Marketing Manager - Competitive Salary + Bonus & Benefits - West London

Transcription

1 Marketing Manager About the Job Marketing Manager - Competitive Salary + Bonus & Benefits - West London Reports to: Direct Reports: CEO Marketing Executive (Copywriting) Marketing Executive (Tender Management) Marketing Executive (Brand) Marketing Executive (Web and e-comms) Role Purpose Reporting directly to the CEO, the Marketing Manager will take ownership of Sterling s group wide marketing function. The primary purpose of the role is to develop and implement marketing plans that position and promote Sterling as a key player in the International Relocation marketplace. The jobholder will evolve and execute a programme of marketing activities for the B2B audiences (corporate clients and trade agent partners) as well as Sterling s B2C customers. These activities mainly take place in the core European markets in which Sterling operates but also in the USA and Asia. The jobholder will be responsible for managing all marketing activities using a blend of internal resources and external agencies. They will ensure that brand presentation is consistent and complimentary across all channels and all countries. The Marketing Manager will take total group responsibility for the following areas. Marketing Planning Develop a plan and budget, deliver the plan, assess return on investment. Digital Marketing Create and deliver an annual marketing plan / budget and set team goals. Continuously review the plan to accommodate reactive opportunities. Make tactics tangible in the most professional and effective way. Measure the success of marketing campaigns and activities. Establish and maintain mechanisms to report on return on investment. Deliver the web offer, maximise online profile and generate enquiries. Deliver an online marketing strategy for Sterling including search engine optimisation, the creation of content, e-newsletters, the delivery of leads and the collection of data. Finish the development of the Sterling websites then undertake activity to drive innovative and dynamic content to use in all campaigns.

2 Work with the web agency to continuously improve the web offer and SEO. Implement content management processes to maximise SEO rankings. Develop an inbound marketing plan that ensures Sterling is found by customers. Utilise social media to drive web traffic. Manage Adwords to drive traffic and inform the SEO strategy. Brand and Branding Live the values, communicate the brand, police the visual identity. Champion the brand and continuously communicate it throughout the company at every opportunity. Police the visual identity both internally and externally. Ensure that brand presentation is consistent and complimentary across all channels and all countries. Provide assistance to ensure that all materials comply with brand guidelines. Design and Print Produce sector leading materials, manage stakeholders, ensure supply. Pro-actively project-manage the production and distribution of all marketing materials (advertising, direct mail, brochures etc.) from concept through to completion. Manage the involvement and expectation of internal Stakeholders to ensure that collateral projects are delivered on time and to budget. Work with creative agencies to create best in class high quality materials whilst adhering to Sterling s visual identity guidelines. Periodically review all marketing materials and plan any major revisions as necessary. Monitor and maintain stocks of all relevant materials taking into account lead times to ensure continuity of supply. Organise the image library and commission photography when required.

3 Content and Copy Evolve the offer, organise the library and oversee tender production. Work with the copywriter to create digestible copy for proposals, tenders, newsletters and other communications, in line with Sterling s tone of voice. Oversee the management of the content library, control access and provide copy assistance across the business. Oversee the proofreading and editing of all copy (web and print) and help write copy when necessary. Manage the outsourcing of content generation to specialists where necessary. Sales Support Define the service, train the team, support them. Undertake periodic sales training to reinforce the brand message, share the marketing plan and showcase available resources. Work with the Sales Director to support the targeting of identified countries and segments with marketing activities. Develop sales support tools and presentations to aid the activities of the sales team. Assist the sales team with ad hoc requests to ensure high quality, on message materials are sent to prospects. Develop case studies and testimonials to aid the sales process. Communications and Campaigns Define objectives, plan a schedule, utilise all channels. Plan and deliver a segmented on and offline communications schedule. Deliver integrated marketing campaigns. Conceptualise and implement direct mail / campaigns to generate leads and increase brand awareness. Run client and prospect events to raise Sterling s profile, reward key accounts and utilise promoters. Oversee exhibition attendance / sponsorship and pre, mid and post exhibition marketing activities. Oversee PR activity and develop trade press liaisons and coverage. Manage internal communications to improve information flow through the business.

4 CRM Develop functionality, cleanse data, ensure privacy compliance. Review and improve the CRM aspects of the internal platform. Evolve the functionality to better service marketing requirements. Improve the data available to marketing and business development for use in developing campaigns for cross and up-sell activity. Work with the business to improve data cleanliness. Manage mailing list processes to ensure data privacy compliance and integrity between Sterling s CRM and the hosted ing service. Research Measure recommendation scores and keep an eye on the market. Conduct Sterling s annual Client Net Promoter Survey, make recommendations and communicate findings across the business. Maintain a portfolio of market information, reports and competitor information and provide this to the business. Team and Budget Management Lead, manage motivate the team, control the budget, run a tight ship. Set and manage team and individual objectives. Lead and motivate the team to work across the business to provide a high level of internal service. Conduct weekly and monthly meetings and bi-annual reviews. Continuously prioritise tasks, review capacity and manage team time to ensure that projects are progressed in tandem with day to day activities. Ensure the marketing team administers the weekly stock check process. Contribute to the preparation and management of the marketing budget. Oversee the Marketing helpdesk system and allocate tasks effectively. Manage the filing and administration of all marketing materials. Add Value Conceptualise new marketing initiatives that drive prospect acquisition, account penetration and client retention. Undertake a programme of Customer Experience Management to move customer up the loyalty ladder to be advocates and to inspire brand loyalty.

5 Review the service portfolio and identify value creating differentiators at a service level to counter commoditisation trends. Assist in the development and launch of new services that appeal to customers, are competitively superior and increase profits. Required Skills, Knowledge, Disposition and Experience Skills Graduate calibre with additional marketing related qualification is essential. Demonstrable knowledge of marketing and communications. Demonstrable people management skills. Excellent written communication, presentation and interpersonal skills. Must be highly PC literate and expert in MS power-point and word. Project management skills with the ability to handle many projects simultaneously and work well under high-pressure circumstances. Fluency in English essential, German / French language skills desirable. Knowledge A marketing generalist with a broad understanding of marketing strategy, communications, planning and implementation. Comprehensive understanding of how to develop and implement integrated marketing campaigns. Commercial awareness and understanding. Solid understanding of digital marketing, inbound techniques, SEO, SEM, PPC, marketing and social media (wiki s, networks, blogs etc). Knowledge of Google analytics. Disposition Self motivated, initiative driven, highly organised and able to prioritise. Creative, confident and presentable. Enthusiastic team player able to adapt to change at short notice. Hands on with a willingness to try new approaches and techniques.

6 Service oriented yet authoritative enough to set the marketing agenda and prioritise output, whilst providing sufficient support across the business. Experience Must have demonstrable experience of the full marketing mix, including marketing planning, branding, web and digital marketing, design and print, DM, e-marketing, events and exhibitions, PR. Demonstrable experience of developing and implementing integrated marketing campaigns. Demonstrable experience of working effectively with sales teams. Must have demonstrable marketing management experience, preferably in marketing business to business services. Previous experience of leading and motivating a team.