Position Title: Communications Lead
Position Type: Full-time Exempt (Salaried)
Location: Hawaiʻi State
Reports to: Partnerships Manager
Salary: $56,000 and $66,560 per year
Start Date: January 2024
About the Position: The Co-op Communications Lead shall help develop and be responsible for implementing the Hawai‘i ‘Ulu Co-op’s (HUC) communications strategy with the goal of (1) increasing brand awareness, community connections, and sales revenues via diverse market channels, (2) effectively sharing member-farmers’ and the co-op’s stories, and (3) communicating organizational mission, vision, and values. This individual is also responsible for growing HUC’s audience across both general (retail) and wholesale customer groups; building brand loyalty, trust and engagement; and for contributing to strategic development and community outreach in collaboration with the co-op management and Board of Directors. This role requires a high degree of leadership, teamwork, technical competency, creativity, and attention to detail. The ideal candidate successfully works independently as well as with others, and can coordinate with or manage hired contractors and interns, as needed. This position is required to interact positively and constructively with co-op staff, farmers, customers and community partners.
About the Organization: Hawaiʻi ʻUlu Co-op (HUC) is a farmer-owned business working to revitalize ‘ulu (breadfruit) as a viable crop and dietary staple by empowering farmers as changemakers in Hawaiʻi’s food system. Formed in 2016 with nine small, diversified growers on Hawaiʻi Island, we have grown to over 180 member-farms on Hawai‘i Island, Maui, Oʻahu, and Kaua‘i, and are now the foremost breadfruit farmer organization in Hawai‘i! By working together, HUC farmers can offer consistent, high-quality ‘ulu products that are delicious, versatile, local, healthy, accessible, and sustainable. We’re committed to the revival of ‘ulu to strengthen Hawai‘i’s food security and to the value of mālama ʻāina – care or protection of the earth – by using environmentally responsible production methods. Our vision is a thriving cooperative that sustains and uplifts producers, consumers, and society as a whole.
Essential Functions
Editorial Calendar Management
Curates and implements the co-op editorial calendar to support sales goals, reach target audiences, and share co-op updates with the community at large.
Works with diverse team members across sales, operations and membership departments to ensure the editorial calendar reflects up-to-date information across the company.
Coordinates with the membership team to gather and share farmer-related information such as the Expanding Agroforestry Project and other funding or technical support opportunities for growers.
Participates in Hoʻopili ʻAi and other Farm to School / community initiative meetings and leads communication efforts to update the public on project progress and impact milestones.
Leads internal monthly editorial calendar meetings; drafts agendas, shares calendar invites and hosts Zoom calls.
Communicates proactively with other sales team members to keep everyone updated on project statuses between meeting dates.
Maintains HUC’s social media accounts, including IG, FB, and YouTube.
Manages social media partnerships and influencer relationships; coordinates and executes collaborator posts.
Responds to comments and messages on social media platforms promptly.
Fields social media post requests from other team members as new events and updates occur in real-time, executing them promptly and documenting them within the editorial calendar framework.
Develops and manages all email marketing efforts in coordination with other sales team members, with key goals including:
Generating/increasing online store sales.
Communicating new product launches.
Storytelling to excite and engage.
Target wholesale customer segments with specific product and educational offerings.
Deliver valuable information across audience segments to build brand loyalty and trust.
Highlights newsworthy content for broader media outreach and facilitates press communications.
Drafts and/or outlines press releases, and works with PR contractors to share with media.
Shares out, tracks and reports on earned media mentions on both print/web publications as well as TV/radio channels.
Updates and maintains all SOPs related to communications.
Marketing Strategy, Branding & Community Outreach
Contributes to development / refinement of annual and 5-year sales and marketing plans, with focus on efforts aimed at helping the company reach its revenue goals.
Consults with sales team members to ensure the marketing plan goals and tactics support specific revenue growth targets, and with the membership team to ensure it supports farmer outreach targets and projected crop volumes.
Helps to develop and manage the annual marketing budget each fiscal year
Contributes to development and execution of paid advertising campaigns in collaboration with the Creative Media Lead as well as hired contractors and consultants.
Contributes to development and execution of new marketing collateral and website updates in collaboration with other team members.
