Director of Marketing

Company Description

Proudly Canadian-founded, the Lorex team across North America is committed to the design, development, and deployment of ingenious smart home security and business monitoring solutions that enhance our customers' lifestyles and sense of well-being. We achieve this by continuing to produce innovative solutions, all backed by cutting-edge technology and a dedicated team of forward thinkers.

Job Summary

The Director, Head of Marketing, serves as the creative and strategic leader for all marketing and communications efforts, driving the vision for our brand and delivering impactful messaging that sets our products apart. This role is pivotal in shaping and executing marketing strategies that span online and offline channels, corporate branding, public relations, social media, influencer marketing, and reviews management, all while aligning with overarching business objectives.

As the champion of corporate storytelling, you will elevate our established brand, fostering awareness and engagement through compelling narratives. You will lead the development of short- and long-term marketing strategies while leveraging digital innovation, creative direction, and a strong understanding of market dynamics and consumer behavior to drive results across sales and marketing channels.

A critical aspect of this role includes managing the marketing budget creatively and optimally, ensuring resources are allocated effectively to maximize return on investment (ROI) while achieving business goals.

In this role, you will plan, execute, and analyze marketing initiatives for corporate projects and product launches. Your keen insight into market trends and consumer preferences will be integral in crafting strategies that resonate with target audiences and position the company competitively. A key responsibility will be to inspire and empower your team, bringing out their best to achieve exceptional outcomes. By blending strategic foresight with hands-on execution, you will take our brand to the next level, delivering measurable success and fostering a culture of excellence within the marketing organization.

Key Responsibilities:

Strategic Leadership

• Develop and implement a comprehensive, long-term marketing strategy to support business growth, market expansion, and competitive positioning.

• Provide visionary leadership to the marketing team, fostering a culture of creativity, collaboration, and excellence.

• Align marketing strategies with the company's overall business goals and objectives, ensuring a unified approach across all initiatives.

• Foster an environment that adapts AI in everyday work processes, such as developing creatives, generating voiceovers, and automating repetitive tasks, to enhance efficiency and innovation.

• Lead the planning, development, and execution of integrated marketing campaigns across multiple channels, including digital, social media, email, print, and events.

• Develop clear and measurable KPIs to track the success of marketing initiatives, ensuring alignment with business objectives and enabling data-driven decision-making.

Brand Management

• Oversee the development and execution of brand strategies that enhance the company's market presence and reputation.

• Drive initiatives to elevate brand awareness and deepen customer engagement through impactful public relations, storytelling, and communication strategies.

• Leverage digital channels, including paid search (Google Ads), paid social media (Meta Ads, TikTok, LinkedIn, etc.), and programmatic advertising to expand reach and enhance brand visibility.

• Lead creative development for all in-store and digital marketing assets, including retail packaging, displays, signage, and social media content.

• Create, lead, and implement brand initiatives while adhering to brand guidelines, ensuring brand consistency across all channels and markets.

Product Marketing

• Provide actionable feedback to product development teams, participate in product feature development, and track performance of product and service offerings in the market.

• Execute creative assets for digital product launches and fulfill retail partner requirements.

• Oversee the planning, execution, and optimization of marketing initiatives to meet business goals and drive measurable results.

• Manage the marketing budget creatively and optimally, ensuring effective resource allocation to maximize return on investment (ROI).

• Leverage AI solutions to streamline processes, reduce costs, and enhance campaign performance tracking and reporting.

• Identify and implement innovative marketing technologies, including AI-driven tools, to improve operational efficiency and campaign effectiveness.

Agency Partner Management

• Manage relationships with marketing and public relations agencies, ensuring timely delivery of high-quality materials and campaigns that align with the company's objectives.

• Provide clear briefs, strategic direction, and feedback to agency partners to maximize collaboration and ensure alignment with brand messaging.

• Evaluate agency performance regularly to ensure continued value and identify opportunities for improvement or optimization.

Communication and Public Relations

• Manage public and media relations internally and through third-party agencies to maintain a positive brand image.

• Lead the creation of strategic media messaging for product launches and corporate initiatives.

• Use AI-driven tools for sentiment analysis and media monitoring to refine public relations strategies and responses.

• Prepare crisis communication plans and materials to respond quickly and effectively during challenging times.

Reviews Management

• Develop and implement strategies for managing and converting negative reviews into positive experiences.

• Leverage AI tools for monitoring reviews, analyzing customer sentiment, and automating responses to reviews across multiple platforms.

• Create and execute incentivized campaigns to encourage positive product and brand reviews.

Social Media

• Lead the creation and execution of social media campaigns for brand awareness, customer engagement, and product promotion.

• Direct the creative output for social media content, including paid and sponsored posts, advertisements, and influencer campaigns.

• Develop and execute influencer marketing strategies, including collaborations with influencers to amplify brand reach and product reviews.Develop and execute influencer marketing strategies, including collaborations with influencers to amplify brand reach and product reviews.

• Lead creative development for influencer-generated content and track the performance of influencer campaigns to ensure ROI.

Team Management and Development

• Build, mentor, and manage a high-performing marketing team, inspiring them to achieve their best while contributing to overall business success.

• Set clear performance expectations, provide regular feedback, and recognize team members' contributions to maintain high levels of engagement.

Knowledge, Skills, and Abilities

• Bachelor's or Master's in Marketing, Communications, or a related field.

• Proficiency in Adobe Suite (Photoshop, InDesign, Illustrator, Premiere Pro) and other creative tools.

• Strong analytical skills with proficiency in data interpretation, campaign performance tracking, and KPI development.

• Advanced knowledge of AI applications in marketing, including tools for creative development, content generation, and performance optimization.

• Solid grasp of public relations best practices, media engagement strategies, and reviews management platforms (e.g., BazaarVoice, Trustpilot, Google Business).

• 10+ years of proven work experience as a Marketing Director or in a similar senior marketing role.

• Extensive experience in public relations, media management, and crafting strategic communications plans.

• Proven expertise in developing and executing digital marketing strategies, including influencer campaigns, social media advertising, and content creation.

• Experience managing budgets and optimizing resources to achieve maximum ROI.

• Familiarity with online management systems and marketing automation tools such as HubSpot, Marketo, or Pardot.

• Hands-on experience with reviews management platforms and strategies for driving positive brand perception.

• Experience in the technology or consumer electronics sector is a strong asset.

• A history of leveraging AI tools and technologies to enhance marketing processes, reduce costs, and improve campaign effectiveness.

Lorex welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.