Panasonic – Head of Marketing
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Background:
Current sales of PESNA are $300M with a marketing budget of $7M, and sales are expected to increase to $400M by 2025. Businesses center around Indoor Environment Quality and Energy production and storage, with a small business for Assembly Tools. The position is tasked with getting Marketing to take a lead position in both strategy and execution to create opportunities for business growth through their activities.
There should be strong experience in building and managing a marketing team, and establishing specific marketing strategies for a growing solutions business in the areas of lead generation, building brand awareness, PR, value proposition and messaging development, partner development, and product marketing activities. Current staff will be moved together from existing product division to manage marketing strategy, creative, channel messaging, PR, and other activities. This is a critical position demanding significant industry experience as the marketing and sales strategies for this new-to-Panasonic solutions business unit must be developed from the ground up.
What You'll Get To Do:
- This person will be directing a team of 12 reports initially, and also 20 different external vendors. They will also work with Panasonic domestic and international partners. The position has full management of marketing Operational x budgets as established in conjunction with sales teams.
- In addition, this person will be coordinating with Sales, Engineering, and Product managers within 4 divisions of PESNA, and must work closely with them to create and carry out the market plan. The position will require skills in creating a cohesive internal team as well as working with other PESNA executives to create synergistic sales and marketing between the major 2 divisions as well as Business Development.
- Strong previous business experience with systems-based businesses, software driven systems, and in particular digital marketing and lead generation are a must. A track record of successful SEM and SEO resource management, as well as digital creative personnel management, is required. Strong ad and marketing agency relations, as well as research project management, qualitative and quantitative, will be necessary.
- Other brand building activities for this team include building a resource library of case studies, ROI studies, market-facing technology training materials, white papers, product videos, and blogs.
Key Accountabilities:
Marketing Execution and Activation, including a high degree of digital marketing:
Oversee marketing communications including branding, public relations, advertising, white papers, trade shows, seminars and events collateral materials, analyst and market research management, and website design and content either directly or on an outsourced basis.
Leads, aligns, manages, tracks and analyzes the success of complex, large-scale, interactive and digital projects and programs. Gains buy-in from stakeholders and leads project teams in the planning and management of key initiatives. Delivers projects on time and within budget. Establishes, maintains and updates the digital experience from the viewpoint of the customer. Continuously strives to find the most effective and innovative interactive solutions to meet business needs and deliver an exceptional customer experience. Digital native and evangelist.
Oversee functionality, usability, maintenance, troubleshooting and QA of interactive media and channels, and coordinate defect resolution with IT and other internal and external resources. Guide content creation and production to ensure digital effectiveness.
Pipeline and Lead Development:
Define and direct marketing programs for demand creation, lead generation and interface with VP Sales and team for lead tracking and management in SalesForce CRM system.
Work closely with sales division and product management to manage channel strategies and programs.
Solution Development Support:
Collaborate with Product Management Groups on market and especially customer research for market and product requirements, interface with product management and engineering for product development, product pricing and product lifecycle management.
Oversee creation of tools for sales training and marketing including product launch management, sales training materials, presentations, sales tools, ongoing competitive analysis and general sales collateral support.
High collaboration with PNA Corporate Marketing to enhance cross-value and integrated brand activities
Marketing Trend Analysis:
Review and analyze current industry marketing trends and competitor campaigns
Determine effectiveness and relevance of industry and competitor messaging to establish points of uniqueness and differentiation for PESNA marketing efforts.
The successful candidate will have experience in building:
A team of direct marketing manager reports with specializations in web, direct marketing, product collateral, messaging, and other disciplines.
A strong and broad base for knowledge and partners in the above activities; web, docs, graphics, etc.
Strong peer-to-peer relationships with other marketing executives
What You'll Bring:
Education and Experience:
12-15 years managing B2B demand generation marketing, brand awareness, PR and press communications, product marketing and collateral development, web site content development, and eMarketing techniques. Digital Marketing experience a must.
A Group Manager or Director marketing position in a l technology company or emerging corporate business unit with 360-degree visibility and management of all aspects of B2B marketing; lead gen, brand, PR, product, etc. is highly desirable.
Building teams and marketing campaigns with a proven track record of driving lead, pipeline and revenue growth direct and channel of up to $300M in size.
Degree in Marketing, Business, or related experience required
- candidate needs to be located in the United States but will be required to travel to headquarters
Competencies:
Demonstrated experience in building marketing teams that produce successful demand generation programs including email, blogs, web, social media, customer success stories, whitepapers, blogs, PR, etc.
Strong focus on eMarketing, SEO, SEM B2B marketing strategies and tactics targeting large enterprise with high-technology solution product lines.
Strong collaborative experience and record of success within sales and engineering teams.
Demonstrated ability to proactively forge and develop strong peer-to-peer relationships with other marketing executives in a large enterprise with multiple divisions.
Demonstrated experience managing teams, budgets and marketing plan execution.
Experience with the capabilities of modern electronic marketing tools such as Hubspot, Salesforce, Adwords and Google Analytics.
Possesses an analytical and creative mind to create strategies and programs from scratch in lead generation, brand awareness and other activities. The ability to build the implementation teams and measure campaign success. Ability to objectively evaluate results and adjust for future success.
Ability to learn quickly and apply new concepts rapidly.
Current with constantly evolving technologies in social, search, mobile and CRM. Saleforce.com knowledge a major plus.
Experience in marketing plan development, establishing priorities, leading cross-functional teams, and project management.
Communications:
Ability to proactively build peer-to-peer relationships with marketing executives in peer Panasonic businesses that are initially much larger in size than this early stage solutions group is required. Ability to then constructively and synergistically influence their planning and programs to support this new Solutions business.
Experience communicating and collaborating with sales, product management and engineering is required
Experience leading a marketing team with varied disciplines.
Experience building and managing vendor and supplier base.
Other Requirements:
US and international travel will be required up to 40 percent seasonally.
What We Offer:
- Competitive compensation package
- Comprehensive benefits
- Pet Insurance
- Paid Parental Care Leave
- Employee Referral Program
- Educational Assistance
- Flexible Work Program
- Volunteer time Off
- Casual Dress Code
- Total Well Being Program
Panasonic is proud to be an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender identity, sex, sexual orientation, national origin, disability status, protected veteran status, and any other characteristic protected by law or company policy. All qualified individuals are required to perform the essential functions of the job with or without reasonable accommodation. Pre-employment drug testing is required for safety sensitive positions or as may otherwise be required by contract or law. Due to the high volume of responses, we will only be able to respond to candidates of interest. All candidates must have valid authorization to work in the U.S. Thank you for your interest in Panasonic Corporation of North America.
WE TAKE OPPORTUNITY SERIOUSLY:Panasonic prioritizes total wellbeing. We offer a wide variety of benefits and programs to support your physical, emotional, financial, social and environmental health.
The salary range of $160,000 – $200,000 is just one component of Panasonic’s total package. Actual compensation varies depending on the individual’s knowledge, skills, experience, and location. This role may be eligible for discretionary bonuses and incentives.
We understand that your career search may look different than others and embrace the professional, personal, educational, and volunteer opportunities through which people gain experience. If you are actively looking or starting to explore new opportunities, send us your application!
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