Director of Retail Advertising and Marketing

📌 Core Information

🔹 Job Title: Director of Retail Advertising and Marketing

🔹 Company: Certco Inc.

🔹 Location: Madison, WI

🔹 Job Type: On-site

🔹 Category: Marketing & Advertising

🔹 Date Posted: 2025-05-15

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading a team of eight to plan, create, and deliver custom weekly ads and digital assets for retailers.
• Driving Certco's omnichannel marketing strategy with a focus on digital transformation.
• Building strong partnerships across merchandising, executive leadership, and major CPGs.
• Coaching and developing a high-performing team while aligning marketing initiatives with business goals.
• Managing marketing and advertising budgets with strategic insight and financial discipline.

ASSUMPTION: This role requires a strategic thinker with experience in omnichannel marketing strategies and a strong understanding of the grocery/retail/CPG industry.

📋 Key Responsibilities

✅ Lead the planning, creation, and delivery of approximately 50 weekly ads for our retailers, and related digital assets.

✅ Shape and execute Certco’s omnichannel marketing strategy with a focus on digital transformation.

✅ Build strong partnerships across merchandising, executive leadership, and major CPGs.

✅ Coach and develop a high-performing team, while aligning marketing initiatives with business goals.

✅ Manage marketing and advertising budgets with strategic insight and financial discipline.

✅ Drive collaboration, innovation, and customer-focused marketing strategies that generate results.

ASSUMPTION: This role requires a hands-on leader who can balance strategic thinking with day-to-day execution and team management.

🎯 Required Qualifications

Education: Bachelor’s degree required; MBA preferred

Experience: 15+ years in advertising/marketing, with proven leadership in omnichannel strategies

Required Skills:

• Proven leadership experience in omnichannel marketing strategies
• Strong understanding of the grocery/retail/CPG industry
• Ability to navigate complex relationships with clarity, empathy, and vision
• Strategic thinker who is data-driven, shopper-first, and passionate about results
• Excellent communication, analytical, and project management skills

Preferred Skills:

• Experience managing diverse marketing teams and large-scale budgets
• Familiarity with retail advertising and marketing software tools

ASSUMPTION: Candidates should have a proven track record in marketing leadership roles and a strong understanding of the retail and CPG industries.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 per year (based on industry standards for a Director of Marketing with 15+ years of experience in the retail and CPG industries)

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts on Certco products
• Professional development opportunities

Working Hours: Full-time, Monday-Friday, 8:00 AM - 5:00 PM (with flexibility for remote work as needed)

ASSUMPTION: Salary range is estimated based on industry standards for similar roles in the retail and CPG industries. Actual salary may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Certco Inc. is a wholesale distributor to independent supermarkets, operating in Wisconsin, Minnesota, Northern Illinois, and Eastern Iowa. The company offers a wide variety of products and retail support services to help independent retailers remain successful.

Company Size: Certco Inc. has 501-1,000 employees, providing a mid-sized company environment with opportunities for growth and collaboration.

Founded: 1930, with a rich history in the grocery wholesale distribution industry

Company Description:

• Certco Inc. is a full-service supermarket supplier, offering one of the largest varieties of products in all departments of any grocery wholesaler in the region.
• The company provides various retail support services to help independent retailers remain successful.
• Certco Inc. is committed to providing the independent grocer with the best available services in wholesale grocery.

Company Specialties:

• Grocery store supplier
• Retail support services
• Wholesale distribution

Company Website: certcoinc.com

ASSUMPTION: Certco Inc. is a well-established company with a strong reputation in the grocery wholesale distribution industry. The company's size and history provide a stable and supportive work environment for employees.

📊 Role Analysis

Career Level: This role is a senior-level leadership position, reporting directly to the Vice President of Marketing.

Reporting Structure: The Director of Retail Advertising and Marketing will oversee a team of eight, including graphic designers and marketing support staff.

Work Arrangement: This role is on-site, with flexibility for remote work as needed. The position requires regular on-site presence for team collaboration and meetings with internal and external stakeholders.

Growth Opportunities:

• Potential advancement to Vice President of Marketing or other senior leadership roles within the company
• Opportunities to expand the team and take on additional responsibilities as the company grows
• Professional development opportunities, such as training and workshops, to enhance skills and knowledge

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the company's marketing strategy and expand their leadership skills.

🌍 Location & Work Environment

Office Type: Certco Inc. has multiple office locations in the Madison, WI area, with the main office located at 5321 Verona Road, Fitchburg, WI 53711.

Office Location(s): 5321 Verona Road, Fitchburg, WI 53711; 802 Femrite Dr, Madison, WI 53716; 2730 Daniels St, Madison, Wisconsin 53718

Geographic Context:

• The Madison, WI area offers a high quality of life, with a vibrant cultural scene, excellent schools, and abundant recreational opportunities.
• The company's offices are conveniently located near major highways, providing easy access for employees.
• The Madison, WI area has a humid continental climate, with warm summers and cold, snowy winters.

