Marketing Director - Byggfakta (UK & Ireland)

at  Byggfakta UK Group

Marketing Director - Byggfakta (UK & Ireland)
Byggfakta UK & Ireland (UKI) is a wholly owned subsidiary of the Stockholm listed Byggfakta Group Nordic HoldCo AB. It currently comprises NBS, NBS Schumann, NBS Canada, Glenigan and CIS and is the largest territory in the international Byggfakta Group AB by revenue and profit.
UKI is a collection of ambitious and fast paced businesses looking to expand in existing markets and land in new ones with new and current products. We provide our clients with high-tech SaaS products that leverage proprietary data and analytics supported by a team of industry experts, global research teams and a growing specialist Professional Services division.
The Marketing Director plays a critical role in enabling our growth ambitions via a drive for success and challenging the status quo across all businesses. Theyll ensure that we thoroughly segment and target our markets to increase market penetration and cross-pollination of products and customers across UKI. Leveraging all resources at their disposal, they are responsible for the design and execution of innovative strategies that engage and excite our addressable market.
They will focus both on the top of the funnel, generating high quality, highly qualified sales leads that convert not just into customers but also retention, ensuring a clear view of ROI and that via solution adoption become strong advocates of our solutions that retain value and volume.
NBS, Glenigan and CIS have strong brand value via each having 50+ years presence in their respective markets. The opportunity to increase leads but also position our combined value proposition to architects, engineers, product manufacturers and contractors is one that the role holder will need to fully exploit, along with influencing our Product Strategy across all platforms for greater value and product attachment.
We operate an omni-channel approach to marketing to create awareness of our brands, growing and retaining our customer base in every business as part of our forever promise.
This is not a role for the been there and done that; this is industrious, disruptive, curious and hungry and would best suit someone with a track record of success keen to make their mark and develop a legacy in a truly Global environment.

Leadership:

• As a member of the Senior Leadership Team, be an ambassador, contributor and disruptor for UKI and each constituent Company.
• Clearly communicate and achieve buy-in to the Global vision while ensuring others know how their role contributes to the success of UKI businesses.
• Drive the performance of the Marketing team by devising effective and ambitious marketing strategies with clear measures that enable accountability and alignment to business performance and ensure that other Departments are held to account in supporting the Marketing strategy.
• Lead the UKI into new Market Sectors via research and generating the internal CTA to develop the opportunities across the business.
• Enhance capabilities across the team enabling Managers to extract more efficiency from their teams via clarity, appropriate stretch initiatives and targets, and via coaching and training.
• Prioritising work, providing objectives, and ensuring teams are empowered to focus on outcomes > activity.
• Ensure that each UKI business and territory receives the Marketing services it requires.
• Grow our external Marketing Services service to our customers in alignment with sales demand.
• Anticipating and proactively scaling resources to meet current and future business needs and building and leveraging partnerships to support times of peak demand.Corporate Comms:
• Defining and executing an omni-channel marketing strategy spanning industry networking, events, UKI Companies websites through to national social media campaigns.
• Design and implement UKI PR strategy to increase brand reputation and share of voice in both mainstream and social media, with clear success measures (e.g. AVE)
• Create sustainable competitive advantage through maintaining UKI companies as thought leaders, thereby differentiating from the competition.
• Set high-level positioning for our products and services appropriate for segment.
• Manage the externally facing websites for NBS/Glenigan and CIS (and any future acquisitions).n
• Promote the position of UKI companies as thought leaders in our markets via planned activity utilising internal and external resources.
• Develop and curate online assets targeted at key segments of our market, webinars, online campaigns, video assets and whitepapers.
• Oversee brand building activity and creative design output aligning UKI whilst protecting earned brand equity in each Company.
• Delivery of integrated positioning and messaging campaigns to showcase the added value of UKI product integrations.
• Promote and extract maximum value from the CPD Programme via our partnership with RIBA.Lead Generation:
• Development and Delivery of the lead generation playbook, for BAU, ad-hoc and scheduled events to hit KPIs as agreed with the Commercial Directors.
• Drive prospect engagement and nurture those close to conversion via active campaigns.
• Delivery of fully qualified hot leads for sales in line with product, segment and volume targets.
• Set and manage the conversion of MQL though to SQL and ensure Sales deliver the requisite SQL to won business rate via a programme of assessment and continuous improvement.
• Ensure that the cost to acquire is controlled and regularly assess for activity effectiveness.
• Effective use of Pardot, Marketo and Salesforce marketing activity and nurture prospects.
• Own the customer segmentation programme, contribute to our competitor analysis and make best utilisation of resource external to the Marketing Team.
• Help identify and promote the cross-selling and up-selling of our individual and combined propositions and influence the commercial strategy and pricing models based on sound analysis.
• Identify key trends in the industry for us to capitalise on i.e., sustainability data and associated promotional opportunities, and work with Innovation and Economics Directors to build strategies
• Identify and validate where, when and as who we should exhibit and how this will translate into strong lead generation.
• Drive the product attachment rates and existing customer retention targets via a programme of upsell activities and influence development of Product and Service offerings to add value.
• Design, delivery and maintenance of a measurable customer advocacy programme, ensuring that other UKI Departments are clear on their contribution via e.g., NPS and BDM.
• Grow the partnership program with trade associations, consultants, industry bodies, PR companies and other commercial organisations to create commercial and technical opportunities.Operational:
• Plan and manage the promotional budget and its ROI.
• Own the Market Segmentation, utilising the Data Team to drive targeting, messaging, and differential advantage positioning, providing insight (and return) to the Commercial Directors.
• Work with Sales to evolve and improve the lead management process, holding them to account for conversion rates on agreed activities or campaigns (whether routine or exceptional).
• Manage development and publication of the Marketing Services content to ensure delivery to scope, time, cost and quality.
• Be a Senior Stakeholder in Go To Market process and standardise the Marketing approach for any new Product or Service, ensuring timely buy-in and approval from key stakeholders.
• Support internal comms activity and deliver impactful staff events, working closely with the Byggfakta Group to ensure alignment with key messages.
• Provide Marketing Support for Byggfakta Group colleagues outside UKI.
• Support and lead development of key internal events i.e., townhalls, lunch & learns.
• Focus on continuous improvement as a constant thread throughout Marketing activity.MEASURES OF SUCCESS
• Lead generation targets in respect of volume and quality, and cost per MQL exceeded.
• Grow the conversation rate from MQL to SQL and influence same in SQL to won business.
• Ensure a measurable contribution of Marketing activity in achieving sales/commercial targets.
• Development of Opportunities in new markets, or via different approaches to current markets what are these and what value?
• Increase in cross-pollination and product attachment across the customer base.
• Increased customer retention and renewal rates via an active advocacy programme.
• Accurate forecasting and budget management and measured/improved ROI for every/all activity.
• Maintain all brands as a power-brand in the construction industry.
• Successful delivery of a high quality programme of virtual and in-person events.
• An empowered, effective and highly motivated team that has a great reputation internally and externally.
• Improvement in Marketing team employee engagement scores.
• A culture of on-time delivery, measurement and prioritisation of activity based on impact.