Miami, FL, United States
Manager, Pr, Marketing, Advertising
Oct 11, 2019
Macro Distributor Brand & Communications Manager - Miami, FL
Macro Distributor Brand & Communications Manager - Miami, FL
No. of Positions:
The Latin America MD Cluster team manages a diverse array of Macro Distributors (MDs) across 30 markets that re-sell 175 million liters of lubricants per annum. As the cluster embarks on an aggressive expansion and growth journey, more emphasis will need to be put on the effective management of brand and communication activities across the different markets to drive consistency and alignment to global brand & communication standards while ensuring local relevancy and to maximize the value of SP&A investment.
The B&C Manager will support the Above-The-Line (ATL) and Below-The-Line (BTL) communication activities to build & grow brand awareness & preference for Lubricants brands as measured by annual brand health tracker studies. The B&C Manager will ensure compliance between the approved expenditure plan by communication and promotional activity and its implementation in terms of budget and mix.
Build and influence local MDs to set a strong brand strategy plan per markets to improve brand preference around LATAM Region, negotiate level of investment by MD, set Brand KPIs targets per country and manage integrated KPis Follow up.
Represent the cluster in all global B&C forums acting as the focal point for collating and disseminating relevant global campaign material & guidelines to MDs.
Assume central control of marketing communication content (material & messages) and delivery platforms to drive consistency of brand communications across all markets.
Approval of marketing materials generated by MDs to ensure alignment of locally-generated initiatives with global Brand strategies, as well as elevating to Global teams any areas of concern or need for additional support.
Development and management of external communication activities & plans (newsletters, events, competitions, etc.).
Work with the global marketing teams and local agencies in developing marketing communication material that is relevant for use within MD markets through regular consultation with Regional Marketing Managers, Account Managers & MD marketing teams.
Work with Central Communications teams to develop and roll-out clear and specific ways-of-working within MD markets, ensuring that local marketing activities complement the Group communication strategy and effort.
Work with the global and local marketing teams to enhance the functionality and content of the Next Generation MD online Portal to ensure that it continues to provide recent and relevant content, becoming a one-stop-shop for MD staff looking for Shell product, marketing, technical and sales material.
Lead the design and implementation of the cluster digital and social media strategies ensuring full alignment with global guidelines.
Work with regional PR agency to lead the implementation of Public Relations strategy ensuring full alignment with global guidelines and key messages. Conduct quarterly reviews of ROI and meet PR value goals generated for the cluster.
Act as the focal point for development and approval of all label and packaging requirements for the cluster portfolio.
Participate in Marketing Planning process within the Cluster: development of Marketing plan, allocation of budget to initiatives and defining planned cluster activities.
Work with the Finance and Procurement team to manage marketing vendors, PO requisites and invoicing process.
Serve as lead and/or assistance to the planning, coordination and execution of face to face engagements with MDs, such as Expert Circle meetings.
Develop and implement rigorous controls over brand & communication activities executed by MDs across a diverse range of operating platforms and sales & marketing teams.
Maximization of SP&A spend through adopting best in class agency management practices leveraging our global expertise and relationships.
Ensuring that synergies are capitalized upon and execution takes place within the agreed marketing calendars.
Local implementation of communication plans and alignment within cluster in terms of standardization and simplification.
Ensuring proper handling of confidential information and material.
Auto req ID:
Commercial Business to Business (B2B)
Country of Work Location:
Shell is a global group of energy and petrochemical companies with about 84,000 employees across more than 70 countries. We aim to meet the world’s growing need for more and cleaner energy solutions in ways that are economically, environmentally and socially responsible. We have expertise in exploration, production, refining and marketing of oil and natural gas, and the manufacturing and marketing of chemicals.
As a global energy company operating in a challenging world, we set high standards of performance and ethical behaviors. We are judged by how we act and how we live up to our core values of honesty, integrity and respect for people. Our Business Principles are based on these. They promote trust, openness, teamwork and professionalism, as well as pride in what we do and how we conduct business.
Building on our core values, we aspire to sustain a diverse and inclusive culture where everyone feels respected and valued, from our employees to our customers and partners. A diverse workforce and an inclusive work environment are vital to our success, leading to greater innovation and better energy solutions.
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Shell is an Equal Opportunity Employer - Minorities/Females/Veterans/Disability.
Florida - Pt Everglades E.
Must have legal authorization to work in the US on a full-time basis for anyone other than current employer.
Minimum five (5) years with media plan accountability. Working for or managing Creative or PR agency with end-to-end marketing campaigns across Latin American markets.
Experience in managing marketing agencies (Advertising, PR, Market Research, Media and Digital).
Ability to work with diverse teams face-to-face and virtually
Fully trained in speaking to the Media; polished public speaker with immaculate attention to written communications
Knowledge & experience in Lubricants preferred, as is knowledge in communication and consumer trends within Latin America
Complex change management experience and ability to work multiple projects effectively at the same time
Commercially savvy; able to draw insights from complex sets of data and present to senior management and customers in minimal turnaround times
This job manages cross border/regional interfaces and needs a good degree of cultural awareness and ability to work in virtual environments
Must be willing to Travel: 10% - 20% of time
Basic knowledge in GSAP system is an advantage
City, State (if applicable):
Website : https://www.shell.com