Marketing Manager, Home Appliances

At LG, innovation is the foundation of everything we do. We make products and services that make lives better, easier, and happier through increased functionality and fun. Put simply, we make “Life Good” – from home appliances, consumer electronics to business innovations in digital signage and air conditioning.

As an industry expert, the Home Appliances Marketing Manager is responsible for developing and implementing the division’s marketing strategy to further enhance LG brand awareness in Canada while supporting the company’s short and long-term financial objectives.

The successful incumbent will be responsible for the end-to-end brand management responsibility of LG’s home appliance product lines associated to the LG brand.   

PRINCIPAL RESPONSIBILITIES:
Brand Leadership:

• Plan, develop and implement the brand strategy and marketing plans associated to LG branded line-up of appliances within the Canadian marketplace
• Further elevate LG’s brand profile within the Home Appliance industry in Canada
• Establish and grow the LG brand nationally across Canada
• Effectively market LG Home Appliance products to defined target segments

Brand and Digital Marketing:

• Work with the senior management team to develop and execute the overall marketing strategy, inclusive of media, public relations, and sponsorship plans, for the business to increase revenues and market share
• Execute annual marketing campaigns designed to launch new products, improve sell-through, increase awareness, conversion, revenues, and market share
• Oversee, develop, and approve creative content associated to the LG home appliance marketing strategy/tactics
• Ensure all product touchpoints to the consumer are consistent with the company’s corporate guidelines and brand position
• Review KPI’s and media reporting to optimize the overall marketing plans/strategy
• Review website product pages to ensure brand, product, and feature accuracy

Trade Marketing:

• Direct co-branded marketing programs with retailers and dealers
• Build relationships with retailers and dealers to develop and amplify marketing campaigns
• Provide final approval on all co-branded creative assets and media plans
• Complete store visits on a quarterly basis

Relationship Management:

• Effectively manage Creative, Media, and Public Relations agency relationships to ensure timely execution of marketing plans/tactics
• Succinct completion of Creative, Media, and Public Relations agency briefings with the support of other internal stakeholders to ensure the campaign purpose, target customers, tactics, timelines and expected results are commonly understood
• Work with Product Managers and Retail and Online channels to understand and support market share growth of the LG home appliance business
• Develop and foster relationships with industry/influencer experts to support the business
• Collaborate with in-store marketing manager and e-commerce teams to develop marketing materials, including promotional advertising, brochures, in-store posters, packaging, and other relevant materials

Planning:

• Own the annual LG branded marketing budget process
• Set, track, and report on marketing performance metrics that demonstrate marketing ROI and customer engagement
• Collaborate and develop marketing communications content
• Collaborate and develop activities related to advertising, digital media, social media, public relations, sponsorships, tradeshows, and sales support
• Direct product launches including marketing messages, product reviews and article placements

Analysis:

• Gather relevant data for customer segments and actively monitor and analyze this data to refine marketing strategy and generate consumer insights
• Management of budget and processing of invoices on a monthly basis

KNOWLEDGE, SKILLS, AND ABILITIES: 

• Bachelor’s degree in Business, with focus in Brand or Digital Marketing, or other relevant discipline
• Minimum of 7-10 years of brand management experience with demonstrated record of positive business results
• Expert knowledge of the Canadian Home Appliance industry is an asset
• Prior experience managing and energizing a broad range of advertising, media, promotion, and Public Relations agencies
• Consumer marketing experience, specifically in the areas of content creation, brand strategy and positioning, marketing and media plan development, execution, and post-analysis, evaluating and advocating breakthrough new marketing programs
• Strong relationship management skills, both internal and external, including the ability to respond effectively to sensitive inquiries or complaints
• Strong analytical and time management skills, to a wide range of intellectual and practical problems
• Superior language skills in making effective and persuasive speeches and presentations on controversial or complex topics to senior management, board of directors and other entities
• Ability to pivot quickly in response to changing market dynamics and competitive activities.
• Ability to prioritize multiple product categories within the business
• The ability to professionally grow into broader responsibilities
• A track record of leading marketing efforts in a customer service-oriented environment
• History of presenting a fresh perspective to existing industries and products
• Some domestic and international travel required (subject to prevailing regulations)

Note: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

The organization offers an attractive compensation package that encompasses a competitive salary and excellent benefits.

Conditions of Employment: 

It is the candidate’s sole responsibility to obtain any work permits/visas or other authorizations which may be required to legally work in Canada prior to commencing employment.

Equal Opportunity Employer:
LG Electronics Canada, Inc. is strongly committed to diversity and inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success. As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve. LG Electronics Canada, Inc., will provide accommodations throughout the recruitment, selection and/or assessment process to applicants with disabilities. If selected to participate in the recruitment, selection and/or assessment process, please inform LG’s Human Resources staff of the nature of any accommodation(s) that you may require in respect of any materials or processes used to ensure your equal participation.

LG Electronics Canada, Inc. thanks all candidates for their interest, however, only those selected to continue in the process will be contacted.