Brand Marketing Manager

2 weeks ago

Old Toronto, Ontario, Canada LG Full time
Job Description

Job Title: Brand Marketing Manager - Emerging Products

Job Summary:

We are seeking a highly skilled Brand Marketing Manager to join our team at LG. The successful candidate will be responsible for developing and implementing marketing strategies to enhance LG brand awareness in Canada while supporting the company's short and long-term business objectives.

Key Responsibilities:

Brand Leadership:

  • Establish LG's brand profile within relevant industries in Canada, leveraging the company's corporate brand strength and reputation.
  • Identify target segments to effectively market new products and develop brand strategy to breakthrough established markets.
  • Establish and communicate LG objectives for the category in Canada, ensuring shared company-wide alignment on success metrics.
  • Ensure alignment with overall Corporate brand identity and positioning.

Brand Execution:

  • Work with the senior management team to develop and execute brand, channel, and product marketing strategies, tactics, and plans 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 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.

Agency Management:

  • Effectively manage advertising, media, digital, research, and lead gen agency relationships 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 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' through 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 to ensure that vendors are paid per agreed terms, and that LG does not incur ongoing financial liabilities related to past activities or commitments.

Requirements:

Mandatory:

  • Undergraduate degree and a minimum of 5-10 years of brand management experience with a demonstrated record of positive business results.
  • Experience in furniture and lifestyle products categories preferred.
  • Experience with new product or category introductions an asset.
  • Experience in creating lead generation activities for B2B and 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.

Note: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

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