CHRISTIE DIGITAL JOB DESCRIPTION QUESTIONNAIRE

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1 CHRISTIE DIGITAL JOB DESCRIPTION QUESTIONNAIRE POSITION: DIVISION: DEPARTMENT: PR & Customer Relations Manager EMEA Christie Digital Systems Canada Inc. Sales & Marketing EMEA EMPLOYEE NAME: REPORTS TO: Title: Director of Marketing EMEA APPROVAL: Incumbent: NA Manager: Brant Eckett Date For HR Use Only Revision Date: Evaluation Date:

2 MAJOR ELEMENTS OF YOUR JOB: SUMMARY: In one or two sentences, describe the primary purpose of this position. The PR & Customer Relations Manager EMEA will manage PR and media communications in EMEA as it relates to Christie s brand, products, solutions and Christie s communication goals. Working closely with the Director of Marketing EMEA, the EMEA marketing team and representatives of the EMEA sales team, the PR & Customer Relations Manager EMEA will regionalise corporate communication materials for EMEA and develop local communication materials. Distributing and promoting these materials in EMEA to help our customers create and share the world s best visual experiences. ACCOUNTABILITIES: Describe the major accountabilities against which your performance will be measured. They should be limited to accountabilities not activities. The role is accountable for the regionalisation, development and distribution of PR and media communications in those languages supported by EMEA for business communication; which currently include International English, French, German, Italian, Russian and Spanish. The generation of content marketing as it relates to technology briefs and whitepapers and supporting the generation of photo case studies, video case studies and video partner interviews. For establishing and maintaining effective working relationships with tier 1 and tier 2 media, both directly and indirectly with the aid of the EMEA PR team. Responding to media requests for corporate, product, service information and related support material. The position is accountable for positioning Christie as a technology expert within the ProAV marketplace in EMEA via media channels and for the protection of Christie's brand against misuse by media and other institutions involved in public communication in EMEA. Finally role is responsible for the activities of the EMEA PR team, including retained PR agents, and how they are assigned, supervised and reviewed. 2

3 PERFORMANCE WILL BE MEASURED BY: Delivery of regionalized media communications to an agreed tier 1 and tier 2 media in local languages in EMEA. Support of the creation of case studies and approval of their use by Christie Partners and end-users including photography and video. Support of the EMEA marketing team in execution of the marketing communication plan and the broader communication goals of Christie in EMEA. Achievement of CVP objectives in print and online targeted media in EMEA. The development of the EMEA PR team via effective management and mentoring of junior roles within the EMEA PR team. RESPONSIBILITIES: What are the major duties and activities required to undertake this position? To develop and periodically update Christie s media and communication strategy to support the EMEA PR team s charter and current marketing communications plan. To develop and periodically update Christie s communications matrix, key positioning statements and USPs for use by both the EMEA PR and EMEA marketing teams in the absence of such messaging from Corporate Marketing. To identify and evaluate specific EMEA media channels and titles that may support the broad communications goals of Christie (tier 1) and communication matrix as it relates to verticallyaligned B2B media (tier 2). To run effective EMEA PR programs and support EMEA marketing campaigns and programs which address the current marketing communications plan. To evaluate and recommend advertising expenditure in support of product promotion, media placement and coverage in EMEA print and online media. To provide writing and editing support in English language for outbound EMEA media communication including press releases, press alerts, written interviews, product reviews, case studies, customer wins, award entries, white-papers, technology briefs, staff bios and industry opinion to ensure Christie s communication goals are met in adherence to brand guidelines and communication matrix. To measure the effectiveness of PR and communications for all all PR supported campaigns and programs against ROI and specific KPIs. 3

4 Support Christie s investment in tradeshow and event marketing activity through the use of press tours, factory visits, press conferences, on-stand interviews, media stand tours, press releases, press packs and social media channels (the later via Christie s Digital Marketing Team). Support Christie s investment in sponsorship and community programs via press conferences, interviews, press releases and social media channels (the later via Christie s Digital Marketing Team). Responsible for PR and media expenditure, monitoring & reporting expenditure on a quarterly basis to ensure PR & media expenditure remains in budget. Provide oversight of joint communication made by Christie s EMEA partner network. To recognise the importance of visual communication (photography and video) to the representation of Christie as a provider of visual communication solutions. To act as a key representative of Christie at relevant events as required. To work collaboratively with the diverse roles of the EMEA marketing team to create and support integrated marketing activities, campaigns and programs. To strive for excellence in your work, ensuring knowledge of PR and media relations is kept up to date and relevant by networking, researching, reading, blogs and news sources. To freely share knowledge, insight, best practice and ideas relevant to the promotion and marketing of Christie s business ensuring all materials generated are made available to EMEA and global marketing team via mychristie (SharePoint-based intranet). Other responsibilities as assigned. ORGANISATION STRUCTURE: To determine where you fit within the organisation and your level of responsibility, list the title of your immediate supervisor/manager and if applicable your direct reports. Reports to: Director of Marketing EMEA Reports include: PR & Marketing Coordinator DACH PR Agents team 4

