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Head of Brand, Content & Digital Marketing

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IDEXX
Westbrook, ME, USA

The Head of Brand, Content & Digital Marketing Strategy, reports to the SVP, Chief Marketing Officer.

In this role, you will be responsible for building, developing, and leading all brand, content and digital marketing projects. You will lead the external communication strategy development and empower the broader marketing organization to bring the brand to life. You will lead content and omni-channel tactic creation that builds IDEXX’s brand amongst our varied external audiences, including but not limited to, brand awareness campaigns, lead-gen campaigns, and thought leadership. You are grounded in audience narratives, insights and globally relevant research.

Ultimately, you will be the steward of the IDEXX brand, and the facilitator for how we communicate with our large, growing, and diverse audiences.

“The Global Marketing organization is a customer-focused, high-impact organization designed to drive accelerated business growth and activate the Brand promise of IDEXX through the creation and implementation of global omnichannel marketing strategies.

It’s an exciting time to join IDEXX Companion Animal Group (CAG) Marketing. As a member of the team, you will work cross-functionally to achieve common goals with professionals in over 22 countries worldwide, all with the shared goal of growing market share and brand awareness and providing educational opportunities around best medical practices and our products and services.”

The candidate can be located anywhere IDEXX has a business entity.

Responsibilities in the role:

Develops the creative & brand strategy through global and regional content, ensuring alignment with customer experience guidelines and overall marketing strategy priorities and imperatives. Monitors external industry communication and responds appropriately to ensure IDEXX external communication is aligned to IDEXX brand and guiding principles. Prepares content for multiple channels globally and regionally, including but not limited to digital channels, customer facing teams, educational forums and websites.

In more detail, you will:

  • Create IDEXX brand strategy. Execute across all regions to drive brand awareness, increase reputation, brand equity and loyalty.
  • Align with Strategic Growth (Commercial “Brand” Mgrs.), Regional Country Mktg teams and Medical Affairs to ensure brand and content integrity.
  • Develop brand messaging hierarchy for IDEXX and IDEXX solutions and services as well as brand identity and create and manage tools and resources for IDEXX organization to maintain brand guidelines
  • Develop digital content strategy, creation & distribution, to include management & oversight for all IDEXX websites.
  • Manage in-bound Search Engine Optimization (SEO) content.
  • Engage and get content to the customer through paid and earned digital channels, email marketing, digital advertising, Google Ads, paid social, print advertising.  Social media content, monitoring & response and pet owner social content for veterinary practices.  
  • Deploy a closed-loop process for rapid iteration of digital demand creation journeys; from strategy to creation to execution to KPI measurement.
  • Oversee the creative development and execution of integrated communications plans and the production of all supporting assets and content to meet strategic objectives set by Strategic Growth Marketing, Regional/Country Marketing, Education, Training and Events teams.
  • Project manage the creation, production, translation and deployment and Digital Asset Management (DAM) archiving of all assets including branding, to include strategy, taxonomy, governance.
  • Create, maintain and enhance a cohesive customer centric online experience globally that makes it easier to do business with IDEXX by creating a holistic “one IDEXX” experience where customers can easily access in one place.
  • Produce content and helpful clinical information such as Diagnostic updates, algorithms, White Papers, KOL endorsements, webinars and other educational content – working closely with Education, Training and Medical Affairs teams. Tools for practice management, client communications and protocol implementation.  
  • Development of all internal and external training materials and webinars.  Works closely with Sales Training and Medical Affairs.
  • Leverage PR and media coverage to bring awareness to IDEXX products and initiatives, to include media relations – press releases, pitching, responding, agency management, spokesperson training and governance.
  • Governance of IDEXX messaging, speakers and implicit/explicit endorsement in the public domain – coordination with Investor Relations.
  • Manage a team of 60+ individuals by overseeing the following groups: Brand Strategy & Corporate Communications, Content & Digital Marketing Strategy, Creative, Creative Operations, Online Customer Experience.
This leadership role focuses on marketing initiatives for the Companion Animal Group. In addition to leading the Companion Animal Group’s marketing, you will also support Livestock, Poultry & Dairy, Water and OPTI businesses for PR, website, general marcom work and IDEXX brand strategy alignment.

You will manage staff, assign work, monitor activities and evaluate performance.  You will effectively communicate the vision and strategy and bring others along; influencing and motivating direct reports and collaborators to take aligned action. Give people an understanding of how their efforts and contributions have impact.

In addition, you will manage escalated/critical issues.  Administer employment actions, provide coaching and guidance to staff and promotes staff training and development.  Support the development of department budget, policies and procedures.

Hold yourself and others accountable to meet commitments to achieve marketing and revenue objectives, leveraging KPIs and broader data and insights. Leans into challenges and finds creative, strategic ways to overcome obstacles and leverages sometimes incomplete information to make sound decisions.  

Manages and prioritizes spend to achieve overall objectives, aligned with overall strategy.

What you will need to succeed:

  • Bachelor’s Degree in a related discipline. MBA or advanced Marketing Education preferred.
  • 5+ yrs. of related marketing and leadership experience, including global marketing strategy and management and a broad understanding of multiple modern marketing functions and channels.
  • Strong omni-channel and digital experience. Advertising agency or in-house agency experience preferred. Proven prior marketing success for a global brand.
  • Highly strategic self- starter, with proven experience leading marketing for a large global brand.
  • Ability to effectively communicate with C-Suite leadership, providing effective guidance around brand management and PR and Investor Relations needs.
  • Leadership abilities, including establishing and communicating direction, inspiring teams, goals, gaining commitment and planning and coordinating efforts of diverse players (internal and external).
  • Possess a growth mindset with the ability to champion change, challenge the status quo, create and integrate new ideas and inspire trust.
  • Proven ability to work in and lead teams which are highly matrixed, cross functional and technical.
  • Demonstrates initiative and creativity. Can tolerate ambiguity.
  • Driven to achieve, and able to hold teams accountable.   
  • Ability to influence without authority, as well as manage remote teams on multiple continents.
  • Research and analytical skills to gather data, draw conclusions and make effective recommendations.
  • Ability to maintain focus on priorities while multi-tasking.
  • Ability to identify, characterize and prioritize target audience/customer preferences to deliver meaningful messages.
  • Experience developing and being accountable for significant marketing budgets.
  • Effective communications both internally and externally, written and verbal. Establishes credibility.
  • Personal computer skills, including Microsoft Office and web-based meeting platforms

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Employer: IDEXX (@idexxrecruiting)
Location: Westbrook, ME, USA
Posted Date: 08/04/2021
Expiry Date: 08/08/2021
Type: Full-Time
Categories: DAM User / Operator, Digital Marketing / Marketing Technology
Ref: DN-JB-367
Added by: DAM News Administrator
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