Director of Communications and Brand Strategy
At Saint-Gobain we design, manufacture and distribute materials which are key ingredients in the wellbeing of each of us and the future of all. Join our innovative, passionate and entrepreneurial community to improve the world of tomorrow with us.
Through the responsible development of innovative and sustainable building products, CertainTeed, headquartered in Malvern, Pennsylvania, has helped shape the building products industry for more than 110 years. Founded in 1904 as General Roofing Manufacturing Company, the firm's slogan Quality Made Certain, Satisfaction Guaranteed, inspired the name CertainTeed. Today, CertainTeed is a leading North American brand of exterior and interior building products, including roofing, siding, fence, decking, railing, trim, insulation, drywall and ceilings.
A subsidiary of Saint-Gobain, one of the world’s largest and oldest building products companies, CertainTeed has more than 6,300 employees and more than 60 manufacturing facilities throughout the United States and Canada. www.certainteed.com
Reporting to the Vice President of Corporate Marketing, the Director of Brand Strategy and Communications is responsible for developing strategic brand marketing plans and an overall customer experience that achieves top-line and bottom-line growth objectives along with market share, brand awareness and target segment penetration for the CertainTeed Brand. The ideal candidate will be a collaborative marketing leader that possesses the attributes of a great storyteller, branding expert, innovator, and master strategist.
The Director of Brand Strategy and Communications is the creative leader and a highly collaborative member of CTCM who works across multiple BUs to constantly innovate new marketing programs. The Director tells the story of our organization and our unique value proposition to inspire a range of stakeholders to engage.This position has responsibility and ownership for the CT brand experience via marketing channels that reach a multitude of audiences. The Director creates measurable and impactful marketing strategies that attract design and building professionals, consumers and occupants to CT products, services and community. A key part of this role involves the development of creative messaging that captures the attention of audiences through multiple channels and mediums. The Director must acquire good working knowledge of all businesses and functions and be able to write and speak knowledgeably and professionally on all topics to the media, employees and customers.
As the leader of the brand marketing and communications team, the Director oversees and coaches three team members, and has collaborative input on social media, content management and marketing automation to ensure accurate and creative brand messaging and content. The team is responsible for developing and executing integrated communications campaigns that support the organization’s strategic plan, SMART goals, business plans, and revenue targets.
DUTIES AND RESPONSIBILITIES:
Ultimate responsibility and accountability for the brand experience, visual identity maintenance and application, messaging development and multi-channel distribution, particularly as it relates to consumer marketing efforts. Works closely and collaboratively with all internal stakeholders, but with manager has final decision making authority on consumer promotional programs.
Build an investment case for the marketing plan and develop marketing strategy which drives sales and brand resonance utilizing and managing key agency partners to develop and execute
Utilize customer segmentation and market trend data to inform marketing strategies/tactics and introduce qualified prospects into the top, mid, and immediate conversion parts the marketing funnel. Measure and manage investments
Determine the appropriate marketing model and financial levers to best build the business and the brands. Responsible for marketing mix allocation on marketing budget, while achieving targets
Manage internal and external communications for CT partnering with SGNA as appropriate
Branding/Messaging - Act as the primary champion for “CT Brand,” helping to ensure a consistent message and experience across all touch points
Marketing Strategy/Planning/Integration/Implementation - Utilize in-depth market, competitive, and customer insights to develop, direct, implement, and evaluate strategic, integrated, end-to-end marketing campaigns for CT products and services through the Marketing team. Supervise the tactical execution of these plans and their evaluation
Create seasonal campaign calendars, distribute to internal teams, and develop meeting schedules to establish consensus and ensure cross-functional participation throughout process
Deliver seasonal campaign hindsight to brand/company leadership, objectively measuring effectiveness of campaign across multiple performance metrics
CT Event Marketing- Oversees the creation of the Annual Event marketing strategy (including trade and consumer events) to communicate the value proposition and experience for members, prospective members, exhibitors, allied organizations and other stakeholders. This includes PR, promotion and advertising associated as appropriate
Communications and Public Relations - Responsible for interacting with the media, community, vendors, and employees; including the representation and consideration of business-specific and enterprise-wide interests, particularly in an effort to improve and drive brand reputation.