Manages ʻUlu Ambassador Program
Outreaches to and onboards new ambassadors.
Collects ambassador recipes and shares these and related newsworthy information with audience.
Coordinates with ambassadors on media opportunities.
Leads multimedia marketing campaigns from initiation to completion, integrating the following tactics: email marketing; website updates and blog posts; Search Engine Optimization (SEO); social media, ads, videos and cross promotion with community partners and other aligned businesses.
Represents the co-op positively and knowledgeably in the media and at community events, trade shows, festivals, and in-store demos.
Reports on Key Performance Indicators, Objectives & Key Results, or other metrics, analyzes performance, and continuously makes improvement recommendations.
Competencies
Excellent communicator, both verbally and in writing.
Strategic branding and marketing orientation.
Project management from concept to execution with minimal direction.
Strong research and problem solving/analysis orientation.
Technical capacity in digital marketing tools and platforms (e.g. Klayvio, Social media, Google Analytics, etc.).
Performance and time management.
Orientation to detail and continuous learning.
Comfortable with public speaking.
Diplomatic and able to work through conflicts.
Supervisory Responsibility
This individual has no regular direct reports, however they may be requested to work with and/or supervise digital marketing interns and contractors on an as-needed basis.
Work Environment
The incumbent may work remotely a majority of the time, but will be expected to visit HUC facilities, member farms, ambassador stores and restaurants, and community partner sites as needed to collect content for marketing efforts. The individual may also be asked to attend public community events, as needed. If preferred, this position may work in person from HUC facilities in Kona and/or Hilo, Hawaiʻi Island.
Physical Demands
The physical demands described here are representative of those required to be met by the team member to successfully perform the essential functions of this job. While performing the duties of this job, the team member is regularly required to talk and hear. This person will also be required to sit, stand, walk, and talk for extended periods of time.
Position Type/Expected Hours of Work
Work demands of this position are full-time and year-round.
Travel
In addition to travel to and from HUC facilities, this position may occasionally be asked to visit member farms and attend community events in a personal vehicle. In such events, travel costs will be reimbursed at the current GSA rate for use of a Personally Owned Vehicle (POV).
Required Education and Experience
Undergraduate degree or equivalent in English, marketing, communications, business or similar field.
Technical proficiency in Microsoft Office and Google Drive (Docs, Sheets, Slides), as well as with digital marketing tools including social media (Instagram, Facebook, YouTube) and email marketing software (Klayvio).
Previous success in communications and/or digital marketing for a Hawai‘i food/agriculture company or social enterprise.
Individuals with work and lived experiences that align and complement the organization’s mission and vision.
Preferred Education and Experience
Graduate degree or equivalent in English, marketing, communications, business or similar field.
3-5 years experience in communications and/or digital marketing for a Hawai‘i food/agriculture company or social enterprise.
Savvy and technical expertise with creative content development software such as Canva, CapCut, Adobe Photoshop / Indesign, and/or other digital design tools
Additional Eligibility Qualifications
None required for this position.
Other Duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
Compensation & Benefits
Salary is competitive for communication leads within the Hawaiʻi agriculture sector based on skills, qualifications, and experience, and includes full medical benefits as well as 20% off all co-op products. The current wage guideline for the co-op allows for Lead Position salaries between $56,000 and $66,560 per year for FTE. In addition, through HUC’s partnership with ProService, employees qualify for additional perks including access to great offers from local businesses such as discounted movie tickets or health and fitness deals; a Flexible Spending Account (FSA) that allows for the use of pre-tax dollars to pay for eligible out-of-pocket expenses and lower IRS reported income, which saves you money; and voluntary insurance options that are portable and can be taken with you should your employment status change. Full-time employees are also eligible to accrue Paid Time Off in addition to paid holidays.
Hawaiʻi ʻUlu Co-op strives to foster a diverse, equitable, and inclusive culture focused on continuous learning and welcomes individuals with work and lived experiences that align with and complement the organization’s mission and vision. The co-op does not discriminate in employment opportunities or practices on the basis of race, color, religion, national origin, age, size, sex, sexual orientation, marital status, disability, or any other characteristic protected by law and is an employment-at-will company. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
https://ulu.coop/communications-lead
https://eatbreadfruit.com/