Job Description

JOB TITLE:              MARKETING SPECIALIST - RETAIL

DEPARTMENT:         NORTH AMERICA MARKETING 

REPORTS TO:           MARKETING MANAGER, DEALER AND RETAIL - NORTH AMERICA

FLSA STATUS:        NON-EXEMPT  

LOCATION:              LA VERGNE, TN (NASHVILLE) OR REMOTE-BASED

ABOUT THE COMPANY: SVP Worldwide, doing business through SVP-Singer Holdings, Inc. and its affiliates, is the world’s largest consumer sewing machine company, accounting for approximately one out of every three sewing machines sold annually across the globe. The company and its three iconic brands - SINGER®, HUSQVARNA® VIKING® and PFAFF® - each have delighted consumers for over 450 years. These premium brands and products are regarded as the choice for serious sewists and novice crafters.

The company’s corporate headquarters is located in Nashville, TN and supported by regional headquarters/sales offices located in Milan (Italy), Mexico City (Mexico), and Sydney (Australia) that, combined, reach consumers in more than 180 countries. SVP has manufacturing facilities across Asia and Latin America, multiple R&D centers, a software development center in Europe and a global supply chain with distribution centers in all regions. 

SVP Worldwide has a history of innovation and has established a leading offering in the Internet-of-Things (IoT) segment by introducing mySewnet®, the industry’s first cloud-based operating system, and the Premier+ suite of software. Its product portfolio covers entry-level sewing machines all the way up to advanced, internet-connected, leading edge household sewing machines that retail for $19,999 and all segments in-between. In addition to sewing machines, the product portfolio includes sewing accessories, notions, garment care products as well as software. 

The products are sold across a network of sewing machine dealers, mass retailers (e.g., Costco, Walmart, Lidl, MediaMarkt, Carrefour), specialty retailers (e.g., Joann, Michaels), online retailers (e.g., Amazon, Tmall), distributors, and through the company’s ~180 internally operated retail stores.   

ABOUT THE POSITION: The role of Marketing Specialist will partner with our Retail Channel will specialize in assisting the Retail Sales Team with their marketing and sales strategy, including POS pricing implementation, message/campaign development/deployment, marketing materials, and brand awareness. They will need to understand what sells and the driving force behind the sales by analyzing data from the various marketing campaigns. They will analyze the effectiveness of each campaign and make adjustments to future campaigns accordingly. This individual will play an integral role in building loyal consumers and repeat customers, and will promote the long-term growth of the Retail channel.  

Key responsibilities are:  

• Work closely with the sales team on developing and executing sales strategies
  • Attend weekly sales meetings for Retail Channel sharing marketing updates with the sales team and learning current sales trends
  • Make recommendations to drive or improve sales appropriate to Brand, Products, and/or Consumer priorities
• Develop and communicate promotional/pricing and marketing plans, campaign results and project recommendations to senior management team
  • Applicable but not limited to POS pricing, email marketing, digital marketing (i.e. Viking Sewing Gallery site), content marketing, and outbound marketing (i.e. print ads)
  • Frequent communications with promotion instructions to retail stores and associates

   

• Create marketing emails by using standard and branded templates and inserting blocks of images or gifs and copy
• Create queries in CRM to pull customer name lists for targeted marketing
• Maintain database of mailing lists and customer accounts using Marketing Automation Tool or Customer Relationship Management (CRM) system 
  • Use database to implement targeted and segmented marketing
  • Build and execute email nurture paths/journeys/flows to consumers through marketing automation
• Deploy emails and track results, reporting results to management
  • Analyze data to determine campaign efficiency
  • Measure and report performance of all campaigns, and assess against goals (ROI and KPIs)
  • Identify trends and insights, and make adjustments to future campaigns based on the insights
• Maintain accurate and current content on retail consumer website using website content management system and conforming to SEO best practices
• Monitor loyalty program and address customer and store inquiries (maintain email inbox)
• Assist in the development and implementation of promotional materials including:
  • Printed Assets (Flyers, Direct Mailers, Marketing Kits, Print Ads)
  • Digital Assets 
  • Point-of-Purchase Displays & Signage
• Ensure creative marketing materials undergo regular review and adhere to brand guidelines
• Collaborate with agencies and other vendor parties
• Collaborate with the Education team in creating and updating when applicable website with:
  • Marketing copy for products
  • Sewing Projects
  • Blogs
  • Consumer Videos
  • Seasonal or Lifestyle Photography
• Provides support for marketing requests specific to Retail Meetings
  • Develops and/or prints marketing materials requested for meetings
  • Attends and represents on behalf of SVP
• Create and execute lead generation programs
• Other Marketing Duties as assigned

QUALIFICATIONS/REQUIREMENTS: 

Experience-

• Bachelor's Degree in Marketing, Business, Advertising, Communications, English, Journalism or related field
• Internship or experience in a related role
• Proficiency with Google Collaboration Suite and Adobe Creative Suite  
• Experience with and a strong understanding of CMS systems such as Drupal or Wordpress, and knowledge of CRM systems, emailing services, or marketing automation platforms is highly preferred

Skills/personal qualifications-

• Ability to work in a fast-paced environment and adapt quickly to change, demonstrates learning agility with desire to grow and develop
• Leverages creative thinking, problem solves and generates successful solutions
• Ability to build credible, effective relationships with stakeholders and hiring managers
• Team player with a growth, development and challenge accepted mindset
• Excellent verbal and written communication and interpersonal skills
• Strong analytical, reporting decision making skills 
• Strong customer focus with professional presence 
• Strong organization and prioritization skills
• Creative and strong project management skills
• Self-directed, motivated and the ability to organize and prioritize multiple tasks and projects

Education and Certifications-

• Bachelor's Degree from an accredited College or University required

WORK ENVIRONMENT: Works in a typical office environment or remote-based office setting with ability to travel to Corporate HQ/ in the Nashville area 1x per month. Ability to travel domestically for career fairs up to 5% of the time. 

PHYSICAL REQUIREMENTS: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Must be able to communicate effectively with employees through multiple forms of technology with telephone and computer. Must be able to receive and convey information.
• The person in this position needs to occasionally move about inside the office to access file cabinets, meeting rooms, copier/printer etc as well as have the ability to remain in a stationary position 50% of the time.
• Constantly operates a computer and other office productivity machinery, such as a copy machine and computer printer. 
• Occasionally moves sewing machines weighing up to 30 pounds across office as needed.

THE INDUSTRY

The sewing machine industry is a global industry that is experiencing renewed growth. In developed markets, growth rates are projected to outpace GDP growth, according to Global Industry Analysts, Inc., the leading industry data source. Growth in these markets is driven by the millennial generation that is increasingly attracted to personalization, crafts and self-expression. In developing markets, the industry is expected to grow at 6.7% annually, fueled by the emerging middle class and the “need to sew” segment that uses sewing machines to support the household.  

THE FUTURE   

In 2018, SVP Worldwide was acquired by Ares Capital Corporation (www.aresmgmt.com), a leading publicly traded business development company. Under Ares ownership, SVP Worldwide has made substantial investments to strengthen the company’s growth for the future. Leveraging its brands, innovative products, motivated employees, global footprint, and the financial strength of the new owner, SVP Worldwide is looking to compete more aggressively in the marketplace, accelerate growth, and attract talented team members.