Sep 30, 2020


  • Beretta USA Corp.
  • Accokeek, MD, USA
Full time Firearms Industry Hunting Industry Outdoor Industry Communications Executive Marketing Public Relations

Job Description

Director of Marketing Communications

Requisition ID: 1193


The Director of Marketing Communication is a senior level role for an action-oriented leader, who knows how to execute digital and creative input across multiple channels including traditional media, digital properties, video communications, social and influencer activations, and brand partnerships.

The successful candidate will lead internal and external relationships and will need the gravitas to operate at senior levels of the organization, so experience managing and influencing multiple stakeholders will put you in good stead to ensure alignment, understanding, and buy-in. This role is responsible for developing and executing strategic communications initiatives to increase awareness of and affinity for the Beretta brand and its full line of products including firearms, clothing, and accessories. The successful candidate is an effective collaborator and motivator who leads a team of marketers to success and demonstrate excellent digital skills combined with knowledge of the latest marketing techniques. This role maintains oversight and accountability for internal and external communications, including strategy, design, execution, and measurement for commercial, retail, and digital, and is responsible for directing the marketing communication strategy and planning. This role will be accountable for achieving P&L and brand marketing metrics.


  · Defines the vision, goals, core strategies, and most efficient tactics needed to drive media coverage and reach new consumers and influencers across business, trade, and consumer press. 

· Partners with external agencies to create plans that amplify our brand campaigns & assets, positioning of products and services, news & announcements, etc. 

· Designs and implements company digital strategies within budget requirements 

· Sets specific digital objectives, KPI’s and management of progress 

· Ensures smooth operation for all digital tools and applications (e.g. website, blogs, and social media) 

· Proactively pitches media outlets for coverage on Beretta across corporate, consumer, fashion, lifestyle, and firearm media outlets. 

· Develops communication platforms for key executives, as well as thought leadership distribution strategies. 

· Devises ‘breakthrough’ buzzworthy PR events and activations to elevate the Beretta’s message, bringing new perspectives and vision that tap into the Beretta’s innovative roots. 

· Collaborates with the Marketing, Sales, and Executive leadership team to ensure strategies and tactics influence and build on the broader marketing strategies and tactics. 

· Develops and formalizes corporate communication function within departments that will liaise both with internal HR team, Beretta Ecommerce, and the Beretta ecosystem. 

· Manages and optimizes department budget and spend. 

· Owns Brand KPIs including share of voice, brand recognition, foot traffic, consumer engagement and media performance. 

· Partners with the commercial, retail, and digital teams to drive a strong and consistent brand message and image across all consumer and partner touchpoints. 

· Works with the global team and local agencies to develop new and innovative ways to communicate key brand and campaign messaging in-market. 

· Creates the PR Strategy in alignment with the global PR strategy. 

· Influences, educates, and promotes marketing investment to our customers to increase top of the funnel demand creation. 

· Creates and executes the communications strategy for all Beretta product lines. 

· Partners with Product Managers and Sales Directors to develop and execute the communications plan around sales led events. 

· Participates in the promotion development process in conjunction with Sales, Product, and Channel teams to ensure the timely and effective implementation of all promotional activity. 

· Works closely with the Sales, Channel, Ecommerce teams to develop marketing activities. 

· Manages various activities such as co-op promotional & advertising executions, staff training events, new store openings, VIP evenings to increase sales, as necessary. 

· Collaborates with internal support resources to analyze and develop insights for marketing campaigns and communicate to relevant parties within the business via postmortems. 

· Helps provide support for internal and external marketing inquiries. 

· Attends and/or participates in conventions, conferences, and tradeshows, preparing engaging displays and collateral as needed, and providing post-event reports and analysis 

· Identifies areas and opportunities to improve the customer journey through new and emerging tools and technologies 

· Develops the talent of the team by coaching, counseling, training, and providing performance management 

· Travel as needed 

· Other tasks as assigned  


 · Demonstrable track record of building brands via omnichannel strategies 

· Experience working with creative and product teams to develop efficient processes   

 for feedback and collaboration 

· Hands on experience with SEO/SEM and CRM software 

· Strong analytical and quantitative skills along with a willingness to leverage 

 creativity in test campaigns 

· Strong business judgment and decision-making skills; ability to identify, prioritize,  

 and articulate highest impact initiatives 

· Exceptional ability to multi-task and adapt to changing priorities in a fast paced,  

 dynamic environment 

· Ability to bring products and brands to life through an omnichannel experience 

· Well-versed in brand measurement KPIs and proficient in leveraging data for  

 decision making 

· Strong project management and interpersonal skills 

· Proven ability to meet deadlines with high attention to detail 

· Ability to partner well cross-functionally and build strong relationships;  

 collaborative working style 

· Experience with CRM platforms (HubSpot, Salesforce), Google Analytics,  

 marketing automation, project management tools (Teamwork) 

· Understanding of UX/UI procedures and design best practices across all mediums,  

 including print 

· Strategic, innovative, and creative personality with a strong business acumen 

· Experience working within the firearms industry strongly preferred 

· 10+ years’ experience managing brand marketing, digital and communication  


· B.S. in Marketing, Journalism, Communications, or related field; OR a combination of educational and industry experience required


The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job.

While performing the duties of this job, the employee is regularly required to sit, stand, walk, and may occasionally lift and/or move up to 20 pounds.


Hiring is contingent upon eligibility to work in the U.S. 

Beretta USA, Corp. is an EEO/AA employer and committed to creating an environment that values and supports diversity and inclusiveness
across our organizations.   






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Company Address

17601 Beretta Dr, Accokeek, MD 20607

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