Layfield is looking to add an experienced Marketing Specialist to help develop, execute, and monitor marketing programs across various distribution channels. Responsibilities include conducting market research, generating appropriate media, and developing strategic marketing plans.

This position will report to the Vice President of Technical Services. The position will be based out of our Edmonton, Alberta office.

Key Responsibilities:

Product Management:

• Support Technical Product Management (TPM) Group with overall Product Development activities as required.
• Develop product variety and bundling strategies
• Develop appropriate branding strategies.
• Conduct market research activities to find answers about industry/consumer requirements, habits and trends.
• Support TPM group with analyzing market conditions and competitive products for opportunities.
• Manage product line trademarks, patents and intellectual property in conjunction with the Vice President, Technical Services.
• Determine potential vertical and horizontal product & service opportunities.
• Develop marketing strategies by sector for new and existing products.

Promotional Planning:

• Overall responsibility for brand management and corporate identity
• Develop and implement successful print and digital marketing campaigns; manage said campaign from concept to execution. Monitor and report on effectiveness.
• Develop appropriate advertising graphics, messages and communications.
• Assist in analyzing marketing data to help determine future strategies
• Building and executing social media strategy through competitor and audience research
• Provide marketing support to internal and external customers.
• Identify new customers and markets.
• Plan and conduct promotional and training seminars for customers and staff.
• Understand and research existing and new geographical locations.

Pricing Strategy:

• Provide input to Sales regarding market-based pricing levels and price lists for all products and services.
• Administer the overall Canadian marketing budget.
• Maintain a sound understanding of industry and competitor pricing levels.

Key Objectives:

• Manage strategic partnerships with outside vendors: work collectively on cross promotions, provide support & maintain up to date product information
• Produce valuable and engaging content for the website and knowledge center that attracts and converts our customers
• Manage organic and paid acquisition channels – pay per click campaigns, press releases, social media & lead generation campaigns. Measure results.
• Keep in line with current/innovative marketing trends and analyse whether they can be applied to the marketing strategy
• Engage with Layfield’s regions to ensure their needs are being met and our message is being communicated effectively
• Create and maintain a content calendar to keep our sales team apprised of current and upcoming promotional campaigns
• Identify courses/training available to assist in professional development

Required Skills & Knowledge:

• Marketing experience with a proven track record of success.
• Excellent knowledge of industrial products.
• High degree of competence in written and oral communication.
• Proven problem-solving abilities.
• Driven, self-starter with superb interpersonal skills.
• Independent but able to work well within a team environment.
• Advanced Microsoft Office Suite skills.

Education & Experience:

• University Degree in Business or Marketing
• Three to Five (3-5) years marketing experience in an industrial based position

Contract length: 12 months

Job Types: Full-time, Temporary, Contract

Education:

• Bachelor’s Degree (preferred)

Experience:

• Marketing: 3 years (preferred)