About the role
Product & Category Marketing
- Positioning & Strategy: Define the Product Positioning and long-term Product Portfolio Strategy for the roofing division.
- Translation: Convert complex technical specs into Feature-to-Benefit translations that resonate with non-technical buyers.
- NPD Lifecycle: Manage New Product Launch Planning, including naming, packaging, and the R&D Feedback loop to iterate on existing products.
- Content Suite: Oversee the development of Technical Documentation, Product Brochures, Technical Guides, and Installation Videos.
- Amplification: Curate a library of Case Studies highlighting successful project applications.
- EPDM: Own end-to-end product.
Market & Customer Understanding
- Market Intelligence: Lead comprehensive Market Sizing and Market Share Tracking to identify white spaces and growth opportunities.
- Predictive Analysis: Own the Demand Forecasting process to align marketing efforts with supply chain and production capacities.
- Segmentation: Define Customer Segmentations and develop detailed Personas for industrial, commercial, and residential buyers.
- Journey Mapping: Document the end-to-end Buying Journey, identifying key touchpoints and potential friction for different Use-case identifications.
- Commercial Logic: Conduct Cost-Benefit Analysis for new and existing products to justify value-based pricing.
Pricing & Commercial Support
- Benchmarking: Execute regular Competitive Price Benchmarking to maintain market agility.
- Incentive Design: Drive Incentive Alignment strategies to ensure the sales force is motivated to sell high-value, strategic categories.
- Sales Enablement: Conduct regular Sales Training sessions to equip the field team with the latest application-based marketing scripts.
Customer Experience & Service
- Retention: Design the Customer Journey, specifically focusing on the Onboarding experience and Warranty communication.
- Engagement: Manage Service Communication and establish robust Complaint Feedback Loops.
- Measurement: Implement and track NPS (Net Promoter Score) to benchmark customer loyalty against industry standards.
Specification, Institutional & Growth
- Specifier Education: Lead outreach and education programs for Architects, Consultants, and Engineers to drive Specification Inclusion.
- Institutional Liaison: Manage Government Liaison activities to ensure product eligibility for large-scale public infrastructure projects.
- Innovation: Proactively explore New Category exploration and New Business Models (e.g., roofing-as-a-service or integrated solar solutions).