Regional Digital & Marketing Communications Specialist Powder Coatings

Job Responsibilities

Long Description

Short Description

Job Purpose

• Brand equity: Implements the brand positioning/strategy in communication across touch points across North Asia
• Brand Communication Platforms: Supports Regional Marketing Manager and BU Marketing Communications Manager in the setting up and driving regional digital and social communications infrastructure to ensure future success of digital promotion strategy. Co-develops and executes annual regional Marketing Communication plans, in close alignment with regional business needs and global marketing communications strategy and plans
• Responsible to deliver the (digital) marketing communication plan activities with focus on customer facing brand, service and product communications, in close cooperation with Global Marketing Communications team. This includes implementation and localization of global digital campaigns across all segments, development of online and offline communications and activation tools such as marketing, sales tools, lead generation,  media, social media, content and activation, digital, paid owned and earned media channels and PR
• KPI: Responsible for setting, implementation and tracking of all marketing communication KPIs in consultation and agreement with regional marketing and the global marketing communications.
• Media and Activation Planning: execute regional media and activation strategy (including to sales) and planning according to regional segment growth planning, in alignment with global activities

Key Accountabilities1

• Supports Regional Marketing Manager to set up an annual Marketing Communications plan, in close alignment and cooperation with BU Marketing Communications Manager
• Executes regional annual marketing communications plans ( segment + agreed regional additions based on coordination with regional marketing manager) using multiple channels and tactics with a focus on creating mental availability, gaining widespread customer acceptance of value propositions,  brand preference. Essential force in helping to set up a lead generation process for the region and driving it, in alignment and close coordination with the global marketing communications team.
• Prepares and executes marketing communication plans for regional new product and service launches including media and activation activities e.g. sales tools, presentations, literature, advertising, websites, social media channels, exhibitions, PR and video (in alignment and close cooperation with the global segment leads and the global BU Marketing Communications lead)
• Ensures the projects are meeting deadlines and boundary conditions (budget, quality) and the tools are used.

Key Accountabilities2

• Responsible for the development and implementation of paid and free PR and sponsoring as part of the communication campaigns. Establishes and maintains relations with relevant media (print, journalists, online bloggers etc.)
• Works with advertising agency and other vendors where needed, including print and other production houses, to produce marketing materials such as brochures, tradeshow signage, and ads.
• Coordinates, in concert with regional marketing manager, tradeshow participation
• Works with the Global Digital Channels and Communications Specialist to maximize the content, impact and ROI of our brands' communication through our owned, earned and paid digital channels and exploits digital and content marketing techniques where relevant, and build a strategy coherent and aligned with the global digital comms strategy in dedicated Chinese social channels, including aligned reporting and KPIs
• Works closely with digital and marketing communications team to ensure brand guidelines are followed in digital platforms.
• Secures (on and offline) tracking and reporting of relevant KPIs; reviews KPI’s and implements changes in both the marketing communications approach and follow up mechanism to ensure and grow the return on investment.
• Builds expertise in brand and B2B marketing communication tactics by looking at competitor and out of category landscape and reviewing effectiveness of own activity
• Implements standard global work processes and shared tools and assists the organization to build, share and implement best practices.

Experience

• Bachelor’s in Marketing, Communications, Business or equivalent qualification
• At least 5 years of experience with brand media and advertising development/implementation
• Strong experience and expertise in the China digital and social communications infrastructure, including segmenting and targeting B2B audiences as well as localizing, enriching, and creating targeted regional digital content from global English content blueprint and beyond
• Proven experience in analytics and reporting on progress, success and commercial results of campaigns against set KPIs
• Experience in B2B Marketing in technical or service environment
• Ability to recognize, improve and manage top quality content, ability to adapt based in target audience and needs. Experience in PR.
• Solid advertising and media agency management skills
• Multinational project management experience
• Excellent spoken and written English
• Understanding and sensitivity to different cultural behaviours is key

Education

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Competencies