Work Schedule: Full-time, Monday-Friday, 8:00 AM - 5:00 PM (with flexibility for remote work as needed)

ASSUMPTION: The Madison, WI area provides a desirable work-life balance for employees, with a mix of urban and suburban living options and a strong sense of community.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-person or video interview with the hiring manager and/or other team members
• Final interview with the Vice President of Marketing
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Industry knowledge and understanding of the retail and CPG landscapes
• Communication and presentation skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral interview questions that focus on your leadership style, problem-solving abilities, and industry knowledge
• Research Certco Inc. and the retail and CPG industries to demonstrate your enthusiasm and understanding of the company and its mission

ATS Keywords: Retail Advertising, Marketing Strategy, Omnichannel Marketing, Team Leadership, Budget Management, CPG Industry, Grocery Retail

ASSUMPTION: Certco Inc. uses an Applicant Tracking System (ATS) to manage job applications, so including relevant keywords in your resume and cover letter can improve your chances of being selected for an interview.

🛠️ Tools & Technologies

• Adobe Creative Suite (Photoshop, Illustrator, InDesign)
• Microsoft Office Suite (Word, Excel, PowerPoint)
• Google Workspace (Gmail, Google Drive, Google Docs)
• Retail advertising and marketing software tools (e.g., ad creation and management platforms, digital marketing tools)

ASSUMPTION: Familiarity with retail advertising and marketing software tools is preferred, but not required. Certco Inc. will provide training and support to help the successful candidate develop the necessary skills.

👔 Cultural Fit Considerations

Company Values:

• Customer-focused: Certco Inc. is committed to providing exceptional service and support to its independent grocer customers
• Integrity: The company operates with honesty, transparency, and ethical business practices
• Collaboration: Certco Inc. fosters a culture of teamwork, communication, and mutual respect
• Innovation: The company encourages creativity, continuous learning, and the pursuit of new ideas and solutions

Work Style:

• Certco Inc. values a positive, inclusive, and supportive work environment
• The company encourages work-life balance and offers flexible scheduling options
• The successful candidate will be a strategic thinker with strong leadership and communication skills, as well as a passion for driving results and continuous improvement

Self-Assessment Questions:

• Do you have a proven track record of success in leading marketing teams and driving omnichannel marketing strategies?
• Are you comfortable navigating complex relationships and building strong partnerships with internal and external stakeholders?
• Do you thrive in a fast-paced, dynamic work environment and enjoy the challenge of balancing strategic thinking with day-to-day execution?

ASSUMPTION: Certco Inc. values candidates who are passionate about the retail and CPG industries, have a strong work ethic, and are committed to driving results and continuous improvement.

⚠️ Potential Challenges

• The role requires managing a team of eight, with a focus on coaching and developing each member's skills and career growth
• The successful candidate will need to balance strategic thinking with day-to-day execution and team management
• The role involves working with a diverse range of internal and external stakeholders, requiring strong communication and collaboration skills
• The retail and CPG industries are dynamic and competitive, with a constant need for innovation and adaptation

ASSUMPTION: These challenges can be overcome by a strong leader with excellent communication, collaboration, and strategic thinking skills, as well as a passion for driving results and continuous improvement.

📈 Similar Roles Comparison

• This role is similar to a Senior Marketing Manager or Marketing Director position in the retail or CPG industries, but with a greater focus on omnichannel marketing strategies and team leadership
• The retail and CPG industries are highly competitive, with a constant need for innovation and adaptation to maintain market share and drive growth
• Career paths in the retail and CPG industries can vary widely, depending on the specific role, company size, and individual goals and aspirations

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the company's marketing strategy and expand their leadership skills.

📝 Sample Projects

• Developing and executing a comprehensive omnichannel marketing strategy for a major retail client, including digital advertising, in-store promotions, and event marketing
• Managing a team of graphic designers to create visually appealing and on-brand advertising materials for a wide range of retail clients
• Conducting market research and analysis to identify trends and opportunities in the retail and CPG industries, and developing data-driven marketing strategies to capitalize on those insights

ASSUMPTION: These sample projects demonstrate the strategic, creative, and analytical skills required to succeed in this role, as well as the importance of collaboration and teamwork in driving marketing initiatives that generate results.

❓ Key Questions to Ask During Interview

• Can you describe the company's long-term vision for its omnichannel marketing strategy, and how this role fits into that vision?
• How does the company support the professional development and growth of its marketing team members?
• What are the key priorities for this role in the first 90 days, and how will the company measure success in this position?
• How does the company collaborate with its retail and CPG partners to drive marketing initiatives that generate results for all stakeholders?
• What is the company's approach to work-life balance, and how does it support employees in achieving a healthy work-life equilibrium?

ASSUMPTION: These key questions will help you better understand the company's culture, values, and expectations for this role, as well as the opportunities and challenges that come with working at Certco Inc.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Certco Inc. careers page
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, using the ATS keywords provided above
• Prepare for behavioral interview questions that focus on your leadership style, problem-solving abilities, and industry knowledge
• Research Certco Inc. and the retail and CPG industries to demonstrate your enthusiasm and understanding of the company and its mission
• Follow up with the HR department one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.