Global Head of Strategic Marketing & Customer Experience

THE COMPANY

Armstrong Fluid Technology is a global leader and innovator in the design, engineering, and manufacturing of sustainable, energy efficient systems in support of demand-based control, digitalization, fluid flow, and heat transfer for customers in a wide variety of industries. Their reputation and brand are synonymous with innovation, collaboration, and exceptional customer experiences. The organization has created a sustainable business model which produces innovative energy saving solutions to offer optimum lifetime building performance. Their connected fluid flow solutions provide optimal efficiency and complete system transparency through real-time HVAC performance data and unrivaled intelligence. Building on their proud history they are on an exciting trajectory of transformation, expansion and growth and seeking to realize their full potential in the marketplace.

THE OPPORTUNITY

The Global Head of Strategic Marketing & Customer Experience, reports to the CEO or another C-level position and plays an important and broad influential role in the overall business of the organization providing expertise with the narrative that aligns and supports the company strategy, global market presence and brand.

This role is responsible for helping the organization build, propagate and implement its brand, both externally and internally, through initiatives, actions and experiences, and oversees how customers and the market experience Armstrong’s value proposition. In the short term the Global Head of Strategic Marketing & Customer Experience will develop a well-known and respected brand by creating marketing approaches which leverage Armstrong’s unique value proposition. In the long-term the Global Head of Strategic Marketing & Customer Experience will help elevate Armstrong and position it for the future; build brand equity to support sustained growth in net return from marketing programs and initiatives.

Leading by example in fostering a high-performing, innovative, collaborative culture to deliver results aligned to the organization’s business plans and strategic priorities are paramount. Ideal candidates will have exceptional people leadership capabilities with strong consulting skills, have worked in highly matrixed environments and possess an innovative mindset to create the brand strategy, marketing vision and craft exceptional customer experience touchpoints for the company to grow market share.
 

The Global Head of Strategic Marketing & Customer Experience will oversee the following areas:

1. Corporate Branding.
2. Marketing and communication efforts across the: Americas, EMEA, UK, and APAC territories.
3. Global Communications both internal & external.
4. Design and creation of digital, print, and other assets including (but not limited to) the corporate website and social media platforms.
5. Media relations, employee communications and all special events.

KEY DELIVERABLES

Brand & Design

• Design the Armstrong brand according to the company business strategy and provide guidance to all sales regions / sales channels and Armstrong affiliates to ensure branding is globally aligned, both internally and externally, and consistent across all customer touchpoints.
• Lead and drive company and product/services presentations to the regions, application-specific marketing material for the sales channels and customers, and regional or market-specific product/services marketing material.
• Set the brand management and company image strategy across various company and strategic projects and initiatives ensuring continuity and consistency.
• Harness and evaluate the effectiveness of brand messaging across all Media platforms (network, digital and mobile).
• Serve as creative and strategic brand support for Armstrong and affiliate partners          i.e. select, hire, and manage vendors and sub-contractors across multiple disciplines including graphic design firms, media/public relations, advertising and marketing firms, writers, photographers, web design, event design/coordination, production, transportation personnel, and more.

Marketing & Communications

• Create a messaging strategy to continually enhance and protect Armstrong interests and areas of investment globally to support the vision, mission and direction of the overall communication strategy and the Armstrong Principles, Values and Brand (ie/events, press conferences, promotional events, fundraisers, corporate parties, new product launches, trade and industry association events and sales kickoffs).
• Partner with offering management and sales from conception through to launch to oversee the go-tomarket strategy, training plan for sales and channel partners and create marketing collateral for all product launches.
• Develop, implement and manage strategic marketing and communications campaigns, inclusive of new products/services, for each region, in collaboration with Regional Sales Directors and Offering Managers.
• Build and drive lead generation programs to enable sales in support of events, industry and trade conferences and other marketing initiatives and vehicles.
• Lead the communications and content development initiatives across diverse media platforms to ensure the positive public image of Armstrong, its affiliates, its projects and initiatives, reaching diverse external audiences at the international, national, regional and local levels.
• Ensure coordinated media campaigns for Armstrong affiliates which include the creative, philanthropic, charitable, commercial and consumer projects of Armstrong and its affiliated organizations.
• Provide leadership on the development of a media relations strategy.
• Support media training.
• Elevate Armstrong’s digital presence; leverage social media channels as appropriate.
• Partner with Global Director, Organization Capability to ensure effective internal strategic communications related to the company values and culture and manage related activities/events.

Leadership

• Define, in collaboration with the sales directors and functional leaders, the annual marketing & communication budget, based on planned initiatives.
• Define the annual corporate marketing & communication budget.
• Define, build, manage and mentor a collaborative and high performing global team to create engagement and a vision for the function.

PROFESSIONAL QUALIFICATIONS & EXPERIENCE

The ideal candidate will possess the following experience, knowledge, skills and attributes: 

• Master’s/Bachelors degree in branding, marketing and communications, or equivalent business training, required.
• Mechanical engineering degree, an asset.
• Preference will be given to candidates with experiences in sustainability and services (leading customer service teams/break-fix/maintenance).
• A global strategist who is a lateral thinker; drives innovation and creativity, based on a superior level of market insight, to move ideas forward and enhance organizational performance.
• A brand strategy and marketing leader with strong business acumen acquired through demonstrated more progressively responsible experience in B2B manufacturing environments.
• A results-driven professional with expertise in developing and implementing growth-oriented business strategies; able to focus priorities, and drive and use metrics (e.g.,/ market research/analysis, data analytics) to build, design, implement and measure strategic and tactical plans.
• Demonstrated track record in developing and executing strategic partnerships and alliances, including B2B relationships.
• An outstanding communicator, with presence, to represent Armstrong internally and externally, who inspires trust, confidence and credibility.
• A high degree of personal initiative, as well as outstanding interpersonal, teamwork, listening, verbal, written communications and process facilitation skills.
• Strong team-oriented leadership and exceptional influencing skills with a bias for action in a matrixed environment.
• Experience leading self and others in dynamic settings.
• Comfortable dealing with ambiguous and complex issues. Flexible and able to respond and adapt to a changing environment. Willing to challenge the status quo, take calculated risks and address difficult issues head on.
• Exceptional at change management, relationship building and collaboration with many business lines, balancing the needs of various internal and external stakeholders.
• Builds and mentors a high-performance team, effectively manages fiscal, human and operational resources.