Director, Channel Strategy & Implementation - Institute of Food Technologists

Summary/Objective
The Director of Channel Strategy and Implementation is a key leader on the IFT Marketing & Communications team and across IFT with the responsibility of creating strategy, setting the tone, and directing all aspects of IFT’s audience understanding and awareness that inform the approach to externally facing digital communication channels. This role leads cross-functional efforts to collaborate and understand interdependencies across IFT with the purpose of expanding and engaging IFT audiences. This role oversees the strategic planning, development, and execution of IFT’s digital Marketing & Communication channels with responsibility for bringing to life IFT for members, customers, and other stakeholders through the IFT website, email marketing, social media, podcasts, and other emerging channels. With data and analytics as a key driver of the strategy and decision making, the Director will oversee IFT’s audience insights and growth strategy while using data-driven insights to refine and improve digital channel strategies and implementation.

Essential Responsibilities

• Collaborates closely with partners at all levels in IFT, and serves in a leadership role within the Marketing & Communications team, to share data and insights, as well as ensure alignment of content through digital channels, publications and beyond
• Leads development, coordination, definition and implementation of the strategy for all IFT digital Marketing & Communication channels (website, social media, podcasts, mass emails, etc.)
• Lead and direct the team who works with key partners to develop content, as well as independently identify, source, create, and deliver timely and compelling content and news to IFT audiences through multiple media channels
• Establishes a robust program of marketing data management and insights, serving as the IFT central source and champion for consistent sharing of information and use of data to drive decision making based on customer/member needs
• Aligns IFT’s marketing insights and measurement approach to channels and content to ensure consistent measurement of performance and continuous evolution based on findings
• Primary responsibility and accountability for leading digital channel management efforts, including working with key partners to determine the types of content for certain channels, and establishing style guides, tone and processes aligned to each channel
• Directs the strategy and implementation of IFT's organic and paid social media presence to drive awareness, foster engagement, and deepen relationships with food science and innovation professionals
• Effectively partners with Marketing & Communication team members to work cross-functionally across all of IFT to educate staff about the strategy behind how we use IFT Marketing & Communication channels and how their work integrates and aligns
• Provides regular reports and insights to senior leadership on channel performance and ROI
• Develops new and enhance existing Marketing & Communication channels with the goal of more effectively engaging with audiences or creating efficiencies within the team
• Implement tools, processes and resources to drive consistency and best practices across IFT channels, as well as specific groups such as Sections, Divisions, Resource Groups, etc.
• Introduce innovative communication approaches by remaining current with new tools, benchmarking and developing the ongoing evolution of IFT Marketing & Communication channels; strategizing, rationalizing and working closely with IT to implement emerging technologies that expand and enhance the overall customer/member experience
• Works cross-functionally with both internal and external partners to develop and manage creative and meaningful content and stories that engage IFT customers and members, ensuring the right placement in the right channel at the right time to increase engagement and knowledge
• Serve as an advisor to Marketing & Communications peers, senior leaders and other partners on the best uses for digital channels and content to reach the right audiences and meet business objectives
• Keep abreast of emerging science, new technologies, marketplace shifts, food industry developments and consumer trends
• Monitor and evaluate other channels, both IFT-owned and external, serving the same audiences
• Direct the timing and development of channel engagement surveys and analyze the results to use to determine planning and engagement strategies
• Oversees contractor and agency/vendor relationships including contract negotiations, renewals, and overall management of goals and deliverables with these third parties, holding them accountable for results
• Builds strong relationships with internal departments and leads cross-departmental teams in developing channels that attract and retain members and customers worldwide, reflecting IFT’s role in convening the food system
• Stays up to date on technology industry news and trends, identifying and leveraging key marketing, social media, communications, and engagement channels accordingly
• Ensures compliance with industry and legal regulations and best practices, and adherence to company processes and procedures
• Responsible for hiring, training, onboarding, and performance management of the team
• Ensures the availability of technical talent by identifying and coordinating cross training for team members on all critical processes. Creates training programs as needed
• Through effective management, cultivates an environment that allows for a strong and productive employee experience

Management Responsibilities

• Manages 2-3 team members focused on audience insights, channel management and strategy

Travel Required

• Occasional domestic and international travel is expected including the ability to attend occasional evening, weekend, and overnight meetings

Required Education and Experience

• Bachelor’s degree in public relations, Marketing, Communications, or equivalent
• 8+ years progressive communications career growth, including content and channel strategy, social media management, and Marketing and Communications data analysis and insights
• Fluency in existing and emerging digital privacy rules

Preferred Experience

• Deep experience managing integrated channels strategy, including building, managing, and directing website and other digital platforms
• Professional experience in the health (pharmaceutical/medical), science, or food industries strongly preferred

Other Duties
This position, and all others at IFT, may be modified at any time. To ensure operational efficiency and meet the changing needs of our customers and our Business, other duties may be assigned as needed.