Integrated Marketing Communications Director--Animal Nutrition Land O'Lakes
For more information, contact:
Posted Dated: 10/26/2012
Business Unit: Corporate
Requisition Number: 17082
Job Title: Integrated Marketing Communications Director--Animal Nutrition
Position Location: No Selection
Territory (if applicable):
Corporate Business Unit: Corporate encompasses the core operational support for all Land O'Lakes businesses. It includes Business Development Services, Corporate Market Strategy and Communications, Finance, Law, Human Resources, Information Technology and Public Affairs.
Position Purpose: This position can be located in St. Paul, MN or St. Louis, MO. This position is responsible for leading integrated marketing communications for the Animal Nutrition/Feed business within Land O'Lakes. The position oversees marketing communications planning and execution in support of business, marketing and brand strategies and is responsible for providing integration across all elements of marketing communications to drive incremental volume and help achieve business goals, while providing responsible stewardship of business unit budgets. This position is part of the centralized integrated marketing communications function committed to driving best practices and efficiencies enterprise wide. The role supervises a team of four communications specialists and reports to the director of integrated marketing communications and brand design.
•In partnership with business marketing, oversee, provide input and support the development of detailed annual marketing communications plans for all Feed businesses, including Lifestyle Feed, Livestock Feed, Animal Milk Replace and other specialty feeds.
•Develop breakthrough, integrated programs across the mix of vehicles and media to create consistent, cohesive and synergistic brand messages and experiences--throughout advertising, direct marketing, promotion, events, sales support, public relations and interactive marketing initiatives as appropriate.
•Understand and apply business unit marketing budget parameters to planning process; build in monthly/quarterly spend flexibility, act as steward of the budgets/manage to approved budgets.
•Serve as liaison with all key marketing business partners to provide marketing communications strategic and functional expertise and support, including hands-on executional support as required.
•Understand business unit goals, go-to-market strategies and budgets in order to maintain alignment with goals and income contribution expectations. Stay abreast of market positioning and brand/product strategies across businesses, market segments and products
•Responsible for helping to manage agency and supplier relationships in collaboration with business unit leaders and sourcing, including involvement in supplier performance reviews.
•In alignment with business marketing, lead and direct communications suppliers in the planning and execution of marketing communications activities, including promotion, direct marketing, interactive marketing and public relations.
•Orchestrate collaboration between communications agency partners to drive integration, such as unified editorial/content planning across key customer and prospect touch points.
•Ensure the tracking and detailed effectiveness evaluation of all communications initiatives.
•Stay abreast of and leverage emerging communications trends and technologies
•Manage staff of on-site and remote communications professionals, providing ongoing direction, feedback, development opportunities and support.
•Help define and implement best practices and uniform processes/standards to drive efficiencies and streamline workflows, including guidelines for prioritization and filtering of requests.
•Collaborate with integrated communications peers for the other Land O'Lakes business units and with the packaging and brand design, interactive and direct marketing teams to identify synergies, ensure consistency and drive effectiveness.
•Participate in strategic prospect/customer events and trade shows as defined in annual plans.
Required (Basic) Experience & Education: •Bachelor's degree in marketing, communications, business or related field, with a minimum of 8 years B2B and B2C marketing communications leadership experience; experience in animal nutrition or agricultural industry and working with dealers and distribution channels strongly preferred
•Proven experience, expertise and success in leading an integrated communications team through planning and execution across the full range of vehicles and media
•Up-to-date, in-depth expertise in all marketing communications disciplines, including brand stewardship, advertising, direct marketing, interactive marketing, consumer and sales promotion, public relations and event marketing
•Extensive experience working with and managing communications agency/supplier relationships
•Strong people management/supervisory experience as well as budget management experience
•Process improvement experience in optimizing and streamlining work flows to maximize efficiencies and syndicating best practices
•Disciplined experience in pre/post analysis and performance measurement, including application of learning to drive ongoing improvements in spending effectiveness and ROI
Required Competencies & Other Skills: •Proactive and results driven -- demonstrated ability to drive incremental sales volume through dealer/channel programs and other B2B and/or B2C promotional campaigns/initiatives
•Proven ability to build relationships, influence and provide thought leadership when working with marketing and cross-functional teams
•Excellent influence management capabilities-proven effective communication, negotiation and interpersonal skills with both internal and external constituents
•Strong service orientation -- experience in serving the needs of marketing and sales
•Ability to embrace and enculturate change, with focus on innovation and continuous improvement
•Proven strategic thinking and marketing communications portfolio-level planning excellence
Preferred Experience & Education:
Preferred Competencies & Other Skills:
Percentage of Travel: 15%
Land O'Lakes, Inc. offers a competitive compensation and benefits package, including medical and dental insurance, retirement savings account, tuition reimbursement, PTO, paid holidays, and employee development opportunities. Land O'Lakes, Inc. is an Equal Employment Opportunity and Affirmative Action Employer. Land O'Lakes,Inc. enforces a policy of maintaining a drug-free workforce, including pre-employment substance abuse testing.