JOB TITLE: PLCB MARKETING ANALYST 3

JOB CODE: 02333

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 and supervisory work in overseeing the development, implementation, and review of strategic and tactical marketing initiatives within the PLCB.

An employee in this job is responsible for supervising the creation, review, analysis, and revamping of various marketing initiatives for the agency’s retail initiative. Work includes overseeing the analysis of marketing and sales data to devise unique communications, promotions, advertisements, presentations, visuals, or other marketing related materials; the development of various marketing materials and programs designed to communicate to consumers across various media platforms; and the analysis and review of the effectiveness and impact of marketing programs upon retail sales. 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 by a manager or director through conferences, reports, and evaluation of program effectiveness.

   DISTINGUISHING CHARACTERISTICS:

     • Work is distinguished from the next lower level by the responsibility for supervising PLCB Marketing Analyst 2 positions or positions at a comparable level.

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.):

• Oversees and directs the analytical review of product category performance, shelf placement strategies, and other in-store merchandising efforts.

• Oversees internet based marketing initiatives that interact directly with consumers.

• Reviews and directs the creation of promotional messages across multiple media platforms, in-store promotional items, point-of-sale (POS) materials, and shelf talkers.

• Directs the coordination of marketing efforts to ensure adequate supply of product or staff are in place prior to launching promotional efforts.

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

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

• Reviews the analyses of sales and other data in order to set program goals.

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

• Reviews and approves written narration and dialogue for radio, television, or internet based advertisements.

• Reviews and approves 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 other related duties as required.

ENTRY LEVEL KNOWLEDGES, SKILLS, AND ABILITIES:

• Knowledge of the principles and practices or 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 2;

or

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

or

• An equivalent combination of experience and training.