Marketing Director
TITLE: Director of Marketing
DIRECTOR REPORT: CEO
INDIRECT REPORT: Chairman
OVERVIEW
This is a highly visible position overseeing the strategic marketing plan for national, regional and local markets as approved by Executive Management for the Global Directories. This role is the strategic marketing arm of the Group of companies and operates by cultivating and maintaining relationships with stake holders, having a full understanding of national and local business issues, market conditions, and opportunities. The Director of Marketing shall oversee and direct several Local/Regional Marketing Managers. The position has established revenue targets and is responsible for meeting or exceeding objectives by ensuring that each market understands the product mix and how to combine the sale of both print and online products without jeopardizing existing print directory revenues.
The marketing plan includes but is not limited to: branding, development of new products, advertising, PR, direct and digital marketing programs for existing products and market research ensuring continued growth in new or existing markets and channels. The Director of Marketing along with field sales and Local/Regional Marketing and Product Managers is responsible for establishing overall Marketing and Advertising strategy on behalf of the Company, executing initiatives through Local/Regional Managers.
The Director of Marketing anticipates and responds to the advertising needs of our diverse customer base. The product and service mix involves growing and upgrading existing print products and establishing and provisioning online portals that may include search, classified, employment, travel/destination and news domains in multiple countries. In addition the Company continually seek to offer innovative digital products to add value and simplicity to its SMB client base covering SEM through its partnership with Google , mobile marketing, website creation, reputation management, and online video services. Our offerings will grow as the digital advertising market evolves and the Company acquires additional print directories.
At local levels, the Director of Marketing meets the promotional and sales needs of each territory, based on analysis of each market to determine levels of competition, technical and cultural readiness to accept new products and pricing to help ensure successful launches. The ability to work well with external vendors and internal groups within Global Directories is essential to success.
KEY RESULTS AREAS
- New Business & Market Development:
- Work with internal stakeholders to formulate Company responses to requests for proposals for marketing and traditional and digital products.
- Evaluate new business opportunities and partnerships to determine if they are fit for market.
- Maximise the return on investment from the Group’s digital investment, leveraging regional presence and investment in domain names.
- Identify new directory opportunities. Analyze market potential, develop financials and formulate implementation plans. Develop and present Global Directories’ proposals as required.
- Implement operations in new markets. Coordinate with all disciplines to establish sales, production, distribution, human resources, administration, etc., functions.
- Strategy Development:
- Based on current print directory and e-product results, competitive issues, market segments, market potential, etc., develop appropriate strategies for pricing, product, advertising, scope, distribution and directory/e-product content for all markets setting tone and direction for the Companies’ overall communications and advertising program along with Regional Marketing Managers and Regional Product Managers.
- Develop strategies for advertising programs along with Regional Marketing Managers to support sales, increase awareness and usage, and improve competitive position in each market. Develop messages specific to each market and collaborate with sales in these efforts. Develop targeted advertising as needed, e.g. direct mail, bill inserts, e-business solutions and other tools as appropriate and effective.
- Develop strategies to ensure the growth of directory, IYP, eProduct, and mobile revenues. Develop strategies to monetize new digital products and IP assets such as: mobile, portals, internet yellow pages and social media.
- Develop competitive strategies based on market intelligence and competitor activity as market conditions evolve, disseminating information to internal stakeholders on the level of threat or opportunity presented by market entry.
- Develop and control the annual marketing budget to support annual revenue and expansion objectives. Collaborate with Sales, Finance and Publishing to ensure lateral alignment on costs and revenues impacting the marketing budget.
- Product Development:
- Design new products for digital and print advertising growth. Determine product specifications and documentation to affected departments.
- Develop and implement the content, design and promotion of Internet directory sites.
- Develop marketing strategies and materials to support all e-business products/services.
- Formulate SEO (Search Engine Optimization) and SMO (Social Media Optimization) strategies for the company along with Local/Regional Marketing Managers to ensure consistency with overall corporate communications.
- Brand Development & Market Communications
- Lead the development of the Company’s Brand, building on the power of Yellow Pages but leveraging regional presence and developing equity in mobile and online channels.
- Coordinate Market Communications to ensure the public recognize our products as the best place for local search on mobile, online or in print.
POSITION REQUIREMENTS
- 5+ years of Director or Management level print and online marketing experience
- 5-7 years of highly productive and successful growth history
- Extensive knowledge of local online and print marketing models to meet the needs of SMB's
- Ability to prepare budgets and provide forecasts and sales projections against cost
- Strong project management skills
- Experience establishing and negotiating media partnerships
- Proven record in developing and delivering online marketing products with demonstrated success
- Experience with all facets of building and executing successful marketing teams
- Excellent written and verbal communication skills
- MBA with concentration in marketing
- Fluent in written and verbal English communications. Fluency in Spanish is a strong plus