Consumer Marketing Manager
Job Description
LOCATION: Guelph, Ontario (Hybrid role - 3 days in office)
SUMMARY:
Consumer Marketing Manager, reporting into the Senior Vice President, Marketing, is responsible for understanding and representing the needs and wishes of the pet parent consumers, acting as their voice within the organization, and driving compelling demand generation initiatives. They will deeply understand the existing body of research and lead new insight gathering efforts using third-party suppliers. This person will leverage consumer insights to inform the development of effective organic growth strategies and compelling consumer facing creative assets. The Consumer Marketing Manager will be tasked with identifying whitespace opportunities for new product innovation and providing comprehensive briefs to the portfolio team for successful execution. Collaborating closely with the digital marketing team, they will drive the strategy for compelling creative assets for digital campaigns and social media platforms. This role requires a proven track record in demand generation and brand management expertise to make a significant impact on Gateway’s DTC growth.
HOW YOU WILL MAKE AN IMPACT/KEY RESPONSIBILITIES:
- Organic Growth Strategies: Leverage consumer insights to develop effective demand generation strategies that resonate with pet parent consumers, aligning with Gateway’s goals and values.
- Voice of the Pet Parent Consumer: Act as the representative of the pet parent consumers within the organization, ensuring their needs and preferences are consistently considered in all consumer-facing decisions and initiatives.
- Insight Gathering: Lead market research efforts for pet parents by collaborating with third-party suppliers to gather valuable consumer insights and market trends.
- Brand Strategy Development: Develop comprehensive brand strategies aligned with Gateway’s overall business objectives. Collaborate with cross-functional teams to maintain a consistent brand message and positioning across all touchpoints.
- Brand Planning: Develop and gain alignment on key initiatives to drive demand generation, and work with cross functional teams on the execution.
- Creative Asset Development: Own brand guardrails and oversee the creation of impactful and engaging creative assets and digital and physical marketing materials.
- New Product Innovation Strategy: Leverage consumer insight to identify whitespace opportunities in the market create clear and comprehensive briefs for the Portfolio team to develop against.
Budget Management: Responsible for managing, tracking, and optimizing marketing budgets for various initiatives, ensuring resources are allocated effectively.
WHAT YOU NEED TO SUCCEED:
Education, Training & Qualifications
- Bachelor's or Master’s degree in Marketing, Business Administration, or a related field
- Minimum of 5+ years’ experience in brand management roles, with a successful track record of demand generation.
- Demonstrated experience in leading consumer research and using data-driven insights to inform brand strategies.
- Strong creative instincts and the ability to work collaboratively with creative teams.
Skills & Abilities
- Consumer-Centric Mindset: A deep understanding of consumer behavior and the ability to translate insights into effective brand strategies and campaigns.
- Creative Thinking: A highly creative and innovative approach to developing brand strategies and assets that set the brand apart from competitors.
- Market Research Skills: Proficiency in utilizing third-party suppliers for market research and data gathering, with the ability to extract valuable insights.
- Project Management: Strong organizational skills and the ability to manage multiple projects and deadlines simultaneously.
- Cross-Functional Collaboration: Excellent interpersonal and communication skills to work effectively with cross-functional teams, agencies, and vendors.
- Analytical Mindset: Ability to analyze data and key performance metrics to make informed decisions and optimize brand performance.
- Passion for Pets: A genuine passion for the pet industry and an understanding of the unique needs and preferences of pet parent consumers.
YOU’LL LOVE WORKING WITH US BECAUSE:
The People. You will be surrounded by some of the most talented, supportive, smart, and kind leaders and teams -- people you can be proud to work with!
Our Core Values:
- People First
- Exceed Expectations
- (HIT) Honesty, Integrity, Trust
- Be Passionate and Caring
- Continuously Improve
WHAT YOU CAN EXPECT FROM US:
- Competitive Pay & Benefits
- A Sense of Community
- A strong potential for Career Growth
- Great Hearts & Mind Scholarship Program
- Gateway Tuition Reimbursement Program
- Employee Assistance Program
WHAT CAN THIS ROLE OFFER YOU:
- Autonomy to be an innovative & strategic thinker
- Opportunity to make an impact and influence business decisions
- Sense of meaning and purpose
- Career elevation and high growth potential
We are committed to promoting accessibility for applicants with disabilities and complying to all applicable accessibility legislation. We will make accommodations available for applicants with disabilities in our recruitment processes. When an applicant for employment is chosen to participate in an assessment and/or selection process, reasonable accommodations are available upon request in relation to the materials or processes to be used.
Responsibilities
Job Requirements
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