- Canada - Toronto Office
Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in Canada in 2006 with our headquarters in the heart of Toronto, where we’ve been recognized as one of the top employers to work for. In recent years, we’ve expanded our reach and grown exponentially across many teams, from digital and direct, to field sales, and our growing number of Dyson Demo stores.
About the Role:
Bringing brand new technology to life – and to the world – requires inventive marketing, clarity of message, vast reach and engagement in more innovative ways. Working closely with our engineers, our marketers develop powerful claims through scientific research and leverage traditional channels, cutting-edge digital technology, events, retail experiences and PR to seize every chance to tell the Dyson story.
Reporting to the Marketing Director, you will be the subject matter expert on media planning, both traditional and digital, bringing your deep media experience and skills to our fast-paced business. You will be responsible for the delivery of media strategies that impact our consumers through the purchase journey, working in partnership with all category teams: Hair Care, Floorcare, Environmental Care, Professional. You will have exposure to all areas of the business and will work closely with the Global and Americas Centre of Excellence teams.
Leadership of media planning, evaluation and auditing
In partnership with category teams, lead the annual and campaign briefing process to the media agency
Experience managing full funnel media planning both online and offline
Overall management of the media plans, ensuring that key dates are met, budgets are approved, and tactics and audiences align to Dyson’s objectives
Working in partnership with Category heads to provide data driven feedback and creative input on media strategies and targeting
Deliver against set revenue KPIs of E-Commerce sales, ensuring budget sufficiency to achieve targets
Knowledge of testing methodologies and breadth of experience within measurement platforms
Build relationship with Global and Americas media teams to collaborate on activation, reporting and new initiatives and lead the local implementation of those programs
Identify and build opportunities to grow consumer brand retention and loyalty
Lead Quarterly Media Reports for Canada to ensure consistent communication of media progress
Create a clear and concise annual roadmap to continuously grow Canada’s digital maturity framework
Ability to influence and drive change across the organization and lead media planning and performance presentations.
Develop relationships with key media partners, including Meta, Google, and other growing business partners to discuss projects and gain access to new test opportunities and brand lift studies
Collaborate with B2B and Retail.ca marketing teams to ensure learnings are being shared and business objectives align
Media Agency Management
Key manager of the media agency to reach the right audience through all channels, exploring new ways of advertising in the purchase journey
Experience with audience led programmatic digital buying, preferably google stack (SA360, DV360, Google Ads, Meta Business Manager, Google Analytics, etc.)
Optimize media campaign performance through A/B testing, audience testing, creative testing and landing page testing
Ensure delivery of meaningful weekly, monthly and post campaign analyses and improve the value of our advertising through relentless testing, targeting and refining plans
Review media performance and KPI’s to ensure we continually achieve and exceed targets while maintaining a positive return on our investment
Review media forecast to ensure it aligns with overall E-Commerce expectations
Drive operational and process enhancements with the media agency
Act as a consultative resource and subject matter expert to the Category teams for all content creation that supports marketing activities. Provide direction, conceptual and creative input, working closely with creative teams
Work closely with the E-Commerce team to implement the overall digital strategy for dysoncanada.ca, considering our full brand proposition and Global Dyson digital guidelines and best practices
Build effective working relationships with stakeholders to ensure alignment on media plans, and with the Category, Ecommerce, Retail, PR, Customer Service and Owner Engagement teams to drive integrated marketing strategies to ensure all new product launches are represented correctly
Partner with the Category teams to fully understand category objectives and design advertising campaigns and ad copy to deliver performance accordingly to maximize our sales potential
Identify opportunities and develop and drive initiatives, tools and campaigns that will increase sales
Manage the media budgets, including purchase order process, invoice receipts and budget tracking
Build, develop and promote an effective team
Manage processes and ways of working to ensure the effectiveness of the media team
Inspire, lead and motivate direct reports through regular feedback, 1:1’s PDP’s and objectives
Develop and upskill the team for their own continuous improvement and readiness for promotion opportunities. Support team members to ensure that they can communicate effectively throughout the organization both locally and at a Global level
Encourage cross-functional team exposure to Media Team and results
Inspire a passion for our product within the marketing team and broader Dyson Canada organization
Experience and Education
Bachelor’s Degree in related field required.
5-7 years of marketing experience; minimum 5 years of media experience with a major e-commerce site or media agency.
Must have experience working with a transactional website, marketing products and services online for a consumer brand.
Proven expertise in paid search, including design, implementation and optimization of direct and retail campaigns
Strong understanding of how digital creative assets influence the purchase journey in the digital space such as videos, interactive demos.
Excellent understanding of web technologies and concepts; search engines, landing page design and optimization, tools and trends.
Experience working with major retailers in an e-commerce environment preferred.
Experience managing large budgets across different lines of business
Previous experience working with or for a media agency.
This position requires strong consumer traditional and digital media experience, leadership and analytical skills.
Ability to understand the Dyson brand and uphold its integrity.
Strong communication and presentation skills.
Drive projects from concept through implementation and to analyse post-campaign results.
Thorough understanding of Dyson’s media channels.
Must have excellent project management skills to coordinate both internal and external resources in a cross-functional organization.
Project brief writing skills.
Advanced knowledge/ proficiency in Microsoft Excel, Word, PowerPoint and Outlook required.
Experience working with a major Web analytics and reporting tool.
An innovative thinker with digital marketing expertise and a proven track record.
Self-starter, highly developed ability to receive and give feedback as well as to set priorities.
Objective, enthusiastic, committed, flexible.
A visionary who is always looking to learn the most cutting-edge methodologies in digital marketing.
Attention to details and accuracy in project management and reporting.
Proactive – always looking for ways to improve.
Personable, ability to work well with a variety of different personality types and skill sets.
Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.
We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.