Linde is a leading global industrial gases and engineering company with 2023 sales of $33 billion. We live our mission of making our world more productive every day by providing high-quality solutions, technologies and services which are making our customers more successful and helping to sustain and protect our planet.
The company serves a variety of end markets including chemicals \& refining, food \& beverage, electronics, healthcare, manufacturing and primary metals. Linde's industrial gases are used in countless applications, from life-saving oxygen for hospitals to high-purity \& specialty gases for electronics manufacturing, hydrogen for clean fuels and much more. Linde also delivers state-of-the-art gas processing solutions to support customer expansion, efficiency improvements and emissions reductions.
For more information about the company and its products and services, please visit www.linde.com.
At Linde, every day is an opportunity: an opportunity to learn, to grow, to share success and to contribute to one of the world's leading industrial gas and engineering companies. Seize the opportunity: take your next step with us and join our team.
Head of Channel Strategy \& Marketing (Full Time) Brampton, ON
Primary Purpose
The candidate in the role will be responsible for leading the strategic planning, execution, and optimization of our Direct Sales, Retail and eCommerce channel marketing initiatives. This pivotal role is crucial in driving market share growth and profitable sales for the packaged gases business. The ideal candidate will excel in navigating various marketing initiatives, tying spend back to sales, and strategically enabling growth in all sales channels. This role will work in collaboration with the regional sales teams to execute on targets across all channels and will be a key influencer and executer of our digital growth strategies. The ideal candidate brings creativity, analytical prowess, and innovation to the table, with a deep understanding of developing comprehensive 360-degree omni channel programs that drive customer engagement and data-driven growth.
Key Accountabilities
- Develop and implement strategic initiatives that align with the organization's objectives and overall business goals.
- Collaborate with leadership team to drive and coordinate overall channel and marketing strategy.
- Manages the marketing of Linde brands and OEM brands, analyzes market trends, monitors competitor trends, identifies market requirements and opportunities.
- Lead the strategy, creation and execution of annual marketing plans that align with Linde's brand guidelines.
- Manage and track advertising, promotions and trade budgets along with invoice management as the liaison between marketing and finance. Forecast all expenses and allocate the spend based on ROI by activity.
- Facilitate coordination and collaboration across multi-channel teams, ensuring alignment and synergy.
- Support national account managers and business development managers with targeted collateral as required.
- Development and communication of new retail planograms/products and services to field teams to ensure proper setup (communication, product, merchandising).
- Customer Journey Mapping: Deeply understand and map out the entire customer journey, from awareness to purchase, across channels. Identify key moments where personalized engagement can enhance the experience.
- Tailored Marketing Programs: Design and implement tailored shopper/digital programs to drive engagement, customer conversions, and new accounts. Ensure that campaigns align with the unique needs and objectives of segment and business targets.
- Collaborate with product management, ecommerce, retail operations and sales teams to plan, develop, execute and manage a full marketing strategy for growth.
- Oversee agency partnerships (marketing collateral/graphic design) to ensure effective planning, creative development, and seamless execution of campaigns.
- Work across all product categories (gases, hardgoods, and services) to develop scalable marketing initiatives that drive brand reach and impact.
- Develop and manage performance analysis/ROI to analyze and optimize the performance of different channels and the customer journey overall.
- Lead the eCommerce Strategy along with managing \& optimizing SEO and online marketing to drive growth \& enhance customer experience.
- Develop \& lead the Retail marketing and merchandising strategy in alignment with regional sales targets and location based uniqueness.
- Manage Linde Canada's trade show participation, planning, and execution.
- Collaborates and work closely with Linde's R\&D teams to constantly stay abreast of new emerging markets trends (both in Canada and globally) economic trends, and market conditions to identify new business opportunities.
- Prepare and deliver presentations, reports, and updates for top strategy and operational meetings.
Required Qualifications
- 5 - 8 years' experience in data driven marketing and channel strategy incl: CRM, email, Online/Offline media
- Fluent in English (and French strongly preferred)
- Successful track record in integrating online and offline marketing strategies for a seamless customer experience
- Innovative thinker with a deep understanding of creating 360-degree programs focused on customer engagement and data-driven growth
- Strong analytical skills to interpret data, generate insights, and make informed decisions
- Digital Marketing Proficiency: Experience in social media, eCommerce, paid search, and display advertising
- Skilled at developing insights-driven shopper solutions to influence purchasing behaviors and elevate brand
- Proficient in content strategy, development, and AI-driven personalization
- Ability to manage multiple campaigns and projects while meeting deadlines and achieving targets within budget
- Comfortable working in fast-paced environment \& flexible to adapt strategies to emerging trends \& market shifts
- Customer/market insight and knowledge of the competitive landscape
- Ability to think big picture and find the best solutions to drive better results
- Experience effectively managing and mentoring others
- Strong writing, presentation and customer facing communication skills
- Attention to detail and the ability to incorporate internal and external feedback on an iterative basis
- Strong listening skills to understand customers' \& business visible/invisible needs
- Must have superior time management and interpersonal skills with a desire to take on new challenges
Primary Location
Schedule
Full-time
Job
OPD \& BD
Unposting Date
Ongoing
