What is the primary purpose of this job? Describe main objectives.

This role is responsible for leading a team to develop and execute B2B marketing and digital communications strategies for cleaning and personal care market segments. The team’s aim is to leverage new and traditional marcom tactics and tools to increase engagement of customers with our brands and educating them about our products and technologies to generate quality leads for new sales growth. Additionally, this role will provide communications support to the Senior VP of the Home and Personal Care Business line including developing presentation materials and key messaging.

Key roles and responsibilities include:

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  Provide supervision and direction to a staff of 3 to 4 Marketing Communication Specialists to deliver the following for the business line:
• The development and implementation of B2B marcom integrated strategy/plans with a mix of digital marketing and traditional marcom tactics to support BL’s market segment marketing strategies with well-defined annual action plan and clear goals and objectives.

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  Works with marketing managers to create content generation strategy to increase product online presence and digitally available product information using Nouryon’ s digital platforms – websites, Knowledge Center and Apps - and third-party digital marketplaces, trade publications websites, and B2B social media venues.

• Writes and creates new content for market segment web pages and manages lead generation web forms. Measures effectiveness of website landing pages based on Google Analytics, including building custom reports.

• Develops special promotional web landing pages for new products and events with clear objectives/conversion rates for each page. Executes keyword strategy for Search Engine Optimization and Search Engine Marketing.

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  Coordination of digital/online product campaigns: e-Newsletters and email blast campaigns aimed at targeted customers and prospects - editing/writing content, creating artwork using SendGrid templates, managing email address distribution list.

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  Organizes webinars using Go-To-Webinar and other platforms. Responsible for pre-promotion - invitations, registrations, online banners for LinkedIn- and for supporting marketing managers and scientist on preparation (e.g., slides, pre-recording and live events) as well as for lead generation and event results/data analysis reports.

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  Coordination of virtual and F2F tradeshows – from booth design to production of marketing collateral and sponsorships - as well as Nouryon’ s virtual and traditional seminars for customers and distributors.

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  Creation and implementation of product promotional campaigns for LinkedIn (global) and WeChat (China).

• Serving as an active member Nouryon.com global team, represents the business line and its market segments on decisions impacting BL related web pages, product search results, downloads center and website enhancements.

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  Coordination of product technical literature production - brochures, technical bulletins, technical presentations and posters - including planning, writing, editing and artwork ensuring alignment with brand standards and trademarks compliance.

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  Production of videos, interactive brochures and animated presentations as well as e-learning sites to educate customers about our product applications and safety
  
• Supports regional marketing managers by coordinating translations and/or adaptation of global marcom campaigns and product literature to local markets and customers’ needs as well as creation of new product literature to support launches of products developed for specific geographies.
  
• Creates media plan for online and print advertisement (calendar, budget, spaces, artwork, approvals, images and placement) as well as lead generation report

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  Writes product and market-related press releases. Promotes white papers/technical articles while building strong relationship with trade publications.
  
• Manages marcom budget, agencies and vendors.
  
• Measures marcom and digital tactics effectiveness by reporting on lead generation and metrics/KPIs/conversion rate for relevant digital marcom initiatives such as online advertisement and social media campaigns, webinars, email blast and newsletters.

What decisions may the job holder make independently without seeking approval from higher manager/supervisor?

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  Prioritizing tasks based on business needs and focusing on most relevant projects for the Business Line.
• As part of the Nouryon.com global team, make decisions on webpages on behalf of the Business Unit and its market segments
• Approval on product literature look and feel;
• Approval on layout and artwork for posters, banners, advertisement, translations, websites
• Adoption of new, emerging digital marketing tools
• Approval of booth/stands layouts and look and feel of posters, banners and visuals