SUMMARY

Salary:
Competitive
Team:
Marketing
Location:
Canada - Toronto Office
About Us:
Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in Canada in 2006 with our headquarters in the heart of Toronto, where we’ve been recognized as one of the top employers to work for. In recent years, we’ve expanded our reach and grown exponentially across many teams, from digital and direct, to field sales, and our growing number of Dyson Demo stores.
We’re committed to our campus culture and want to have people collaborating, developing, and learning from each other. By having everyone on campus together, we have been able to nurture a fantastic social and dynamic environment.

MAIN ACCOUNTABILITIES AND SUPPORTING ACTIVITIES

Define the strategy and overall performance of the Canada Marketing team.

• Champion the best possible experience for the Canadian consumer by recommending and driving optimal range, pricing, NPD and communications.
• Increase top line growth, driving a healthy P&L and increasing competitiveness for all categories, which today includes Floor Care, Hair Care, Environmental and B2B.
• Develop the 3-5 year market vision and strategy for growth across all categories – for existing and new products, unlocking potential of sales channels, marketing opportunities and Paid, Owned, Earned channels.
• Own the categories P&L, sharing responsibility for its performance with Leadership Team peers (Sales, Direct, Supply, B2B, Finance).
• Lead all aspects of budgeting, forecasting and demand planning, working closely with the Americas and UK commercial team peers.
• Ensure monthly and yearly volume, net revenue and margin targets are met, closely monitoring the P&L and owning the Financial LE and production forecast. Own overall marketing budget: approval of spends, reporting, etc.
• Develop, communicate and gain buy-in for the strategy from stakeholders across the business, and ensure progress against the plan is well communicated.
• Lead relationship with local media agency. Set the media strategy, channel plan, monitor budget and review ROI of media spend.

Own the commercial strategy for the category

• Be the in-market advocate for all products, continuously championing its value and commercial potential for the market and wide Dyson business; developing the ambition, energy, ideas and tools needed by the market’s marketing and sales teams to reach the best possible commercial outcomes from the product set.
• Collaborate with peers and colleagues across the market team (retailer sales, direct sales and finance) to maximize the impact the categories/ products have on consumers and retailers.

Maximize the sales potential and profitability of existing products

• Develop a deep understanding of the territory’s retailer opportunity.
• Analyze in-life product and campaign performance and implications for growth strategies, continuously optimizing as required.
• Open new business opportunities by taking a business development approach (directly leading business development managers), where applicable by category.

Develop marketing strategies for category NPD

• Drive regional commercial product/category strategy and launch plans in collaboration with group direction, but giving local direction, including ranging and pricing recommendations.
• Recommend the approach to maximize own market’s opportunity within the context of global plans.
• Develop local creative campaigns to build awareness and consideration of our products
• Work with and challenge in-house creative team, direct sales team and media agency to maximize media presence, awareness, conversion and recommendation.
• Prove the effectiveness of all marketing activity; track, measure and amend where necessary
• Constantly monitor competitors; remain ready to quickly understand the implications of their activities and respond quickly, in the correct manner for the brand.

Collaborate as a member of the virtual global Dyson category and commercial teams

• Collaborate with the relevant Group Category Director and other key global leaders (e.g. Global Director of Digital & Owner Experience, Global Retail & Events Director, Americas Centre of Excellence hub leads)
• Provide feedback and insight to key Group leaders and heads of Category in other markets
• Participate in building Dyson’s understanding of commercial category opportunity.

Lead and develop a high performing team

• Direct oversight to Category (brand) teams, Media and Retail Marketing (instore and online) and B2B teams.
• Inspire, lead and motivate team through regular feedback, 1:1s, Personal Development Plans, objectives and career conversations
• Build a team with clear succession routes, not just within the marketing team, but through the wider business. Know who will succeed you, when and who will succeed them.
• Manage processes and priorities, to ensure that the team is as effective as possible to meet business goals
• Identify gaps in knowledge and skills in the team and build appropriate development solutions

Fulfill other duties as required

• Pick up new activities that fall broadly in the purpose of the role
• Fix things that you can see need fixing
• Identify problems and find solutions

ABOUT THE ROLE:

The Head of Marketing, Canada, will manage the P&L for the Canadian Marketing Team and develop marketing strategies to support the business while being a part of the Canadian Leadership team. They will need to strategically utilize their knowledge of the Canadian consumer and Dyson’s customers to develop the market’s profitability and brand reputation, including both short and long term growth. They will need to maximize the sales potential and profitability of existing products as well as develop business plans and strategies for New Product Development.
They will lead a cross functional team that launches Dyson’s newest and exciting technology and grows existing technology. They will develop the go-to-market strategy, working with the sales teams to set joint business plans with retailers including Dyson’s own Direct business. They will hone and localize our creative campaign, and our media strategy. They will work collaboratively with the Americas Marketing team and Group in Malmesbury on product pipeline and ranging requirements specific to the Canadian market and retailer set.

Fulfill other duties as required

• Pick up new activities that fall broadly in the purpose of the role
• Fix things that you can see need fixing
• Identify problems and find solution