Director of Marketing

COMPANY DESCRIPTION

Our Client, is a leading manufacturer specializing in high-performance composite utility structures. Our poles are utilized in transmission, distribution, substation, and communication applications, presenting a lighter, more durable, and longer-lasting alternative to wood, steel, and concrete options. Engineered to withstand the adverse impacts of climate change, these structures contribute to reducing the overall resiliency and reliability of the electric grid.

They serve as a paramount solution for grid hardening, enhancing resilience against costly outages caused by extreme weather events like hurricanes and wildfires. This not only safeguards communities but also ensures increased safety for workers. Since 2003 they have been in service with over 500 customers across 30 countries.

It is a Canadian company operating worldwide with manufacturing facilities in Tilbury, Ontario, St. George, Utah, and Houston, Texas allowing for the global distribution of our ultra-resilient poles.

Position Overview

As the Director of Marketing, you'll be an integral part of our management team, closely collaborating with sales, product development, and external vendors, including our marketing agency. Reporting to the Executive Vice President of Sales and Marketing, you'll lead the development and execution of marketing strategies to drive growth, enhance brand recognition, and own both internal and external communication strategies and execution.

Your expertise in market analysis, brand development, promotions, and communications will be crucial in identifying opportunities, staying ahead of industry trends, and ensuring effective messaging across all channels. Working with cross-functional teams and external partners, you'll ensure seamless integration of marketing and communication initiatives to support our shared goals. Join us in upholding our core values of respect, resilience, safety, and teamwork as we work together to achieve our company's objectives and make a lasting impact in the marketplace.

KEY RELATIONSHIPS

Reports to: EVP, Sales & Marketing

Direct reports: Manager, Marketing/Communications, Communications Specialist

Other key relationships: Operations/production, sales, customer support, engineering, and HR teams.

KEY RESPONSIBILITIES:

• Develop and Execute Marketing Strategy: Formulate and implement the overall marketing strategy aligning with company goals and objectives.
• Monitor and Analyze Marketing Performance: Develop, monitor, and analyze key marketing performance metrics. Provide regular reports and insights to your EVP.
• Strategic Lead Generation Initiatives: Craft and execute targeted lead generation campaigns incorporating personalized content and tailored messaging to resonate with distinct buyer personas. Achieve a 20% increase in qualified leads within the first six months, resulting in a broader and more engaged customer base.
• Sales Collaboration for Direct Revenue Impact: Work closely with the sales teams to develop integrated campaigns that align with sales objectives and directly impact revenue growth. Attain a 15% increase in closed deals attributed to collaborative marketing and sales efforts, demonstrating a direct contribution to the bottom line.
• KPI Development: Create Key Performance Indicators (KPIs) relevant to the marketing team and processes.
• Content Strategy and Team Development: Define and implement the content strategy. Build and lead the marketing team to align with strategic objectives.
• Competitive Analysis and Brand Enhancement: Conduct competitive and market analysis in collaboration with the VP of Product Management. Enhance and highlight our client’s key differentiators and improve brand recognition.
• Industry Trends and Opportunity Identification: Stay updated on industry trends and the competitive landscape. Identify new opportunities, dictate geographic expansion, and recommend strategic adjustments. Collaborate with internal stakeholders for creative campaigns around company announcements.
• Paid Marketing Strategy and Management: Develop and optimize paid marketing campaigns across various channels (search engines, organic social media marketing, display advertising). Own, design, and analyze paid efforts (Google Ads, social media ads), including landing pages, SEO, CRO, and marketing automation. Manage and lead respective teams and partners for cohesive execution.
• Partnership Management: Manage relationships with external partners and agencies to leverage expertise and expand marketing reach.
• Budget Management: Develop and manage the marketing budget, ensuring effective resource allocation for maximum ROI.
• Market Research and Segmentation: Conduct market research and customer segmentation to identify target audiences. Develop tailored marketing campaigns.
• Brand Positioning and Messaging: Oversee brand positioning and messaging consistency across all marketing channels and touchpoints.
• Cross-Functional Collaboration and Team Leadership: Lead and collaborate with cross-functional teams (product, sales, operations) to drive integrated marketing initiatives, while managing a high-performing marketing team to foster collaboration and professional grow
• Process Improvement: Drive continuous improvement by evaluating and implementing changes to current company processes.

QUALIFICATIONS:

Education:

• Bachelor's degree in marketing, business administration, or a related field.
• MBA or advanced degree is a plus. Utility-related technical area of study (i.e., Engineering, Finance, etc.) is also a plus.

Experience:

• 8+ years of experience in a Marketing-related role, building programs and campaigns from scratch.
• 5+ years of experience leading and developing a marketing team.
• Proven history of developing and executing successful marketing campaigns, delivering measurable results

Analytical Skills and Knowledge:

• Strong analytical skills and a data-driven mindset.
• Ability to interpret complex marketing data and draw actionable insights.
• Extensive knowledge of various paid marketing channels and platforms, including but not limited to Google Ads, LinkedIn Ads, and programmatic advertising.

Team Management and Communication:

• Experience managing and leading a high-performing marketing team.
• Ability to foster a collaborative, results-oriented, and purposeful culture.
• Excellent communication skills, both written and verbal. Ability to articulate complex concepts in a clear and concise manner.

Strategic Thinking and Industry Knowledge:

• Strong strategic thinking and problem-solving abilities.
• Initiative-taking and creative approach to marketing challenges.
• Knowledge of the utility and energy market, industry trends, and sustainability initiatives is highly desirable.

Passion and Commitment:

• Passion for the energy/utility industry.
• Genuine commitment to driving positive environmental change.

JOB TYPE: Full-Time

WORK LOCATION: Hybrid, Houston– with eagerness to travel (~ 20% to trade shows, customers, Company Facilities).

WORKING CONDITIONS:

Work in front of a computer and type for extended periods of time.

• Travel to various company locations and industry events as required.
• Mentally and emotionally manage a dynamic commercial team environment mentally and emotionally.

COMPENSATION:

A competitive compensation package, including a base salary, annual target incentive bonus, and full benefits.

BENEFITS:

• 401(k) & 401(k) matching
• Medical, Dental, and Vision Insurance
• Employee assistance program (EAP)
• Health savings account
• Employer-paid short-term disability
• Employer-paid Life insurance
• Optional additional Life insurance for employee/spouse
• Optional long-term disability insurance
• Generous paid time off