Product Marketing Manager

2 weeks ago

Moosomin, Canada Visual Comfort & Co. Full time

The Marketing Manager will report to the Director of Marketing. This role is instrumental in helping Visual Comfort become even more well-known for its broad assortment of Decorative Lighting. The Marketing Manager will support the growth of our Signature Collection across all channels including Visual Comfort’s Direct business, Showrooms, Builders, E-Commerce, and Interior Designers.

This role will help build and expand the Visual Comfort brand by driving awareness and inspiration of Visual Comfort’s Signature Collection product portfolio through a wide range of online and offline marketing activity related to product launches, digital marketing efforts and sales materials. This role will be expected to report monthly on measurable activities and monitor the competitive landscape.

Responsibilities:

  • Category/Collection Marketing Strategy and Execution – Align with Finance and Product Development teams on annual category/collection sales goals. Set objectives and marketing plans related to collection and category strategy, new product development and revenue, all in the context of an ever-increasing understanding of the competitive space and the key market drivers. Manage and measure ongoing marketing activities, developing objectives, key messaging, proposed vehicles, budget estimates, research/metrics, etc., executing on approved plans throughout successful completion, and reporting on results.
  • New Product Introductions – Work closely with Product Development and Creative teams to ensure every new product launches with complete and accurate content, imagery and inspiring/educational sales tools. Be the link between PD and Marketing, sharing regular updates on product launches, timing, and priorities. Prepare the New Product Introduction presentations and develop post-market presentations for Sales Teams.
  • Catalog/Website/Specification Sheets – Work closely with Product Development and Creative teams to prepare, build and maintain catalogs/brochures, website content and specification sheets. Includes drafting, copywriting, proofing, working with the website team for implementation, and coordinating distribution.
  • Sales Tools/Trainings – Develop ongoing sales support materials, programs, newsletters, merchandising tools, etc. to increase the productivity and effectiveness of our network of Sales Reps with our customers (whether showrooms, internet retailers, builders, interior designers, etc.) Support the Sales Teams by soliciting feedback on material needs and execute upon feedback via a “project management” mindset and within the expectations of the budget. Sales Tools include rep cases, catalogs/brochures, application imagery, installation and feature videos, webinar trainings, etc.
  • Tradeshows – Plan and create multi-faceted marketing/sales plans to support/publicize large, new product roll-outs driven by the timing of industry-wide trade shows/conferences during which the brands tend to launch their new lines. Work closely with the Merchandising, Sales and Creative teams to ensure Visual Comfort’s merchandising displays, marketing collateral and special events represent the brand in the best possible light. Attend tradeshows including set-up, training, and interacting with Sales Reps and Customers.
  • Marketing Channels and Integrated Campaigns – Partner with internal Channel Marketing team to develop full-funnel integrated marketing campaigns promoting category/collection, including PR/editorial, print, email, social media, search, shopping, affiliate, etc. Provide key messaging, features and benefits of products and/or category in the briefs to the channel leaders. Develop a content plan and partner with the Content team to include collection/category messaging in the annual content calendar. Build relationships with Reps and Customers for unique content, creating and developing owned content stories.
  • VCC Website – Ensure website team has complete and accurate information and assets for product category/collections, especially at launch, and that the web experience is inspiring and set up for optimal conversion. Ensure website presentation of category/collection is optimized for both Consumer and Trade/B2B audiences with appropriate messaging and materials.
  • Competitive Research – Conduct research to provide marketplace/competitive assessments and recommendations regarding entry into possible new categories, markets or channels. Monitor and report on marketing programs led by competitive lighting companies across all relevant channels.
  • Budget – Responsibly execute upon marketing initiatives within the expectations of the budget and help track expenses for the department.

Qualifications:

  • Bachelor's Degree in Marketing, Communications, Public Relations or related field.
  • A minimum of five (5) years of full-time experience as a professional marketing manager (spanning both traditional and digital marketing).
  • Any equivalent combination of education, experience, and training which provides the required knowledge, skills, and abilities will be accepted.
  • Experience in multi-channel B2B and B2C business models is a plus.
  • Must be able to read, write and speak English fluently.
  • Must exhibit proficient computer skills utilizing the Microsoft Office Suite of software, including word processing, presentations, spreadsheets, and outlook. Experience with database/email system, a plus.
  • Strong knowledge of the principles, practices, and objectives of marketing, particularly in product marketing
  • Proven success in developing, implementing, and measuring marketing programs, public relations, social media, digital marketing, etc.
  • Excellent verbal communication and writing skills, with some copy writing experience (with samples available)
  • Interest in and energy to investigate new marketing strategies, techniques and tactics to bring a steady stream of new recommendations designed to meet the overall marketing objectives in more efficient and/or effective ways

Preferred Qualifications:

  • 3 years’ experience in Lighting Industry is strongly preferred.
  • Master’s Degree in Business, Marketing or related field, a plus.

We Provide:

  • Competitive Compensation Package
  • Company provided Life Insurance and Short-Term Disability.
  • 401(k) Employer Match.
  • Paid Time Off Programs
  • Team Member discounts on Visual Comfort Products.
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