Head of Marketing, Canada

About Us:

Dyson is a global technology enterprise. Were growing fast and our ambition is huge more categories more locations and more people. Dyson launched in Canada in 2006 with our headquarters in the heart of Toronto where weve been recognized as one of the top employers to work recent years weve expanded our reach and grown exponentially across many teams from digital and direct to field sales and our growing number of Dyson Demo stores.

Were committed to our campus culture and want to have people collaborating developing and learning from each other. By having everyone on campus together we have been able to nurture a fantastic social and dynamic environment.

About the Role:

The Head of Marketing Canada will manage the P&L for the Canadian Marketing Team and develop marketing strategies to support the business while being a part of the Canadian Leadership team. They will need to strategically utilize their knowledge of the Canadian consumer and Dysons customers to develop the markets profitability and brand reputation including both short and long term growth. They will need to maximize the sales potential and profitability of existing products as well as develop business plans and strategies for New Product Development.

They will lead a cross functional team that launches Dysons newest and exciting technology and grows existing technology. They will develop the go-to-market strategy working with the sales teams to set joint business plans with retailers including Dysons own Direct business. They will hone and localize our creative campaign and our media strategy. They will work collaboratively with the Americas Marketing team and Group in Malmesbury on product pipeline and ranging requirements specific to the Canadian market and retailer set.

MAIN ACCOUNTABILITIES AND SUPPORTING ACTIVITIES

Define the strategy and overall performance of the Canada Marketing team.

• Champion the best possible experience for the Canadian consumer by recommending and driving optimal range pricing NPD and communications.
• Increase top line growth driving a healthy P&L and increasing competitiveness for all categories which today includes Floor Care Hair Care Environmental and B2B.
• Develop the 3-5 year market vision and strategy for growth across all categories for existing and new products unlocking potential of sales channels marketing opportunities and Paid Owned Earned channels.
• Own the categories P&L sharing responsibility for its performance with Leadership Team peers (Sales Direct Supply B2B Finance).
• Lead all aspects of budgeting forecasting and demand planning working closely with the Americas and UK commercial team peers.
• Ensure monthly and yearly volume net revenue and margin targets are met closely monitoring the P&L and owning the Financial LE and production forecast. Own overall marketing budget: approval of spends reporting etc.
• Develop communicate and gain buy-in for the strategy from stakeholders across the business and ensure progress against the plan is well communicated.
• Lead relationship with local media agency. Set the media strategy channel plan monitor budget and review ROI of media spend.

Own the commercial strategy for the category

• Be the in-market advocate for all products continuously championing its value and commercial potential for the market and wide Dyson business; developing the ambition energy ideas and tools needed by the markets marketing and sales teams to reach the best possible commercial outcomes from the product set.
• Collaborate with peers and colleagues across the market team (retailer sales direct sales and finance) to maximize the impact the categories/ products have on consumers and retailers.

Maximize the sales potential and profitability of existing products

• Develop a deep understanding of the territorys retailer opportunity.
• Analyze in-life product and campaign performance and implications for growth strategies continuously optimizing as required.
• Open new business opportunities by taking a business development approach (directly leading business development managers) where applicable by category.

Develop marketing strategies for category NPD

• Drive regional commercial product/category strategy and launch plans in collaboration with group direction but giving local direction including ranging and pricing recommendations.
• Recommend the approach to maximize own markets opportunity within the context of global plans.
• Develop local creative campaigns to build awareness and consideration of our products
• Work with and challenge in-house creative team direct sales team and media agency to maximize media presence awareness conversion and recommendation.
• Prove the effectiveness of all marketing activity; track measure and amend where necessary
• Constantly monitor competitors; remain ready to quickly understand the implications of their activities and respond quickly in the correct manner for the brand.

Collaborate as a member of the virtual global Dyson category and commercial teams

• Collaborate with the relevant Group Category Director and other key global leaders (e.g. Global Director of Digital & Owner Experience Global Retail & Events Director Americas Centre of Excellence hub leads)
• Provide feedback and insight to key Group leaders and heads of Category in other markets
• Participate in building Dysons understanding of commercial category opportunity.

Lead and develop a high performing team

• Direct oversight to Category (brand) teams Media and Retail Marketing (instore and online) and B2B teams.
• Inspire lead and motivate team through regular feedback 1:1s Personal Development Plans objectives and career conversations
• Build a team with clear succession routes not just within the marketing team but through the wider business. Know who will succeed you when and who will succeed them.
• Manage processes and priorities to ensure that the team is as effective as possible to meet business goals
• Identify gaps in knowledge and skills in the team and build appropriate development solutions

Fulfill other duties as required

• Pick up new activities that fall broadly in the purpose of the role
• Fix things that you can see need fixing
• Identify problems and find solutions

About You:

• Bachelors Degree required preferably in Marketing Advertising or Business Administration. MBA preferred.
• 15 years strategic brand marketing/ management experience required at least 2 of which must be in a senior manager level role leading a high performing team; evidence of consistent progression in responsibility required.
• A CPG background is strongly preferred but would be open to non-traditional CPG experience such as electronics beauty lifestyle marketing experience specifically with an understanding of the premium / luxury market.
• Experience managing P&L media and budget required
• A track record of career progression/advancement within a marketing organization
• First-hand experience of retailer engagement and developing exciting in-store experiences
• Experience with working with media planning and buying agency strongly preferred media
• Strategic thinking; this person must demonstrate the ability to take a wide view. Must be able to create execute and manage a sound marketing plan.
• Influencing skills; this person will have the ability to lead cross functionally and influence up down and across the business.
• Problem Solving; must be able to critically analyze data and tackle problems and present viable solutions.
• Team player; able to manage and motivate people this person is able to build strong relationships with a wide range of people (across all Dyson markets).
• Strong communication skills; this person is able to present information (both written and oral) clearly and concisely. This person needs to be able to communicate clearly at all levels within an organization.
• Creativity; this person needs to guide and challenge a team responsible for managing a dynamic brand. They need to be open to new ideas adventurous and practical simultaneously.
• Flexibility; this person will need to adaptable be open to taking on more and have the ability to adapt plans and direction as the business indicates.
• Dynamic and proactive personality with the ability to perform impactful presentations
• Solid analytic abilities. Proven expertise in problem solving and multiple project management
• Good organization and prioritization skills required
• Strong PC skills in Word Excel and Power Point

Benefits:

At Dyson how we reward you is linked to our high-performance culture. But its about more than salary and bonus. Through a package of financial lifestyle and health benefits we support whatever stage of life youre in and the moments that matter.

Financial benefits:

• Dyson Matching RSP contributions
• Company Paid Life Insurance and Accidental Death and Dismemberment (AD&D)
• Short-Term and Long-Term Disability
• Employee Referral Program
• Generous Dyson Product Discounts

Lifestyle benefits:

• Competitive Paid Time Off including Floater Holiday Sick and Vacation Time
• Generous Maternity Leave Program
• Employee Assistance Program

Dyson is committed to fostering an inclusive and accessible environment that reflects the diversity of the community in which we live. If requested we will provide reasonable accommodation during the recruitment process for persons with disabilities. Contact us at for more information. Dyson is an Equal Opportunity Employer.