Director, Marketing and Communications
Reports to: Managing Director
The Director, Marketing and Communications conceives proactive communications and marketing strategies and leads implementation of marketing and communications programming within the Canada Wood (CW) to support attainment of organizational goals in China. The key focus of this position is all in-China marketing and communications with targeted Chinese audiences.
The Director, Marketing and Communications provides strategic thinking, awareness and sensitivity in providing fact based communications programming to key target groups in support of the China Enterprise’s strategic objectives. The Director may conduct research, undertake needs analysis and develop business case scenarios, making strategic recommendations to the Managing Director on a variety of communications or marketing topics as required. The Director supervises and works closely with the Manager, Research and Metrics to ensure a collaborative approach to undertaking market research across all program areas. The Director also works very closely with the Director Stakeholder Relations, in their coordination of Canadian stakeholder relations and leadership of B.C. led trade missions and other public initiatives. Extensive experience is required in communications and promotion, issues management and media relations, market research and customer outreach, using both traditional and online tools and channels. The Director supervises the Communications & Events Coordinator, the Coordinator, Marketing and Communications.
Communications, Marketing and Public Relations (PR):
•Implements a comprehensive market communications strategy to increase market acceptance of wood building systems, proactively positions Canada’s sustainable forest practices and products in the China marketplace; and influences decision and policy-makers as appropriate;
•Works with senior management and program staff to integrate program planning with corporate communication strategies, projecting a unified brand and image for all CW activities in China and support of promotional programs such as tradeshows, seminars and missions;
•Develops an annual work plan to guide efforts and program activities;
•Leads a strategic, coordinated and consistent approach to branding, marketing and communication activities across all China Enterprise’s program areas;
•Ensures all communication and promotional material developed is factual information and easily available to key influencers and applies standard branding and visual identity;
•Identifies, plans, prepares and implements trade shows across China to achieve marketing and business development objectives;
•Manages communication tools to promote Canada’s forest management practices, products and building solutions, ensuring alignment with industry initiatives, including but not limited to print and electronic (Web, video) content, paid, earned and social media, tradeshows and events;
•Working in association with other CW team members, write copy and publication quality material for media usage;
•Responsible for cataloguing and creating core messaging and communications materials to further the objectives of CW activities in China;
•Responsible for an internet and website strategy, ensuring effective use of website(s) and social media activity;
•Responsible for a print and electronic newsletter(s) aimed at stakeholders, consumers and industry groups;
•Manages relationships with media, plans and executes media tours and interviews as appropriate;
•Manages outside agencies and consultants as required;
•Responsible for social media campaigns;
•Ensure the CW’s literature and collateral materials inventory is up-to-date and maintained;
•Participates in use of the Customer Relationship Management System (CRMS) so as to maintain a current and effective client database for the China Enterprise;
•Other duties as required.
•Supervises and works closely with the Manager, Research and Metrics, identifies market research projects to discern customer impressions, key market trends and dynamics, stakeholder needs and how best to target influencers’ and end use consumers’ perceptions of Canada’s forest products and their use.
•Develops and advances working relationships with Chinese target audiences, developing and guiding communications initiatives;
•Develop a network of media and PR contacts that can be leveraged to CW’s benefit;
•Submit a monthly report to the Managing Director outlining progress made on all assigned projects, generated media and providing information on other noteworthy items.
Management of Staff and Programs:
•Supports the development of work plans and management of budget(s) for advertising, PR and marketing and communications, and market researches;
•Ensures directly supervised staff are motivated and guided to contribute to CW’s and industry stakeholder objectives, and addresses workload requirements. Empowers employees to identify innovative approaches to enhance organizational performance and personal development. Advances collaboration with other programs and finance and administration teams;
•Ensures work plans, marketing and communication activities, and market researches are closely linked to the strategic plan and activities of the China Enterprise;
•Supervises staff to ensure timely deliverables of marketing and communication projects and market research projects;
•Conducts annual performance reviews for staff, providing feedback and guidance on individual performance;
•Supports the executive management team with expertise as required;
•Manages multiple outside agencies/consultants as required;
•Other duties as required.
•Participates in the development and implementation of the China Enterprise performance management framework and reporting requirements as it relates to Communications to Canadian stakeholders;
•Monitors trends and progress towards established goals and objectives;
Education and Experience:
•Graduate Degree or equivalent combination of knowledge, work experience and education in areas of, Communications, Marketing, or Public Relations;
•At least 5 years experience in a mid- to senior-level in a related field;
•Experience in undertaking or managing research projects, based upon both qualitative and quantitative research methods;
•Experience writing professionally in Mandarin and English;
•Experience working collaboratively as part of a team.
Required Skills, Knowledge and Abilities:
•Demonstrated knowledge of the principles of effective communications, marketing and mass media (print and digital), publicity, advertising and government relations;
•Ability to direct and implement development of written, oral and online messages linked to attaining business objectives, responding to industry issues and dealing with critical situations; communications materials include position/policy papers, speeches, news releases, articles, brochures, video, websites, promotional and technical literature, advertising, newsletters, etc.;
•Flexibility and a positive approach to problem solving and conflict resolution;
•Ability to plan, prioritize and manage multiple projects;
•Ability to work in a team environment and assess priorities in a fast-paced work setting;
•Excellent interpersonal communication skills, written and verbal demonstrating a high level of tact, diplomacy and judgment;
•Excellent organizational and time management skills;
•Strong research and analytical skills;
•Strong computer skills in Microsoft Word, Excel, PowerPoint, Outlook, Desktop Publishing and MS Project;
•Familiarity with B.C./Canadian forest and/or building sector(s), forest management practices, building/or manufacturing with wood would be an asset;
•Requires ability to travel as and when required.
How to apply
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