Serves as chief media corporate spokesperson for products, plants, divestitures, investments, acquisitions, and other communications
This position provides strategic counsel and supports business leaders for the handling of visible local issues with the media
Supports the direction of content, frequency, and the most effective delivery channels for various communications to reinforce the culture, employment proposition and brand promise with each communication initiative
Manages vendor partners and communication/public relation agencies, and all aspects of their projects
Digital Marketing - Work closely with the Digital Marketing Manager on the CT website and digital strategy to ensure alignment with organizational objectives, content, functionality, and look-and-feel
Department Operations and Leadership :
Prepare and manage the marketing budget as well as manage and maximize contracted services from external vendors for such efforts as design, public relations, advertising, production and printing
Build strong relationships with internal departments and lead cross-functional team to develop campaigns to attract and retain members worldwide
Implement analytical tools for promotion assessment, as well as development of metrics and key indicators for marketing communications strategy evaluation
MAGNITUDE - Provide monetary figures for the areas most significantly impacted by this position. Items included may be revenues, sales, budgets, purchases, etc.
PROBLEM SOLVING - Briefly describe the nature of decision making of problem solving, which is a part of this position. Include the extent to which this position is governed by established practices, rules, regulations, manuals, counsel/advice and independent thinking.
The Director creates measurable and impactful marketing strategies that attract design and building professionals, consumers and occupants to CT products, services and community. A key part of this role involves the development of creative messaging that captures the attention of audiences through multiple channels and mediums. The Director must acquire good working knowledge of all businesses and functions and be able to write and speak knowledgeably and professionally on all topics to the media, employees and customers.
Bachelor’s Degree in Marketing or similar field; Master’s degree preferred
Ten years of progressive marketing management with demonstrated success in building brands, from brand positioning through to the development of brand projection/communication elements
Experience in the building products or durables preferred
Demonstrated understanding and experience with retail and consumer-facing businesses
Past success leading integrated marketing across channels such as social media, interactive/digital, Broadcast - TV, radio, print - magazines, newspaper, direct mail, in-store/POP and email resulting in meaningful efficiency/share/brand awareness gains
Experience guiding and managing agency partners
Able to collaborate effectively using broad range of influence styles to drive desired results; works well with others and is considered a true team player
3 years proven experience in leading teams including providing direction, understanding resource capability and successfully driving results working with internal or external resources
Able to identify barriers to successful implementation and capable of working with teams/leaders to mitigate
Approaches conflicts as opportunities; understands others quickly; can find common ground without comprising total position
Exceptional verbal and written presentation skills including ability to communicate complex ideas in a simple manner
Strong project and process management skills
Relentless about driving results
B-to-B and B-to-C experience
Working knowledge of marketing automation systems and databases
Saint-Gobain provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, marital status, amnesty, or status as a covered veteran in accordance with applicable federal, state and local laws. Saint-Gobain is an equal opportunity employer of individuals with disabilities and supports the hiring of veterans.
Website : http://www.saint-gobain-northamerica.com
Through strategic mergers and smart acquistions, Saint Gobain North America has grown and expanded into all 50 states and dozens of different product categories. Here’s a history of our history.Norton Emery Wheel Company, later to become part of Saint-Gobain, was founded to manufacture the world’s first precision-made, mass-produced grinding wheel.General Roofing Manufacturing Company (later to become CertainTeed) was established in East St. Louis, Illinois, by George M. Brown.Norton Company began manufacturing refractory products—ceramic materials used to line the interior of kilns and furnaces—as well as a wide variety of ceramic containers for chemical reactions.