Senior Marketing Leader

4 weeks ago

Vancouver, British Columbia, Canada Victoria Netwitt Full time

About the Company

This leading outdoor brand is a values-driven organization that is growing rapidly. They have recently appointed a strong CEO to elevate their strategy, processes, and talent, and to propel the business into the future and the next level of growth.

We are seeking a strong strategic Marketing leader who will be the right-hand person for the CEO, defining and executing strategic marketing and communication plans based on business objectives, customer, consumer insights, and market trends consistent with the marketing strategy. Key skills for the Marketing Director will be the ability to combine business acumen with marketing genius in identifying creative ways to achieve corporate goals for revenue growth, profitability, and market leadership.

Our Shared Purpose

This role will sit on the leadership team and report to the CEO, responsible for leading and building a dynamic marketing team, further enabled with progressive marketing tools, methodologies, practices, and business partners, managing agencies. This individual will come in and look at brand positioning, the visual representation, and the expression across the markets. We are seeking someone strong at building relationships across the business, who will partner with sales and who will build out an innovation plan for the next 18-24 months.

About the Role

In-Sights & Analytics

  • Serve as the primary strategic resource for identifying and generating meaningful market, category, customer, consumer insights, trends, and behaviors for the Canadian marketplace.
  • Monitor, analyze, and report on consumer, customer, and competitor activity with go-forward strategies and action plans that exploit opportunities and overcome challenges.
  • Select, partner, and lead outside business consultants/partners in identifying target insights that can assist setting marketing and communication strategy and made actionable in the marketplace.
  • Ensure insights and analytics are in alignment to the business delivering company's top line, bottom line, and market share business objectives, and broader business objectives.
  • Lead and drive the strategic roadmap for future innovation/renovation across all brand product categories.
  • Drive innovation planning via consumer insight, category/brand equity understanding, category/brand/geographic knowledge, and competitive analysis.

Execution & Customer Development Support

  • Develop captivating sales and marketing presentation decks that showcase company product and service value propositions; new and/or renovated product and packaging innovation; address customers' current and future business aspirations; incorporates meaningful customer, consumer, category, and marketplace insights; addresses competitor value propositions; and effectively positions brand as the go-to supplier.
  • Lead the marketing plan in the development and implementation of all customer sales decks.
  • Provide category, brand planning, and leadership for the field. Ensure appropriate category and brand strategy, structure, systems, competency, and values are developed to meet the goals of the marketing plan and sales goals of the organization and regions.
  • Collaborate with Sales Channel/Segment Leads to support growth opportunities and/or defend base business, promotion, and trade incentives.
  • Support the sales team by ensuring they possess impactful marketing/sales materials, marketing/communication presentations, and customer innovation days, etc.

Communication

  • Collaborate with internal stakeholders regarding marketing and brand marketing campaigns; PR; social, digital, and media plans; on-line sales, etc. in support of achieving the corporation's strategic goals.
  • Communicate and disseminate in a timely fashion all pertinent market, category, customer, consumer, competitor insights, trends, and behaviors.
  • Content creation and editing for key communications deliverables.
  • Ensure visibility to, and understanding of, current and target customers, market trends, products, pricing, etc.

Deliverables

  • Define the potential of company as a brand in Canada.
  • Build out a fully detailed competitive game plan to include SWOT analysis, key players, market share, and 1st set of directional routes for company developing its brand.
  • Take a high-level global business marketing strategy and define an intelligent systematic process of initiatives to establish a North American Marketing Department.
  • Identify the first set of marketing and selling tools to assist the General Managers, Sales, and their teams sustaining their growth ie. promotion, activation, communication, etc.
  • Identify and execute key timelines, milestones, and stakeholder involvement to deliver against the 3-5 years business plan.
  • Structure the Marketing Department activities so it becomes a valued and respected partner to the business reaching its ambitions.
  • Diverse Marketing Experience/Exposure: Product & Promotional Activation; Brand Management, etc.
  • Team spirit, player, and creative problem solver that enjoys a fast-paced entrepreneurial environment.
  • University Degree/College Diploma in Marketing, Business Administration, Sociology, or relevant field of study. MBA nice to have.
  • Ability to translate research learning into meaningful and actionable insights & recommendations for the business.
  • Excellent priority, time, and project management skills, set and follow priorities, manage multiple tasks and deadlines effectively.
  • Compelling presenter with excellent written and oral communication skills.
  • Customer-focused mindset.
  • Strong strategic and analytical skills including the ability to analyze market data and drive actionable business plans.
  • Effective knowledge in the use of desktop publishing software such as InDesign, PhotoShop, and Adobe Suite. Experience in using sales databases, CRM.

Core Competencies

  • Strategic: Develops, recommends, and implements strategic operation plans while anticipating long-term trends and needs.
  • Service Oriented: Becomes knowledgeable of our business and the relationships between our customers and suppliers.
  • Initiative: Initiates courses of action that will lead to improved performance/effectiveness of the Business Unit Team.
  • Flexible: Demonstrates the ability to adapt and work within a variety of situations with various groups and individuals.
  • Results Orientation: Strives to beat or meet project deadlines; sets own high standards for quality of work.
  • Team Leadership: Works cooperatively with others, promoting team participation, innovative thinking, consensus, engagement, and commitment to delivering results.

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