Director - Marketing - Canada
2 weeks ago
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Director, Canada Marketing
Opportunity Overview
The Director of Canada Marketing is responsible for leading the definition, planning and implementation of marketing, brand and growth plans in service to the Canada Business Unit. The Director defines the ambition, objectives, measures and incremental value to the firm for all Marketing capabilities, ranging from brand and performance marketing to reputation management, content, digital experience and more. The Director uses customer, branch team, investor and competitive insights to build the Edward Jones brand, improve the client experience, help financial advisors attract and serve clients, and ultimately drive revenue growth. The Director partners with fellow senior leaders to establish the Canada Business Unit's long-term vision and strategic priorities, and ensure achievement of the Canada Business Unit annual plan.
Additionally, the Director is responsible for assembling, directing and developing teams of marketing associates and/or external resources to effectively execute and measure marketing plans. This includes maintaining a balance between leveraging external and enterprise firm resources, and using local expertise to achieve defined outcomes. Lastly, the Director must build a strong culture of financial discipline across all leaders and associates.
The director is accountable for key measures such as NPV from business-aligned marketing programs, conversion rate from Marketing lead to new client, average AUC of new clients from Marketing, deeper engagement with existing clients, brand health metrics, and new marketing levers through aggressive test and learns.
The Director requires a solid knowledge of all marketing disciplines and will have responsibility for:
- Defining and delivering on the firm's branding and lead generation objectives, along with the strategies and programs to best meet those objectives.
- Overseeing and optimizing all public facing communications, inclusive of public relations (earned media, crisis management, thought leadership), organic properties (social media, Edwardjones.ca, marketing content) and paid channels.
- Leading the design, planning and execution of marketing plans, campaigns, and content strategy to both attract and serve ideal clients, and generate and nurture experienced advisor leads.
- Defining and measuring marketing KPIs, using data to optimize investments and contributions to the Canada Business Unit.
- Understanding the regional and cultural differences of the Canadian investor, and defining and executing on segmentation to best attract and serve multiple client segments.
- Partnering with Canada Business Unit senior leaders to define and achieve short- and long-term objectives through strong collaboration and plan integration.
- Building strong connections across divisions and with branch teams to realize shared value.
- Initiate and manage multiple third-party and enterprise (firm-wide) relationships with data and insights vendors, marketing agencies, production agencies, media and more.
- Maintaining connectivity to colleagues in the US to leverage shared capabilities and stay abreast of new advancements and capabilities.
- Lead annual financial planning and manage annual Marketing budgets.
- Setting the vision and expectations for the Marketing team, holding leaders and associates accountable to achieving goals, and developing team members to achieve their full potential.
- Serving as a change agent and leading teams through transformation change
Education/Certification
- Bachelor's degree required, preferably in Marketing, Communications or Management. Advanced degree or executive training and development programs preferred.
Required Experience
- Minimum of 15 years of marketing, business and leadership experience demonstrating increasing levels of responsibility and success in managing teams and delivering business results.
- Experience developing long-range and annual business and marketing plans, including defining a vision, business success metrics, and department objectives and KPIs.
- Experience managing large magnitude brands and teams to achieve client growth and retention objectives. Experience serving on senior leadership teams and contributing to critical business and talent strategies.
- Experience working with a distributed branch network preferred.
Critical Knowledge, Skills and Abilities
- Robust knowledge of brand management, growth marketing, client experience, public relations, measurement, data analytics, test & learn, optimization, insights, strategic business planning (annual and long-range), and budget planning and management.
- Working knowledge of finance, human relations and change management practices.
- Understanding of lead generation platforms, search engine optimization (SEO), customer relationship management (CRM) platforms, social media platforms and data analytical tools.
- Ability to gain a deep understanding of Edward Jones, Canadian investors, the competitive industry and the Canadian regulatory environment.
- Ability to work effectively in a matrix environment, avoiding silos, collaborating cross-divisionally to integrate plans and build consensus, and consulting with other business areas to provide marketing recommendations to deliver shared business outcomes.
- Skilled at developing efficient and effective processes to manage workflows in a high-volume, deadline-driven environment through streamlining processes and leveraging technology.
- Skilled at managing internal and external resources, including multiple external agencies.
- Skilled in marketing segmentation and effectively targeting niche markets and client segments.
- Exceptional communication and negotiation skills.
At Edward Jones, we are building a place where everyone feels like they belong. We're proud of our associates' contributions to the firm and the recognitions we have received.
Check out our U.S. awards and accolades: Insights & Information Blog Postings about Edward Jones
Check out our Canadian awards and accolades: Insights & Information Blog Postings about Edward JonesEdward Jones does not discriminate on the basis of race, color, gender, religion, national origin, age, disability, sexual orientation, pregnancy, veteran status, genetic information or any other basis prohibited by applicable law.At Edward Jones, we value and respect our associates and their contributions, and we recognize individual efforts through a rewards program that promotes a long-term career, financial security and well-being. Visit our career site to learn more about our total compensation approach, which in addition to base salary, typically includes benefits, bonuses and profit sharing. The salary range for this role is based on national data and actual pay is based on skills, experience, education, and other relevant factors for a potential new associate: #J-18808-Ljbffr
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