Founded in a small town in Alberta, Canada, Champion Petfoods started as a feed mill and has evolved to become a leading international premium pet food manufacturer under the ORIJEN and ACANA brands. The Company is an award-winning pet food maker that proudly makes the world’s best pet food, with a reputation of trust spanning more than 25 years. Today Champion is distributed primarily through the pet specialty channel and exports to more than 85 countries around the world. The Company’s vision is to be “trusted by pet lovers everywhere”. It is among a small number of pet food companies with a global platform with state-of the art kitchens in Kentucky and Alberta. Today Champion is effectively a start-up with the scale of a large company. It offers the “best of small” (i.e. entrepreneurial, real accountability and ownership, challenger brand mindset, innovative, fast-moving) and “best of big” (i.e. leadership talent, access to capital, and strategic capability).
Champion makes Biologically Appropriate™ dog and cat foods from fresh regional ingredients and makes them from start to finish in its very own custom-built and award-winning kitchens. Champion’s mission represents a new standard in pet food, designed to nourish cats and dogs in two ways. First, according to their natural evolution to a meat and protein-rich diet. Second, by using meats, poultry, eggs and fish that are sustainably ranched, farmed or fished by local suppliers and delivered to Champion’s kitchens each day. Our ORIJEN and ACANA brands feature unmatched inclusions of fresh regional ingredients.
Digital Marketing Manager
Boulder, CO
Reports to
VP, Communications
Company Background/Culture
Do you want to work for an up and coming company that is growing rapidly globally? Founded in a small town in Alberta, Canada, Champion Petfoods started as a feed mill and has evolved to become a leading international premium pet food manufacturer under the ORIJEN and ACANA brands. The Company is an award-winning pet food maker that proudly makes the world’s best pet food, with a reputation of trust spanning more than 25 years. Today Champion is distributed primarily through the pet specialty channel and exports to more than 85 countries around the world. The Company’s vision is to be “trusted by pet lovers everywhere”. It is among a small number of pet food companies with a global platform with state-of the art kitchens in Kentucky and Alberta. Today Champion is effectively a start-up with the scale of a large company. It offers the “best of small” (i.e. entrepreneurial, real accountability and ownership, challenger brand mindset, innovative, fast-moving) and “best of big” (i.e. leadership talent, access to capital, and strategic capability).
Champion’s values provide the foundation of its strong culture:
· Teamwork
· Responsibility
· Authenticity
· Innovation
· Leadership
Over the past ten years Champion has grown from $70M to over half a billion dollars in turnover and enjoys attractive EBITDA margins and private equity ownership with a long-term view to grow the business. The business has grown largely by word of mouth, and recommendation and referral by pet enthusiasts; with brand development and marketing investment taking a leadership role going forward.
Champion makes Biologically Appropriate™ dog and cat foods from fresh regional ingredients and makes them from start to finish in its very own custom-built and award-winning kitchens. Champion’s mission represents a new standard in pet food, designed to nourish cats and dogs in two ways. First, according to their natural evolution to a meat and protein-rich diet. Second, by using meats, poultry, eggs and fish that are sustainably ranched, farmed or fished by local suppliers and delivered to Champion’s kitchens each day. Our ORIJEN and ACANA brands feature unmatched inclusions of fresh regional ingredients.
Champion has significant growth opportunities in capturing additional market share in both North America and internationally, specifically Europe and China.
Summary
Are you a Digital Maven? Champion Petfoods, makers of ORIJEN and ACANA premium awarded pet foods is looking for a world-class, innovative leader to build our digital marketing capabilities. In this newly created role, the Manager Digital Marketing, will be responsible for developing and executing the digital vision and strategy for the organization across all areas of digital including social, mobile, email, website, etc. Reporting to the VP Communications, you will work cross-functionally and closely with the Marketing, Brand and Consumer teams, and others to create digital strategies that turn Champion Petfoods into a digital powerhouse in our space.
Responsibilities
· Manage internal and external teams to drive results across all digital platforms to support the overall marketing and sales objectives
· Develop the content and execution strategy for Champion Petfoods for our Pet Lovers (consumers): web content, SEO/SEM, email marketing, paid digital media, and lead generation with the objective of providing an outstanding and relevant digital experience and meeting revenue goals
· Develop and implement comprehensive content strategies for each of Champion Petfood’s digital properties, in close collaboration with all marketing, and business teams
· Lead the development of the overall customer digital touch point, content strategy and digital journey. Use these as tools to reach and engage with our customers with the right content at the right time
· Be the voice of the customer in the digital arena of the business through continued market testing and research to ensure that Champion Petfoods delivers digital and content experience that lives up to the brand promise and positioning
· Evaluate and optimize programs and campaigns by making digital a key part of an integrated marketing strategy
· Bring a unique vision and approach to content marketing that aligns with Champion’s vision: Trusted by Pet Lovers Everywhere!
· Perform content, usability and social media audits of Champion Petfoods and competitive digital assets and ecosystems
· Perform audits of websites, social channels, content and competitive environments.
· Work with creative teams to develop and optimize content for web and social media channels on an ongoing basis
· Set up and provide performance reports for Executive team
· Stay ahead of industry trends in content marketing, and serve as an internal center of excellence, sharing knowledge and ideas with the broader team
· Be a role model of Champion’s culture and core values of teamwork, responsibility, authenticity, innovation and leadership
Requirements
· University degree in business administration, commerce, liberal arts, or digital marketing preferred
· Minimum 8 to 10 years of online digital marketing experience, digital agency-side experience, preferably in a strategic role
· Experience in data analytics for Internet usage/social media monitoring systems and ability to discuss ROI and measurable results of campaigns
· Deep understanding of SEO, Google Analytics, Google Adwords, Social Media channels and monitoring tools
· Expertise in writing digital marketing/communication plans and creative work plans; ability to solve business problems through effective social and digital solutions
· History of successful social media and digital campaigns
· Ability to manage a team of people and exceptional communication skills
· Experience in digital content creation across a wide range of digital platforms
· Strong digital writing and editing skills
· Strong knowledge of email marketing – CRM platforms, database mining and management
· Solid understanding of updated usability / UX principles, particularly for mobile and tablet environments.
· Eagerness to stay up to date on the latest in digital, social and mobile trends, especially in the pet world
· Excellent presentation skills
· Great attention to detail, enthusiasm, curiosity, organization, multi-tasking and desire to be a team player
· B2C customer management, content and demand generation
· Knowledge of digital design principles, graphic design principles and web standards
· Pet owner preferred
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