Elmdene Group
Marketing Manager - North America
Elmdene Group, Minneapolis, Minnesota, United States, 55400
Millboard is a UK-based decking and cladding solutions manufacturer with an expanding international presence. In 2023, Millboard was recognized as one of the top 100 fastest-growing UK businesses, for international growth over the last 2 years. This is testimony to the strength of our increasing focus on being a global brand. We passionately believe our "Live. Life. Outside." value proposition is the best in the world - and is reinforced by a unique and patented technology that is positively disrupting and resonating in the market.
The role reports to the Country Manager. In addition, the role will dotted line report to the CMO to align on the marketing strategy and execute an aligned North American marketing plan. As a key member of the North American leadership team, you will work cross functionally to deliver the business's overall objectives. You will formulate both national and targeted market-specific marketing initiatives to drive both brand awareness and demand generation. Where channel distribution focuses on push initiatives, you will drive market pull campaigns and ensure a complementary approach to both. Target market applications will include decking, cladding, siding, docks, and pathway.
Purpose:
To define, develop and execute a target market-specific and national marketing strategy for the Millboard brand to expand in the North American market. Working extensively with the local in-market channel partners and our targeted trade segments, ensure Marketing engages, supports, and makes it easy for our customers to select Millboard. Your goal is to make Millboard their preferred choice for composite decking, dock, pathway, cladding, and siding-related needs, and more. Your core KPIs will revolve around strengthening brand awareness and profitable YoY sales growth.
Brand champion: Work with the UK based marketing team to ensure there is a consistent "One Millboard" Marketing plan for the USA that protects and nurtures Millboard as a premium player in the global composite decking and cladding/siding market.Marketing Planning & Implementation: Coordinate, Implement, and manage quarterly marketing plans and conduct 6 monthly audits of marketing operations to ensure budgets are tracked, and processes followed. Including campaigns, events, digital marketing, PR and new/existing product launches.Competitive insights: Maintain a competitive intelligence and keep abreast of trends, market reception, and perceptions for current and newly launched products. This includes providing insights into commercial decisions that influence pricing, promotions, positioning, portfolio gaps, and reasons why under or over-performance is occurring in these areas.Sample Process: Own the North American "sample process" and ensure we plan for growth. Aling demand expectations with the North American operations team to ensure a positive customer experience.POS Display and Merchandising strategy: Working with the Global Retail Director and the Head of Offline Marketing, you will be the voice of the USA in the design of global POS / Display templates. This may include managing procurement support either through the central team or through local suppliers.Campaign and Budget Management: Develop core campaigns and own implementation as required for local market and national needs. Structure, manage, and measure marketing campaigns to agreed quarterly goals, themes, new product launches, and annual business plans and targets. Manage assigned marketing budgets to approved processes. Manage local marketing agency onboarding/relationships as required.Value Proposition Enablement: Work extensively with Product Management and Product Marketing to rank features, advantages, and benefits and ensure these are differentiated and marketable. You will look for unique characteristics to position differentiation and value add in how products are placed locally. This will be tailored to different audiences/customer segments from specifiers to consumers.CRM Enablement: Plan and support campaigns across the funnel and be the advocate for new ways of working with the Martech stack. Ensure regulatory and legal compliance insights are reflected in the design blueprint.Unified Marketing: Work with the central (online) digital Marketing team to ensure integrated campaigns with offline marketing. Provide input into global brand and demand generation campaigns to ensure local alignment across channel execution.Sales enablement: Working with local Sales leadership, identify the tools and support needed to make selling and buying Millboard easy, provide sales teams with the right tools and drive outbound demand-generation initiatives.New Product Launch: Support global launches and marketing/sales readiness for North America in concert with the New Product Development team / Product Marketing / Central Marketing. To include management of the translation resource requirements as required for North America and our asset library. Track competitor activity and insights to keep internal and central teams informed. Provide support for NPD on local certification needs as appropriate.KPI and Performance reporting: Provide weekly reports across offline and online channels and core KPIs relating to demand generation and brand insights. Core KPI ownership will include delivering: YOY growth in sample requests, increased brand recall/sentiment, and reduced customer acquisition costs. Deliver presentations to team and leadership.
Your background:
The ideal candidate will have a proven Marketing leadership track record of developing full-funnel, cross-channel data-driven offline / online media strategies and tactics, with rigorous analytical measurement (both "brand" and "performance"), to drive positive ROI. You will think creatively and analytically and work collaboratively with people at all levels across the organization. Additionally, you must be able to thrive in a fast-paced environment with a "roll up your sleeves" attitude and entrepreneurial spirit.
BS / BA Degree in Marketing, Business or Engineering10+ years of experience managing marketing strategy, implementation, and measurement.Physical products Marketing experience preferred as opposed to services or SaaSRelentless focus on KPIs and optimizing performance to reduce customer cost of acquisitionPassion for delivering "positive wow!" customer experiencesExperience scaling brands to deliver yoy revenue growthSolid experience in balancing brand & performance-oriented marketing goalsWorking to a rolling roadmap, have a successful track record of launching new products, ideally with disruptive technology offeringsCan come from either a B2B / B2C background. Consumer preferredIndirect and direct channel understanding: how to sell through and alongside channelsYou are a knowledgeable, highly collaborative, and strategic marketer; highly skilled in go-to-market initiatives and working cross-functionally to build stories and content that clearly articulate value propositionsYou thrive in fast-paced environments where you can have a big impactExceptional ability to increase competitiveness and market shareAbility to develop strong customer and internal team relations and feedback channels to improve go-to-market strategyExceptional interpersonal and communication skillsStrong analytical and problem-solving skillsPassion for sharing information in front of large groups with excellent presentation skills Location: North American headquarters in Minneapolis, MN. Able to operate remotely with travel as needed to engage customers and UK Team.
