Marketing Manager

Altman Plants Marketing Manager

Reports to: VP of Marketing

Department: Marketing

Role Summary

The Marketing Manager leads marketing execution at Altman Plants. This role manages the marketing team, owns digital and social channels, drives product and program marketing, strengthens brand management, and ensures marketing work is commercially grounded and operationally aligned.

This is a hands-on leadership role requiring strong product understanding, disciplined execution, compelling storytelling, and the ability to manage multiple priorities with clarity and speed.

Core Responsibilities:

1. Team Leadership & Development

• Manage, coach, and develop the marketing team
• Set clear expectations, timelines, and quality standards
• Establish structured workflows that improve speed and accountability
• Advance the team’s use of AI tools for research, content creation, analytics, and workflow efficiency
• Build AI competency across the department and integrate it into daily operations
• Outcome: The team operates with discipline, clarity, and increasing productivity. AI tools are actively used to improve quality, speed, and insight generation.

2. Product & Program Marketing

• Lead product marketing initiatives across all brands
• Oversee all POP, tags, label and retail signage
• Develop compelling product decks and selling tools for the Sales team
• Translate product features into clear, persuasive benefits
• Craft differentiated product narratives that elevate innovation, quality, and consumer appeal
• Support new product launches with structured go-to-market plans
• Align marketing programs with retailer and channel strategies
• Outcome: Sales is equipped with strong product decks and clear selling stories. Product launches are organized, commercially relevant, and aligned with customer needs. All products have the proper POP, tag and label support at retail.

3. Brand Management & Campaign Development

• Strengthen and evolve the Altman Plants master brand and sub-brands
• Launch new brands from concept through rollout
• Develop and execute integrated campaigns for existing brands
• Maintain and update brand playbooks and packaging standards
• Ensure consistent brand application across packaging, POP, digital, and presentations
• Drive creative concepts that elevate brand perception in retail and online
• Outcome: Brands are consistently represented; new brands launch cleanly, and campaigns meaningfully elevate perception and support revenue growth.

4. Social Media, Content & Digital Ownership

• Manage all social media strategy and execution
• Oversee the development and management content calendars
• Lead the creation of photo, video, and written content
• Monitor performance and adjust strategy based on results
• Ensure website content remains current and aligned with product priorities
• Outcome: Social media and content creation runs consistently and professionally, engagement improves, and digital channels support product and brand objectives.

5. Public Relations

• Develop and execute PR strategy to increase brand visibility
• Identify media opportunities across horticulture, lifestyle, retail, and trade publications
• Manage press releases, media outreach, and brand storytelling initiatives
• Build relationships with editors, influencers, and industry partners
• Coordinate PR support for product launches and brand campaigns
• Outcome: Brand visibility expands across relevant trade and consumer channels, reinforcing credibility and innovation.

6. Cross-Functional Project Manager & Liaison

• Partner closely with internal teams and external partners to execute projects.
• Ensure marketing plans reflect inventory realities and production timelines
• Support OGSM goals with measurable marketing initiatives
• Maintain working knowledge of packaging components and merchandising requirements
• Outcome: Marketing initiatives are aligned with operational realities, support sales execution, and contribute to measurable business objectives.

7. Systems & Operational Discipline

• Own marketing project management systems and asset organization
• Ensure deliverables move efficiently from concept to execution
• Maintain organized storage of presentations, photography, videos, packaging files, and sales tools
• Manage external vendors and creative partners
• Outcome: Marketing assets are organized and accessible; projects ship on time with fewer revisions, and vendor relationships are productive and efficient.

Skills & Experience

• 5–8+ years of marketing experience (CPG, retail, or branded product preferred)
• Experience managing and developing a marketing team
• Strong product marketing and storytelling ability
• Experience building decks and selling tools for sales organizations
• Demonstrated success launching brands or campaigns
• Experience managing social media channels
• Exposure to PR and media outreach
• Strong writing and editing skills
• High organizational discipline and ability to manage multiple concurrent initiatives
• Experience leveraging AI tools in marketing workflows
• Familiarity with Adobe Creative and Microsoft Suites
• Strong PowerPoint skills