Customer Marketing Manager FGFD, MEAIRR

Overview

This position reports functionally to the Customer Marketing Leader FGFD, International and is responsible for developing go-to-market strategies for targeted segments that will drive profitable growth of Fixed Gas and Flame Detection (FGFD) solutions in the MEAIRR region: Middle East (UAE, Saudi Arabia, Kuwait, Qatar, Oman, Bahrein, Egypt), Africa, India, Russia and CIS countries.

This includes developing and executing local demand generation programs to support business objectives in all related geographical regions, with a laser focus on Core markets and Core customers, and driving the alignment of market and product considerations. This position will actively collaborate with Strategic Product Line Managers and Marketing and Communications (MarCom) team and will require close relationships with the Regional Sales and Channel Partners Management teams.

The Customer Marketing Manager FGFD will:

- manage the FGFD product strategy & tactics for MEAIRR

- be accountable for the demand generation and gross margin expansion Marketing programs, Sales and Channel Partners training & upskilling, new product launches, market intelligence gathering and product expertise in the region.

- support the communication strategy: lead generation campaigns, face to face and virtual exhibitions, offline & online media plan, Public Relations (PR), Corporate Social Responsibility (CSR) and brand engagement activities, all other marketing activities & lobbying.

In order to meet these expectations, this position must be an expert in understanding various customer personas, the complete buying process and the key customer pain points, to deliver powerful and differentiated value-selling propositions to the Sales team.  The candidate must serve as the knowledge leader on key products and applications related to the product segment of responsibility.

Responsibilities

• Work with Sales in driving revenue through customer-facing activities, innovative solutions and technical support
• Closely collaborate with Regional Sales Team to define and address business development targets within the region to meet the growth and revenue plans (i.e. participation in Regional Sales Meetings, soliciting input regarding new Demand Generation and campaign plan requirements, etc.)
• Drive lead generation and product launch activities execution in the field for end-users and Channel Partners in cooperation with the MarCom Team, Sales, Channels and Product Line Managers (PLMs): i.e. lead generation campaigns, product reviews, case studies, success stories & customer testimonials.
• Provide strategic guidance in the selection of virtual and face to face events, seminars, conferences, and key-customer presentations for selected target markets.
• Develop and proofread marketing content with support of PLMs and Marcom teams to enable an efficient promotion of our Core product lines (i.e. web and landing pages, product demonstration videos, whitepapers, seminar/webinar/exhibition materials, product trials etc.).
• Ensure proper communication of marketing-related information to distributors and implement where needed communication tools (i.e. distributor newsletter, distribution portal etc.)
• Support the Channels Marketer in the creation of Channel Marketing Programs in collaboration with Channels/Sales Managers which include upskilling CPs about MSA’s value proposition and targeted activities such as local events, seminars and key customer requirements
• Monitor business success and effectiveness of all Marketing activities through the definition and tracking of clear Key Performance Indicators (KPIs), and adjust tactics or initiatives to improve performance as needed

• Build recognized segment expertise by creating FGFD marketing tools integrated in communication campaigns which effectively promote MSA’s value proposition to the Sales team, Channel Partners and end-users to generate leads. Develop sales tools that enable the selling process of the product: end-user and Channel Partners presentations, application notes, white papers, editorial content, application guides, product leaflets etc.
• Grow customer’s segment knowledge by participating to customer visits, subscribing to segment and competition newsletters and through strong collaboration with the Sales teams and PLMs.
• Network with Product Line Management Teams and participate in selected Global and Regional Steering Committees to address segment needs and changing requirements.
• Ensure proper cross media representation of products and solutions in selected segments.
• Provide technical support for Customer service and other internal customers when required
• Support PLM/MissionOps on forecasting activities for NPD launch plan and communicate product discontinuations
• Support the Sales team for major quotations and/or bids through Special Price Requests
• Support annual pricing process to maximize demand and profitability

• Support the new Go-to-Market strategy by creating live and on-demand virtual demo videos and other marketing collaterals
• Write or collect articles for MSA eNewsletters and coordinate all needed action items to grow the number of quality subscribers and maintain their interest targeting high opening and click rates.
• Collaborate with the MarCom/Web team to strategically initiate, integrate and leverage demand creation tactics and tools including emailings, SEM, SEO social media and other digital media.
• Support content strategy for global and local news in Social Media.
• Establish contacts to the main safety/automation/engineering organizations to influence opinion leaders and increase brand awareness in industry
• Drive adoption by Channels Partners and End-User of MSA’s digital tools (MSA App, Salsif etc.y)

• Provide insight into competitive activities, market changes and new market opportunities
• Monitor promotional actions and campaigns of the competitors
• Stay abreast of market trends and competitive landscape through all available resources (online, trade publications, industry reports).
• Conduct intelligence data gathering by performing VOC in collaboration with PLMs to provide decision support regarding market opportunities and related marketing initiatives.
• Be an active member of Community of Practice to share and exchange marketing related information.
• Collaborate with the Marketing Analyst on the market research, market outlook, segment trends and performance
• Active participation on local safety product and/or market segment standard committees

Qualifications

High Level Requirements of Position:

• Experience in Gas Detection, preferably Fixed Gas and Flame detection, Instrumentation or Automation
• Profile: analytical skills, business acumen and entrepreneurship
• Self-driven, results-oriented and proactive problem-solving attitude
• Exemplary communication, organizational, critical thinking, strategy development and project management skills
• Effective communication skills (written, oral, presentation & interpersonal)
• Minimum of 3 years of business experience in Marketing or Sales role gained in B2B environment with focus on demand creation
• Minimum of 3 years of business experience in the Middle East
• Deep knowledge of standards and regulations of the safety industry
• Ability to work well in a multicultural environment
• Ability to work well cross-functionally
• MS Office management & Excel proficiency

• Bachelor’s degree in Marketing, Business Administration or Engineering
• Project management, strategic planning, value proposition generation
• Fluent in English

• Digital Marketing
• Technical sales process
• Customer relationship Marketing
• Brand management
• Expertise in training face to face or virtually
• Good technical writing skills
• Product line management experience (industrial, cloud-based technology)
• Knowledge and understanding of channel business and project-based business in the OGPC and Industrial market
• Ability to understand evolving technologies as a source for customer solutions and competitive advantage.
• Experience with CRM systems, such as Salesforce.com
• SAP ECC experience

• Master’s Degree or MBA
• Additional MEAIRR related language skills in addition to English