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VP Natural Diamond Marketing

4 months ago

New York, United States De Beers Canada Full time
Company Description

De Beers Group

Your opportunity for a brilliant career

We're the world's leading diamond company, powered by thousands of people around the world, with a mission to support local communities, protect our natural environment and shape a brighter future.

With headquarters in London and mines in four countries - Botswana, Canada, Namibia and South Africa - we are truly global.Established in 1888, our expertise ranges from exploration and diamond recovery, to rough diamond sales and diamond jewellery retail.

We market our polished diamonds through two brands, Forevermark and De Beers Jewellers, while our Element Six operation is the world leader in the design, development and production of synthetic diamond materials for industrial and electronic applications.

We've opened research and development centres around the world in our mission to evolve the diamond industry for the better, and we take our environmental responsibility seriously. We work to minimise the impact of our operations, investing heavily to find a balance between economic growth and long-term sustainability.

We seek talented people who share our belief in a better future for mining and are ready to make a difference. Are you one of them?

Job Description

The VP, Natural Diamond Marketing (North America) is responsible for developing and implementing the North American marketing strategy to drive desirability and growth in the natural diamond category and to drive demand for the Origin ingredient brand. This role will work closely with the SVP Natural Diamond Marketing and the Natural Diamond Marketing team in HQ to input into the global marketing strategy, and to develop and oversee the North American workstream within the strategy. The VP Natural Diamond Marketing will lead and manage the US-based Natural Diamond Marketing team, including Marketing, PR & Communications and Trade Marketing.

Natural Diamond Marketing
  • Aligned to the global natural diamond marketing strategy, formulate insight-led North American marketing strategy and annual marketing plans to increase desirability and relevance for natural diamonds and drive growth in the natural diamond category;
  • Lead cross-functional team on market growth opportunities and reinforce strong consistency across all communications;
  • Develop and lead integrated innovative marketing activations (such as advertising, PR, influencer, sponsorship, events and trade marketing) to support and drive natural diamond sales;
  • Oversee the creation and implementation of consumer marketing and PR campaigns across various channels, relevant to the North American audience
  • Oversee the creation and implementation of trade marketing activities, including trade advertising, trade events and in-store activations, such as visual merchandising and sales training and
  • Represent the company at industry events, trade shows, and conferences to gather insights from relevant trade members and promote natural diamonds.
Origin brand
  • In partnership with HQ Head of Origin Brand, develop a comprehensive and strategic consumer and trade marketing plan for the Origin brand in North America, aligned with the business objectives/model and brand/marketing strategy;
  • Develop and lead integrated, insight-led marketing activations (such as advertising, PR, influencer/designer, sponsorship) that drive commercial and strategic success for Origin;
  • Oversee development of trade marketing approach to support Origin business model (e.g., trade advertising and events); and
  • Oversee B2B2C support of Origin jeweller partners in driving demand for Origin diamonds, including local marketing efforts and in-store initiatives such as visual merchandising and sales training.
Performance
  • Work with HQ Head of Insights and Head of Marketing Strategy & Operations to identify key ongoing metrics for success against natural diamond marketing strategy and regularly monitor performance against these;
  • Work with HQ Head of Insights and Head of Origin Brand to identify key ongoing metrics for success against Origin marketing/business strategy and regularly monitor performance against these; and
  • Collaborate with HQ Head of Insights, Head of Marketing Strategy & Operations and Head of Origin Brand to establish effective testing and measurement of campaign performance metrics for success, and identify insights for future learnings/optimizations.
Budget
  • Responsible for effective management of North American natural diamond and Origin marketing budget.
Agencies and suppliers
  • Oversee North American relationship with natural diamond and Origin marketing agencies and suppliers, such as creative and media agencies.
People Management
  • Provide leadership and guidance to the Natural Diamond North American Marketing team, fostering a culture of collaboration, innovation, and excellence to achieve departmental goals;
  • Set clear goals and expectations, conduct performance evaluations, and support the professional development of team members through training and mentorship;
  • Partner with other North American leaders, such as DBJ MD, to develop one De Beers Group culture across various BUs/teams;
  • Foster a positive and inclusive work environment that encourages creativity, initiative, and continuous learning; and
  • Partner with Head of Marketing Strategy & Operations to ensure effective two-way communication between local market and the HQ Natural Diamond Marketing team.
The base salary for this position is $180-$250K USD per annum.

Qualifications
  • Bachelor's degree and above (Master's preferred);
  • Minimum +10 years integrated marketing experience with +6 years managerial experience on teams and client management;
  • Deep understanding of consumer behaviour, market dynamics, and industry trends related to the jewellery category;
  • Seasoned operator in retail, wholesale, and/or licensee businesses;
  • Understands multi-layered marketing needs/implementation;
  • Delivers performance based on budget and ROI measures;
  • Proficiency in marketing analytics and data-driven decision-making;
  • Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously;
  • Strong leadership and team management skills, with the ability to inspire and motivate a diverse team;
  • Strategic thinker with a results-driven mindset and a passion for creativity and innovation;
  • Quickly identifies the critical issues despite working with complex & ambiguous data and takes into account the broader and long-term implications;
  • Has good understanding of the full range of factors affecting the entire organisation;
  • Able to operate in a rapidly evolving, complex environment;
  • Strong integrated marketing experience;
  • Strong commercial sense and strategic view;
  • Experienced understanding of marketing and retail complexities;
  • Commercially astute and ensures decision-making balances the need to deliver short-term results with long-term value;
  • Established relationships with key media and trade partners;
  • Superior leadership and management skill to enable team(s) to function in a harmony, efficiently and productively;
  • Work collaboratively with colleagues to achieve shared goals;
  • Build strong, personal and effective working relationships;
  • Be a clear, concise, creative and persuasive communicator (in writing and in person) across both internal and external stakeholders;
  • Maintain a strong professional network within the marketing industry and related fields, leveraging connections for business opportunities, insights, and support;
  • Prioritizes business critical task that have greatest business impact
  • Resilient and determined;
  • Deals effectively with ambiguity, able to rapidly get up to speed, resourceful and positive in face of adversity;
  • Flexibility and openness to change, ability to thrive in a dynamic and fast-paced environment, and willingness to adjust strategies and approaches in response to evolving business needs and market conditions;
  • Empowered and confident to work independently and take decisions to support/deliver the multi-business streams; and
  • Willing to travel domestically and internationally when required.


Additional information

Safety

Safety first is a way of life for us.We are unconditional about the safety, health and well-being of our colleagues, at work and at home, and about that of the communities where we work. We aim to lead the industry by investing in innovation to protect people, who are at the heart of our business. Our high performing teams take accountability for their own and others' actions, work collaboratively, and always show care and respect.

Equity, Diversity & Inclusion

As a global #HeForShe Thematic Champion, De Beers is committed to promoting an equitable, inclusive and diverse workplace where we value and respect every colleague for who they are. We provide equality of opportunity to enable everyone to fulfil their potential. Please inform us should there be any special requirements that should be considered as part of your application.

Building Forever

Sustainability is at the heart of our decision-making - it is how we do business.Building Forever is key to our purpose as it represents our ambitious and holistic sustainability framework and is central to our ability to deliver long-term value to our communities and partners. This shapes how we protect our social and environmental license to operate, build a long-term legacy in our host communities and earn consumers' trust in our diamonds that they can wear with pride.

Referral incentive applicable:

This opportunity is open to a paid referral incentive according to the Employee Referral Policy (HRM.AD.21.00). Referral incentives are applicable to De Beers Group internal employees only.

Background Checks

Successful candidates will be required to complete background screening which may include a criminal check and validation of qualifications.

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