About Audubon's Conservation Ranching Initiative - Native grasslands are among the most altered and imperiled ecosystems in the world—and one of the least protected. Throughout the U.S., Mexico, and Canada, these critical ecosystems are dwindling at an alarming rate, as tracts are fragmented and degraded through unsustainable agricultural uses, proliferation of invasive plants and vegetation, encroaching human development, and poor grazing practices. As a result, many grassland birds and other wildlife are edging closer to endangerment and even extinction.
Audubon addresses loss in ecosystem function and health through the conservation of focal bird species and the habitat they depend upon; we help the environment by helping birds. Since the vast majority of remaining grasslands are privately owned, grassland bird conservation can only be achieved through cooperative approaches that work with the farmers and ranchers that live and work on these lands. The Audubon Conservation Ranching Initiative is an innovative, market-based approach that connects conservation-conscious consumers to farmers and ranchers that employ bird-friendly management practices in raising their livestock. By certifying ranches that meet our protocols, we empower meat consumers to support grassland bird conservation with their purchases. And we’re providing an economic incentive for ranchers to maximize bird habitat across millions of acres.
Consumer demand is rapidly growing for sustainable foods, specifically meat raised on open grasslands, in abundant sunshine. The ACR Initiative seeks to increase demand by marketing its Green Seal of certification to consumers in regional markets and in support of regional for-profit market partners.We’re working to develop new supply chains and increase demand for beef and bison grazed on Audubon-certified ranches. This involves assessing key consumer markets to identify ideal retailers, facilitating and incentivizing the development of brands that exclusively source from Audubon-certified ranches, and connecting ranchers to consumers. Market-based conservation efforts extend far beyond conservation practices themselves. We know that self-sustaining markets need to be created and supported, and Audubon is rising to the task.
To learn more about Audubon's Conservation Ranching Initiative, please visit, audubon.org/ranching.
The Audubon Conservation Ranching (ACR) Marketing Manager position is focused on developing strategies and implementing tactics that increase the market demand for products from Audubon-certified ranches. Reporting to the ACR Strategy Lead, the position will be part of a growing team of marketing professionals focused on growing market demand, and grassland conservation outcomes, nationwide. As such, they will also be connected to the ACR leadership team, field staff across the Audubon network, and the national marketing and communications team.
Responsible for promoting Audubon’s Conservation Ranching Initiative to increase awareness and support across multiple audiences including ranchers, producers, retail partners, consumers and funders.
Create marketing plans, in coordination with marketing and ACR teams and market partners, and support the execution of those plans, including drafting content and copy, in order to engage and activate our members and to reach and engage new target audiences.
Serve as liaison to national marketing leadership, ensuring that ACR messaging and tactics align with larger organizational strategy and messaging.
Serve as the “go-to” pivot point for ACR communications and marketing efforts, serving as an ongoing resource to ACR field staff, market partners, and producers.
Support market partners with their recruitment and retention of leading retailers, restaurants, and institutions in carrying products with the Green Seal.
Connect to producers that provide ACR-certified products and develop fluency in the conservation results they are achieving.
Oversee ACR marketing support staff.
Report, on a monthly basis, sales data from all markets, including total sales, premiums, and projected growth potential.
Participate in sharing lessons learned with other national and regional marketing staff from throughout the ACR Initiative.
Extensive travel and work outside of the traditional 9 to 5 environment is a requirement in this position.
Bachelor’s degree in marketing, communications, or related field and 5+ years of demonstrated success in marketing in a fast-paced, flexible, team-oriented environment, preferably with a retail or natural foods component. An equivalent combination of education and experience will also be considered.
Commitment to the advancement of Audubon’s mission of protecting birds and their habitat.
Experience with retail, direct, and online marketing tactics.
Working knowledge of a contemporary digital marketing ecosystem, including social media tools such as Facebook, Twitter, Instagram; as well as previous experience working in a Content Management System(CMS).
Ability to create and execute marketing plans, including drafting content and copy, in order to reach and engage target audiences.
A self-starter, one who is motivated, able to work in a decentralized work environment and juggle multiple projects simultaneously.
Tech-savvy individual, who has proficiency with MS Office applications and is comfortable working in a variety of web-based databases and platforms.
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