Marketing Specialist

ORGANIZATION:

Accelerating Appalachia (ACAP) is a groundbreaking pioneer of regenerative agriculture business accelerators, with a vision of creating networks in regenerative agriculture that foster resilient communities and local economies, and support commodity supply chains across the Central/Southern Appalachian region. Working directly with producers–including those impacted by job losses in mining, forestry and the textile industry–across the 8-state underserved regions,  ACAP is a global leader when it comes to creating and growing producer pipelines to regenerative commodities. ACAP is committed to building a robust economy that benefits the agricultural sector, farmlands, the health and prosperity of people and communities in Central/Southern Appalachia and the rural southeast.  

In 2023, ACAP launched Building Appalachian Agricultural Resilience (BAAR), an innovative program to incentivize farmers to adopt regenerative agriculture practices across eight states in Central/Southern Appalachia and the rural Southeast. Funded by the USDA, donors, and foundations, the BAAR program offers direct cash payments and training and marketing assistance. 

POSITION:

The Marketing Specialist is responsible for assisting the CCO with the organization's internal and external communications efforts, shaping its public image, reputation, and stakeholder relationships by developing and executing comprehensive communication plans aligned with the company's vision and goals. The Marketing Specialist will support communications efforts related to marketing the BAAR program, regenerative practices, and commodities produced by producer participants. The Marketing Specialist works closely with the BAAR program staff to assist with expanding market opportunities, improving farmers' access to markets, and increasing economic opportunities for farmers.  

ACAP employees work primarily remote and occasionally travel throughout our 8 state service area with exciting opportunities to witness innovative farmer support work and peer to peer learning networks.

RESPONSIBILITIES:

Building and Expanding Markets

• Work alongside BAAR team to expand marketing opportunities for farmer participants, provide technical assistance to producers about going to market strategies, and assist producers to develop business plans
• Assist BAAR team with improving market access by engaging with direct to consumer sales platforms and identifying appropriate sales venues for program participants products
• Collaborate with internal and external stakeholders to to explore ways to increase economic competitiveness for producers and work one-on-one with producers to develop strategies for sales and market expansion
• Support data collection and reporting efforts to track commodities marketing and sales
• Produce and maintain market directories, highlighting regenerative producers, distribution chains, and potential markets for regenerative product sales
• Identify and implement strategies to promote regenerative agriculture and regenerative agricultural products

Strategic Communications

• Collaborate with BAAR team to assist with implementing comprehensive communication strategies across all channels (traditional and digital) to support ACAP objectives, including brand messaging, crisis management, and reputation management
• Assist CCO with implementing a comprehensive communication strategy that particularly supports the BAAR project goals and objectives
• Assist with coordinating project subawardees and partners to ensure cohesive and consistent branding, messaging, and communications protocols
• Maintain positive relationships with key stakeholders, including project partners, funders, and both local/media
• Assist senior leadership on communication strategies, crafting key messages, and preparing them for public appearances, media interviews, and presentations.

Content Development

• Assist with the creation and distribution of project-related content, including press releases, social media posts, website content, and other communications materials
• Support program team with communication needs ensuring that all content is compliant with organizational branding, tone, and professional standards
• Work with the CCO to ensure the project's brand and all communication efforts are consistent with the project's brand guidelines and messaging
• Create content for the organization’s quarterly/monthly newsletter and assist CCO in newsletter layout

Internal Communications

• Assist with internal communication channels to keep employees informed about company updates, initiatives, and strategic direction, fostering employee engagement and alignment
• Monitor and analyze the effectiveness of communication efforts and make recommendations for improvements and adjustments as needed
• Develop and execute crisis communication plans to effectively manage reputational risks during emergencies or negative situations

Stakeholder Engagement and External Communications

• Support the CCO when communicating with the media, stakeholders, and other audiences as needed
• Assist in fostering and maintaining relationships with key stakeholders like investors, customers, community leaders, and partners, ensuring effective communication and addressing concerns
• Provide guidance to BAAR team and contractors regarding communications and marketing strategies
• Serve as a thought partner to the CCO regarding external communications including but not limited to, social media presence, increasing engagement, and forming community and partnerships
• Other duties as assigned.

The ideal candidate will have:

• Strong communications skills, including excellent written and verbal communication skills to craft compelling messaging and effectively convey information to diverse audiences
• 3+ years of experience working in marketing and communications related fields
• Proven ability to coordinate across multiple project stakeholders and media outlets in a fast-paced, ever-evolving environment
• Ability to build strong relationships with diverse stakeholders and effectively address their needs
• Experience expanding agricultural commodity markets and/or marketing agricultural commodities such as beef, chickens, and corn
• Ability to execute projects within deadlines while ensuring high-quality content delivery
• A portfolio of successful website and social media content
• Ability to utilize data to drive and adjust communications strategies 
• Demonstrated high levels of personal accountability for remote/flexible work
• At least a baseline knowledge of Central Appalachian geography and/or regenerative agriculture
• Capacity to schedule social media posts and email newsletters well in advance
• Fluency with Canva, Google Suite, Adobe, and Microsoft Office Suite 

LOCATION, HOURS, AND TRAVEL

ACAP is headquartered in Lexington, Kentucky. While working hours are flexible, the TA Specialist must be reasonably available and responsive to the ACAP team, partners, and farmers. There may be some evening and weekend work from time to time, though this will not be extensive. The TA Specialist must be willing and able to travel regularly to meet with farmer participants in the program and attend in-person meetings throughout the project area. Thus, the TA Specialist must live in the project footprint - which includes Kentucky, West Virginia, Virginia, North Carolina, South Carolina, Tennessee, northern Georgia, and southern Ohio.

ACAP strives to design compensation and benefit packages to be mutualistic between the organization and the individual, allowing each person to thrive in their role with autonomy, support, encouragement, and energy.

• Salary range starting at $58,000, commensurate with experience.
• Comprehensive benefits package, including flexible time off (consisting of vacation, sick, mental health, and family leave), health insurance, and retirement.
• Collaborative and supportive work environment with passionate colleagues and partners.
• Opportunity to make a meaningful difference in the lives of farmers, communities, and ecosystems in Central Appalachia and the rural Southeast.

EQUAL EMPLOYMENT OPPORTUNITY

Accelerating Appalachia offers equal employment opportunities to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression or marital status. We are committed to a diverse and culturally inclusive workplace.