Marketing Director

The Marketing Director will lead the planning, implementation, and oversight of all marketing activities for the Deaf and Disabled Telecommunications Program (DDTP) under the Marketing and Outreach Service Contract. This position is integral to driving awareness and engagement with DDTP services, working closely with the Outreach Director and under the guidance of the Project Manager. The Marketing Director will also collaborate with the California Public Utilities Commission (CPUC) and other DDTP vendor partners to ensure cohesive and impactful marketing efforts. This position is critical in shaping the DDTP's public presence and ensuring that its services effectively reach and engage target audiences. The Marketing Director will play a pivotal role in maximizing the impact of marketing campaigns and contributing to the program’s success.

Essential Functions

• Lead and manage all contractor marketing activities, partnering with the Outreach Director to create and execute cohesive strategies for maximum audience reach and engagement.
• Develop and update comprehensive Annual Marketing Plans that adhere to the DDTP guidelines and standards and target an audience who might benefit from participation in the program.
• Oversee the management of the program's social media accounts, ensuring engagement and alignment with overall marketing goals.
• Implement, track, and manage both traditional (billboards, TV, radio, print) and non-traditional (social media, digital ads) marketing campaigns.
• Ensure effective management of DDTP’s branding, messaging, and content across all channels, including digital content, email, and print.
• Maintain a deep understanding of DDTP’s target audiences, services, equipment, and certification processes to craft relevant, accurate, and impactful marketing materials.
• Support the production of DDTP’s Annual Report.
• Build and develop the marketing team, creating and overseeing the training of new staff.
• Collaborate with the Project Manager and CPUC to develop marketing creatives, including imagery, copy, and video content, aligned with DDTP’s goals.
• Manage the marketing budget, ensuring efficient use of funds for ad spend, content creation, and campaign execution.
• Ensure the marketing budget is cost effective and within the parameters established by the CPUC.
• Prepare and present monthly Key Performance Indicator (KPI) reports, end-of-campaign evaluations, and process improvements.
• Analyze and compare campaign methodologies to determine effectiveness and optimize future strategies.
• Conduct market research and focus groups to identify new opportunities and refine marketing strategies.
• Adhere to all deadlines as set out in the DDTP agreement.
• Ensure all marketing efforts adhere to the plans outlined in the Marketing and Outreach Service Contract.

Knowledge, Skills and Abilities

To perform the essential functions of this position successfully, an individual should demonstrate the following competencies: 

• Expertise in developing and executing marketing campaigns, including the creation of Annual Marketing and Campaign Plans.
• Strong understanding of marketing trends and best practices in both traditional and digital media.
• Experience managing high-value contracts and overseeing marketing budgets.
• Advanced skills in negotiating and purchasing ad space, airtime, social media, and other media platforms.
• Proven ability to lead campaigns that drive lead generation and attribute results to specific marketing efforts.
• Proficient in paid advertising platforms, such as Google Ads and social media ads, with experience in managing both paid and organic marketing campaigns.
• Strong creative, strategic, and analytical skills, combined with excellent project management capabilities to handle multiple projects simultaneously.
• Excellent writing, presentation, and communication skills, with the ability to tailor messages to diverse audiences and objectives.
• Proven ability to thrive in a fast-paced, high-growth environment with a results-driven focus.

• Bachelor’s degree in marketing, Business Administration, Communications, or related field; or equivalent professional experience 
• A minimum of three (3) years of experience within the past five (5) years managing marketing activities.
• At least three (3) years of experience within the past five (5) years developing marketing plans and budgets.
• At least three (3) years of experience within the past five (5) years planning and managing omnichannel marketing efforts.
• At least three (3) years of experience within the past five (5) years being responsible for development of marketing creatives, including imagery, SEO optimized copy, and video content.
• At least three (3) years of experience within the past five (5) years being directly responsible for Marketing activities related to engaging communities of persons with disabilities.
• Demonstrated experience within the past ten five (5) years developing and instituting metrics to measure and increase Return on Investment (ROI) and Return on Ad Spend (ROAS).
• Demonstrated experience within the past ten five (5) years conducting customer research and defining customer segments.
• Ability to communicate effectively using American Sign Language (Preferred).