Marketing Manager, Home Appliances

As an industry expert, the Home Appliances 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 company’s short and long-term financial objectives.

The successful incumbent will be responsible for the end-to-end brand management responsibility of LG’s home appliance product lines associated to the LG brand.

PRINCIPAL RESPONSIBILITIES

Brand Leadership
- Plan, develop and implement the brand strategy and marketing plans associated to LG branded line-up of appliances within the Canadian marketplace.
- Further elevate LG’s brand profile within the emerging product Home Appliances industry in Canada.
- Establish and grow the LG brand nationally across Canada.
- Effectively market LG Home Appliance products to defined target segments.
- Develop marketing plans to leverage existing or potential opportunity Partnerships consistent with the Home Appliance brands.

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.
- Execute an annual marketing campaign designed to increase revenues, increase market share and increase brand awareness.
- Ensure all product touchpoints 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.
- Oversee production of creative content.

Trade Marketing
- Direct co-branded marketing programs with retailers and dealers.
- Build relationships with retailers and dealers to develop and amplify marketing campaigns.
- Provide final approval on all co-branded creative assets.
- Complete store visits on a quarterly basis.

Relationship Management
- Effectively manage Creative, Media, and Public Relations agency relationships in order to ensure brand and message alignment, timely execution of initiatives.
- Succinct completion of Creative, Media, and Public Relations 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 Managers to understand new product launches.
- Develop and foster relationships with industry/influencer experts to support the Business Units.
- Collaborate with in-store marketing manager to develop marketing materials, including brochures, promotional and activities, advertising, store posters, packaging, and other relevant materials.

Planning
- Own the annual LG branded marketing budget process.
- Set, track, and report on marketing performance metrics that demonstrate marketing ROI and customer engagement.
- Collaborate and develop direct marketing communications content.
- 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
- Gather relevant data for customer segments and actively monitor and analyze this data to refine marketing strategy and generate consumer insights.
- Management of budget and processing of invoices on a monthly basis.

KNOWLEDGE, SKILLS, AND ABILITIES
- Bachelor’s degree in Business, with focus in Digital Marketing, or other relevant discipline
- Minimum of 7-10 years of brand management experience with demonstrated record of positive business results.
- Expert knowledge of the Canadian Home Appliance industry is an asset.
- 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.
- Superior language skills in making effective and persuasive speeches and presentations on controversial or complex topics to senior management, board of directors and other entities.
- Ability to pivot quickly in response to changing market dynamics and competitive activities.
- Ability to prioritize multiple product categories within the business.
- The ability to professionally grow into broader responsibilities.
- A track record of leading marketing efforts in a customer service-oriented environment.
- History of presenting a fresh perspective to existing industries and products.

**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.

The organization offers