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Marketing Manager, Books
Requisition Number 1069
Sales and Marketing
Required Qualifications:
- Bachelor’s degree required; MBA in Marketing preferred.
- Minimum of 7 years of/in marketing and/or sales in a books publishing (including electronic publishing) environment.
- Incumbent’s experience must include direct response and analysis as well as market research (both qualitative and quantitative), including management of outside market research suppliers, familiarity with market research techniques, and the ability to analyze and synthesize research data.
- Must possess knowledge of and/or experience in book publishing sales distribution channels.
- Must possess experience in hiring, training, and supervising staff.
- Advanced in using MS Office (Access, Word, Excel, Outlook, & PowerPoint)
- Excellent organizational, communication (oral and written), and judgment skills.
Description:
- Responsible for managing the creation, management, and execution of comprehensive annual strategic marketing and promotion plans for the APA Books (including videotapes and software), APA LifeTools (trade books), and Magination Press (children’s books) imprints within budget and in order to help maximize product sales (in line with or exceeding target annual revenue goals) to member individual, nonmember individual, and institutional markets. Such plans delineate for the books (print and/or electronic) and videos product lines both strategic and promotional strategies, and include promotional expenditures by media channel, product positioning, competition, target markets, and market trends; they may also include marketing launch plans for new products.
- Responsible for managing within budget the planning and execution of all internal and external marketing communications, through a variety of promotion channels, relating to the books/videotape product lines to increase sales and readership awareness to target markets. Manages business functions related to product marketing and marketing services, including those associated with promotion, implementation, expense management, product management and scheduling, media procurement, and vendor selection and negotiation. Evaluates and reports regularly on response rates and revenue generated relative to budget monies expended for all promotion channels.
- Exercises supervisory authority over two staff.
- Collaborates with other product marketing staff in the cross-marketing of books and videos with database and print journal products.
- Extensive interactions with originating offices / developers / acquisitions and production editors / senior management within APA, authors and editors, and publisher relations/marketing staff of book distributors and wholesalers. Establishes and sustains author/editor relations associated with marketing, to include providing ongoing marketing plan updates and responding to marketing opportunities and requests. Also provides ongoing marketing plan updates and responses to marketing opportunities and requests from APA books staff as well as from distributor and wholesaler staff, among others.
- Collaborates with the Books Sales Manager on a regular and sustained basis to devise targeted promotions that complement and support book and video sales efforts directed to book distributors, wholesalers, resellers, cataloguers, libraries, and other sales channels. Responsible for overseeing the execution of such promotions, including direct mail, email, coop advertising, etc. Allocates a portion of the annual book marketing budget to fund such initiatives.
- Manages the creation and execution of books/video promotional plans for each APA-attended conference and combined book display (as well as the APA Annual Convention), encompassing the selection of products for shipment and display; packing lists; creation of flyers, brochures, signage, etc.; and implementation of special conference offers and promotional events such as author appearances, drawings, etc.
- Working with APA’s Research Office and outside market research vendors, manages market research process for book/videotape products, organizes focus groups, and analyzes/synthesizes research data as requested by senior sales/marketing management to inform product development, positioning, and sales projections for existing products and new initiatives (such as new products, co-publishing or co-branding initiatives, etc.). Gathers competitive intelligence. Employs APA internal resources to obtain customer demographics, purchasing patterns, etc. Implements research activities that will have a positive, profitable impact upon existing products and new products as they reach the marketplace.
- Travel to and staffs booths at APA-attended exhibitions as assigned, as well as travel to vendor offices and other destinations on an as-needed basis.
Qualified candidates should send resumes indicating requisition number, cover letter and salary requirements to: American Psychological Association, Human Resources, 750 First Street, NE, Washington, DC 20002-4242, or via email to Human Resources or fax to 202-336-5501.
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