Senior Marketing Manager Jobs

Company:
Finning Canada
Number of Openings:
1
Worker Type:
Permanent
Position Overview:
Reporting to the Director of Marketing and Sales Excellence, this position is responsible for marketing strategy and execution within the Finning Canada business units. The major functions for this role are cross-channel marketing planning and implementation, lead generation programming and sales support activities, creative development and execution, budgeting, reporting and process governance. Responsibilities include ensuring insight and data are embedded in marketing strategies, developing marketing plans to meet business goals and objectives, developing campaigns and initiatives that generate qualified leads, ensuring message development and creative positioning aligns with value proposition and brand position, and helping establish and adhere to the annual budget.
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Major Job Functions:
Marketing Planning and Implementation

• Assist with the establishment annual marketing activities/tactics by segment across traditional and digital channels and ensure communications are integrated.
• Contribute and manage the annual marketing calendar to ensure content priorities by segment and ensure streamlined and clear messages are in market.
• In partnership with marketing analysts uncover actionable insights that help you better understand customers. Utilize insights to strengthen marketing strategy and activities.
• Develop marketing strategies and initiatives to meet business team growth plan goals and objectives;
• Partner with Caterpillar marketing team experts to enable partnership strategies
• Frequently meet with and engage customers across the territory to better understand their business needs and how we can best serve them
• Trial different approaches to find optimal strategies and tactics by segment.
• Secure alignment across stakeholders for marketing strategies, key campaigns, tactics and other programs and initiatives;
• Assess segment and customer sub-segments and ensure insights and data are embedded in marketing projects (in collaboration with customer insight analysts and channel specialists);
• Build and execute an integrated marketing plan that encompasses all communication and digital channels and lines of business
• Communicate with stakeholders to keep them informed of annual plans and announce campaign launches throughout the year
• Collect and embed voice of customer into marketing activities and ensure that marketing messages take a customer-first point of view
• In partnership with digital team ensure all digital communications align to pre-defined value drivers and priorities.

Lead Generation and Sales

• Work with Event and Field Marketing team to capture leads at local events and trade shows;
• Develop programs and initiatives that generate qualified leads for the sales teams and meet annual lead generation targets and conversion metrics where applicable;
• Work to deliver sales tools and sales support materials like presentations and proposal templates that add value to customer communications and support the sales effort
• Utilize digital forms and other contact capture mechanisms to collect information on customers and prospects;
• Develop and/or support lead generation programs that contribute to the sale of products and services, increase sales quoting rates, and increase new customer acquisitions.
• Work with CRM and data teams to ensure marketing lists and campaigns are developed appropriately and in accordance with corporate procedures
• Work with sales teams to ensure that all leads are entered into the CRM system and managed through the sales funnel, regularly audit and track results inside CRM and educate the team on how to use the system.
• Increase CASL consent from all customers and prospects who fill out digital forms;
• Develop and implement on-going marketing nurture programs that will nurture unqualified leads until they are ready to be passed to the sales team.

Creative Development and Execution

• Ensure that the creative concepts and materials adhere to brand guidelines and best represent the Finning and Caterpillar brands.
• Work with vendors and agency partners to develop the creative materials required for executing marketing projects across all channels (print, digital, branch, event, associations)
• Consult stakeholders throughout the creative process (pre, during and post) to ensure feedback is captured effectively and stakeholders are aligned to scope, positioning, and messaging.
• Ownership of the creative process for projects you lead and support for other team members when you are not the lead.
• Ensure that creative material is of the highest quality, is error free and supports our overall brand position and differentiation in the market.
• Work cross-functionally with other members of the marketing team on creative development.
• Write creative briefs and ensure digital team and creative agency understands project scope and deliverables;
• Ensure content development and creative positioning aligns with value proposition and overall brand position.
• Ideation and development of integrated promotions, campaigns and content to build loyalty and increase brand awareness across all channels.

Budgeting, Reporting and Process Governance

• Assist with the day-to-day management of your assigned budget to effectively meet the marketing objectives and track spend month-over-month to ensure projects stay on budget.
• Establish campaign, project and tactical budgets and adhere to them throughout the year
• Ensure marketing processes are adhered to and that major campaign governance is managed and followed.
• Process invoices and POs and ensure expenditures
• Work with digital and CRM team to create marketing reports that help you understand campaign effectiveness and ROI (reports might include social and website analytics, lead conversions, click-to-call reports, etc.)
• Review all estimates and invoices to ensure projects stay within budget scope
• Support the development and maintenance of an annualized cross-channel content calendar

Education & Experience Required:

• Strong marketing and business acumen with demonstrated knowledge of campaign management, advertising and promotion, customer experience, program management and marketing best practices.
• Understanding of brand management concepts and external communication best practices
• Deep understanding of B2B marketing strategies
• 7+ years progressive experience in Marketing, Communications, Sales or Business Development positions
• Customer facing experience or sales experience is considered a strong asset
• Marketing strategy and planning experience
• Retail marketing knowledge across traditional and digital channels
• Understanding of demand and lead generation strategies and best practices, especially through digital content and lead capture mechanisms
• A degree is required. Preference will be given to degrees in Marketing/Business or a related field

Soft Skills Required:

• Proficient with word processing, spreadsheets, PowerPoint, email, CRM and other business process systems
• Conceptual thinking - creative, innovative, and strategic
• Ability to influence decisions and shape market strategy without direct authority
• Project management skills including excellent organization, prioritization and time management skills
• Exceptional written and verbal communication, and interpersonal skills
• Excellent interpersonal, collaborative and customer service skills; Team mindset is critical
• Ability to think creatively and apply innovative approaches to marketing initiatives.
• Well-developed planning and organization skills; ability to meet deadlines and manage competing priorities, often in a fast-paced environment
• Strong analytical and problem solving skills, and attention to detail

At Finning, we prioritize creating a diverse and inclusive environment. We are proud to be an equal opportunity employer, and we actively encourage all individuals to express themselves and achieve their full potential. As a company, we continuously strive to enhance our outreach to individuals of all backgrounds and identities. We do not discriminate against applicants based on gender identity, race, national and ethnic origin, religion, age, sexual orientation, marital and family status, and/or mental or physical disabilities. Furthermore, Finning is committed to collaborating with and providing reasonable accommodations /adjustments to individuals with disabilities. If you require an adjustment/accommodation at any point during the recruitment process, please inform your recruiter.