Job Description
JOB PURPOSE:
Strategic Communications & Demand Generation at Rust-Oleum is a strategically important function focused on telling compelling stories to achieve sales growth, brand affinity, and user connections to generate, nurture and drive demand.
RESPONSIBILITIES
The Director of Strategic Communications & Marketing Strategy is a critical member of the Marketing Strategy & Demand Generation team who is responsible for defining and driving a holistic user-centric marketing engagement strategy. Responsibilities will include:
Marketing & Demand Generation Strategy:
Results and Insights:
Innovation:
The Director of Marketing Strategy & Demand Generation's goals will include:
QUALIFICATIONS
LEADERSHIP TRAITS
Rust-Oleum is an equal opportunity employer. Employment selection and related decisions are made without regard to sex, race, age, disability, religion, national origin, color, or any other protected class.
LI19
JOB PURPOSE:
Strategic Communications & Demand Generation at Rust-Oleum is a strategically important function focused on telling compelling stories to achieve sales growth, brand affinity, and user connections to generate, nurture and drive demand.
RESPONSIBILITIES
The Director of Strategic Communications & Marketing Strategy is a critical member of the Marketing Strategy & Demand Generation team who is responsible for defining and driving a holistic user-centric marketing engagement strategy. Responsibilities will include:
Marketing & Demand Generation Strategy:
- Develop communications and demand generation strategy aligned with Rust-Oleum's growth and profitability goals of delivering 10%+ CAGR or 3x market pace (whichever is greater) for each business segment and platform
- Develop content and media and strategy for all marketing touchpoints across each end-user group designed to drive brand affinity and to grow sales
- Create and manage end-to-end marketing for high priority strategic initiatives, omni-channel product campaigns, end-user focused campaigns and always-on brand affinity campaigns
- Closely collaborate with Product Marketing, Sales, e-Commerce, and Marketing teams
- Drive strategy for content creation and media as well as owned channels (e.g. web, organic social)
- Oversee content strategy and management for owned and partner e-commerce channels
- Lead retail media advertising, closely collaborating with sales
- Define strategy to optimize media purchases; evolve media strategy based on results
- Lead media agency relationship
- Create and manage content continuity strategy along with data asset management
Results and Insights:
- Harness first-party and third-party data to understand end-user motivations, challenges and successes of multiple target audiences
- Partner with Rust-Oleum's Data and Insights teams to develop reporting structure and KPI dashboards, leveraging data from media agencies, influencer and earned media software tools, social listening, search analytics, etc.
- Share relevant insights with key stakeholder groups and leadership
- Review, optimize and report on e-commerce content performance
- Review, optimize and report on retail media advertising performance
Innovation:
- Identify and prioritize opportunities to harness new data and technology to improve end-user engagement and marketing
- Pilot and scale recommended high priority opportunities
The Director of Marketing Strategy & Demand Generation's goals will include:
- Demonstrate point of sale and profit lift including return on ad spend and return on creative
- Grow and maintain brand awareness and affinity
- Inspire end-users to increase product usage
- Educate end-users to build confidence
- Drive conversion through optimized, cohesive marketing content that harnesses best-in-class marketing capabilities
QUALIFICATIONS
- 10+ years of digital advertising in an agency or corporate environment (consumer goods experience preferred)
- Bachelor's Degree in Communications, Marketing, Public Relations or related field, with a master degree a plus
- Experience using digital advertising/social media channels, tools, techniques and best practices for business
- Experience analyzing marketing data and social analytics and identifying/communicating key insights
- Understanding of fundamental P&L and business case
- Strong communication skills, ability to present strategic recommendations, escalate issues and share results with leadership and key stakeholders
- Team player with the ability to collaborate across a cross-functional team
- Proven ability to lead and cultivate talent of direct reports
LEADERSHIP TRAITS
- Strategic Planning: Is proactive, forward-looking and can anticipate trends. Has vision and can create competitive and breakthrough strategies and plans.
- Change Management: Ability to adapt to change, anticipate future needs, is flexible, overcomes resistance to change, and demonstrates managerial courage
- Problem Solving: Is able to understand and evaluate complex issues and devise and implement successful solutions. Is focused on results, can see hidden problems, and takes logical approach and probes fruitful sources for answers. Is proactive and decisive in nature
- Communication: Has effective verbal communication and presentation skills, has effective writing abilities (clear and succinct), had executive presence, has active listening abilities, and can convey important or critical messages that have the desired effect.
- Collaboration: Identifies opportunities for shared resources, seeks partnerships, is a team player, and involves others. Builds commitment, fosters open dialogue, and supports diversity and input from all team members. Is open minded and transparent.
- Decision Making: Uses critical thinking skills, has a track record of making high quality decisions, does not hesitate when making decision, is confident, and is action oriented.
- Developing Others: Coaches others and nurtures emerging leaders. Is a keen listener, provides challenging/stretch assignments, encourages development, confronts and deals with performance issues effectively and delegates tasks effectively in order to develop others.
- Judgement: Adopts strategic, analytical and carefully weighted decision-making process in the evaluations of alternative scenarios.
- Financial Acumen: Has demonstrated financial acumen; understanding of business case and fundamental P&L and ROAS;can successfully budget and forecast, and understands cost implications of decisions.
- Integrity & Commitment: Demonstrates integrity, has commitment, shows moral courage, demonstrates emotional intelligence, is values-driven, respects the Company culture, and demonstrates responsible entrepreneurship. Has a can-do attitude and the desire to go above and beyond.
Rust-Oleum is an equal opportunity employer. Employment selection and related decisions are made without regard to sex, race, age, disability, religion, national origin, color, or any other protected class.
LI19