Retail & Online Marketing Director (North America) - Lowell, United States - JABRA Corporation

Description

**ORGANIZATIONAL PLACEMENT / REFERENCE CRITERIA**

As Director of North America Retail & Online Marketing you will join GN Audios Global Marketing team, which consists of 130+ employees across the globe. You will ideally be based in the Greater Boston area, or located close to a key US airport hub and able to work on a remote-working basis. The position offers a flexible/hybrid working location and will require regional travel across the US/Canada on a regular basis (with periodic visits to HQ in Copenhagen, Denmark).

Specifically, you will report to the Vice President, Global Retail & Online Marketing, who is partly based in Copenhagen and London, and leads the wider Retail & Online Marketing team consisting of approximately 25 team members.

The overall purpose of the team is to plan and execute full-mix (top/mid/low funnel) marketing programs, including digital media and co-op campaigns with retailers, to meet regional MS% goals and accelerate sell-out of GN Audios Jabra product portfolio through priority retail channels (both in-store and online), including the D2C channel of This to be done in close collaboration with the regional sales teams.

**MAIN RESPONSIBILITIES**

In this role, you will lead the North America Retail & Online (Consumer) Marketing team, have ownership of all aspects of the consumer marketing plan (including digital, media investment, sell-in, channel-marketing and other end-customer facing initiatives). You will plan/execute marketing programs and campaigns with clear targets & measurable results, both on a Jabra standalone basis and in conjunction with key retail partners. Moreover, you will work closely with the Retail & Online North America VP Sales, and the wider North America Sales Leadership Team to ensure that marketing plans are aligned to sales priorities. You will also be an active participant in joint sales/marketing reviews & planning.

As a key part of the Global Retail & Online department you will work to build awareness & consideration of the Jabra brand amongst NA consumers, to acceleration traffic & conversion metrics, and to drive visibility, recommendation & the promotion of the Jabra line-up with identified priority retailers (both in-store and online). You will also work closely with specialist marketing functions (notably PR & Communications, and the HQ Digital Marketing Team) to ensure deployment of the North America plan.

You will assume management responsibility for a North America R&O Marketing team of 4 people, including one Head of Channel Marketing (Snr. Manager), one Amazon/Online Retail specialist, and two experienced channel marketers.

**SPECIFIC WORK TASKS AND RESPONSIBILITIES**

Develop and **deliver the Retail & Online Marketing Plan**, working in lockstep with regional sales management and key retailers (e.g., Amazon, Best Buy, Walmart) across the NA region, to accelerate both regional sell-out & regional market share ambitions, in-line with the global goal of becoming a Top 3 true wireless brand and leading audio brand.

**Lead the NA Retail & Online Marketing Team** (#5 heads total) and oversee the deployment of the retail & online marketing plan across the US/CA with priority retailers.

**Work collaboratively with the North America Retail & Online VP of Sales** to ensure that marketing plans are shaped and executed in alignment with NA regional sales priorities.

**Spearhead the acceleration of digital marketing competence** across the NA Retail & Online business, and drive improved digital deployment with focus on improvements in traffic/conversion, on co-op digital marketing, rich content deployment across key retailers and search optimization/search ranking.

Own the North America marketing relationship with the **Jabra e-commerce team (regionally) and the Digital platform team (globally)** to accelerate the share of the consumer business delivered via and identified marketplaces.

Assume North America R&O responsibility for **alignment on brand spend & performance marketing spend** (i.e., digital media), and serve as the main point of contact for the Digital Marketing/Media specialists located centrally at HQ. Communicate regularly on campaign delivery & results versus targets.

Take **ownership of NA launch plans** for all new products coming to market through the Retail & Online team, ensuring that regional launch plans are aligned to run-rate targets, and that messaging corresponds with global direction.

Ensure that **in-life marketing programs are developed at NA level** as part of a regional marketing calendar cadence and implemented regionally as necessary to meet ongoing sell-out targets with key retailers. As part of this, to ensure that the HQ team are providing assets (suited to the NA market) for key retail occasions (e.g., Prime Day, Black Friday, Holiday).

**Scope and implement a North America field team** **program** and ensure that this operates to agreed monthly field team objectives. Align with the HQ Retail & Online team for global consistency and implement a regional approach to store staff advocacy & learning (including online/e-learning, incentive programs and sales associate training).

**Manage & negotiate the overall North America Retail & Online marketing budget** including marketing opex, partner MSF, co-op funds and separate media/brand investment. Align the NA budget with sales management at the budget-setting phase and implement robust budgetary controls to ensure spend to target. Co-ordinate regional requests for incremental funding (via business case) as required.

**Work collaboratively with the Senior Manager, NA Head of PR & Communications** to ensure that PR initiatives at product launch, and in-life (whether Jabra standalone or partner-led) are planned & executed in accordance with the regional &/or local Retail & Online plans.

**Report on retail/online marketing execution and performance against agreed metrics** monthly and attend NA SLT & regular customer meetings.

**GREATEST CHALLENGES / ATTRACTIONS OF THE JOB**

The role offers a very interesting & challenging opportunity to become a significant part of a company which is on a tremendous growth journey. The role requires a highly motivated and determined person, who is excited by the opportunity to make a real impact on consumer/retail and online marketing across North America.

To succeed it is vital that you are motivated by working in a complex, international environment, where you have daily interactions with people from different countries and cultures. You will join a self-starting, experienced global team with frequent interaction, though working from different parts of the world. Excellent stakeholder management skills will be crucial as you and your team cooperate and coordinate with the NA Retail & Online Sales organization and key retailers. Furthermore, you have a proven track record of improving sell-out to key retailers and reaching defined KPIs across the US and Canada.

**REQUIREMENTS**

**EDUCATIONAL REQUIREMENTS:**

An academic degree at bachelor level (preferably Marketing or Business based)

**REQUIRED PROFESSIONAL EXPERIENCE:**

Experienced CE marketer senior manager/director (10 years+) with proven track record within consumer electronics.

**PREFERRED SKILLS & EXPERIENCE:**

Highly competent digital marketer with a proven track record within online channels &/or e-comm.

Experienced with full mix marketing planning & deployment

All round marketer with a balance top, middle and bottom-of-funnel marketing planning & execution

Knowledge of both online & offline channel execution. Experience with Amazon is a distinct advantage.

A natural team leader with exposure to a matrix organization.

Experience with both strategic planning & day-to-day executional tasks.

Excellent command of English language is mandatory.

Exposure to both US and Canadian markets.

**PERSONAL PROFILE REQUIREMENTS:**

Strong leade