JOB DESCRIPTION FORM
Location: Beijing or Chengdu
Title of job position: Country Marketing Director
Reporting to: Country CEO
Member of Country Excom
Mission / objective
This position is accountable for monitoring our market share in the overall construction market and in each segment in the country, and in particular, versus alternative construction materials.
This share should grow in a profitable way, and become stronger and stronger through differentiation.
1. MAIN ACTIVITIES / RESPONSIBILITIES
Marketing & Innovation Organisation & People
Design and set up the marketing & innovation organization of the country, which drives and contributes to the market strategy and profitable growth across all market segments (and all product lines) and the country Extra Mile ambitions. Improve organization design.
Responsible of developing the marketing & innovation capabilities within the country, in cooperation with Country HR: skills & competencies (assessment and evaluation criteria, learning & development), talent pipeline, succession planning, career development, IDPs, anticipation of new needed skills and competencies for the country.
Together with product lines commercial functions and country HR, ensure the development of top level sales capabilities: sales effectiveness in all segments, in products, solutions and services, sales force skills and competencies (basics and Extra Mile), L&D, anticipation of new skills and competencies relating to new market trends, new products and solutions, new market approaches and differentiated ways of selling.
Set up, follow up and control the yearly objectives of the country marketing & innovation teams. Challenge the commercial objectives and action plans for all product lines in the country and strive for strong customer engagement and loyalty schemes and objectives.
Contribute in setting up country incentive schemes related to Extra Mile, sales force effectiveness, level of ambition for EBITDA results.
Define and contribute to Extra Mile growth strategy (product line related and cross product lines initiatives) in line with the 2015 Extra Mile EBITDA commitment for the Country.
Propose and lead the implementation of value propositions for selected relevant segments: identification and incubation of new offers, new business opportunities through new market approaches.
Define and drive/coordinate the implementation roadmap for “go to market” actions relevant to the country (i.e. distribution, route to market, oil well cement, prescriptive selling, franchising, sustainable construction, affordable housing, infrastructure, international contractors, etc.).
Coordinate innovation initiatives in the country, ensuring consistency with the Extra Mile strategy. The Country Marketing Director is the country interface with the Group Innovation function.
Contribute to the development/ transformation towards a strong market and customer culture across the organisation, in all business functions (i.e. through training, value creation seminars, mobilization programs, communication etc).
Disseminate general knowledge and best practices across the organisation on market place, customers, products and solutions and their use in the construction industry.
May contribute to specific Group transversal innovation / Extra Mile projects to support the roll out of initiatives in own market or share/exchange with other countries.
Contribute to the communication efforts within country on Extra Mile and branding.
Country Marketing operations
Permanently fosters customer discovery initiatives (in various forms, depending on the segments at stake).
Lead the country key accounts management. Liaise for international accounts with Group International Key Account Management team.
Lead the management of the multi-product lines initiatives and value propositions in all market segments: products, solutions & services, pricing.
Define, organize and coordinate the overall relationship with architects, specifiers, influencers and standard setting bodies in/for the country. Lead the Xxx lobbying activity in the country relating to products, solutions, raw materials, standards and labels.
Lead the interactions between all functions involved in the development and launching of new value propositions, products / solutions / services. Propose the business case for country initiatives (ie new segments, new products, new systems, new services…) including the business stakes and objectives (market share, targeted customers or market segments, volumes, EBITDA, etc.).
Leverage on commercial branding.
Leverage on knowledge platforms and IT enablers.
Develop a deep understanding of the local construction industry: its segments, its players, our competitors (including other materials), influencers, decision makers, trends and opportunities. Translate end-user and stakeholders insights in actionable change approach.
Contribute to management cycle and articulate the marketing plan of the country: country consolidated and segmented market knowledge (market data, customers, competition and players, decision process, products, solutions and services, access to market/segments, trends and markets/segments evolution), market opportunities and risks, regulation intelligence, branding, pricing strategy, marketing vision and strategic and market shares objectives, strategic marketing plan and operational roadmap for the coming years, including innovation.
2. PERFORMANCE CRITERIA (quantitative and qualitative)
•Extra Mile EBITDA;
•Shares of the Construction Market in each segment;
•Number of innovations/new products, solutions, services – operationalized (% of yearly sales of new branded products and services in total country sales). Number of Partnerships to co-create or improve value propositions;
•Time to market for new products, solutions and services;
•Quality of the marketing plan, quality of customer portfolio and route to market;
•Organization & people capabilities in marketing, innovation and sales (talent pipeline, succession planning, etc.);
•Progress measured through Customer Satisfaction Surveys or external benchmarking.
Successful Marketing or Sales (ex. key account, prescriptive selling) experience and field orientation.
Ability to manage broadly the 4Ps: Product – Promotion – Place – Price and proven implementer or project management experience.
Experience of customer discovery initiatives.
Experience with a market focused company in another industry would be viewed as a Plus.
Good knowledge of market channels (retail, Residential/ICI building, infrastructure, RMX, Precast, Asphalt & Paving, Infrastructure -inc. Road, etc...) and good understanding of construction industry.
P&L mindset. Operational drive.
Shape the future
Innovation management: leadership to drive cultural change, experience with change management; curiosity and creativity; fast learner, entrepreneurial and promoter of continuous learning and experimentation
Decision quality: intellectual honesty and rigor, tenacity
Raise the bar & executing with courage
Drive for results
Conflict management: constructive confrontation skills
Energize and develop people
Managing vision and purpose:
Building effective teams and improving organization design: open minded to diversity of skills, backgrounds in own teams
Be a collaborative and trusted leader
Comfort around higher management: influencing skills at top level management
Manage within a complex environment
Organizational agility: ability to work in teams and in networks with other Country Excom members and Sales teams in product lines and with Group experts (when relevant), transversal leadership