Description:
The Marketing Manager, Communications and Events is responsible for creating strategies and plans for marketing communications. The role leads multiple projects to develop marketing materials, digital content, and event programs which support CN’s brand and strategic objectives. Moreover, the position involves interfacing with Business Unit (BU) leaders to understand strategies and objectives to achieve the revenue and product promotion goals of each unit. The incumbent requires strong leadership and marketing communications experience to take ownership of projects and campaigns to drive results while interfacing with both internal and external stakeholders.
Main Responsibilities
Conferences, Corporate Events and Marketing Sponsorships
- Organize multiple in-person events annually, producing a unique, highly experiential, innovative, and positive customer experience
- Research event sponsorships, negotiate them and determine how to maximize return on investment
- Handle all aspects of the event program (e.g., booth design, budget, logistics, shipping, venue sourcing and booking, entertainment, catering, and material handling)
- Develop a game plan for each event with recommendations on how to reach the right audience and increase engagement
- Create a post-event audit to track strengths and weaknesses
- Ensure CN’s engagement at conferences includes opportunities for panel participation, media interviews, and content for social media
- Collaborate with Business Units (BU) to identify the best platforms and conferences that support their goals and maximize CN’s investment
- Cultivate relationships and handle the budget with external suppliers supporting commercial events and trade shows
- Report event budgets and track leads and revenue generated post-event
Marketing Communications Content
- Develop and implement a marketing communications plan to support the company’s brand, product launches, events, and trade shows
- Conceive, maintain, and measure ongoing digital campaigns and media programs that support the CN brand, products, and value proposition
- Create engaging and customer-focused digital and video content to be used across various platforms to support product and service promotion (e.g., social media posts, email campaigns, website content, and at commercial trade shows or conferences)
- Ensure that CN’s digital advertising and content marketing efforts are aligned with the company’s goals creating synergies with other promotional initiatives, such as events, product launches and sponsorships
- Interface with the internal corporate communications team to deploy and publish marketing campaigns for social media, email or website and oversee external relationships with agencies and trade media partners
- Produce corporate, sales, and marketing content to support initiatives for internal audiences, such as Sales and Marketing meetings, awards, and corporate leadership meetings
Stakeholder and Customer Engagement
- Partner with external stakeholders, such as Canada and the United States (U.S.) port partners, to develop joint-marketing initiatives
- Interface with BU and high-level executives to produce presentations and marketing materials for speaking engagements, product promotion, and interactive sales pitches
- Collaborate on building customer engagement and advocacy to gain a deeper understanding of customers, create solid relationships, and revenue opportunities
- Oversee the production of “customer stories” via video or website
- Develop new and innovative strategies to create customer engagement at
in-person events or using digital media
- Drive lead generation where applicable and create deeper customer engagement to sell CN services and increase revenue