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Position: Manager Marketing Communications
Reports to: Director, Marketing
Company: Porsche Cars Canada Limited
Location: Toronto, ON.
Date Posted: January 2017

Position Objective:
This position is responsible for ensuring alignment and consistency of Porsche brand values and its presentation from the national level through to the point-of-contact with customers and prospects through the execution of fully integrated marketing initiatives. The position exists to further develop national and dealer marketing effectiveness and efficiency. This will be accomplished by managing PCL’s creative and media agencies, allocating and effectively managing the budget, overseeing all dealers marketing related initiatives and leading a team of two direct reports.

Primary Responsibilities:

Planning:

• Define, implement and monitor Porsche’s national advertising strategy by defining the national media plan in conjunction with the media agency.
• Together with PCL’s creative agency, adapt global marketing campaigns from Porsche AG to ensure brand consistency in the Canadian market. Create original national marketing campaigns when necessary to support national objectives and programs.
• Responsible for investigating and establishing local brand partnerships as well as leveraging global brand partnerships to effectively execute in the Canadian market.
• Consolidation of Monthly Marketing report across all marketing disciplines. Develop and deliver further reporting to gauge marketing effectiveness, such as regional marketing analysis and return-on-dollar-spent analysis

Execution:

• Provide strategic direction and final tactical approvals on overall programs related to:
  • National advertising (TV and print)
  • Direct Marketing
  • Online/digital/social media initiatives
  • Product brochures/catalogs
• Facilitate integration across functional areas and provide direction for programs resulting from national advertising and/or direct marketing campaigns such as brand integrations, events, sweepstakes implementation/prizes, third-party promotions, etc.

Integration:

• Ensure key stakeholders are informed and engaged in cross-functional programs by involving managers of other key functional areas including Porsche Dealer Marketing, Events, Research/Product Planning, PR, Certified Pre-owned and appropriate central marketing contacts in Germany

Logistics:

• Responsible for ensuring the coordination among all marketing communications disciplines and adherence to overall timelines and budgets for production of national brand advertising, collateral, direct mail, interactive/digital and POS materials across all models. Lead annual planning and executional process with advertising agency, media agency and any other applicable vendor partners to ensure effective execution and integration of all national advertising tactics.

Budget Management:

• Substantiate, plan and allocate budget across all marketing communications initiatives. Provide detailed annual budget breakouts and quarterly spending performance updates to Finance.
• Lead budgetary control and performance initiatives with Procurement and Finance in order to actively manage purchase order and on-going budget reporting systems.
• Oversee advertising production, agency compensation, media and POS materials:
  • Develop annual budget for all planned MY programs
  • Ensure all programs are implemented within budget and in the most efficient manner possible
  • Any deviation from planned budget is communicated to Finance and VP Marketing for evaluation of whether incremental investment or re-investments are necessary

Direct Report Management:

• Actively manage Marketing Communications team and ensure team is performing up to expectations and has timely feedback and adequate personal growth within PCL. Conduct annual reviews for direct reports.

Qualifications:

Education:

Bachelor’s degree, Business with focus on marketing, communications or public relations, MBA Preferred.

Experience (Job &amp Industry):

• Minimum 10 years marketing, advertising or communications experience (automotive or similar, dealer-based experience an advantage)
• Strong knowledge of creative development, production and media planning related to TV, print, digital, social and collateral programs
• International work experience valuable
• Ad agency experience valuable (client or agency side)

Skills:

• Strong, passionate, entrepreneurial spirit with motivation to build and grow company’s marketing efforts into relevant new areas
• Excellent written and verbal communication skills