The VP of Branding and Marketing is responsible for nurturing, enhancing and maintaining brand love in the minds of our valued customers. This includes creating, disseminating and promoting a premium experience through the organization’s marketing vision and strategy that creates consumer desire. Enhancing Anatolia Tile Stone’s corporate brand positioning through design-oriented external market awareness of our exceptional organizational and creative capabilities, the VP of Marketing will directly impact the company's market share and maximize revenues to brand differentiation in order to thrive against competitors. This role is responsible for the digital, social and marketing development, execution, and continual improvement of the corporate marketing message.
RESPONSIBILITIES & ACCOUNTABILITIES:
Strategy Planning
Design and implement comprehensive digital, social and print marketing strategies to support the ongoing understanding of the brand and offering in the external markets
Through compelling and relevant content, create and deliver on Marketing/Sales material to support product lines by owning the creation, growth, and scalability of Anatolia Tile Stone’s company brand, message, and awareness
Conduct market research on trends and behaviours that will enhance and effectively disrupt traditional corporate communications strategies to develop programs and promotions designed to drive incremental revenue
Using market and business intelligence, propel consumer demand through development of creative and highly effective marketing strategies, customer journeys, and experiences anchored by a deep understanding of the consumer segments and competitive market dynamics
Relying on a fact-based marketing intelligence as the foundation for strategy, convert analytical data into valuable insights to help drive decision-making and strategic organizational growth
Lead by example by embracing innovation and contributing to a revolutionary customer experience through unique marketing and CRM plans
Assess and refine customer journey mapping to drive strategic priorities and promotional activities across brands
Provide regular analysis, measurement, guidance and optimization on campaign effectiveness and ROI targets
Provide direct oversight of marketing content development, social channel strategies and digital product marketing with strategies for and production of marketing content designed to drive awareness, traffic, engagement, and transactions through various channels
Stay current on newly evolving and disruptive consumer, industry, digital and social media trends to ensure the marketing strategies remain relevant, best-in-class and impactful
Responsibility for brand growth and development of metrics as a barometer of the effectiveness of brand initiatives to maximize the long-term potential alignment with the company’s corporate goals, new and emerging business and evolving brand architecture
Attend industry events, customer meetings and in-person vendor briefings to nurture relationships as required
Accountable for the creation of and effective management of marketing budgets and expenditures.
Leadership and People Management
Lead and monitor the work of team to ensure the attainment of the department’s objectives and mandate.
Identify needs and seeks approvals to hire resources required to support the unit’s objectives
Coach, develop and seek opportunities to increase the capabilities of team
Monitor the results and performance of the team on an on-going basis to identify areas of concerns and apply the required correctives
Identify approaches and initiatives to ensure the on-going cohesiveness of the team What you need to have to succeed
Manages marketing team/functions, timelines, and brand • Responsible for setting team goals and metrics
Monitor progress and submit performance reports on inbound leads, pipeline/opportunities, conversion funnel
Responsible for producing valuable content for the company's online presence, editorial design and organizing the company's publications
Conduct general market research to keep abreast of trends and competitor's marketing movements
Control budgets and allocate resources amongst projects
Become the organization's agent towards external parties such as media, stakeholders and potential clients and build strategic partnerships
Relationship Management
Develop and maintain relationships with PR and Advertising agencies in the GTA
Manage media lists to distribute and promote press releases and news briefs on topical issues as required
Collaborate with the internal Creative Services Team to deliver the most effective creative solutions
Work with the Sales Marketing Director to build and enhance relationships with existing clients, creating a sustainable process to inform Business Development Managers about their markets, competitors, customers and trends
Work in collaboration with Business Development Managers and internal departments of Anatolia Tile Stone to collect, analyze and take action upon business and market intelligence to help build strategic plans and marketing plans around product branding
Act as a brand ambassador internally, skilled as a marketing strategist and able to drive creativity and enthusiasm in others
Qualifications
Minimum 15 years progressive marketing experience with a minimum of 7 years in a senior leadership capacity, ideally with a mix of in-house and agency based experience with exposure to a variety of industries (furniture, fixtures, décor, cars, luxury retail), clients and company sizes
Proven success in digital, social and content marketing as well as seasoned brand management experience and account-based marketing strategies and tactics to drive targeted pipeline generation
Deep knowledge in areas such as B2B communications and various media of marketing and communications
A proven “out-of-the-box” thinker and connoisseur of what it truly means to have an exceptional brand-experience
Can embrace, articulate and sell the conceptual relationships between innovation, design, beauty, and opulence against quality, affordability, and speed to market
Proven success in building and growing a brand, with experience as a marketing leader in a multi-faceted and complex environment with an enterprise-wide mindset, who puts the needs of the business first
Exceptional interpersonal skills, strong leadership skills and an excellent communicator, both orally and in writing
Highly organized with exceptional and meticulous attention to detail, with experience directing others
Knowledgeable and experienced with current and online marketing techniques and best practices, including web analytics (e.g. Google Analytics, WebTrends etc.) and Google Adwords
Enthusiastic customer-oriented approach with aptitude, with a can-do attitude and self-driven passion for success
Demonstrated ability to handle multiple projects and priorities simultaneously with a proven track record of consistently exceeding targets
Conversant with office computing programs (Word, Excel, PowerPoint etc.) and office protocol