The posting
Employment Status:
Regular
Time Type:
Full time
BUILDING A WORLD CLASS TEAM STARTS WITH YOU
At the heart of CSA Group is a vision: making the world a better, safer, more sustainable place. It's been part of our mission for nearly one hundred years: from the first engineering standard for railway bridges developed in 1919, to more than 3,500 standards, codes & related products today.
Headquartered in Canada, with a global footprint of more than 30 labs and offices across Europe, Asia and North America, CSA Group tests, inspects and certifies a wide range of products - from every day househould items to leading edge technology-to meet exacting requirements for safety, performance and environmental impact.
Our employees take pride in making a difference in people's lives through the work that we do. We're looking for people like you to help make it happen.
Job Summary:
The Manager, Global Marketing Strategy has primary accountability for the marketing strategy for a Commercial Unit (CU), globally. The Manager works with CU Leadership to develop marketing and communications strategies in support of their business objectives. This role is responsible for managing and developing all marketing and communications strategies that reach customers in more than one market in their CU segment. This includes researching and analyzing the competitive global marketplace, developing innovative approaches, and creating and optimizing full-funnel marketing strategies (both demand generation and lead generation). The Manager, Global Marketing Strategy also works closely with Marketers responsible for cross-market services as well as those responsible for regional and national marketing strategies to ensure their plan properly addresses their needs and is effectively executed and measured across all applicable regions. This role also effectively leverages Marketing and Communications Centres of Expertise in the execution of their global marketing strategies. An important component of this role will be to evaluate and analyze the results of their strategies, regularly report on results, build on success, adapt and optimize strategies. This role requires a strong understanding of CSA Group’s business, capabilities and customer value proposition in their respective CUs as well CSA Group’s overall Testing, Inspection and Certification (TIC) positioning. The ability to develop effective business relationships with Commercial, Operations and technical leaders remotely, as well as marketing and communications professionals locally and remotely, is critical to the success of the candidate.
Principal Duties and Responsibilities
Global Marketing Strategy Development and Execution (60%)
- Work closely with Commercial Unit and Operations leaders to understand business goals and determine marketing needs. Develop marketing and Communications strategy to address needs and help achieve business goals. Obtain agreement and buy-in into strategies with Commercial Unit (CU) leaders and establish key performance indicators to evaluate the success of the strategies.
- Working closely with CU and Operations leaders, consider which cross-market services need to be incorporated into strategy and how to effectively market them in your sector.
- Work closely with local regional TIC Marketers (Cross Market Services, Regional and National) to consider needs, so that they can efficiently leverage Global campaigns in their markets.
- Properly brief and leverage expertise and POV of Marketing and Communications Centres of Expertise (COE) into potential tactical plans for strategies.
- Provide the necessary briefing, connection to appropriate subject matter expertise and project oversight of each campaign for the COE.
- Evaluate the success of the campaign, conducting post-mortem reviews and KPI analysis on a monthly basis. Determine which strategies are most efficient, effective and position CSA Group in the best manner possible.
- Develop marketing strategies that fit within a designated budget and then manage the execution of the strategies within that budget.
- Develop detailed metrics dashboards using available analytics tools for multiple stakeholder communications.
- Communicate campaign analytics findings, test results and implementation decisions with various stakeholders from within the CSA Group leadership team.
Stakeholder Relations (30%)
- Work closely with CU and Operational leadership (Commercial VPs, Business Development Directors, Operations Managers, Sales Managers) to understand and support achieving their business objectives. This involves understanding CSA Group’s capabilities globally, our competition and key issues facing our customers in the sectors they represent and developing both reactive and proactive marketing strategies and campaigns.
- Engage with and collaborate with regional and nationally focused marketing colleagues in our key markets. This will involve working with regional and national marketers to understand our capabilities in each of these markets, the competition, local goals and growth targets, so that global campaigns represent regional needs and, thus as a result are used locally. A key metric of success will be the number of national markets a global campaign reaches.
- Work with colleagues in the Marketing and Communications Centres of Expertise to devise the most impactful marketing and communications campaigns, leverage their expertise to the benefit of the campaign and CU you are representing. This includes educating the Centres of Expertise about your CU’s business objectives and providing fulsome and proper briefs that enable colleagues to contribute their expertise to their fullest capabilities.
General Management & Leadership (10%)
- Hires, manages, trains and provides clear performance expectations and objectives to any direct / indirect reports.
- Establishes career development plans and fosters a continuous learning culture.
- Supports Marketing and Communications leadership in providing reporting and analysis on the success of your campaigns and any other reporting required throughout the year.
- Conducts performance evaluations, provides feedback, and coaches/mentors staff.
- Provides frequent recognition of success by making active use of the corporate recognition program.
- Supports Marketing and Communications leadership in developing a more collaborative and cohesive team.
Preferred Education and Experience
- University degree or college diploma in marketing, communications, business or related field.
- Minimum of 7 years of experience in B2B marketing preferably in professional services.
- 3 to 5 years of people management experience is an asset.
- Proven ability to motivate a team and facilitate positive group morale.
- Ability to prioritize conflicting objectives, make decisions and solve problems with incomplete information.
- Strong communication, negotiation, detail-oriented and planning skills.
- Executive presence with ability to advise and gain approval from senior leadership and management teams.
- Proven relationship management ability with manager, peers, team, key stakeholders, vendors and customers.
- Ability to work “hands-on” as required to advance project goals and / or support business requirements.
- Able to compile and analyze performance data to develop metrics that support decision-making for resource allocation and subsequent campaigns.
Work Environment
- Regular office environment.
- North American travel less than 10% required to attend meetings
- Potentially frequent variation in work schedule, with fixed and rotating deadlines, and requirements to balance multiple, conflicting priorities.
- Ability to multitask and function under short deadlines.
- Contact with internal and external stakeholders and suppliers.
- Some extended hours may be required to accommodate key project deliverables and time zones.
- In office at least 3 days a week.
