Director, Marketing & Sales

Overview

The Director, Marketing & Sales plays a pivotal role in supporting business growth in a dynamic and challenging environment. As a key member of the Senior Management Team, he/she will:
- Support the CEO to build the company vision, strategy, & development
- Devise and deliver long term Marketing/Sales/Communication strategy
- Take the lead with the CEO and CFO to build the Budget, Sales ambition and projection.
She/He will set up the Marketing Budget, strategy for customers and employee leads generation, define action plans to achieve sales target and expand our consumer/talents database, follow up with the Marketing/Sales Team on execution and Marketing expenses management.

Responsibilities

He/she leads the full Marketing/Sales department and constantly creates synergies between Team members & other departments, especially Operations. Through our systems (ERP & CRM), he/she builds a data/analytical mindset and leads the Team to focus on achieving the Sales Targets, as well as how to revisit the organization to support business growth.

1. Marketing & Communication:

• Brands’ Value Proposition and differentiation
  • Understand and track global local market landscape, stay up to date with competition strategy, work with the Marketing/Sales Team to identify consumer needs by location, and lead Market research.
  • Stay ahead of competition and the Market with Marketing and systems innovations, stay up to date with new consumer experiences and trends, support the implementation.
  • Define the marketing strategy and plan for the Company, and for each brand:
    • Reinforce the strategy/positioning/offer of our brands in Singapore.
    • Ensure a clear positioning to differentiate our brands from competitors.
    • Design the offer and develop the awareness of the different brands of the Company.

• Consumers’ Journey
  • Design the Consumer Journey in order to build a strong relation/affinity with the consumers in relation to our convictions and beliefs (our vision). Elevate our consumer journey and experience across all touchpoints, incorporate new services/communication for better retention of customers and for cross selling strategy.
  • Conduct non-consumer and existing customers survey, define consumer profiles, understand their needs, problems or wants and match them with the suitable solutions.

• Communication
  • Lead external communications:
    • Set up Marketing calendar for key activations/objectives/KPIs and align all Teams to roll out specific plans by channels/unique content to increase Brand awareness/conversion/engagement.
    • Partner with Influencers, Media coverage, events, awards and online platforms, CSR activations.
    • Elevate our Employer Brand in order to generate HR leads & develop corporate brand as one of the best employers in Singapore.
  • Support internal communication.

2. Digital: Website, SEA, SEO, Social Media Platform

• Define and set up the acquisition strategy online & offline for customers & candidates; Identify the acquisition levers online (SEA, SEO, Social, E-mailing (CRM…), etc) and offline according to the seasonality.
• Define annual plan for customer lead acquisition with digital agencies, translate Sales objectives into Digital KPIs with the Digital Marketing team and the Digital agency, lead them to execute effective integrated marketing campaigns with performance content, optimize campaigns/channels, CPL and CPA.
• Ensure strong monitoring of vendor on leads acquisition actions/strategies: Clear KPIs, Dashboard to track vendor’s performance on a weekly basis.
• Follow up the cost acquisition (Online and Offline) per channel and take relevant actions to meet Sales objectives.
• Set up and follow up a dashboard with KPIs to measure the performance (Website, conversion rate, ROI campaign…) in order to meet sales objectives.
• Brainstorm new, creative growth strategies and plan, execute and measure experiments and conversion tests; identify new Digital marketing channels to promote the brand and generate more qualitative leads.
• Manage the Digital Marketing team on content creation, proofreading, harmonization of the tone.
• Lead the Digital Marketing team to define Social Media Calendar and content strategy by channel, make the team strongly focus on community management, assess e-reputation, reviews and Brand affinity across platforms.

3. Sales Performance

• Brand Ambassador
  • Be the Brand Ambassador amongst all Teams and departments to infuse Brand and Sales Directions while aligning with the Product and Operations teams at all time.
  • Support the creation of a sales training system (online & offline).
• Ensure Operations & sales teams deliver a consistent brand/sales speech.
• Upscale the sales skills and competencies of our teams, focus on Consumer experience and Brand storytelling.
• Sales Performance
  • Support the Sales Team and Operations to achieve the Sales Targets.
  • Support the Sales team to define the sales objectives (individuals & collective).
  • Define/track (weekly/monthly basis), analyze sales performance and revisit the sales targets to achieve business goals:
    • Number of Leads to attract.
    • CVR.
    • New Sales.
    • Number of Leavers.
• With Operations, build and follow up proper actions plan per location to ensure a strong sales performance; ensure strong coordination and smooth collaboration with the Operations team.
• Define Pricing/Discounts/Offering and adapt strategies and action plans.
• Develop B2B partnership with companies to increase sales.

• Systems and Sales Performance
  • Clear & automative dashboard:
    • Weekly report of our Sales Funnel: Automate the tracking of our data through our ERP & CRM, closely with our Digital teams.
    • Develop proper dashboard and reports to track key sales/Operations indicators (Prospective customers, Leavers) to improve sales performance and customer retention.
  • Ensure the clarity/respect of the process/flow in ERP by Operations to ensure accuracy of data and proper performance management. Works closely with the Operations team.
  • Develop Marketing automation in our CRM (HubSpot) to improve sales performance.

Job Requirements

• Equipped with more than 15 years of experience as a Marketing/Sales Manager in an MNC setting, preferably with international experience.
• Strong Business acumen, strategic thinking and sales-oriented to achieve results.
• Creative.
• Data driven: Analytical and strategic mind.
• Management skills with leadership and pedagogy to support the team.
• Strong skills in Digital (SEO, SEA, websites, google analytics…) and ability to manage vendors (SEO/SEA Agency, etc…).
• Strong skills in Sales performance management (Strong analytical capabilities of Sales Funnel, Tactics to improve Sales performance).
• Possess superior organizational skills, including the ability to prioritize and anticipate the needs of multiple client groups.
• Experience managing and executing strategies for growing organisations.
• An excellent independent worker and a collaborative team player.
• Possess strong written and verbal communication skills in English
  • Ability to empathize and communicate with employees of all levels.
  • Ability to influence Leaders on Change initiatives.
  • Ability to be flexible operationally to meet the needs of a multi-cultural, diversified, and fast-growing organisation.
• Possess pragmatism and business awareness and a strong customer service mindset that places our internal stakeholders’ interest as the top priority.