Food Systems Marketing Manager

POSITION PURPOSE

The Food Systems Marketing Manager is an integral member of Local First Arizona’s Marketing Communications team, developing, managing, executing and maintaining content marketing strategies for Local First’s Food Systems work via social media, website, email and advertising. The Food Systems Marketing Manager will lead content funnel strategy – elevating the brand awareness of the Devour Good Food ecosystem and incubator kitchens, and the Good Food Finder as a central database and resource hub while increasing awareness of Arizona’s farmers and food producers, food entrepreneurs and the food system. This role translates the people, issues and opportunities shaping Arizona's food system into compelling stories and campaigns that inspire consumers to discover, understand and participate in the local food economy.

DUTIES AND RESPONSIBILITIES

The Food Systems Marketing Manager uses creative storytelling, email marketing and social media to connect the diverse work of Local First Arizona and Arizona’s local food system with relevant target audiences, improving brand awareness, recognition, loyalty and support. Responsibilities include developing and identifying key messages based on organizational and target audiences, executing a data-driven content strategy, managing and leading social media community engagement and monitoring and analyzing news-making trends. The manager is a accomplished storyteller with strong interviewing, editorial judgment and story development skills, with demonstrated ability to translate complex subject matter into compelling content for different audiences.

The ideal candidate for this role is passionate about local Arizona food systems from producers to consumers, has a deep understanding of current state of food systems in Arizona and demonstrated experience and enthusiasm for email, social media and content marketing reaching rural and urban audiences across Arizona. This individual is strategic, proactive, agile and driven to succeed.

Food Systems Marketing & Communications - 65%

• Develop and execute strategies to grow and re-engage Good Food Finder's consumer audience, increasing repeat visitation, engagement and use of the platform as a trusted resource for discovering Arizona-grown and locally produced food.
• Maintain Devour Good Food and Good Food Finder websites, including design and technical improvements, ensuring relevant content and consistent functionality across Local First programs.
• Stay abreast of current news and trends and proactively develop content that positions Local First Arizona, its staff, Good Food Finder, farmers and food producers, and food entrepreneurs as area experts. Manage engagement and responses across all social media channels.
• Bring a creative, fresh perspective to storytelling across all channels, with a specific emphasis on how to best utilize digital communications.
• Work with Food Systems team members to amplify programs, campaigns and announcements consistent with the brand voice and tone.
• Transform learnings and data into compelling stories that resonate with audiences across all channels and entice consumers to support Arizona’s local food system.
• Manage digital and content marketing with Devour Good Food, incubator kitchens, and Good Food Finder community partners.
• Work with internal partners to develop original content, including visual assets, that will appeal to Good Food Finder’s diverse audience, connecting them to food producers and kitchen entrepreneurs.
• Create, copy edit and/or proof content ensuring communication is on-brand, mission-aligned, concise and visually appealing.
• Create engaging ways to effectively communicate information to target audiences.
• Develop and implement strategies to onboard partnering organization content that drives new visitation and further elevates Good Food Finder as a statewide resource.
• Spearhead food-producer facing marketing and PR strategies to advance presence of Good Food Finder website while simultaneously increasing awareness and support for the statewide food systems community.
• Perform consistent data management of directory listings for farmers and producers, ensuring information is accurate.
• Create and implement GFF directory listing accrual and retention strategies to support data management.
• Conduct outreach and statewide site visits as appropriate with food producers in order to build strategic collaborations and partnerships and increase use of Good Food Finder and successfully implement Local First grants as needed.

Strategy & Planning (25%)

• Develop integrated campaigns across email, social, web, advertising and earned media with defined objectives, audiences, messages, calls to action and measures of success.
• Manage and execute the email marketing strategy, content strategy and editorial calendar, including oversight of deadlines within Local First’s project management tool (Wrike).
• Use data and analytics to evaluate performance, identify opportunities and continually refine content, targeting and channel strategy.
• Develop and prepare reports, updates and measurable success of website, directory, advertising and strategic content marketing, meeting regularly with departments to discuss ongoing implementation of the overarching strategy and ROI.
• Demonstrate measurable results that are aligned with Local First’s strategic plan.

Local First on-going support - 10%

• Participate in Marketing and Communications editorial planning meetings
• Attend weekly Local First team meetings for fulfillment of duties across Local First Arizona.
• Stay apprised of the breadth and depth of Local First’s work (read newsletters, grants secured).
• Work with the Marketing and Communications Team on all strategic planning, goals, and related execution.
• Other responsibilities, as assigned

MINIMUM QUALIFICATIONS

• Bachelor’s degree in related studies or 5 years equivalent professional experience
• 3-5 years strategic digital marketing and content development experience
• 3-5 years of direct experience of translating the complex subjects of sustainable food systems and food cultures with excellent editorial/storytelling competencies

KNOWLEDGE

• Knowledge of sustainable food systems and food cultures
• Above-average awareness of larger agricultural processes and issues
• General familiarity of food policies, active and proposed, strongly preferred
• Understanding of Arizona’s food production, history, and heritage foods a plus

SKILLS

• Willingness to engage in community organizing and engagement
• Good perspective and/or appreciation of the history of Arizona and its food systems
• Experience in leveraging networks to develop partnerships between food system stakeholders
• Experience in nonprofit organizational structure
• Experience in program and event development, planning, implementation, coordination, and evaluation
• Excellent professional verbal and written communications skills
• Creative problem solving skills
• Ability to effectively manage multiple deadlines
• Strong attention to detail and ability to think through processes
• Ability to convene and motivate a variety of people
• Ability to effectively manage a wide array of tasks, projects, responsibilities, and deadlines
• Proficient in Squarespace and other related platforms
• Proficient in the use of platforms such as Google Suite, Wrike, and/or CRMs
• Solid understanding of various social media sites, tactics and audiences
• Prior blogging/Internet writing experience preferred
• Experience in visual media, including photography, video content, and podcasts
• Demonstrated ability to conduct one’s self in a calm and professional demeanor when dealing with the public and/or with difficult situations
• Ability to work productively in an unstructured environment with frequent interruptions
• Occasional statewide travel required

Full time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Work Location: Hybrid remote in Phoenix, AZ 85014