Marketing Communications and Content Specialist

About Winnebago

Winnebago is synonymous with RVs. We have been the premier manufacturer providing RVs for consumers for over six decades to be able to enjoy the outdoor lifestyle. Today Winnebago Industries brands continue to reflect this dedication to our consumer's passion for the love of the outdoors and travel as we continue to be the premier outdoor lifestyle company with our growing product offering.

Role

Function as the Winnebago Marketing Communications and Content Specialist ensuring an Omnichannel approach to all marketing, creative, information, and social channels across the business unit, activating the Winnebago Brand Playbook. Demonstrate understanding of the customer journey to drive demand generation and lifetime customer value through strategic digital touchpoints, across all Winnebago digital channels. The initial focus will be on the implementation and creation of assets and communications to specific segmentations of audiences defined by the Digital and Marketing Teams as well as the Marketing Communications and Content Manager. CRM Management including email opt-in / opt-out. Success in increased customer conversions by delivering the right "Why Winnebago" brand statements through digital touchpoints to properly segment audiences. Assist in developing strategy and workflows in the creation of marketing automation with a focus on customer email communications for both new leads and nurturing existing leads in the shopping cycle. Cross-Functional collaboration with Digital and Marketing Teams in content, messaging, and design. Adhering to the Winnebago Brand Playbook and four pillars in all messaging. Become an expert on Adobe DAM pertaining to asset storage, tagging, accesses, and file management. Let your creativity soar with participation in branding and creative design where assets are necessary.

Primary Responsibilities:

• Collaborates with multiple teams in the ongoing application and evaluation of our brand visual or verbal guidelines identifying opportunities to improve the efficiency of application and health of our brand through the ongoing monitoring of these guidelines and managing the updates.
• CRM customer database management
• CRM customer database audience definition and segmentation
• Application of audience definitions to product segmentations
• Asset creation and activation of the Winnebago Brand Playbook.
• Activate the execution and strategy of demand generation through collaboration with Marketing and Digital Teams through email campaigns across shopping, owner, and nurture series segments by segmented class
• Research innovative and integrated experience technologies to develop and test new ideas to implement and elevate ownership conversions in the Winnebago customer experience journey.
• Stay up to date with current technologies and trends in social media, design tools, and applications.
• Drives end-user engagement through the delivery of a high-quality experience and proper content alignment with internal teams.
• Demonstrate understanding of customer lifecycle and lifetime value through the creation of buyer campaigns, owner campaigns, nurture campaigns, and creative assets to drive increased conversions.
• Become an expert with Adobe DAM, regarding file management, keyword tagging, and archiving processes; per guidelines set by Adobe in the DAM implementation plan
• Collaborate with the Marketing Events Manager on creating annual event assets, WIT community participation in GNR (Grand National Rally), and other Winnebago events.
• Understanding of general web and asset tracking, analytics, and metrics
• Utilize digital tools to assess and adjust programming.

Qualifications:

• Excellent verbal and written communication skills
• Proven experience in Omnichannel asset creation and activations
• HTML email scripting and tagging experience
• Proven experience in CRM customer database management and audience segmentation
• Experience in executing digital asset management (DAM) platforms
• Proficient in digital communication road mapping and activation
• Experience in the creation and activation of automated marketing campaigns
• Proven track record of successfully activating demand programs as well as measuring and improving the effectiveness of demand-generation efforts
• Strong knowledge of customer buying and ownership lifecycles and the ability to create key touchpoint assets
• Strong asset and communication creation experience
• Ability to take conceptional ideas and create aligned assets
• Understanding of SEO, keyword, and tagging research
• Experience working in MS Office, and Adobe Office Suite. Adobe DAM, Adobe AEM and Sprout Social or other social analytics tools
• Time management skills, ability to multi-task and manage time well
• Perform well with agile directional change
• Ability to work with cross-functional teams
• Some travel required
• Self-starting, team player with a passion for an active outdoor lifestyle

Education & Experience:

• Education level preferred: Bachelor's degree or higher.
• Minimum of 5 years experience in interactive digital content in retail and or brand activations.
• 1-2 years of experience creating and implementing integrated marketing/communication plans and projects
• Project management experience, including planning and execution; writing to public and professional audiences, across multiple communications channels