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POSITION SUMMARY
Fulton Beer is seeking a full-time Digital Marketing Content Creator to work at our NE Mpls Production Brewery who will be an integral part of spreading the Fulton philosophy into the far reaches of the interwebs. This role will be responsible for producing the content that brings Fulton’s brand presence to life. This position will focus on content creation for all digital channels including but not limited to social, email, and the dot com. In collaboration with Fulton’s VP of Marketing, this role will set and execute digital creative direction, and produce photographs, short videos (the kids call them reels), and graphics across all digital platforms.
BIG PICTURE
The Digital Marketing Content Creator will create and execute social media strategies on behalf of the brewery which will include creating original content, maintaining an editorial calendar, identifying and developing customer engagement strategies, executing digital advertising campaigns, coordinating product placement with influencers, journalists, and more. This position’s ultimate goals will be to increase awareness of Fulton products and experiences through remarkable storytelling and grow the brewery’s online presence through authentic content that drives engagement and loyalty.
ESSENTIAL FUNCTIONS
Content Creation - Work within Fulton’s brand guidelines to help create content that builds awareness, affinity, and adoption of brand priorities. Based on the editorial calendar, you’ll work closely with the VP of Marketing to determine content needs, audience, strategy, execution, and timing.
Photography - You have a way of bringing your vision to life and sharing what you see with the world. You can turn a humble pint of beer into a work of art, and you can capture feeling, movement, and emotion in a still image. You understand composition, lighting, and exposure. You can tone and edit photos to highlight your desired visual outcomes—and you can do all this on a tight deadline. You’re good with people and can put your subjects at ease. You have experience photographing food and beverages, but can just as easily pivot and make portraits, and shoot merch and events. You can create lasting images that make consumers stop and pay attention and you can do this all under the Fulton brand guidelines.
Video - You understand how to tell a story visually and have the artistic and editing skill to bring it to life. You’re as comfortable shooting in portrait with an iPhone as you are with a Nikon wide-angle lens and understand the value of shooting in both. Because our social channels aren’t one size fits all, you’ll identify the best strategy for video output and best use of graphic treatments to create compelling videos to capture the customer’s attention and engage on a level that a simple text-based story could not.
Social Media Strategy - You support the when, where, why, and how we share the story of Fulton across our current social media channels and have a thirst to learn more about emerging platforms.
Digital Marketing Strategy – You’ll help guide strategy, visual content, and execution for our website, e-commerce site, and email marketing efforts. There is no channel left unturned when you’re working on an integrated marketing strategy.
Marketing Strategy & Execution – As the point person on digital content, the visual direction you develop with the VP of Marketing will drive campaigns and lead to their success. You’ll collaborate with sales, marketing, and taproom leadership to develop strategies and campaigns that build awareness for beer sales, taproom experiences, and Fulton’s pillar events. When these ideas are ready for the world, you’ll help shape the digital vision.
Community Engagement - Put on your creative writing pants and be the original, clever and relatable voice of the brewery when needed. Keep tabs on appropriate industry influencers as well as personalities outside of beer who could be impactful to our brand – maintain a database of potential collaborators and influencers and coordinate partnerships to drive business objectives as needed.
Digital Optimization – You may not love reporting, but you have a desire to understand what content works and what doesn’t as vehicle for improvement. You’ll maintain a basic weekly dashboard to evaluate digital performance and have a basic understanding of creating Meta advertising campaigns to help target audiences and drive impressions for priority campaigns, as needed. A familiarity with GDN advertising and search is a bonus.
KNOWLEDGE SKILLS & ABILITIES
Initiative - You’re self-motivated, relentlessly eager to charge ahead, and passionate about dreaming, testing, failing, and improving.
Creativity - Your middle name might as well be creative because you never stop thinking about new ideas and how to best bring them to life. Some days you’re not even sure if you have a left brain because everything that comes out is inspiration and ideas.
Resilience - You’re not afraid to take risks and to choose the path less traveled, but you’re willing to stick with it, even when the going gets tough. Making beer is fun, but every day isn’t always easy or perfect. We all have setbacks but it’s how we choose to learn from them that makes the difference.
Respect - You actively work to improve your workplace, community, and customer experience. You act with integrity and decency. You think beyond yourself and appreciate the differences that make Minnesota a remarkable place.
Excellence - You go above and beyond to surprise and delight your audiences. You love to outperform expectations. You see every day as a chance to be better than you were the day before.
PREFERRED SKILLS AND ABILITIES
