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Marketing and Lead Generation Manager

Air Products Canada Ltd

This is a Contract position in Mississauga, ON posted January 10, 2022.

Air Products is a world-leading Industrial Gases company having both process gas applications and gasification technology that has been in operation for over 75 years. We have multiple product lines, over 750 production facilities in over 50 countries, and serve over 30 different industries, crafting broad opportunities for growth and development. And we are growing!

Air Products Canada Ltd has experienced growth in Canada, tapping into our expertise as the world leader in the production, distribution, and dispensing of hydrogen. Today, Air Products owns and operates three world-scale hydrogen production facilities and integrated hydrogen pipeline network in the Alberta Heartland region as well as a world-scale hydrogen production facility, pipeline network, and a liquefaction facility.

This position is to support and sustain the growth of the Canada Region business through understanding of the local markets where we operate and have an interest to invest, inclusive of the competitive landscape, channels to market, attractive industry segments and strategic product positioning. Success in this role will require working closely with business management, sales and commercial technology team members, and strategic & industry marketing. All products and modes of supply fall within the scope of this role.

Nature and Scope:
This role is important for the Canada Region business to establish and sustain a leading position in the markets we serve, defined as local geographies and application segments. The individual will work closely with local sales, business management, and the Americas’ Strategy and Segment marketing team to implement the marketing strategy and planning initiatives for the Canada Region business.
This position will directly lead the Canadian Lead Generation team, directing activities toward areas of priority and facilitating critical linkages with sales and commercial technology.

Principal accountabilities:

  • Develop and implement an area market planning with local area/regional sales, business teams and segment teams to ensure in-depth knowledge of local market, channels to market, competitive landscape, market share, opportunities for growth by segment/application, etc. with a consistent methodology to enable action plan development at the asset level.
  • Develop the Annual Marketing Action Plan, execute on the resulting marketing actions and track marketing program performance against an agreed to set of metrics.
  • Establish a consolidated process for monitoring Business Intelligence for Canada and channel the actionable information to commercial technology, lead generation and sales for opportunity development. Identify marketing actions to nurture long-term prospects.
  • Establish a monthly marketing report for Canada. The main objective is to provide an update on marketing activities that tie to asset goals and highlight the programs scheduled for the next quarter. This will serve to communicate, provide opportunity for feedback and seek overall alignment within the commercial organization.
  • Identify segment programs of interest for Canada, outline the geographic scope/phases, prioritize timing and define SR follow-up actions. Coordinate with regional marketing and the other NA SRs.
  • Develop an annual process to establish lead generation priorities by Tcode, with input from sales and asset management, that takes into account sales targets and opportunity pipeline gaps. These priorities will be the basis for lead generation territory development with sales.
  • Handle Canada market intelligence database and identify/develop potential new regional cross-segment sources for market information (tank spotting, Scott’s directory for Canada, EDA database are recent examples).
  • Identify and vet local trade shows or other venues (such as Lunch & Learns, opportunity for local chapter presentations), particularly around ‘Load’ assets, and develop an execution plan to increase our local footprint, complementing the industry segment messages.
  • Assist new business development, buy back and other on-site related efforts with market intelligence as well as tactical programs involving lead generation and marketing campaigns.
  • Provide inputs and analysis to strategic and segment planning and investment decisions through a consolidated view and timely forecast of external macroeconomics indicators, business environment, competitive landscape, etc.
  • Identify, track and manage external published data sources on economic indicators by industry /geography in the sub-region to ensure timely update of market analysis and plans.
  • Support any external conference and marketing communications efforts within the Canada business.
  • Develop business cases for marketing programs at the proposal stage and make recommendations on marketing tactics
  • Evaluate the impact of marketing programs in achieving their stated objectives, including impact on lead flow and new business signings. Also responsible for continuous improvement on processes that include how marketing program leads flow and how they are nurtured.
  • The marketing manager will be responsible for the overall management of the opportunity pipeline working in conjunction with the Commercial Managers and their teams. This will include ensuring that the CRM tool is being used properly for marketing efforts, as well as ensuring that we are properly building a short and long-term pipeline.

  • Undergraduate degree required in a business/marketing or engineering field; MBA desired
  • Minimum 4+ years of prior experience in marketing and strategy development; preferably related to industrial gases or similar industry
  • 2+ year experience managing or leading a team
  • Strong analytical skills with validated capability of database management and intelligence analysis with good business acumen
  • Proficiency in SAP, CRM and Excel and interest to learn and improve other business tools (GIS, Density portal, QlickSense, etc).
  • Bilingual (French/English) with strong verbal & written communication skills
  • Validated influencing and teamwork attitude
  • Willing to take initiatives and work proactively across the organization, at all levels
  • Ability to multi-task, (re-)prioritize and work under pressure in a changing environment
  • Previous experience/knowledge in Gas and Oil Business, an asset.
  • Ability to travel as necessary up to 25% travel at times across Canada and some U.S.