JOB TITLE: PLCB MARKETING ANALYST 2

JOB CODE: 02332

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 advanced professional analytical work in the development, implementation, and review of strategic and tactical marketing initiatives within the PLCB.

An employee in this job is responsible for creating, reviewing, analyzing, and revamping various marketing initiatives for the agency’s retail initiative. Work includes analyzing marketing and sales data to devise unique communications, promotions, advertisements, presentations, visuals, or other marketing related materials; developing various marketing materials and programs designed to communicate to consumers across various media platforms; analyzing and reviewing the effectiveness and impact of marketing programs upon retail sales; and/or supervising lower level analytical and technical work. Work involves interpreting marketing strategies and policies in making recommendations for marketing programs and initiatives and ensuring all marketing programs and initiatives comply with commonwealth and agency requirements. Work is performed with considerable independence and is subject to review through conferences, reports, and evaluation of program effectiveness.

   DISTINGUISHING CHARACTERISTICS:

     • Work is distinguished from the next lower level by the responsibility for independently analyzing data, considering multiple variables that may not be easily measured and developing marketing program recommendations consistent with agency policies for complex marketing programs/promotions with integrated marketing components; or responsibility for supervision of lower level PLCB Marketing Analysts.

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, produces, and promotes internet based marketing initiatives that interact directly with consumers.

• Ensures consistency of promotional messages across multiple media platforms, in-store promotional items, point-of-sale (POS) materials, and shelf talkers.

• Coordinates marketing efforts with internal PLCB staff to ensure adequate supply of product or staff are in place prior to launching promotional efforts.

• Participates in the planning, designing, and reviewing of new store openings, site selections, upgrades, consolidations, and refurbishments.

• Ensures consistent adherence to the agency’s branded image across multiple media platforms, showrooms, signage, or other visual items.

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

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

• 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 POS materials.

• Reviews, edits, and revises promotional material provided by contractors.

• Visits stores and conducts site reviews for adherence to various marketing initiatives and ensures 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 interpret and apply policies and procedures.

• 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):

• One year as a PLCB Marketing Analyst 1;

or

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

or

• An equivalent combination of experience and training.