Director-Segment Mktg, CA Job 383.26

ESSENTIAL DUTIES AND RESPONSIBILITIES

Segment Strategy and Positioning

• Develop and execute integrated marketing strategy and multi-year growth plans for professional segments.


• Translate voice-of-customer, market, and competitive insights into differentiated positioning, value propositions, and messaging for the segment.

Demand Generation and Specification

• Build and lead demand-generation, lead-nurturing, and account-based marketing (ABM) programs targeting professional segments.


• Strengthen specification-driven selling by developing tools, technical content, and certification programs that influence architects and specifiers.


• Build and cultivate relationships with trade associations and events, trade shows and industry forums.

Cross-Functional Partnership

• Partner with Product Management and Product Marketing to align the product roadmap and go-to-market plans with segment needs.


• Brief, train, and enable the sales force and sales support teams on segment strategy, positioning, and tools.

Performance and Resources

• Develop, own, monitor and report segment performance, market trends, and competitive activity, recommending actions on product mix and growth opportunities.


• Propose and manage the segment marketing budget and external resources.

KEY RELATIONSHIPS

• Internal: Product Management, Product Marketing, Sales leadership and field sales, Operations.


• External: Architects and specifiers, designers, property managers, contractors, trade associations and industry organizations, and external agency or vendor resources.

SUPERVISORY RESPONSIBILITIES

There are no employees who report directly to this job. This position leads through cross-functional influence and manages external resources. Future FTE’s based on program development, review, and approval.

EDUCATION AND/OR EXPERIENCE

• A minimum of ten (10) years' experience in marketing management, with a focus on segment, brand, or product marketing.


• A minimum of twenty (20) years’ marketing experience in architectural coatings or a related building-products industry required.


• Demonstrated experience marketing to professional segments.


• Bachelor's degree (B.A./B.S.) in Marketing or Management from a four-year college or university. MBA preferred.

SKILLS AND KNOWLEDGE

• In-depth knowledge of the professional segments, including architect, designer, property manager and professional applicator segments.


• Proven ability to develop and execute segment marketing strategies, go-to-market plans, and demand-generation/ABM programs, and to influence acceptance and adoption of segment strategy across the organization.


• Proven ability to influence cross-functional teams without formal authority.


• Ability to collaborate with numerous departments (Product Management, Product Marketing, Sales, and Operations) to meet goals and objectives.


• Strong analytical skills to establish KPIs, measure ROI, and translate data into action.


• Ability to manage a wide range of interactions with internal and external stakeholders.


• Excellent team skills.

MEASURES OF SUCCESS

Performance in this role will be evaluated against:

• Growth in segment revenue and share within the professional segments.


• Growth in specification activity and conversion of specifications to sales.


• Quality and volume of qualified leads delivered to and worked by the sales organization.


• Adoption of segment positioning and enablement tools across the sales organization.


• Segment marketing spend managed to plan, with demonstrated return on investment.

LANGUAGE SKILLS

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations; ability to write reports, business correspondence, and procedure manuals; ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public.

ANALYTICAL SKILLS

Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical business situations. Ability to build and interpret financial and marketing models, analyze segment and market data, interpret survey and research results, and evaluate program return on investment.

REASONING ABILITY

Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists; ability to define problems, collect data, establish facts, and draw valid conclusions.

TECHNICAL SKILLS

• Productivity and collaboration: Microsoft Office and Office 365, Outlook, PowerPoint, SharePoint, and OneDrive.


• Business reporting and analysis: SAP, BW, and Microsoft Office Applications


• Research and data collection: SurveyMonkey, HubSpot


• Project management software: com


• Lead and customer management: HubSpot

CERTIFICATES, LICENSES, REGISTRATIONS

None.

ADDITIONAL INFORMATION

This job description should not be construed to imply that the above functions are the entire standard of the position. Other duties may be assigned as required.

Equal Employment Opportunity Statement: We are an Equal Opportunity Employer and are committed to creating an inclusive workplace where all employees and applicants are treated with dignity and respect. Employment decisions are made without regard to race, color, religion, sex, gender identity, sexual orientation, national origin, age, disability, veteran status, genetic information, or any other characteristic protected by applicable federal, state, or local law.