Director, Social & Experiental Marketing

About us -

General Cigar North America, the largest manufacturer of premium handmade cigars in the world, is seeking a dynamic and innovative Director of Social & Experiential Marketing to join our team in the Richmond, VA office. This role will be responsible for driving our digital marketing strategy while also creating and executing immersive experiential marketing campaigns.

 

About the role -

The Director of Social & Experiential Marketing will oversee all social & digital marketing initiatives and experiential marketing projects. This role requires a strategic thinker with a proven track record in both digital and experiential marketing to enhance brand presence, engage with our target

audience, and drive business growth. This position reports to the Vice President of Marketing and collaborates closely with the Vice President of Sales and Director of Brand Marketing.

 

Digital Focused Responsibilities:

• Work with Brand Team to develop and execute comprehensive digital marketing strategies to achieve business goals.
• Oversee all digital marketing channels, including SEO, SEM, social media, email marketing, and content marketing across all our brands and O&O properties
• Manage the creation and optimization of digital content, ensuring it aligns with brand voice and objectives.
• Analyze and report on digital marketing performance metrics to measure effectiveness and ROI.
• Lead the development and execution of paid digital advertising campaigns, including display, partnerships, influencer, content and PR.
• Collaborate with agency of record to produce engaging and innovative digital assets.
• Collaborate with agency of record to Implement and manage marketing automation tools and CRM systems to streamline processes and enhance customer engagement.
• Ensure website design and content are optimized for search engines and user experience.
• Stay up to date with the latest digital marketing trends and technologies to keep the company at the forefront of industry
• developments.

 

Experiential Focused Responsibilities:

• Conceptualize and execute experiential marketing campaigns that create memorable brand experiences.
• Plan and manage large-scale events, pop-ups, activations, and other experiential initiatives.
• Develop partnerships with external vendors, agencies, and influencers to enhance experiential campaigns.
• Coordinate with internal teams, including sales, PR, and product, to ensure cohesive brand messaging across all
• touchpoints.
• Oversee the production and logistics of experiential events, ensuring they are delivered on time and within budget.
• Analyze and report on the success of experiential campaigns, including engagement, attendance, and overall impact on
• brand perception.
• Innovate new ways to engage with consumers through experiential marketing, leveraging emerging technologies and
• trends to capture data and establish long-term relationships with customers.
• Manage the experiential team and budget, ensuring efficient allocation of resources.
• Foster a strong connection between brand, digital and experiential efforts to create an integrated marketing approach.

 

Qualifications:

Bachelor’s degree in marketing, Communications, Business, or a related field. MBA preferred.

• Minimum of 8 years of experience in digital marketing, experiential marketing, or a related field.
• Proven experience in leading successful digital marketing campaigns and experiential projects.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Excellent project management skills with the ability to multitask and manage multiple projects simultaneously.
• Exceptional communication and interpersonal skills.