Head of Offline Marketing

1 week ago

Coventry, Coventry, United Kingdom Millboard Full time

Purpose:

To shape, support, and enable a best-in-class unified marketing team to ensure our Marketing strategy is aligned to help deliver business objectives.

Ensure Marketing engages, supports, and makes it easy for our target markets to select Millboard as their preferred choice for composite decking and cladding-related needs.

Deliver Marketing demand generation initiatives with a close eye on Marketing ROI. Strengthen our premium brand position by optimising funnel management to reduce customer acquisition costs.

Seek new ways of Marketing; be an enabler of ideas in the team and bring disruptive thinking that delivers positive results in terms of revenue and market share.


Scope:
Millboard is a UK-based decking and cladding solutions manufacturer with an expanding International presence. We passionately believe our "Live. Life.

Outside." value proposition is the best in the world - and is reinforced by a unique and patented technology that is positively disrupting and resonating in the market.

At Millboard, Marketing is about turning local and global ideas into best-in-class brand and demand-generation programmes.

Across on and offline channels, from the first touch to ongoing customer relationships, we constantly evaluate and use innovative tools and processes to nurture commercial and consumer opportunities.

Our martech stack allows us to drive value propositions to targeted customer segments, refine customer journey understanding and optimise the engagement flywheel.

Our raison d' être is to generate cost-effective, qualified sales opportunities that support Millboard's blueprint growth goals.


Under the direction of the Chief Marketing Officer, your role will be to primarily help accelerate offline demand generation across UKI, and increasingly add international markets to your remit in time.

Working together with the Head of the Digital Marketing team, you will help unify offline and online initiatives in support of full-funnel management.

This will include driving brand awareness and recall, lead nurturing, and KPI reporting.

You will also work alongside the UK and International Distribution BDM teams, the Global Retail Director, Channel Marketing, and Product Management to plan and execute marketing programmes.


Responsibilities will extend to Print Media, PR, Exhibitions, Shows, Open Days, New Product Launch, Sample Process management, Showroom and POS / store designs, the Millboard Publication, Referral, and Affiliate Marketing.

Brand awareness and generating leads in the form of sample requests will be your key KPI drivers.


Working with key internal channel stakeholders, you will also support the Commercial Director as well as the Head of Distribution and Key Accounts through regional BDMs to drive the growth/expansion of our sales channels for both B2C and B2B segments.


This will include working closely with in-country strategic distributors, as well as supporting Channel Marketing onboarding of new channels and new territories with structured brand awareness, lead generation campaigns, and in-store POS/merchandising.

International travel will be required from time to time.

Hybrid working is supported; the role is based out of our office in Coventry where regular presence is critical to the success of the Millboard team.


Key responsibilities will include, but not be limited to:

  • Brand champion: Work with the CMO to ensure there is a consistent "One Millboard" Marketing plan that protects and nurtures Millboard as a premium player in the global composite decking and cladding market. Build a Centre of Excellence for Offline Marketing capabilities.
  • Lead generation: Drive and own demand generation campaigns across offline channels. Work with the digital team and/or external agencies to successfully deliver unified complimentary PPC campaigns, SEO, Content Development, Websites, Landing Page initiatives, social media, and more, as required.
  • Budget management and ROI reporting: For owned media channels, provide regular KPI and performance reporting including cost per lead, cost per sample, and cost per channel insights for allocated Marketing budgets. Report monthly on spend to the CMO with proposed change actions.
  • Channel Marketing Support: Work closely with the channel marketing manager to continually optimise and in turn, maximise the use of Millboard assets in the channel.
  • Centralised Marketing Enablement: Support local marketing with centralized assets and processes whilst staying loyal to local needs and cultures. Ensure the same Millboard customer and market experience is evident regardless of country. Manage global media agency network strategy with local support.
  • Sample Process: Own the "sample process" and ensure we plan for growth for UKI and International markets; including POS and Merchandising requirements are supported working with internal and channel stakeholders
  • Campaign Management: Structure and manage marketing campaigns to agreed qu

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