Choose Iowa Ag Marketing Specialist

Full-Time • Polk County, IA

Job Description

This position is contract-covered and part of collective bargaining. It reports to the Choose Iowa Program Director and works closely with the Communications and Accounting Teams in support of the mission of the Iowa Department of Agriculture and Land Stewardship. This is a Monday-Friday, 40 hours per week position with occasional weekends and evenings plus some travel, and is located in Des Moines at the Hoover Building.

PRIMARY RESPONSIBILITIES

• Serve as project manager for program marketing and brand strategy initiatives:

  1. Develop and implement content strategy for the Choose Iowa program at the brand level to establish and increase brand awareness, with alignment between strengthening local food systems, expanding markets, and supporting growth of Iowa farms and rural communities through business marketing in coordination with IDALS staff and agency. Emphasis on measuring and reporting on brand awareness among targeted audiences.

  2. Develop and implement a strategic paid media relations program to proactively promote Choose Iowa as the state's official brand that identifies and promotes Iowa grown, raised and made food, beverages and ag products that originate as Iowa grown and raised ag commodities, including coordinating, planning, seeking quotes, guiding purchases and ordering, managing budgets, monitoring and evaluating performance, and reporting. Emphasis on tracking and analyzing the return on investment for related marketing initiatives.

  3. Ensure communication activities are consistent with agency strategic plan objective and goals.

  4. Remain current on local food, agritourism and content marketing trends, seek new content ideas, and develop multimedia storytelling strategy. Attend meetings and conferences of various commodity and farm organizations to stay abreast of marketing trends and techniques and to consult with organization members and partners.

• Develop strategic and targeted brand story and awareness campaigns plus manage visual assets and related brand resources:

  1. Ensure brand consistency and manage brand assets, promoting the brand’s reputation and perception and fostering market growth.

  2. Develop strategies, create and implement brand ideas and campaigns from scratch to increase brand awareness.

  3. Manage and monitor brand trademark and approved uses.

  4. Measure and monitor brand awareness among consumers and brand program ROI.

• Act as editorial director and oversee all planning and creation for content verticals and channels, including social media, website, email newsletters, and print publications, with an emphasis on positioning local food and ag products from Choose Iowa members as the solution.

  1. Lead ideation sessions and collaborate across internal teams and external partners to create content.

  2. Lead website design, development, performance, SEO, optimized landing pages, e-commerce platforms, also incorporating email marketing and customer relationship management (CRM) and other digital marketing tools that drive user engagement and conversions.

  3. Measure and manage content distribution, analyze and optimize content performance, track and report relevant performance results and analytics, create editorial calendars, content audits, and create and edit written/visual/video content.  

  4. Write and edit informational materials across multiple platforms and formats (e.g., letters, website copy, press releases, talking points, fact sheets, executive summaries, social media content or other), ensuring accurate and timely updates of information.

• Outreach:

  1. Plan, develop and coordinate Choose Iowa hosted events including the Choose Iowa Farm Store Crawl and Choose Iowa Fall Crawl, promotion of and develop materials and resources.

  2. Coordinate Choose Iowa involvement at outreach events that increase consumer brand awareness including but not limited to tradeshows, conferences and conventions, presentations, and meetings.

• Manage and coordinate special projects that support and foster Choose Iowa program growth. Other duties and responsibilities as assigned.

EXPERIENCE AND SKILLS

• Paid advertising and communications campaign development, management, analysis and reporting.

• Brand development, management and return on investment analysis.

• Advanced proficiency with Adobe Creative Cloud programs, Canva, DSLR photography, graphic design, video/audio editing, social media account management, paid digital advertising and campaign development and implementation.

• Outstanding verbal and written communication skills with strong attention to detail and organizational skills.

• Advanced proficiency in Microsoft Word, Excel and PowerPoint plus Drupal and HTML.

• Critical thinking and complex problem-solving abilities to use logic and deductive and inductive reasoning to identify strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

• Management of or experience with customer relationship management programs is preferred but not required.

• Iowa driver’s license.

Learn more and apply here.