JOB TITLE: PLCB MARKETING ANALYST 1

JOB CODE: 02331

SERIES NATURE OF WORK: The PLCB Marketing Analyst job series describes work in the development and analysis of marketing initiatives for the Pennsylvania Liquor Control Board (PLCB).

DEFINITION: This is professional analytical work assisting in the development of strategic marketing initiatives or enacting tactical marketing programs within the PLCB.

An employee in this job assists in creating, reviewing, analyzing, and revamping various marketing initiatives for the agency’s retail initiative. Strategic marketing work involves participating in data gathering and analysis, analyzing potential recommendations, and developing communications, promotions, and marketing materials consistent with the agency’s message. Work may also involve independently performing tactical marketing duties such as writing or editing point of sale, print, or broadcast media; communicating promotional themes across internet based media; and developing and editing store plan-o-grams. The work requires interpreting, analyzing, and ensuring compliance with commonwealth and agency policies when recommending new marketing initiatives. Work is performed independently, but is typically guided by a more experienced analyst. Work is subject to review through conferences, reports, and evaluation of program effectiveness.

EXAMPLES OF WORK: (NOTE: The examples of work are representative of the work, but every position classified to this job may not perform all examples of work listed. Conversely, this is not an all-inclusive list of work examples.):

• Writes narration and dialogue for radio, television, or internet based advertisements.

• Writes creative copy for promotional items such as billboards, advertisements, free standing inserts, or in-store point-of-sale (POS) materials.

• Reviews and suggests revisions to promotional material provided by contractors.

• Interacts directly with consumers via on-line media.

• Utilizes various computer programs to manage data.

• Develops and edits store specific plan-o-grams using specialized software.

• Reviews promotional messages, in-store promotional items, POS materials, and shelf talkers for adherence to agency policy.

• Assists in the analysis of sales and other data in order to determine the impact of promotional activities and determines the return on investments.

• Assists in providing analytical review of promotional events in order to provide feedback on results.

• Visits stores and conducts site reviews for adherence to various marketing initiatives and reports on the consistency of message and compliance to centralized themes and brand adherence.

• Employees in this job may participate in the performance of subordinates’ work consistent with operational or organizational requirements.

• Performs the full range of supervisory duties.

• Performs related work as required.

ENTRY LEVEL KNOWLEDGES, SKILLS, AND ABILITIES:

• Knowledge of the principles and practices of marketing, promotion, and retail sales for increasing in-store revenue.

• Knowledge of the principles, practices, and techniques of composing and editing advertisements, broadcast copy, and promotional material.

• Knowledge of social media outlets and internet based marketing initiatives.

• Knowledge of the principles, practices, and techniques of utilizing spreadsheet, database, and word processing software.

• Ability to distinguish, pair, and coordinate different colors, textures, accessories, and visual cues and keep within a visual theme or color pallet.

• Ability to analyze and interpret data.

• Ability to establish and maintain effective working relationships.

• Ability to communicate effectively in writing.

• Ability to communicate effectively orally.

MINIMUM EXPERIENCE AND TRAINING: (NOTE: Based on the Entry Level Knowledges, Skills, and Abilities):

• Successful completion of the PLCB Marketing Analyst Trainee training program;

or

• One year of professional marketing, advertising, or merchandising experience and a bachelor’s degree;

or

• An equivalent combination of experience and training.