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Marketing Communications Manager- Energy
Marketing Communications Manager- EnergyThe Sherwin-Williams Company • Cleveland, OH, United States
Marketing Communications Manager- Energy

Marketing Communications Manager- Energy

The Sherwin-Williams Company • Cleveland, OH, United States
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The Marketing Communications Manager for the Protective & Marine Coatings Division (P&M) of Sherwin-Williams' Performance Coatings Group will be the central point of segment marketing communications strategy, creative program development, execution of demand generation and sales enablement initiatives related to a diverse range of energy market segments including oil and gas, power generation, alternative, and hydrocarbon fire protection.

Working from the established focus market segment and brand strategy, this position manages the segment planning and execution of marketing communications tactics in support of division sales and share growth goals. All aspects of marketing communications, including demand generation campaign / program design and execution, thought leadership content development and curation, print and digital media advertising, public relations, social media, direct marketing, events / trade shows, product launches, sales collateral and internal communications, are managed by this position.

The manager will prioritize initiatives and tactics and execute campaigns to drive measurable business results for the P&M Division with the support of internal shared services resources and external agencies. As part of the responsibilities, the role will also support North America marketing communications activities and collaboration with regional teams in alignment with current business strategies and segment needs.

The success of the role will be measured by brand awareness lift and sales-accepted leads that directly and indirectly generate segment / regional revenue and margin growth.

Strategic Marketing Communications

  • Lead the communication of key initiatives from the Protective & Marine segment marketing organization to ensure alignment with business goals and segment objectives.
  • Translate business growth requirements into actionable creative marketing communications strategies and programs with defined target audience, meaningful differentiation, and appropriate tactics to execute.
  • Work with market segment leaders to create annual marketing communications strategy, plans and tactics that achieve segment growth and increase brand awareness.

Marketing Communications Program Management

  • Design and manage segment content initiatives, product launches, demand generation campaigns, sales promotions, trade shows, media and PR programs, etc. with minimal guidance from marketing communications director.
  • Serve as a marketing communications thought leader within the divisional marketing team, interfacing daily with market segment leadership, product management, strategic accounts and sales.
  • Coordinate and prioritize projects and requests and clearly communicate strategy, timeline and budgets for those projects to creative services and digital marketing teams.
  • Deliver innovation and leverage resources across teams and campaigns wherever possible to drive efficiencies and share best practices.
  • Manage localization and customization of campaigns to optimize impact.

    • o Measure campaign effectiveness and report both to divisional and group leadership and to peers in formal debrief sessions to drive continuous improvement.

    Digital

  • Provide content for social media accounts, coordinating with Inbound Marketing Manager on scheduling and best practices for growth.
  • Leverage marketing strategy priorities to collaborate with digital manager on PPC content priorities for assigned market segment(s).
  • Own and publish content for designated segment pages on websites.
  • Collaborate with the digital marketing team to follow best practices and drive innovation to support demand generation strategies through marketing automation platform.

    • Public Relations and Thought Leadership Content

  • Owner of engagement strategy for trade media.
  • Leverage creative services team and external agencies to generate press releases and manage distribution via wire service, email to target trade media list, etc.
  • Collaborate with digital marketing team to ensure coordination of website content with external announcements.
  • Own editorial calendar for the designated segments and manage syndication of content across owned, earned and paid media venues.
  • Work closely with the sales organization to drive awareness and utilization of content, as well as ideation for new content.

    • Events

  • Contribute to the development of content and programming for the annual North America Sales Meeting.
  • Design strategy and execution plans for key industry, customer, and trade show events in support of the division's thought leadership strategy.
  • Programming support for customer interactions, including training events, speaker opportunities, group meetings, and product demonstrations.

    • Internal Communications

  • Coordinate ongoing communications to internal teams, including webinars and email newsletters.
  • Maintain divisional sales enablement platform and SharePoint content as needed.
  • Utilize salesforce.com to execute demand generation campaigns. Work closely with the salesforce effectiveness team on marketing / sales alignment and optimization both for the lead qualification, follow-up and reporting.

    • FORMAL EDUCATION : Required :

  • Bachelor's Degree

    • Preferred :

  • MBA or Master's

    • KNOWLEDGE & EXPERIENCE :

    Required :

  • 8-10+ years marketing communications experience
  • Demand generation, content creation and digital experience
  • Thought leadership content development and curation
  • Trade show management experience
  • Excellent oral and written communications skills

    • Preferred :

  • Thriving in highly matrixed environment, including experience with global stakeholder collaboration.
  • Experience in and familiarity with asset protection, coatings, and / or any of the customer segments served by the Division.

    • TECHNICAL / SKILL REQUIREMENTS :

    Required :

  • Microsoft Excel expert
  • Microsoft PowerPoint

    • Preferred :

  • CMS (Adobe Experience Manager, etc.)
  • CRM (salesforce.com, Microsoft Dynamics, etc.)
  • Marketing automation (Marketo, Hubspot, etc.)
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    Manager Energy • Cleveland, OH, United States

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