Brand Marketing Manager

6 months ago

Toronto, Canada LG Electronics Canada Full time

As an industry expert, the emerging products Brand Marketing Manager is responsible for developing and implementing the division’s marketing strategy in order to further enhance LG brand awareness in Canada while supporting the division’s short and long-term business objectives.

**Responsibilities**:
- **Brand Leadership**:

- Further elevate LG’s brand profile within the industry in Canada.
- Effectively market LG’s products to defined target segments.
- Develop plans to leverage existing or potential opportunity Partnerships consistent with the LG brand.
- Establish and communicate LG objectives for the category in Canada so that there is shared, company-wide alignment on success metrics.

Brand Execution
- Work with the senior management team to develop and execute marketing strategies, tactics and plans for the business to increase revenues and market share.
- Ensure all product touch-points to the consumer are consistent with the company’s corporate guidelines and brand position.
- Create a branding strategy that leverages the core strengths of the brand while positioning it for future growth.
- Lead internal and external collaboration of ideation and production of creative content targeted at wholesalers, dealers and consumers through digital, traditional, PR and Sponsorship touch points.

**Trade Marketing**:

- Develop marketing materials, including brochures, promotional and activities, advertising, store posters, packaging, and other relevant materials.
- Build relationships with Dealers to develop and amplify marketing campaigns.
- Direct co-branded marketing programs with LG Partners.
- Provide final approval on all co-branded creative assets.
- Complete store visits on a monthly basis.

**Relationship Management**:

- Effectively manage Advertising, Media, Digital, Research and Lead Gen agency relationships in order to ensure brand and message alignment, and timely execution of initiatives.
- Succinct completion of Advertising, Media, and Research agency briefings with the support of other internal stakeholders in order to ensure the campaign purpose, target customers, timelines and expected results are commonly understood.
- Work with Product and Sales Managers to prioritize and effectively execute mega, major and minor “New Product Introductions” though various media and Partner channels as needed to support achievement of corporate and category brand and financial objectives.

**Planning**:

- Budget: Management of annual budget process.
- Monthly review and YTD performance and adaptation of plans as needed to achieve annual sales, profit and expense objectives. Set, track and report on marketing performance metrics that demonstrate marketing ROI and customer engagement.
- Collaborate and develop activities related to advertising, public relations, sponsorships, tradeshows and sales support.
- Direct product launches including marketing messages, product reviews and article placements.

**Analysis**:

- Target customer segments: Gather relevant data for customer segments and actively monitor and analyze this data to refine marketing strategy and generate consumer insights.
- Marketing objectives: Define and track performance of key brand metrics for the Canadian marketplace.
- Market share: Gather and analyze relevant market data to ensure achievement of market share objectives at the National and Provincial level, and with key retail channel partners.

**Administration**:

- Timely processing of invoices on a monthly basis in order to ensure that vendors are paid per agreed terms, and that LGECI does not incur ongoing financial liabilities related to past activities or commitments.

**Requirements**:
- **Mandatory**:

- Undergraduate degree & a minimum of 2-3 years of brand management experience with demonstrated record of positive business results.
- Experience in creating Lead Generation activities for B2B & B2C customers.
- Prior experience managing and energizing a broad range of advertising, media, promotion and Public Relations agencies.
- Consumer marketing experience, specifically in the areas of targeting, brand strategy and positioning, concept development and testing, marketing plan development, execution and post-analysis, testing, evaluating and advocating breakthrough new marketing programs.
- Strong relationship management skills, both internal and external, including the ability to respond effectively to the most sensitive inquiries or complaints.
- Strong administrative skills, leveraged to efficiently initiate and manage major campaigns, process invoices and keep ahead of day-to-day volume of work and mixed priorities.
- Ability to pivot quickly in response to changing market dynamics and competitive activities.
- Ability to prioritize multiple product categories within the business.

**Nice-to-have**:

- Prior experience in the Canadian Residential & Commercial Air Conditioning industry.

**Note**: This job description is not intended to be all-inclusive. E

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