Directeur Marketing BG EAP

Job Description

Position title: Marketing Director

Organization

• Entity: D&U EAP BG
• Hierarchy: Reports to BG D&U EAP EVP
• Location: Paris La Défense, France
• Scope : Europe + Asia Pacific
• 18 Countries covered : France, Belgium, Netherland, Swisserland, Greece, Spain, Italy, Germany, China, Australia, New Zealand, Sweden, Finland, Norway
• CA : 2.1 milliard euro
• 25 plants

Purpose

• The BG Marketing is in charge of the strategic marketing ( developing strategy for smart growth) related to the Electrification Value Chain  and its related Customers and Partners (inc. Distributors, Installers and Utilities) for all Nexans’ offers,
  • Omnichannel marketing
  • Digital Marketing
  • Channel management
• He/she leads strategic projects aiming at Transforming Nexans Offer portfolio at BG level, to improve operating margins in the BG through better pricing and bid coordination and through new offer relevant development.
• To perform his/her job, the BG Marketing Vice President can rely on a strong cooperation with the Marketing Managers in the BU and with the marketing team at the corporate level and provides support to Squad Teams.

Areas of responsibility

Main business expectations

• Identify strategic opportunities for Nexans positioning and offer development based on market and competition analysis and provide insights for marketing strategy
• Mobilize a complete offer portfolio knowledge to propose improvements of Nexans offer portfolio
• Define recommendations for strategic pricing inc. guidelines, process & tools
• Define recommendations for operational marketing, to drive differentiation and advanced value proposition, including Digital roadmap
• Consolidate data and ensure its quality, offer analysis and identify discrepancy causes
• Generate prescription through meeting Platinum & Gold Accounts and making visible Nexans offer
• Promote organizational effectiveness and Talent development

Other business expectations

• Mobilize sales knowledge to create a relevant marketing strategy for the BG
• Apply operational excellence to improve Marketing and Sales operations
• Mobilize leadership skills to improve sales revenue through marketing actions

Key dependencies for maximizing collaboration and subsidiarity

• Coordinate BUs to improve operating margins in the BG 
• Daily interact with Marketing teams at corporate level
• Bring support to Sales Teams
• Help Sales & Marketing teams outside of his perimeter when necessary
• Mobilize a good understanding of basic supply chain and sales forecast to interact efficiently with Engineering teams

Detailed main Business expectations :

1. Identify strategic opportunities for Nexans positioning and offer development based on market and competition analysis and provide insights for marketing strategy

• Elaborate the Marketing Strategy on a BG implementations basis, with a focus on partner and product segments (market study, Nexans positioning, major customer targets and segments, major markets (size, evolutions, …), product and service offers (offer management and product management) – differentiated offers, branding, communication and promotion strategy, customer relationship management)
• Push identification of opportunities for differentiated offers and service deployment, with a strong focus on digital deployment
• Educate internal Nexans teams to customer and marketing orientations
• Drive the Strategic Planning process for the BG

2. Mobilize a complete offer portfolio knowledge to propose improvements of Nexans offer portfolio

• Pays attention to competition product portfolio under all aspects (Technologies, Costs, Quality etc.) and: 
• Impulse innovation and new product development, especially for the Key Segments
• Identify major changes and evolutions to be implemented in the offer portfolio 
• Build and share the 3-year roadmap of key products with a focus on innovation, market positioning, range:  portfolio development and services.

3. Define recommendations for strategic pricing inc. guidelines, process & tools

• Watch pricing strategies of competitors and analyze competitive pricing on the market
• Define recommendations for the pricing strategy for the BG to decide offers’ prices in order to maximize both attraction of Customer / Partner and high revenues for Nexans
• Disseminate and support the operational implementation of the pricing strategy at local level
• Provide recommendations to improve local implementation of strategic pricing methods, processes and tools
• Retroactively analyze feedbacks from local of prices definition and implementation to provide recommendations to update the pricing strategy for the BG

4. Define recommendations for operational marketing, to drive differentiation and advanced value proposition, including Digital roadmap

• Ensure the design and deployment of a comprehensive marketing plan at BU and product level on a yearly basis (done mostly at BU level but some activities are cross BU) 
  • Product: implementation of yearly roadmap 
  • Price: build the analysis and recommendations together with Marketing and Sales teams
  • Channel: work with BU to define the most relevant channel strategy
  • Promotion: define communication in line with brand strategy, develop relevant tools, boost brand awareness; develop a strong trade marketing approach with distributors maximizing Nexans reputation and strengthening the value add of the brand

• Provide guidelines to engineering teams to push for new products / coordinate R&D budget with head of engineering
• Define and lead cross BU initiatives whenever relevant
• Professionalize product management approach
• Share good practices across BU and drive synergies
• Drive and follow the implementation roadmap at partner level 
• Pilot marketing plan execution and set corrective actions, if necessary, in link with BU GM, salespeople and according to C/P relationship reports
• Drive customer satisfaction survey and mitigation measures

5. Consolidate data and ensure its quality, offer analysis and identify discrepancy causes

• Ensure quality of product data in coordination with product/offer management 
• Ensure data sheets are properly filled
• Drive product catalogue in all countries for General Market, including products produced by other Business Groups such as Data Cables and Specialty cables and sold to Distributors, Installers and DSOs
• Be the BG contact point for the Group data teams

6. Generate prescription through meeting leading specialist end-customers and making visible Nexans offer

• Establish and maintain market awareness, acceptance and Market Willingness to pay
• Work closely with the Nexans experts involved in standardization bodies, so as to promote Nexans interests in industry standards and regulations evolution
• Set up and deploy specific communication plan for the Platinum & Gold Accounts
• Actively represent Nexans at various industry association bodies

7. Promote organizational effectiveness and Talent development

• Strengthen the marketing organization, leveraging talents and competencies development for today and the future 
• Validate with BU GM and Group Marketing the decisions to hire / dismiss marketing resources
• Participate in marketing people performance appraisal and in succession plan discussions
• Coach and train marketing teams and develops talents through the competency model
• Drive cost optimization of the marketing function

Key interfaces

• BUs GMs
• BUs sales teams
• BUs marketing teams
• Design Labs & R&D network
• BD&U EMEA sales or marketing teams

Expected results

• Improvement of sales financial results (indicators: sales, gross margin, commercial margin, overdues x days of sales)
• Shift Go Premium implementation
• Push the differentiated offers
• Improvement of customers satisfaction (indicators: customer surveys, number of customer visits, market share per market segment, new customers / period)
• Improvement of Nexans brands awareness and recognition
• Progress of the digital roadmaps with our key accounts