Marketing & Advertising Specialist

About the role

The Marketing & Advertising Specialist supports the New York Army National Guard (NYARNG) Recruiting and Retention Battalion (RRBN) by developing and executing strategic marketing initiatives designed to increase enlistments, reduce attrition, and strengthen retention efforts across the state.

Responsibilities

• Provide expert guidance on direct advertising and marketing with the goal of generating leads, reducing attrition, and increasing retention in the NYARNG.
• Translate the ideas of senior Army leadership into Return On Investment (ROI) driven integrated marketing campaigns.
• Develop an annual marketing plan that can be broken down into monthly marketing initiatives.
• Oversee development of cohesive marketing strategies for the NYARNG Recruiting and Retention Battalion (RRBN).
• Analyze market segments to determine the best placement for resources in order to achieve a strong return on investment.
• Propose strategies to RRBN Commander to achieve the greatest number of leads/enlistments; oversee implementation of those strategies through market research, advertising, and promotion programs.
• Create, implement, and analyze digital advertisements and a Social Media Marketing Strategy with the directed efforts toward the achievement of command-directed and Social Media Marketing specific goals.
• Develop quarterly, formal written strategies that exploit current trends and insights from market research to most efficiently and effectively utilize NYARNG RRBN resources.
• Use social media analytics to track peak viewer times across multiple platforms to ensure the most effective content delivery. Include platform metrics: views, reach, impressions, followers, likes’, reactions, responses, and shares.
• Develop imagery and multimedia content that promotes upcoming, recent, and historical NYARNG events, Service Member highlights, and promotion of NYARNG units. All content must present a message that supports recruiting, such as member benefits, upcoming NYARNG events, and promotion of the NYARNG in general.
• Maintain Social Media communications by responding to, or engaging in open forum communication. Delete, flag, or hide posts that are distasteful, violate user agreements, or are generally offensive. Always maintain and broadcast a positive and professional image of the NYARNG whether in private or public communication on behalf of the NYARNG.
• Develop a media plan (including print, digital, and out-of-home media) and, if applicable, facilitate a Noncommercial Sustaining Announcement (NCSA) program to increase recruitment spots on radio and television stations.
• Attend conferences, workshops, and seminars that clarify NGB marketing guidance and support professional development requirements to enhance advertising and promotional efforts within the state.

Requirements

• Authorization to work in the U.S. permanently without sponsorship.
• Bachelor’s degree in marketing, or a related field.
• 3-5 years of relevant experience in marketing, data analysis, or market research.
• Must possess a driver’s license for operating a motor vehicle in the state of New York.
• Expert-level proficiency in Photoshop.
• Expert-level experience in graphic design to develop and design market collateral, oversee photoshoots, and repurpose national-level assets to create billboards, flyers, banners, state and local brochures, posters, table-top displays, and audio and visual materials.
• Experience in Adobe Creative Suite, to design digital advertising that conforms to the requirements of digital advertising vendors, such as color profiles, size dimensions, file formats, and vector or raster graphics.
• Experience with Unbounce, Buffer, Mailchimp, Google Analytics, Google Tag Manager, and Zapier (experience with equivalent platforms also accepted).
• Understanding of marketing principles, including campaign management, audience segmentation, and digital marketing channels.
• Experience with analytics and data tools such as Excel, SQL, Google Analytics, Tableau, or Power BI.
• Ability to conduct market research, collect consumer insights, and analyze industry trends.
• Strong written and verbal communication skills to present insights and recommendations to stakeholders.
• Strong critical thinking and attention to detail to convert data into actionable marketing strategies.

Qualifications

• Current or prior military service preferred but not required.

Skills

• Marketing strategy
• Digital communications
• Analytics
• Content development

Benefits

• Health, financial, and retirement benefits
• Paid leave
• Professional development
• Tuition assistance
• Work-life programs
• Award programs

Pay

Compensation is commensurate with experience.

Schedule

Full-time position available.