The First Lite Director of Brand is responsible for strategically influencing and managing a consistent and authentic position and voice for the First Lite brand, supporting the brand’s market leadership. The role is responsible for directing a comprehensive marketing strategy, planned annually and executed daily, that directly delivers on company goals of new customer growth, conversion, and retention. The position is responsible for determining, in partnership with marketing leadership, the best go to market approach for each key initiative across the brand from new product launches, to key promotional events, and important content launches. As a part of this approach, the Director of Brand will build a multi-channel marketing plan and collaborate with relevant business partners to execute and bring the plan to life including with teams across Product, Content, Performance Marketing, E-commerce and beyond. The role works to lead creative execution for First Lite, in partnership with creative director and other key marketing team constituents. 

The First Lite Director of Brand is responsible for creating, implementing, and monitoring the First Lite social media plan. This person will directly manage the First Lite Marketing Coordinator in its primary execution and is responsible for reviewing, proofing, and approving all of the copy and imagery/videos in all outbound social media, reporting on the results of social marketing campaigns and communications as they relate to website traffic growth.

This position is also responsible for developing a grassroots marketing event plan that supports the annual marketing calendar. This includes organizing sponsorships of grassroots events, staffing these functions, and using the opportunity to drive First Lite brand awareness and revenue, where applicable.

Location: Hailey, ID preferred; will also consider applications for Bozeman, MT

Reports to: Senior marketing leadership

First Lite Marketing Strategy:

• Create and maintain an annual marketing calendar to align and organize marketing priorities across the year and create consistent storytelling across all relevant consumer touchpoints
• Develop multi-channel and platform marketing strategies to support key initiatives across the brand from product launches to key promotional events, etc.
• Infuse each marketing strategy with data & analytics to ensure accurate targeting and the most optimal ROI
• Writing of all marketing copy for the brand
• Ability to refine and evolve First Lite brand positioning, in concert with other key stakeholders
• Management and oversight of the First Lite marketing brand budget

First Lite Content Strategy:

• Work directly with Content Team to support the development of an impactful content strategy that will feature First Lite products and integrate into the marketing plan to deliver on key business goals
• Define key storytelling opportunities to leverage throughout the marketing calendar
• Develop content approach that effectively integrates First Lite Ambassadors and MeatEater Crew in ways that is elevates and makes the content more successful
• Partner with Brand Producer to creatively develop the approach to the content and ensure content is developed in a way that delivers against the objectives
• Collaborate with distribution business partners on best practices to ensure content is optimized for reach and impact

First Lite Conservation Strategy:

• Develop and launch First Lite conservation efforts and collaborate with Director of Conservation to help develop an impactful larger conservation strategy across the organization and ensure the First Lite conservation priorities are effectively thread throughout the bigger strategy
• Identify partners that represent the defined issues within the Conservation Strategy and can help further these causes as relevant
• Plan and coordinate events as they relate to conservation
• Plan and execute on opportunities to communicate First Lite’s dedication to conservation to customers

First Lite Event Strategy:

• Partner on planning event related initiatives for the First Lite brand including but not limited to consumer shows, trade shows, and any category roadshow/tour strategies
• Develop and execute grassroots events aimed at increasing brand exposure/affinity and consumer engagement within event budget

Leadership Responsibilities:

• Attract, engage, lead, coach, develop and retain talent for MeatEater
• Develop, maintain and improve department goals, priorities and KPI’s
• Facilitate reward and recognition activities
• Lead and manage a performance lead culture for direct reports
• Role model MeatEater values and leadership behaviors

Additional Knowledge, Skills and Abilities:

• Articulate and professional communication skills with the ability to adapt to and articulate a unique First Lite voice
• Exceptional written skills with the ability to demonstrate copywriting ability
• Ability to maintain a composed and professional demeanor while supporting a team-based work structure.
• Ability to demonstrate innovation and provide complete follow-through on areas of responsibility
• Team oriented with a positive attitude and willingness to work hard, travel, and work weekends and/or long hours
• Fully proficient with Microsoft Office (Excel, Word, PowerPoint and Outlook) and ideally, Asana
• Highly motivated, flexible, self-directed, and outgoing personality
• Proven skills in planning, time management, prioritization, budgeting, problem solving, decision making, and communication - both written and verbal
• Ability to speak and present to a large group or in front of a camera
• Strong interest and background in hunting, conservation, and the outdoors required, with a high familiarity with the First Lite brand

Preferred Education and Experience: 

• Previous experience in social media management or copywriting within the outdoor industry or comparable area of expertise
• Minimum 5 years prior experience in developing, marketing and selling high-end, active outdoor products
• Strong understanding of content management systems
• Knowledge in promotions, ambassador relationships, social media platforms, and public relations
• Understanding and ability to leverage social media platforms and relevant online forums
• Hunting industry knowledge/experience required