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Marketing & PR Director

Marketing & PR Director

CarverAlbany, NY, US
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Marketing & PR Director

Director, Marketing & Public Relations is the head of the marketing and communications function responsible for the strategy, people leadership, operating model, and outcomes of brand, PR, digital / demand, content, events, community engagement, and executive / internal communications. This role builds and leads a high-performing team and agency ecosystem, governs brand and reputation risk, sets goals / OKRs and budgets, and partners with the Leadership Team, Sales & Business Development, Operations, HR, Safety, and Legal to drive growth and protect Carver's license to operate. The Marketing Director is Carver's brand and reputation owner. You'll set the strategy and lead execution across brand, PR / media relations, Digital Demand, content, events, community engagement.

For over 30 years, Carver Companies has been a leading provider of construction materials, marine transportation and infrastructure services across the East Coast. With operations in New York, South Carolina, and Canada, our fundamental belief has been to provide unparalleled service to all while maintaining our values of honesty and integrity both on land and sea.

Key Responsibilities

People Leadership & Operating Model

  • Own team design, hiring, onboarding, performance management, and talent development for Marketing & PR; build a bench of managers and specialists.
  • Establish the operating model (intake process, SLAs, editorial board, brand review / approvals, production calendar) to prioritize demand and reputation work.
  • Manage agency partners (PR, creative, media, web); run RFPs, negotiate MSAs / SOWs, set SLAs, and manage quarterly reviews.
  • Create a culture of safety, accountability, and continuous improvement, coach for writing, creative, and data fluency.

Brand & Positioning

  • Own the brand architecture, voice, and visual identity; ensure consistency across divisions / geographies.
  • Run brand governance : reviews, audits, and training; maintain templates, signage standards, and asset libraries.
  • Translate operational advantages (safety, quality, turnaround, logistics) into simple, differentiated messages.

    • Public Relations & Reputation Management

  • Lead media relations and executive visibility; develop relationships with local / state media, trade press, and community leaders.
  • Own issues / risk monitoring and crisis communications playbooks; run escalation trees and spokesperson training with Legal / Safety / Operations.
  • Cultivate relationships with local / state media, trade press, and community partners.

    • Demand Generation & Digital

  • Build annual / quarterly marketing plans and budgets (web, SEO / SEM, paid social, email, retargeting).
  • Own website and conversion paths, drive testing and analytics.
  • Run lead capture and nurture with Sales & BD; align with CRM & marketing automation workflows.

    • Content & Sales Enablement

  • Head the editorial board; approve content plan (case studies, capability decks, one-pagers, video / photography, executive speeches).
  • Stand up an editorial calendar; capture wins from ports / stevedoring, construction,
  • Set proof standards (safety metrics, turnaround, quality) and enforce story quality; ensure reuse across divisions and buyer stages.

    • Events & Community Portfolio Management

  • Own the annual calendar for trade shows, site events, sponsorships, and community outreach; set objectives and ROI targets.
  • Ensure post-event follow-up with Sales & BD; track meetings, opportunities, and pipeline influenced / created.
  • Govern sponsorship policy and community partnerships to strengthen reputation and recruitment.

    • Internal & Executive Communications

  • Partner with the Executive Leadership Team to align narratives, change communications, and cadence (town halls, field updates).
  • Lead employer brand and recruiting communications with HR; ensure safety messages are timely and consistent.
  • Create executive-ready materials (board updates, speeches, op-eds) and manage review / approvals.

    • Measurement & Optimization

  • Develop and execute integrated marketing and public relations strategies aligned with organizational goals and business objectives.
  • Monitor, analyze, and report on the effectiveness of marketing and PR campaigns; adjust strategies as needed.
  • Build dashboards (traffic, conversion, pipeline influence, share of voice, media results).
  • Run quarterly business reviews; recommend budget and channel mix changes.

    • Team, Vendors & Budget

  • Lead a small in-house team and agency partners (PR, creative, media).
  • Manage the marketing / PR budget with clear ROI and compliance with brand / legal / safety standards.

    • Qualifications

    812+ years in B2B marketing / communications; industrial, construction, maritime / logistics, or infrastructure experience is a strong plus.

    Proven track record owning brand, PR comms, and multi-channel demand programs.

    Hands-on experience with CRM & marketing automation (e.g., HubSpot / Salesforce), GA4, SEO / SEM, LinkedIn Ads / Google Ads, and modern CMS.

    Excellent writing / storytelling; able to turn technical operations into compelling customer value.

    Strong stakeholder management across Executives, Operations, HR, Legal, and Safety.

    Comfort on job sites and adherence to safety protocols; travel as needed.

    Core Competencies

  • Strategic Communications & Brand Stewardship
  • Media Relations
  • Data-Driven Demand Generation
  • Sales Enablement & Content Craft
  • Community Relations & Partnership Building
  • Operational Collaboration & Follow-Through
  • Vendor & Budget Management
  • Inclusive Leadership & Team Development

    • Success Metrics (examples)

  • Marketing-sourced / influenced pipeline ($) and SQLs; MQL?SQL conversion.
  • Website conversion and organic growth; paid efficiency (CPL / ROAS).
  • Share of voice, earned coverage quality, and sentiment.
  • Event ROI (meetings, opportunities, pipeline) and content adoption by Sales.
  • Internal stakeholder satisfaction (on-time, on-brief deliverables).

    • Recommended base salary range : $115,000 - $150,000 Target bonus : 10% (based on company and individual performance)

    What we offer :

  • Paid Time Off
  • Comprehensive Medical, Dental and Vision Insurance
  • Additional Coverage Through AFLAC
  • Company Paid Holidays
  • 401(k) with an 8% Match!
  • Short Term, Long Term Disability
  • Group Life Insurance
  • Employee Assistance Fund
  • Safe Driver Bonus
  • Emergency Service Worker bonus
  • Employee Referral Bonus
  • 15% Carhart Discount for all employees-NY only

    • Employee and Compliance Information :

  • Carver Companies is an equal opportunity employer and does not discriminate based on race, color, religion, sex, national origin, disability, age, sexual orientation, gender identity, or any other protected status under federal, state, or local laws.
  • Employment is at-will, meaning either the employee or the company may terminate employment at any time, with or without cause or notice, except as provided by law.
  • Salary disclosure is in accordance with New York State wage transparency laws
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