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Abrasives Systems Division, Activation Marketing

icon building Company : 3m
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Job Description - Abrasives Systems Division, Activation Marketing

3M has a long-standing reputation as a company committed to innovation. We provide the freedom to explore and encourage curiosity and creativity. We gain new insight from diverse thinking, and take risks on new ideas. Here, you can apply your talent in bold ways that matter.

Job Description

Advance local market share growth and 3M brand preference by providing insight and local requirements through Area Marketing Operations and Area Portfolio:

Provide input to marketing planning, program and calendar development (ongoing – what happens when)
Gather competitive intelligence and insight to advance understanding of local market dynamics and pipeline development (advancing usage of Innovation Hub?  Is there alignment?)
Own country activation and deployment of business programs including campaign outcomes/input/results, with local approved product listing
Participate in NPI reviews for requirements upfront and readiness to launch;  including voice of market, ideas, local needs, for comprehensive and scale launch

Execute demand generation programming and track conversion from area marketing plan at country level driving pull (volume out) through local channel partners:

Execute to end-user communications regularly scheduled and planned with supporting UAT (user acceptance testing) for nurturing, promotional awareness, and audience growth;  including webinars, newsletters, and short form content in e-mail / WhatsApp / WeChat
Recommend local media buys including both trade media and digital media driving WTB (Where to Buy)  (purchasing with be done at global / area level)
Elevate opportunities for local social media/media/key platforms for deployment for working dollars to addressable market communications within approved martech platforms
Plan and execute local industry and customer events including outreach for Skilled Trades through annual calendar

Partner to execute delivery and advancement of go-to-market channel programming along with integrated sales enablement approach:

Deploy quarterly channel communication with pertinent execution of product, promotion and product training in partnership with area activation and planning role in GMC
Ensure channel-owned programming is captured, understood and executed through country activation calendar (i.e., ads, videos, e-mails)
Map and understand current state and path of eCommerce capabilities of channel partners (including syndication readiness and scorecard for prioritization)
Understand onboarding process and advance syndication to the channel partners in country tied to NPI, PIPO and program deployment
Align and understand local channel stratification for sales partnership and engagement prioritization

Lead local promotion support aligned to division activation calendar with local sales team: (today CAM works direct with agency for leaflet creation;  local budget):

Provide visibility to area portfolio teams on promotional calendar for demand planning through IBP (input by area portfolio on both price and demand);  product in stock in country
Validate translation correctness provided from Area Activation and Planning team (who will have routed for approval with regulatory and legal)
Interface with local application engineers/specialists for technical/ whitepapers/customer testimonials – ensuring meets customer requirements/local regulations/requirements (elevating up through AMOL and Activation and Planning resourcing for execution support)

Marketing updates:

Advance training and understanding of types and objectives for each to support sales execution and as business aligned with learning objectives and global to local deployment
Partner with local shared channel resources to align on opportunities through non-division aligned channel
Product Support:  new product translation correctness and local requirement management, local material owners for cases for promotional planning price deviations and communication to sales team (40-60% of current reality and not preferred à AMOL work to shift to Commercial Center or APL*)

Learn more about 3M’s creative solutions to the world’s problems at www.3M.com or on Twitter @3M.

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