Open up to the Possibilities!
At Purolator, you'll be proud knowing you're working for a Canadian company that truly values its employees. And it's community. This is an exciting and evolving industry and we're leading the change as we strive to deliver the future. Here you will be empowered to help move the business forward. Each and every day. Are you open to the possibilities?
Reporting to the Senior Marketing Manager, The Manager, SMB and Demand Gen. will support 2 growth areas: SMB Retention, and Acquisition efforts. The Manager will lead an amazing team of 4.
Working closely with Sales, Brand, Marcom, Analytics and Marketing Operations, the Manager, SMB and Demand Gen. will set the strategic direction for the Purolator small business program and acquisition plan across segments. The ideal candidate will be both strategic and analytical, leveraging segment strategies, campaign and program tactics, data segmentation and projected ROI.
This role requires cross-functional collaboration both within and outside the organization in order to effectively leverage digital and offline marketing vehicles (e-mail, social media, search, direct mail, web, display, collateral, webinars, ABM, etc.) in order to implement new and innovative SMB marketing and lead gen. strategies.
Specific accountabilities and responsibilities include :
Segments Strategy & Planning
Responsible for creating annual strategic marketing plan for the SMB segment.
Responsible for delivering acquisition/retention/growth plans to support revenue base with YOY growth targets to help company achieve revenue plan / EBIT targets.
Determine activities/initiatives and associated revenue targets to achieve revenue objectives
Align people resources and required investment (budget) to fulfill plan activity.
Establish response and revenue targets and ROI for each program/initiative to deliver plan growth across
- Revenue, Volume and Yield
Retention Program Development, Management & Execution
Evolve the SMB value proposition, including partner relationships, services, rewards and pricing to increase appeal to wider prospect group and substantially grow existing base.
Determine high value target growth segments (both B2B and B2C) and align content, communication and target messaging to increase LTV of SMB sector.
Manage the team in the end-to-end program design and execution of all activities, including email, web, digital, CRM-Lifecycle, Telesales, Inside Sales Channel, Cross-Upsell, Reward and Recognition and churn initiatives.
Work with the Strategy & Research teams to identify & define research and customer feedback requirements.
Demand Gen. Program Development, Management & Execution
Evolve the Demand Gen. strategy and plan to continue to grow all segments.
Collaborate with Sales, Marcom, Brand, Customer Care, Marketing Ops, Inside Sales team to ensure the experience, support processes and systems enable the acquisition and onboarding of new customers across segments.
Work with teams to map out lead nurture streams to convert MQL to SQL.
Plan and execute webinars and ABM plans (where applicable).
Plan and manage digital lead generation campaigns.
Collaborate with teams to design campaign strategy execute campaigns, track and report on activity/plan/channel performance vs. plan.
Performance Reporting & Analysis
Track and report monthly the plan vs. actual performance across plan metrics and KPIs
Responsible for reporting on campaign/program/initiative/channel performance monthly plan vs. actual, including insights, improvements and recommendations
Ongoing reporting/monitoring/testing of automated programs ensuring optimal performance
Manage and establish budget forecasts aligning with plan activity
Reconcile forecasted spend vs. actual each month
Vendor & Partner Management
Manage vendor relationships including Advertising & CRM agencies, multiple freelancers and Telemarketing vendor to ensure initiatives are executed on time and within budget
Conduct Procurement and Legal requirements to select and renew vendors
Undergraduate Degree or Post-secondary diploma in Business Administration, Marketing or related field
10+ years progressive working experience
Preference for Database Marketing and Agency Experience in B2B and B2C industry targeting SMBs
Experience with Demand Gen.
- running Webinars and ABM would be an asset
Advanced Project Management Skills and working knowledge of SFDC and Marketing Automation Platforms
Advanced computer skills (PowerPoint, Excel, Word)
Experience managing CRM / Lifecycle / Database marketing activities, including targeted digital / telesales /website / email and database marketing to drive response and activation
Experience establishing a strategy; matching resources/investment to achieve measurable results
- ability to report results, insights and recommendations to various levels of the organizations
Experience managing and reconcile budgets
People Management Experience with demonstrated ability in effectively coaching and leading a team to successfully execute programs
Effective Communication with strong written, verbal skills
Effective in managing multiple projects/priorities in a fast-paced and changing environment
Demonstrated ability to lead/implement and influence change
Excited to join one of the best marketing teams in the country and serve some incredible customers
Working Conditions: Office Environment
Reports to: Senior Manager Customer Solution
Purolator is an equal opportunity employer committed to diversity and inclusion. We consider all qualified applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, Aboriginal/Indigenous status or any other factors considered discriminatory. If you require an accommodation during the recruitment process, we will work with you to meet your needs.
We recognize that our employees and their families are key stakeholders. We will only be successful as a business if we provide our employees with a safe and healthy workplace and we have the right people in the right roles with the support they need to succeed. We hire for attitude and train for skills. To learn more about us and our values, go to www.purolator.com.
At Purolator, every day is an opportunity for our employees to connect with one another and with our customers to help make a positive impact in the communities where we live, work and play.