Job Ref: 215637321

Date: 2022-01-24 12:21:01

Apply Now

Head of Brand Marketing

Reporting to: Marketing director

£55,000 – £70,000 + bonus + excellent benefits package

Summary

The primary responsibility of the Head of Brand Marketing is to manage all customer facing brand development, tactical marketing and advertising activity for the UK. Driving awareness, consideration and maintaining at all costs, the brand’s hallowed No.1 premium image ranking whilst supporting the national and regional commercial objectives of both the Sales and Services divisions through an effective focus on campaign activation and tracking.

Essential Duties and Tasks

Work with the Marketing Director to strategize, plan and execute effective brand development projects to ensure that first and foremost, Scania maintains its premium image and reputation.
Seek to dominate and disrupt the UK marketplace – surprise the market, frustrate the competition and delight the customer.
Maintain Scania’s No.1 Image ranking status in HTS.
Develop proposals and activities in support of Strategy 2025.
Be the primary owner of the annual marketing plan for SGB.
Own TTL marketing and advertising activity and budgets.
Manage our integrated, TTL, omni-channel media activity, including all advertising, social media, print and digital.
Lead and inspire the National Marketing Executive team in developing integrated marketing campaigns at a National level in conjunction with all department heads.
Ensure the alignment of your activity with Brand and Product introduction objectives, ensuring activity and budget is planned in-line with meeting the annual business plan.
Work with department heads and senior management roles across the truck, bus & coach, engine and Services departments to define, articulate and plan marcomms activity that will drive achievement of each department’s business plan.
Develop brand campaigns to drive awareness and consideration.
Develop tactical product and pricing campaigns to drive sales.
Commission creative concepts, designs and campaigns where appropriate from supplier roster, following a professional process; accurate briefing, written confirmation of scope and work, approvals only on authorisation from Director etc.
Lead and inspire the Marketing Business Partner team in delivering a highly valuable, regional marketing service.
Drive the alignment of regional campaign planning in line with regional business plans, ensuring a tailored approach is being adopted to meet local needs.
Ensure the MBP team are seen to deliver value to the business through a quarterly value statement (activity, impact, results).
Ensure collaboration between national and regional marketing teams working together to create synergy in activity.
Ensure the MBP team collaboration with Business Intelligence team to drive Customer Data quality, segmentation support to RSM and advanced usage of SCRM and BI tools.
Ensure the MBP team support the Corporate Comms, Events and Sustainability business plans.
Own the UK website. It’s performance, content management, integrations and monthly analytic reporting.
Own all other UK customer-facing websites, microsites and various digital assets.
Own digital effectiveness projects; AEM tools, forms, SEO and various integrations and new product releases.
Participate-in and cascade information from relevant factory and European CO working groups, updates and instructions.
Own all marketing related digital tools and apps; Used App, Marketing Suite, Handover App, Configurator etc.
Ensure collaboration and compliance with all IT PM, Data Protection, Security and published governance procedures.
Be a primary stakeholder in the delivery of the Marketing 360 process. Owning marketing activity and ensuring maximum collaboration between stakeholders daily.
Oversee the publication and management of the annual marketing plan and schedule, detailed and updated weekly.
Drive collaboration between Business Intelligence, Contact Centre, Corporate Comms, Events and Sustainability teams, ensuring the 360 process is working effectively.
Lead weekly Kick-Off meetings across the department to ensure regular communication and awareness of team activity.
Coach and drive improvements in creative briefing, articulation and follow-up of external agency suppliers

Working with the Business Intelligence team:

Monitor market and competitor activity, trends and demands for your business areas and products.
Monitor customer and driver needs, demands, perceptions.
Support sales strategy development by applying information and insights gained at regular update meetings.
Present findings of research and competitor activity on an ad-hoc and regular basis.
Be a major stakeholder in ensuring maximum compliance and adherence to global brand CI guidelines for the business.  Ensuring your team champion on-brand work and pick-up on non- compliant activity when found across the business.
Drive bespoke and niche definition of Scania brand identity to suite the UK market, enhancing global direction.
Drive awareness and training of brand communications standards across relevant departments and individuals.
Inspire the business on what it is to be Scania.
Lead by example when it comes to living the brand.
Manage the creative, design and digital supplier roster.
Ensure all supplier activity is compliant with purchasing regulations; contracted suppliers only, tendering of suppliers as per schedule, rate negotiations and publications.
Ensure all supplier activity is compliant with finance governance; advance quotes, PO process, matching invoicing, full budget breakdown by line/service with monthly reconciliation to plan.
Track and measure suppliers to contract conditions, SLA’s, value- added service and behaviours.
Own the annual Brand, National and Regional marketing and advertising budget.
Cascade, set and track budget plans by department.
Track, reconcile and report budget performance on a monthly basis, working with the finance controller to ensure we are on- plan at all times.
Provide regular results reporting on departmental activity – analytics, effectiveness, traffic etc on all live assets, campaign activity, recurring advertising and brand metrics as appropriate.
Seek to record the commercial impact (reach, engagement, influence, awareness etc) for as much of your activity as possible.
Put effective personal, one-to-one communications at the heart of everything you do with your direct and wider team.
Inspire and motivate your team to be the best they can, everyday.
Openly collaborate, inspire and build belief in the power of marketing across the business.
Drive innovation in communication to improve effectiveness and reach in target groups, reduce waste and improve automation in communications methods.
Monitor developing trends in the digital and automation arenas.
Support the sales organisation with digital tools that improve customer experience and reduce waste in print.
Seek improvements in the sales lead generation/funnel process through CRM integration and segmentation, with the help of digital tools where applicable.

Desireable Experience and Qualifications

Relevant Education or equivalent work experience
Business knowledge and experience from a similar role an advantage
Effective people management and motivational experience essential
High levels of self-awareness and emotional intel

Apply Now