Nestle Director, B2B Marketing in New York, New York
Nestle Nespresso SA is the pioneer and reference for highest-quality portioned coffee. The company works with more than 70,000 farmers in 12 countries through its AAA Sustainable Quality Program to embed sustainability practices on farms and the surrounding landscapes. Launched in 2003 in collaboration with The Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high quality coffee and improving livelihoods of farmers and their communities.
Headquartered in Lausanne, Switzerland, Nespresso operates in 69 countries and has more than 12,000 employees. In 2016, it operated a global retail network of more than 600 boutiques.
Nestle Nespresso is hiring a B2B Marketing Director to lead the B2B marketing team and integrate key branding across all touch points, segments and channels to build awareness, provide competitive advantage and grow profitable business results. The B2B Marketing Director is responsible for the expansion of the Nespresso Professional brand in line with the Nespresso brand strategy.
This role will ensure a perfect execution in every touchpoint of our customer and consumer journey: from insights to brand building, from online presence to lead generation, from value selling to point of sales materials. The B2B marketing team needs to develop and execute strategies and plans that drive volume and share growth, acquisition, loyalty and retention. The B2B Marketing Director will also focus on operational planning and driving execution through distributor and direct channels, including management of investments to ensure ROI efficiency and delivery of annual targets.
B2B Marketing Strategy & Activation
Develop Nespresso Professional Strategy and Activation based on insights & trends (see below) and 100% in line with Nespresso brand positioning.
Increase Nespresso Professional brand awareness in targeted addressable markets (territory, office industries, hotel segments, etc.) through partnerships, online presence, social media activation, etc.
Create and execute POS/Advertising/Marketing support materials/Promotional offers/Events for all B2B customer groups (sales reps, distribution, etc.) and segments (Office, HORECA, etc.)
Prepare full 360 product launch plan when new products (machines & coffee) will be launched
Support B2B Sales and Distribution Partners through ad-hoc visibility for key account opportunities
Ensure consistency in the messaging in every single communication touchpoint
Identify and track core metrics to deliver positive ROI and overall sales targets
Create, manage and deliver B2B Marketing budget
Optimize spend through 3-parties, leveraging synergies with B2C
Get, Keep & Increase
Get: Develop lead generation campaigns in close collaboration with B2B Sales and CRC, create relations with KOL, participate in events & panels on topics relevant to positioning of Nespresso Professional (i.e. Future of Work, Chefs events, etc.), develop promotional calendar, to support B2B sales force and Distribution Partners with high quality leads to accelerate our acquisition and increase our sales force productivity.
Keep & Increase: Work closely together with B2B CRM in the execution of the customer life cycle strategy such as creativity of marketing campaigns, activations, service offering, upselling/cross-selling, retention programs, etc.
Perform pre/post analysis of all marketing campaigns and continuous ROI tracking with constant focus on improving efficiency of investments.
Leadership, Team Management and Collaboration
Lead B2B marketing team coordinating all brand activities
Drive commercial innovation/entrepreneurship within the department
Hire the "right" people on the team, in the right roles
Ensure team members understand their role in delivering the company and team vision and mission
Inspire, empower, coach and develop the team to excel in their roles while holding them accountable
Ensure alignment and collaboration as appropriate with B2B sales, Distributors, Brand Marketing (specifically B2B CRM & B2B eComm), CRC, B2C Sales, HQ and other key stakeholders
Create relations with HQ and other Nespresso markets to continuously identify best practices and provide inputs on US needs, learnings and best practices.
Activation through product & tools
Provide tools and processes that enable the sales team to win in the market (e.g. customizable print on demand solution), sales app, brochures & achieve targets
Develop local Marketing initiatives intrinsically linked with the global marketing strategies
Support with design of Distribution Partner platform (product information, campaign information, etc.) & support Regional Distribution Managers with marketing collateral for quarterly distribution partner reviews (marketing plan)
Research & Insight
Develop research/insight platform for B2B that drives insight-based actionable strategies and initiatives to drive the business inclusive of market sizing, path to purchase, drivers and barriers of conversion, need states, occasions, creative strategy, and communication preferences
Develop & implement 'category management' approach to B2B trade marketing to support B2B sales and partnership development
Inform and play lead role in development of New Business strategy by being the central group gathering competitive intelligence, market insight, and benchmark studies
Bachelor's Degree Required, Business Development, Marketing or Sales preferred
10 years experience in sales, marketing and/or a customer/trade marketing role, required
5 years experience in a planning and/or project management role, preferred
Strong analytical skills with sales data
Strong experience dealing with ambiguity
Excellent communication skills both written and verbal
In-depth knowledge of the consumer goods industry and trade
Innovative, solution-oriented mindset
Strong work ethic & Self-motivated
Strong problem solving skills
Must be proficient in Microsoft Excel and PowerPoint; Database Management software a plus
Travel about 20%
The Nestle Companies are equal employment and affirmative action employers and looking for diversity in qualified candidates for employment.
Category: Marketing, Nespresso
The Nestlé Companies are equal opportunity and affirmative action employers and are looking for diversity in qualified candidates for employment: Minority/Female/Disabled/Protected Veteran.