Main Responsibilities of a Director of Marketing at Hedley and Bennett
Alice's role as Director of Marketing at Hedley & Bennett is multifaceted, encompassing team management ("managing our marketing team of three"), strategic planning ("setting our marketing strategy"), and hands-on execution ("writing and executing emails," "setting up ads in Facebook"). This blend of responsibilities, driven by the company's size, showcases a career path that values cross-functional collaboration and data-driven decision-making.
Marketing Strategy, Team Management, Project Planning, Data Analysis, Cross-functional Collaboration
Advizer Information
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Job Title
Company
Undergrad
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Alice Khabituyeva
Director of Marketing
Hedley & Bennett
Trinity College (Hartford, CT) and 2017
UCLA Anderson
Economics
Consumer Packaged Goods (CPG)
Communication and Marketing
Took Out Loans, Immigrant
Video Highlights
1. Alice manages a marketing team, overseeing their daily tasks and ensuring alignment with overall goals.
2. A significant part of her role involves developing and implementing marketing strategies, collaborating with leadership and other teams.
3. She is actively involved in data analysis, using insights to refine strategies and optimize marketing efforts. This includes managing and setting up marketing campaigns, and working directly with designers on visual elements.
Transcript
What are the main responsibilities within your current role?
My main responsibilities include managing our marketing team, which consists of four people: our director of marketing, our e-commerce lead, our social media manager, and our director of content or creative strategy. My number one focus is ensuring their daily priorities are set correctly and that they know the goals they are working towards for marketing execution.
Taking a step back, another responsibility is setting our marketing strategy. This involves determining our focus for each product launch and how we differentiate ourselves as a brand. This happens on a quarterly basis in partnership with our president, our founder, and the team. Because we're such a small team, we can be very collaborative.
Setting the marketing strategy and priorities is a big part of my role. This includes deciding which direction we're heading as a company and as a brand. In between the day-to-day execution and strategy setting, I also create the calendar and plan much of this. I utilize my project management skills to figure out launch dates for everything.
I determine what is happening on Facebook, Instagram, and at any real-life events. The goal is to bring all these elements together for execution. A lot of this involves planning. Because we're a small company and a marketing-led organization, I also play many cross-functional roles.
For example, with our knife product launch next week, I'm working closely with the product team on development. This includes deciding what will make the knife stand out, selecting colors, and working through product development to ensure it's market-ready. There's a lot of cross-functional collaboration involved through meetings, alignment, and strategic planning from all parties.
It's a fairly generalized role. On the daily execution side, and because we're a small company, I also write and execute emails and work with graphic designers. We don't currently have a performance manager, so I share that role with our Ecom manager. This includes setting up Facebook ads and analyzing metrics.
The last core part of my role, which I enjoy, is understanding the data. I take those insights and apply them back to our existing strategy.