns to raise brand awareness.
  • Review new technologies and keep the company at the forefront of developments in digital marketing.
  • Conduct extensive research and identify the right target demographic for specific campaigns; identifying and devising media buying strategies which will achieve the right level of coverage.
  • Ensure advertising, marketing and promotional campaigns are exposed to the right target audience in the most effective place possible, thereby gaining recognition and new customers for the product or service in question.
  • Lead social media efforts including strategy, influencer strategy, social listening, sentiment analysis.
  • Collaborate regularly with content leaders on audience development strategies. Applying data, analytics and insights to marketing campaigns that promote sweeps, content partnerships, digital products, community partnerships and more.
  • Manage all digital marketing channels for Local Now (e.g. website, blogs, emails, and social media) to ensure brand consistency.
  • Maximize strategic marketing support and unique brand building opportunities to distribution field team in collaboration with the corporate marketing team

Education, Experience, Certification Requirements

  • Bachelor’s degree in Marketing or equivalent knowledge; Master’s degree preferred
  • 7+ years of demonstrated experience in a Marketing function, 5+ years in a digital marketing environment in a media industry
  • Demonstrable experience in designing and implementing successful digital marketing campaigns
  • Experience with A/B testing to optimize creative and other ad execution components

Knowledge, Skills and Abilities

  • Ability the think creatively and retain a knowledge base of innovative marketing techniques (from conceptualization to execution to wrap-up/merchandising)
  • Ability to work cross-functionally across the organization in order to meet the goals and objectives of Local Now
  • Deep understanding of the competitive landscape, current trends, business issues and industry-specific technology
  • Demonstrate a strong understanding and love for the power of social media
  • Demonstration of strong technical savvy, excellent project management skills and strong written and verbal communication skills
  • Hands on experience with SEO/SEM, Google Analytics, Adobe Analytics, and CRM software
  • Proven success in developing and executing multi-platform, value-building initiatives with quantifiable results and corresponding metrics
  • Proven track record of marketing excellence, preferably within the media industry
  • Solid knowledge of online marketing tools and current best practice
  • Strong understanding of how all current digital marketing channels function

Disclaimers

Recruiting Firms
The Weather Channel does not accept agency/search firm referrals for this posting, or other postings, without prior written permission from The Weather Channel Human Resources. The Weather Channel is not responsible for any fees related to unsolicited resumes.

 

Hours
The Weather Channel operates 24 hours a day, seven days a week.  Hours worked by The Weather Channel associates will vary according to job responsibility and scheduling demands of each department.
 
EEOC Statement
The Weather Channel is an equal opportunity employer.  We consider applicants for all positions without regard to race, color, sex, religion, national origin, age, sexual orientation, marital or veteran status, the presence of non-job related medical condition or handicap, or any legally protected status.

Because we do business with the government, we must reach out to, hire, and provide equal opportunity to qualified people with disabilities. To help us measure how well we are doing, we are asking you to tell us if you have a disability or if you ever had a disability. Completing this form is voluntary. Any answer you give will be kept private and will not be used against you in any way. If you choose to complete this form, please follow the link below, complete the form and return to hrservicedelivery@weathergroup.com, which is a confidential e-mail in box. 
http://www.dol.gov/ofccp/regs/compliance/sec503/Voluntary_Self-Identification_of_Disability_CC-305_SD_Edit1.24.14.pdf
 
Relocation Statement
Relocation costs are not provided for this job, by submitting a resume, candidates understand and acknowledge that The Weather Channel will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.

PLEASE NOTE:  Human Resources does NOT provide application status updates via the telephone.  Confirmation of receipt of application will be sent via e-mail once the application has been successfully submitted.


Nearest Major Market: Atlanta

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