The role reports to the Country Manager. In addition, the role will dotted line report to the CMO to align on the marketing strategy and execute an aligned North American marketing plan. As a key member of the North American leadership team, you will work cross functionally to deliver the business's overall objectives. You will formulate both national and targeted market-specific marketing initiatives to drive both brand awareness and demand generation. Where channel distribution focuses on push initiatives, you will drive market pull campaigns and ensure a complementary approach to both. Target market applications will include decking, cladding, siding, docks, and pathway.
Purpose:
To define, develop and execute a target market-specific and national marketing strategy for the Millboard brand to expand in the North American market. Working extensively with the local in-market channel partners and our targeted trade segments, ensure Marketing engages, supports, and makes it easy for our customers to select Millboard. Your goal is to make Millboard their preferred choice for composite decking, dock, pathway, cladding, and siding-related needs, and more. Your core KPIs will revolve around strengthening brand awareness and profitable YoY sales growth.
Brand champion: Work with the UK based marketing team to ensure there is a consistent "One Millboard" Marketing plan for the USA that protects and nurtures Millboard as a premium player in the global composite decking and cladding/siding market.Marketing Planning & Implementation: Coordinate, Implement, and manage quarterly marketing plans and conduct 6 monthly audits of marketing operations to ensure budgets are tracked, and processes followed. Including campaigns, events, digital marketing, PR and new/existing product launches.Competitive insights: Maintain a competitive intelligence and keep abreast of trends, market reception, and perceptions for current and newly launched products. This includes providing insights into commercial decisions that influence pricing, promotions, positioning, portfolio gaps, and reasons why under or over-performance is occurring in these areas.Sample Process: Own the North American "sample process" and ensure we plan for growth. Aling demand expectations with the North American operations team to ensure a positive customer experience.POS Display and Merchandising strategy: Working with the Global Retail Director and the Head of Offline Marketing, you will be the voice of the USA in the design of global POS / Display templates. This may include managing procurement support either through the central team or through local suppliers.Campaign and Budget Management: Develop core campaigns and own implementation as required for local market and national needs. Structure, manage, and measure marketing campaigns to agreed quarterly goals, themes, new product launches, and annual business plans and targets. Manage assigned marketing budgets to approved processes. Manage local marketing agency onboarding/relationships as required.Value Proposition Enablement: Work extensively with Product Management and Product Marketing to rank features, advantages, and benefits and ensure these are differentiated and marketable. You will look for unique characteristics to position differentiation and value add in how products are placed locally. This will be tailored to different audiences/customer segments from specifiers to consumers.CRM Enablement: Plan and support campaigns across the funnel and be the advocate for new ways of working with the Martech stack. Ensure regulatory and legal compliance insights are reflected in the design blueprint.Unified Marketing: Work with the central (online) digital Marketing team to ensure integrated campaigns with offline marketing. Provide input into global brand and demand generation campaigns to ensure local alignment across channel execution.Sales enablement: Working with local Sales leadership, identify the tools and support needed to make selling and buying Millboard easy, provide sales teams with the right tools and drive outbound demand-generation initiatives.New Product Launch: Support global launches and marketing/sales readiness for North America in concert with the New Product Development team / Product Marketing / Central Marketing. To include management of the translation resource requirements as required for North America and our asset library. Track competitor activity and insights to keep internal and central teams informed. Provide support for NPD on local certification needs as appropriate.KPI and Performance reporting: Provide weekly reports across offline and online channels and core KPIs relating to demand generation and brand insights. Core KPI ownership will include delivering: YOY growth in sample requests, increased brand recall/sentiment, and reduced customer acquisition costs. Deliver presentations to team and leadership.
Your background:
The ideal candidate will have a proven Marketing leadership track record of developing full-funnel, cross-channel data-driven offline / online media strategies and tactics, with rigorous analytical measurement (both "brand" and "performance"), to drive positive ROI. You will think creatively and analytically and work collaboratively with people at all levels across the organization. Additionally, you must be able to thrive in a fast-paced environment with a "roll up your sleeves" attitude and entrepreneurial spirit.
BS / BA Degree in Marketing, Business or Engineering10+ years of experience managing marketing strategy, implementation, and measurement.Physical products Marketing experience preferred as opposed to services or SaaSRelentless focus on KPIs and optimizing performance to reduce customer cost of acquisitionPassion for delivering "positive wow!" customer experiencesExperience scaling brands to deliver yoy revenue growthSolid experience in balancing brand & performance-oriented marketing goalsWorking to a rolling roadmap, have a successful track record of launching new products, ideally with disruptive technology offeringsCan come from either a B2B / B2C background. Consumer preferredIndirect and direct channel understanding: how to sell through and alongside channelsYou are a knowledgeable, highly collaborative, and strategic marketer; highly skilled in go-to-market initiatives and working cross-functionally to build stories and content that clearly articulate value propositionsYou thrive in fast-paced environments where you can have a big impactExceptional ability to increase competitiveness and market shareAbility to develop strong customer and internal team relations and feedback channels to improve go-to-market strategyExceptional interpersonal and communication skillsStrong analytical and problem-solving skillsPassion for sharing information in front of large groups with excellent presentation skills Location: North American headquarters in Minneapolis, MN. Able to operate remotely with travel as needed to engage customers and UK Team.