Description:
Managers on this team add value to the Marketing team by setting the go-to-market (GTM) strategy for the seasonal promotion, collaborating with cross-functional groups of partners (employees) to ensure a holistic customer experience that ultimately drives traffic to our stores and brand love amongst Canadians from coast to coast. Once the overarching GTM strategy is set, you’ll be responsible for working closely with external agencies to build robust media plans and hard-working creative and internal teams to deliver informative store signage and effective owned channel communications (website, app, etc.)
In this role, you will…
- Act as the seasonal lead across all four stages of the GTM process :
- Set the seasonal go-to-market (GTM) strategy with cross-functional teams, ensuring it meets business, customer and in-store partner priorities
- Facilitate visibility of tactical plans amongst the cross-functional teams to ensure a holistic seasonal experience for customers and in-store partners
- Champion the launch of the season through internal presentations
- Lead the cross-functional reporting process; tracks marketing performance, gathers consumer insights, and analyzes or evaluates program effectiveness to unlock actionable insights to optimize future seasonal promotions
- Deliver best-in-class seasonal media and creative strategies that support national product, loyalty and brand marketing to meet product category objectives, drive traffic frequency and grow brand affinity :
- Create and Present Agency Briefs
- Lead Media Plan Approvals
- Manage All Creative Approvals
- Lead Campaign Optimizations & Reporting
- Manage Large Media Investments/Budget
- Support the group manager in the creative execution of continuity/always-on advertising campaigns
- Support the group manager in the continous optimization of the cross-functional GTM process, continuity media plans and budget management
- Act as a consult to the specialist or associate manager to help determine the seasonal promotion GTM process milestones and support organic social planning.
- Build trust-based relationships and create an inclusive environment through radically candid conversations, caring deeply and being direct, with both their partners and leaders.