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Marketing Director

Job Title: Marketing Director

Reports to: President

Leads: Marketing, Hospitality, and Private Events Teams


· Owns the vision, strategy, budget and execution for all marketing initiatives

· Leads the Marketing team and oversees:

o PR

o Trades and sponsorships

o Community engagement

o Graphic Design, including packaging design

o Merchandise

o Tours

o All media channels

o Marketing-related vendor relationships

· Proactively pursues new marketing approaches, items and strategies

· Develops and executes annual Marketing Plan and budget

· Develops and executes annual Media Plan

· Build awareness, create an image of difference, gain coverage and build brand loyalty on four levels; internal staff, distributor network, media contacts, and consumers

· Provides quarterly marketing reports on impact, spending, and value

· Ensures brand standards are met

· Finds data to enhance brand relevance (Nielsen studies, market research, etc.)


Sales Support

· Connects and aligns Marketing and Sales

· Identifies and assesses market trends and collaborates on proactive approaches

· Position Marketing and Sales to earn top-of-mind status at media, retail, and wholesale levels

· Oversees creation and organization of all sales tools, POS, print and digital assets

· Leads new product launches across distribution footprint, in tandem with sales team plans

· Develops special sales programming as needed

· Occasional travel with sales team and distributors to all sales channels


Hospitality and Private Events

· Owns the vision, strategy, budget and execution for all Hospitality initiatives

· Leads the Hospitality and Private Event Teams

· Aligns the onsite experience with the Highland brand – consistently excellent, lively, enthusiastic, authentic, forward-thinking

· Supports hospitality team to ensure the Taproom is the best marketing tool Highland has – from tour, to merch, to presentation of space, brand personality, and BEER

· Collaborates with Hospitality Leadership to assess and evaluate proposed events and partnerships



· Collaboratively strategizes long range beer planning (beer products, packaging, pricing, distribution and promotion) across departments

· Fosters a culture of collaboration within the marketing team and interdepartmentally

· Leads collaboration with all company departments to create and execute strong marketing programs for brand management, public relations, media communications, event marketing, merchandise, and advertising



· Performs other duties as assigned




Bachelor’s degree in Marketing, Communications, Business or related field required

Master’s degree preferred



10+ years marketing experience, preferably with demonstrated progressive responsibility

3+ years in the craft brewing industry or related craft industry

2+ years as Marketing Director or similar

2+ years social media strategy


Specific Knowledge, Skills, and Abilities:

Embodies Highland values

Positions marketing as a critical contributor to HBC success

Ability to share and lead visionary strategies that create Highland Marketing believers across the company

Exceptional knowledge of marketing strategies, concepts and practices

Understanding of company values and ability to translate values into brand experience

Exceptional organizational skills

Exceptional ability to prioritize, manage, and delegate

Excellent verbal and written communication skills

Ability to manage Highland assets

Ability to lead and develop staff

Ability to negotiate effectively


Working Conditions:

Ability to stand for long periods of time and do physically demanding work is required

Ability to lift up to 50 lbs. is required

Willingness to work on evenings and weekends is required

Willingness to travel overnight on occasion is required


Marketing Director

Full time
Asheville, NC
5 - 10 years of experience

Published on 10/12/2019

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