Position Type: Full-Time
Department: Corporate Marketing
Work Location: North York Office: 20 Norelco Drive, North York, ON M9L 2X6
Work Arrangement: Hybrid: 4 Days per Week On-Site
Work Hours: Monday-Friday, 8AM-5PM
At LG, we create Innovation for a Better Life.
We design products and services that make life better, easier, and more enjoyable. Whether it’s through smart functionality, design, or innovative technology, our home appliances, including kitchen, laundry and lifestyle solutions, media entertainment products including televisions, sound bars, projectors, computer monitors and laptops, to cutting-edge business solutions in IT, digital signage, and HVAC, we’re driven by one simple idea: to make Life Good.
As a global leader in consumer electronics, LG is committed not only to enriching the lives of our customers, but also to create rewarding experiences for our employees. We offer meaningful challenges, continuous learning opportunities, and a workplace culture that recognizes collaboration and rewards excellence.
Across our global network, LG employees share a common mission: to bring the Life’s Good promise to our customers by creating a better life for people, and a better future for our planet through our smart life solutions. Our relentless drive for innovation, combined with our culture of challenge and change, enables us to lead in today’s dynamic market.
At LG, Life’s Good.
The Senior Manager, Brand and Strategy is responsible for the development and implementation of the brand strategies of LG Canada’s portfolio of Brands, in conjunction with the Head of Marketing, Brand Marketing Managers, eCommerce Marketing Managers, and Product Managers. This includes planning and directing the development of brand-building programs across business units.
The Senior Manager, Brand and Strategy is responsible for a core Corporate Brand Team that works closely with our Product and Marketing teams, divisional sales teams, U.S., and global headquarters. The incumbent will effectively oversee the marketing of the company’s brands and products to defined target segments based on consumer purchase behaviors and an understanding of the demographic and psychographic profiles of targeted consumers. In addition, this individual will ensure all products and all touch points to the consumer are consistent with the company’s marketing/messaging strategy, and brand and product strategy. The Senior Manager will also oversee the optimization of strategic digital marketing initiatives to drive customer acquisition and retention through a variety of online initiatives including paid media, social, eCRM, as well as the brand guideline governance for LG online properties.
PRINCIPAL RESPONSIBILITIES:
Strategy and Planning
Work with the senior management team to develop and execute marketing strategies, tactics and plans for the business and ensure they are consistent with the overarching corporate strategy
Responsible for the development of annual and a long-range planning for LG Canada brands
Build integrated marketing strategy to optimize full funnel consumer journey, driving brand awareness and nurturing quality leads for conversions
Oversee strategy and integration of digital capabilities across the company
Responsible for customer journey optimization across our channels and all consumer touch points, driving lifetime customer value
Product Marketing
Collaborate and work across Business Units to shape and direct the strategic approach to ladder up to the master brand(s)
Lead the annual brand planning and business progress
Agency Management
Together with the Head of Marketing, lead agency selection and performance management including compensation modeling, and annual contract negotiations
Responsible for management and annual agreements and resource allocation
Participate in contract negotiations and rights management
Digital Marketing E-Commerce Support
Oversee development of web strategies & plans to support E-Commerce business operations and channel partners
Oversee strategic digital marketing initiatives to drive customer acquisition and retention, driving customer lifetime value
Budget Management
Responsible for the development of annual budget
Oversee and direct budget phasing strategy to manage corporate P&L (not total P&L responsibility)
Team Management and Retention
Responsible for the development and building of the Corporate Brand Team
Responsible for the development and management of annual KPIs
Mandated to build a winning culture and strong retention model
Goal setting, performance evaluation and people development
Additional duties as assigned
KNOWLEDGE, SKILLS, AND ABILITIES:
Completion of an undergraduate degree in a related area of study is required
Minimum of 8 years’ brand management experience with demonstrated record of positive business results
Minimum of 5 years’ specialized digital and eCommerce marketing experience
Experience in the Appliance and/or Electronics industries or similar Durables Category is an asset
Experience in a Luxury Brand or Durables Business also an asset
Extensive consumer marketing experience, specifically in the areas of targeting; brand strategy and positioning; concept development and testing; marketing plan development, execution, and post-analysis; testing, evaluating and advocating breakthrough new marketing programs
Prior experience managing and energizing a broad range of advertising, media, promotion, and public relations agencies
Strong relationship management skills, both internal and external, including the ability to respond effectively to the most sensitive inquiries or complaints
A history of setting strategy and of building and leading a team
Strong management capabilities demonstrated through the implementation of company-wide initiatives and implementations within project timelines and budget
Strong analytical skills and application of business and consumer insights
Superior language skills in making effective and persuasive speeches and presentations on controversial or complex topics to senior management, board of directors and other entities
The ability to think beyond classical marketing parameters to create new approaches and solutions
Responsive to changes in the business environment and proactively shifts roles and priorities to meet these changes
Excellent interpersonal skills
Highly collaborative, working well with both internal and external clients, treating them with respect, anticipating their needs, providing solutions when needed, and consistently meeting or exceeding their expectations
Trusting and trustworthy, establishing and building trust across business functions, levels, and departments to facilitate achievement of shared goals
Effective communication skills, communicates the vision to team members and leads the team to successfully execute the brand strategy; communicates information in an open, straightforward style
A good listener with the ability to understand others’ viewpoints and needs
A focus on continually striving to do better and motivating others to do the same by positive example
Values the differences and similarities of people and promotes a spirit of cooperation and shared responsibility by emphasizing that the efforts of work groups must be aligned with common goals to achieve desired results
A high sense of urgency and accountability
Learns from mistakes and remains committed to finding solutions despite difficulties and uncertainty
Holds high moral standards, ethical beyond question
Note: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.
The organization offers an attractive compensation package that encompasses a competitive salary and excellent benefits.
Conditions of Employment:
It is the candidate’s sole responsibility to obtain any work permits/visas or other authorizations which may be required to legally work in Canada prior to commencing employment.
Equal Opportunity Employer:
LG Electronics Canada, Inc. is strongly committed to diversity and inclusion and aims to create a healthy, accessible, and rewarding work environment which highlights employees’ unique contributions to our company’s success. As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve. LG Electronics Canada, Inc., will provide accommodations throughout the recruitment, selection and/or assessment process to applicants with disabilities. If selected to participate in the recruitment, selection and/or assessment process, please inform LG’s Human Resources staff of the nature of any accommodation(s) that you may require in respect of any materials or processes.
LG Electronics Canada, Inc. thanks all candidates for their interest, however, only those selected to continue in the process will be contacted.
