Location
Ottawa, ON | Canada
Job description
Job Description
Reporting to the General Manager, Marketing, the Director, Marketing Strategy (Business) leads the development of comprehensive marketing plans that identify segment needs, growth opportunities and erosion risks for the business segment. The Director will lead strategy and program design to drive acquisition, retention and growth objectives achieved through activating customer segmentation models, marketing journey design, value proposition development, and effective go-to-market (GTM) strategies. The Director collaborates with Marketing teams in the build, execution, and reporting of programs that drive business segment performance.
The Director leads a team of marketing professionals that partner with Sales, Product, Customer Experience (CX), Customer Service, and Channel to implement business segment vision and growth plans. The Director establishes strong alignment and partnership with Product teams ensuring necessary support for the product development process, helping to ready new product innovation and enhancements for full-market launch, and in achieving key awareness and adoption metrics. The Director plays a leadership role in providing data-driven segment marketing insights to internal stakeholder teams to enable the Organization’s broader business segment strategy and CX vision. The Director partners heavily with the Commercial Sales organization through both acquisition and retention-based strategies and programs driving qualified lead generation and creating business development opportunities with small and large businesses.
Below are the main job requirements and responsibilities for the Director, Marketing Strategy (Business).
1. Leads the development of comprehensive B2B marketing plans that identify growth opportunities and outline strategies to engage and convert audiences and drive business segment performance. Builds acquisition and retention GTM plans inclusive of objectives, audiences, competitive pressures, value propositions, journeys, content themes, promotions, and performance metrics. Creates curated marketing strategies that capture the unique characteristics and opportunities of the business segment to maximize impact.
2. Provides direction that aligns other teams within the Marketing organization to optimally deliver on marketing strategies, journeys, and programs. Partnering with cross-functional teams to establish a performance marketing discipline that drives new business acquisition and retention by engaging and converting new and existing customers. Working with peers to automate and optimize marketing programs and journeys to drive Objectives and Key Results (OKRs) and segment performance.
3. Oversees a team of subject matter experts in segment industry trends, emerging technologies, the competitive landscape, and audience insights and behaviours. Provides guidance and leadership to internal stakeholder teams ensuring a deep understanding of business segment needs and opportunities throughout the Corporation.
4. Establishes strong cross-functional partnerships with internal and external teams in the build and optimization of a performance marketing engine that drives lead generation and new and existing growth opportunities for our commercial sales teams. Supporting this key focus through segment analytics, program development and optimization to drive on-going demand generation and business development opportunities.
5. Directs the utilization of available business segment data, market research, market insights and customer feedback to identify and define marketing strategies. Builds on data to derive actionable insights, trends, and patterns. Evaluates opportunities for segment-specific marketing initiatives and guides go-to market strategic planning in alignment with business segment priorities.
6. Establishes and communicates clear OKRs for marketing plans, strategies and programs ensuring alignment with internal stakeholder teams and broader corporate goals. Defines Key Performance Indicators (KPIs) that measure the effectiveness of business segment marketing strategies and investments. Collaborates with the Manager, Marketing Strategy (Business) to review areas of opportunity and implements recommendations to adjust strategies as needed for optimal results.
7. Fosters strong relationships with internal groups including Sales, Product, Customer Experience, Customer Service, Channel, and other Marketing teams. Collaborates with internal stakeholder teams to leverage and maximize marketing insights to support business segment vision development, cross-functional initiatives, and corporate objectives.
8. Partners with Product, Customer Experience and Channel to enable the product development processes, adopting an agile approach to supporting all phases of product innovation and enhancement through marketing strategies and tactics. Builds plans that meet key performance metrics and result in successful go-to-market launches, key audience engagement, and product adoption.
9. Cultivates and manages external partnerships with advertising agencies, market research firms, associations, and industry influencers. Collaborates effectively with external partners to develop and execute strategic marketing initiatives, ensuring alignment with business segment strategies. Leverages influencer relationships to enhance brand visibility within business segment.
10. Leads a team of marketing professionals in a manner that promotes corporate values and leadership behaviours and habits. Engages team members, enables them to optimize their role and contribution to the business and provides opportunities for professional development.
Education
• Completed Bachelor’s degree preferably in a related field such as Business Administration, Marketing or Commerce OR a combination of equivalent professional experience and training
Experience
• 7 to 10 years of relevant functional experience in B2B marketing and strategy
• 3 or more years’ experience managing people in a strategic marketing environment
• 5 or more years’ experience developing marketing plans and strategies
• 3 or more years’ experience utilizing market research and insights to inform decision making
• Demonstrated experience establishing objective and performance metrics including KPIs and OKRs
• Experience working in an agile fast-paced environment
Other Candidate Requirements
• Proficient computer skills and competent with Microsoft Office programs, Jira, Visio, and CRM applications such as Salesforce
• Proven expertise in working with segmentation modelling and interpretation of marketing data to inform strategy development
• Excellent project management skills and the ability to manage multiple initiatives simultaneously
• Strong leadership and collaboration skills with a track record of driving cross-functional initiatives
• Sound organizational, analytical, judgement and decision-making skills with proven abilities in problem solving
• Strong interpersonal skills with an ability to build and maintain effective relationships with multiple stakeholders
• Strong oral and written communication skills
• Organizational knowledge of Canada Post products, services, and markets is an asset
Job tags
Salary
