Manager, Global Marketing Strategy

About the role

At the heart of CSA Group is a vision: making the world a better, safer, more sustainable place. It's been part of our mission for nearly one hundred years: from the first engineering standard for railway bridges developed in 1919, to more than 3,500 standards, codes & related products today. Headquartered in Canada, with a global footprint of more than 30 labs and offices across Europe, Asia and North America, CSA Group tests, inspects and certifies a wide range of products—from everyday household items to leading-edge technology—to meet exacting requirements for safety, performance and environmental impact.

The Manager, Global Marketing Strategy has primary accountability for the marketing strategy for a Commercial Unit (CU), globally. The Manager works with CU Leadership to develop marketing and communications strategies in support of their business objectives. This role is responsible for managing and developing all marketing and communications strategies that reach customers in more than one market in their CU segment. This includes researching and analyzing the competitive global marketplace, developing innovative approaches, and creating and optimizing full-funnel marketing strategies (both demand generation and lead generation).

This role requires a strong understanding of CSA Group’s business, capabilities and customer value proposition in their respective CUs as well as CSA Group’s overall Testing, Inspection and Certification (TIC) positioning. The ability to develop effective business relationships with Commercial, Operations and technical leaders remotely, as well as marketing and communications professionals locally and remotely, is critical to the success of the candidate.

Responsibilities

• Global Marketing Strategy Development and Execution (60%)
  • Work closely with Commercial Unit and Operations leaders to understand business goals and determine marketing needs.
  • Develop marketing and communications strategy to address needs and help achieve business goals.
  • Obtain agreement and buy-in into strategies with Commercial Unit (CU) leaders and establish key performance indicators to evaluate the success of the strategies.
  • Work closely with CU and Operations leaders to consider which cross-market services need to be incorporated into strategy and how to effectively market them in your sector.
  • Collaborate with local regional TIC Marketers (Cross Market Services, Regional and National) to consider needs, so that they can efficiently leverage Global campaigns in their markets.
  • Properly brief and leverage expertise and POV of Marketing and Communications Centres of Expertise (COE) into potential tactical plans for strategies.
  • Provide the necessary briefing, connection to appropriate subject matter expertise and project oversight of each campaign for the COE.
  • Evaluate the success of the campaign, conducting post-mortem reviews and KPI analysis on a monthly basis.
  • Determine which strategies are most efficient, effective and position CSA Group in the best manner possible.
  • Develop marketing strategies that fit within a designated budget and then manage the execution of the strategies within that budget.
  • Develop detailed metrics dashboards using available analytics tools for multiple stakeholder communications.
  • Communicate campaign analytics findings, test results and implementation decisions with various stakeholders from within the CSA Group leadership team.
• Stakeholder Relations (30%)
  • Work closely with CU and Operational leadership (Commercial VPs, Business Development Directors, Operations Managers, Sales Managers) to understand and support achieving their business objectives.
  • Engage with and collaborate with regional and nationally focused marketing colleagues in key markets to understand capabilities, competition, local goals and growth targets.
  • Ensure global campaigns represent regional needs and are used locally; a key metric of success will be the number of national markets a global campaign reaches.
  • Work with colleagues in the Marketing and Communications Centres of Expertise to devise impactful campaigns, leveraging their expertise to benefit the campaign and CU.
  • Educate Centres of Expertise about your CU’s business objectives and provide fulsome briefs to enable colleagues to contribute their expertise fully.
• General Management & Leadership (10%)
  • Hire, manage, train and provide clear performance expectations and objectives to any direct/indirect reports.
  • Establish career development plans and foster a continuous learning culture.
  • Support Marketing and Communications leadership in providing reporting and analysis on campaign success and other required reporting.
  • Conduct performance evaluations, provide feedback, and coach/mentor staff.
  • Provide frequent recognition of success by actively using the corporate recognition program.
  • Support Marketing and Communications leadership in developing a more collaborative and cohesive team.

Requirements

• University degree or college diploma in marketing, communications, business or related field.
• Minimum of 7 years of experience in B2B marketing, preferably in professional services.
• 3 to 5 years of people management experience is an asset.
• Proven ability to motivate a team and facilitate positive group morale.
• Ability to prioritize conflicting objectives, make decisions and solve problems with incomplete information.
• Strong communication, negotiation, detail-oriented and planning skills.
• Executive presence with ability to advise and gain approval from senior leadership and management teams.
• Proven relationship management ability with managers, peers, team, key stakeholders, vendors and customers.
• Able to work “hands-on” as required to advance project goals and/or support business requirements.
• Able to compile and analyze performance data to develop metrics that support decision-making for resource allocation and subsequent campaigns.

Work Environment

• Regular office environment.
• North American travel less than 10% required to attend meetings.
• Potentially frequent variation in work schedule, with fixed and rotating deadlines, and requirements to balance multiple, conflicting priorities.
• Ability to multitask and function under short deadlines.
• Contact with internal and external stakeholders and suppliers.
• Some extended hours may be required to accommodate key project deliverables and time zones.
• In office at least 3 days a week.