Marketing Cultivation Specialist

Reports to: Marketing Director | Department: Marketing Department

About Beacon Athletics

Beacon Athletics is an industry-leading, nationwide manufacturer and marketer of innovative sports field and practice products. Since 1948, we have built an outstanding reputation for providing our customers access to carefully selected, high performance products and authoritative educational tools. The company continues to be a high growth business driven by expanded catalog and digital marketing and investments in proactive sales initiatives.

Our Benefits

Beacon Athletics offers a market competitive base salary, a generous bonus plan, employer sponsored insurance plan, 401k, PTO and company holidays. Added benefits include a casual dress code, summer flex hours, a pet friendly office and an environment to grow personally and professionally.

About You

  • Business background – Required 2+ years of business experience in marketing, digital marketing or as an ad agency account or media coordinator
  • Understanding of basic principles of marketing and customer development
  • Demonstrated comfort and facility with numerical data and business dashboards and data bases
  • Demonstrated interest and aptitude in learning and using new technologies
  • Experience working with, interpreting customer and customer segment data
  • Understanding of still and video imagery formats, sizes and quality levels
  • Strong leadership skills. A positive presence for the organization both internally and externally.
  • Intellectual curiosity
  • Business acumen
  • Ability to collaborate cross-divisionally, and be an essential bridge between the marketing and sales teams
  • Communication Skills – A good listener and able to clearly communicate ideas and information through excellent written and verbal communication
  • Exceptional problem-solving skills
  • Proven, strong project management, organizational, and reporting skills (timelines, communication, accountability)
  • Software Applications – high-level of proficiency in MS Excel, Word, and PowerPoint
  • Planning/Organizing – Ability to plan and execute projects  with time-critical deadlines
  • Sense of Urgency – company success depends on timely and relevant execution
  • 4 year Bachelors degree  in Business, Marketing, or Liberal Arts
  • Interest or experience in Sports is a plus
  • Prior experience with sales lead management software is a plus but not essential

Position Overview

Reporting to the Marketing Director, the Cultivation Specialist is responsible for being the principal bridge and liaison between marketing and the sales team on a daily basis. This role will operate and refine the technologies, dashboards and reporting systems that score potential customers and shepherd sales leads to maximize the productivity of Beacon selling resources and customer satisfaction with their journey to the right Beacon product. They will create the relevant marketing segments in the sales technology platforms, and produce packages of content consisting of existing text, images and video material for delivery through Beacon media or via the Beacon sales team. This portion of the role will account for 75% of time.

25% of time will be devoted to coordinating the innovative Beacon Customer Education Program, including identification of new topics, development and refinement of new education materials, and  direct coordination with the contributing editors on the Beacon Education Panel.

Here’s what a day in the life looks like …

Prospect Cultivation – 75%

  1. Maintain and update customer segments and cultivation campaigns. Monitor sales technology dashboards, prospect scoring and develop marketing campaigns to improve the customer journey for Beacon Athletics prospective buyers. Provide qualified hot leads to the Beacon sales team on a daily basis for them to proactively contact. Adjust prospect scoring models to maximize sales close rates. Periodically review and adjust web search terms to optimize productivity in qualified lead generation and conversion to sale
  2. Create content packages for customer segment campaigns. Assemble existing text, image and video content to create highly relevant packages and sequences of marketing material useful to the customer’s understanding and journey to a satisfying product sale, Packages may be distributed via the Beacon website, emails, social media or provided to the sales team for direct customer contact and follow up. Work closely with the Beacon marketing team and outside creative and digital agencies.
  3. Operate marketing platforms for lead generation and qualification. Interpret dashboard information related to selling opportunities, purchase intent signals and opportunity scoring. Work in close coordination daily with the sales team and marketing analyst to optimize customer sales pipeline and conversion. Work with company management to facilitate the overall sales strategy. Understand existing platforms and recommend additions or modifications as sales lead and outreach software evolves
  4. Be the main daily liaison between the marketing and sales teams
  5. Provide continuous reporting and follow up. Measure and create reports on sales lead generation and quality and actions taken in both the marketing and sales channels. Monitor conversion and close rates for leads generated by the cultivation activities and recommend adjustments to the program or workflow as indicated to maximize productivity. Develop clear, simple, ongoing reports for company management on the marketing cultivation program’s success

Education Program Coordinator – 25%

  1. Coordinate the content for the Beacon Customer Education Program. Manage the topics and new content for delivery to Beacon customers in catalogs, emails and on the Beacon website. Maintain and improve the materials for the Groundskeeper University program
  2. Coordinate the Beacon Education Panel. Be the central point of contact with the contributing editors on the Beacon Education Panel. Arrange all aspects of periodic in person meetings of the panel, Beacon management and customers, including on-site education
  3. Incorporate feedback from customers and internal Beacon teams to continuously improve Beacon education
  4. Implement new technologies as required to keep up with the evolving needs of the next generation of Beacon customers

Successful Behaviors

  1. Continuous Improvement, Innovation, Creativity – Bring a focus on innovation and creativity to every decision and action. Continuously look for improvement opportunities in the job, for the Department, and on behalf of the Company as a whole.
  2. Customer Service Mindset – Approach all working relationships from a customer service mindset.  “Customers” include purchasers of Beacon Athletics products and services, and co-workers across the Company.
  3. Teamwork and Collaboration – Share information with others to enable them to do their work well; work collaboratively when solving problems and making decisions; contribute to others’ success; provide assistance to other work areas when the need arises.
  4. Demonstrate Beacon Athletics Core Values and Positively Represent the Company – Demonstrate the Beacon Athletics core values in every decision/action and represent the Company in a positive manner both on and off the job:
  • Above all, take care of your customer.
  • Be yourself, we don’t wear different faces here.
  • Be brave – just do the right thing.
  • Push beyond what is normally done – surprise and delight.
  • Form a single team creating the places for sports champions of all ages.

Our Commitment

Beacon Athletics strives to create a welcoming and inclusive work environment for all. We support a diverse customer base and believe in always doing good in our community. We prohibit discrimination and harassment of any kind based on race, color, sex, religion, sexual orientation, gender identity, national origin, disability, genetic information, pregnancy, or any other protected characteristics as outlined by federal, state, or local laws.

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(Last revision: 11/10/23)

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