5 Thousands $ Primary Contributory Department Expense Budget US$500K X X Capital Budget Tbd X Division Sales Core Business Sales Other n/a n/a n/a Briefly describe the level of supervision your position requires and those decisions made without reference to supervisor or manager. Minimal day-to-day supervision. Weekly reporting optional, unless requested. Monthly and quarterly reporting and review is mandatory. Decisions requiring change to the EMEA marketing communication plan are discussed with the Director of Marketing EMEA. Decisions requiring the authorisation of expenditure in excess of US$4,000 are to be discussed with the Director of Marketing EMEA. Decisions requiring a change in company brand, position or messaging are discussed with the Director of Marketing EMEA and Vice President Global & Corporate Marketing or executive management as required (VP and CEO-level). Give details of the sources of instruction for the work you do. Consider both written and verbal. Sources of instruction come from Director of Marketing EMEA, EMEA Marketing Managers, Regional Sales Directors, EMEA Senior Management Team, VP EMEA and Executive Management. 5

6 INTERPERSONAL COMMUNICATION: List your internal and external customers and indicate if this position is required to motivate, negotiate or influence these contacts. Please give details. Internal: External: Director of Marketing EMEA, EMEA Marketing Managers, EMEA Regional Sales Directors, EMEA Senior Management Team, VP EMEA, Executive Management and occasionally EMEA Technical Services. Corporate PR Team, Corporate Digital Marketing Team, Corporate Marketing Team. EMEA B2B industry press, EMEA B2B Vertically aligned press, EMEA Partner Network, including partner resellers, distributors, integrators and consultants. Christie customers, third party synergistic brands, institutional partners/sponsors and on occasion local community and charitable groups. EDUCATION: What is the optimum formal education required to perform this function? Graduate with 3 or 4 year formal degree in either Media, Communication, Journalism, Marketing or a related field of study. List professional certification(s) or license(s) required to perform this job. None required, but value of certification from CIPR and CIM is recognised. EXPERIENCE: How much experience is required to perform this job at a fully competent level? On the job: Related: Minimum 5 years experience, ideally 8 years. 10+ years Define the elements of this job which can only be learned through direct experience either in a specific industry or within this organisation? Experience of journalism, public relations or similar, preferably within a digital media environment. Experience of professional writing and editing, with the ability to secure directly or indirectly compelling, optimised copy that maintains brand messaging, persuasiveness and readability. 6

7 SPECIALISED SKILLS: List examples of any specialised skills, e.g. communication, writing, presentation or the operation of equipment required to perform this job including computer hardware and software. Excellent communications skills, with a solid knowledge of English grammar and the ability to present ideas in a clear and concise way, both verbally and in writing. Prior experience of clipping reports and analysis. Can demonstrate the ability to determine appropriate metric sets and secure performance analysis from them. Ability to interpret information, news, data and research quickly and distil the most important/relevant information to inform unique and innovative new content and creation ideas Have the ability to storyboard, translate and present ideas to designers, marketing, internal sales stakeholders and external partner network. Ability to lead projects from concept to completion. Familiarity with software tools critical for today's creative design approaches (such as Photoshop and Adobe Acrobat Pro). Experience with software tools critical for communication (MS PowerPoint, Content Management Systems, ideally authoring and publishing in a Microsoft SharePoint environment). Ability to make evaluative judgments, to communicate effectively, both orally and in writing SPECIALISED SELF MANAGEMENT COMPETENCIES: Pro-Active Strong planning and organising skills focused on delivering results Credible, confident and articulate, with good presentation skills including relationship management. Personable, approachable and an overall passion for excellence. Diplomatic and tactful Ability to be resilient and adapt to change Creative with curious nature and hunger for learning. Analytical and inquisitive, with excellent attention to detail. Exceptional teamwork and collaborative approach Ability to influence and persuade others to support delivery of PR programs 7

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