Vice President - Marketing Operations

R10023982 Vice President - Marketing Operations (Open)

Location:

Conshohocken, PA (LLC Support) - Management

How will you CONTRIBUTE and GROW?

The Vice President of Marketing Operations is responsible for the operational strategy and day-to-day execution of key marketing campaigns and programs. As the leader of the marketing operations function, he/she will provide leadership and oversight for the orchestration and execution of several marketing tactics supporting Airgas Region’s growth strategies along the customer journey, from lead generation all the way to the promotion of compelling value-add offers through our various sales channel (Regional / Division’s Sales Teams; Business Units, Total Access inside Sales Teams, etc.). This role will also focus on improving marketing processes and workflow to increase marketing tactics ROI and value creation in Regional P&L, identifying opportunities for effectiveness, automation, streamlining, optimization and standardization.

Develop and execute Airgas marketing plans

• Adapt activities and implement actions for continuous improvement.
• Establish and implement Marketing plans that enable Airgas Sales Teams for all markets, product lines and regions and support our strategic growth plan.
• Build and maintain the budget and timeline necessary for communication plans and team activity.
• Investigate new marketing strategy trends and best practices.
• Execute plans and monitor performance by defining department KPI and track effectiveness of activities.
• Define with Airgas business owners their marketing needs, program objectives and related budget needs. (new offer launch, rejuvenation, promotion of existing offers, lead generation)

Lead marketing communication, new offers/services positioning/packaging and branding

• Partnering with all Marketing groups, develop compelling value propositions and customer-centric content for new offers, services, product launches and lead generation campaigns, including messaging development and implementation through strategic communication tactics aligned with business objectives.
• Lead Airgas Brand Strategy: develop and communicate corporate identity standards and brand books, maintain brand integrity across all platforms, manage and maintain our brand and trademarks portfolio in coordination with Corporate Communications, World Business Line and local or global Intellectual Property teams.
• Oversee marketing communication strategies that promote products and/or services via various communication mediums and the creation and establishment of marketing messages and content through development of printed collateral, website content, advertising, trade shows/events, direct mail and email, etc.

Set-up and run Content Operations, with the objective to manage “Content as an asset”

• Collaborate with the eCommerce teams to surface personalized content on Digital channels at the right time, at the right moment of the Customer journey.
• Manage “Sales Enablement” content targeting Airgas salesforce (currently accessible through the SOS platform)
• Define/optimize Content management operating model, across the entire content lifecycle from content production, multiple usage, value creation, content improvement and end of life.
• Define and orchestrate content strategy, in close collaboration with key Marketing and Business stakeholders. Set-up customer-facing content (offers, services and solutions) as a key enabler to reach and convert new customers, with measurable ROI
• Ensure content production is customer-centric, highlighting Airgas expertise in line with the Airgas brand, and strengthening customer engagement at every step of the customer journey (from awareness to loyalty).

Manage Marketing intelligence programs

• Run the Voice of Customer (VoC) program for Airgas in close collaboration with SalesForce Center of Excellence, providing actionable insights to the Regions.
• Aggregate market intelligence from internal sources (SA Segment leaders, Business Development) and external sources (web, market database, etc.). Based on the consolidated market insights, propose actionable insights for the Regions/Division
• Contribute to market opportunity identification: Perform market research, market sizing, customer profiling, customer surveys and business case analysis.

Manage lead generation process

• Collaborate with the Hardgoods Product Management and eCommerce teams to provide Marketing-related oversight of the Airgas Marketing Partnership (AMP) Program with the goal of supporting and growing our efforts with key vendors for the Marketing of their products and services.
• Orchestrate lead generation and lead management processes, along with a close connection to sales operations to ensure sufficient integration.
• Build and optimize a marketing process designed to create campaigns and generate qualified leads leveraging internal and external data, and other automation tools like the website and social media, to enable new leads to enter the funnel.

Manage Marketing Operations team

• Motivate her/his teams, set individual objectives and appraisal performances
• Develop individual team members
• Establish development goals for the team, assesses achievements
• Ensure appropriate training, knowledge transfer and succession planning
• Lead the teams reporting to her/him : Marketing Communication and Market intelligence / Lead Gen teams.
• Ensure resources allocation and define team organization

Others

• Work closely with Market Segment Leaders and business development teams to identify Growth Opportunities related to the products and services Airgas offers.
• Work with the various other entities (e.g. Sales, Marketing eCommerce, product management, pricing, Legal, Corporate Communication, procurement, operations, HR, finance, AL-IMWBL….) to develop and execute Marketing efforts that enable our Sales Teams to support customer-related requests
• Work on ‘special projects’ identified by the VP of Marketing that will aid in the improvement of Airgas’ offering (e.g. Strategic growth plan)

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Are you a MATCH?

QUALIFICATIONS: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Must have a good business acumen that will be applied in all dealings with vendors, customers and Airgas Associates. Capacity to articulate a business case, ROI and other key performance metrics.
• Outstanding people skills. Strong in-person, written and oral communication skills and the confidence to permit selling to high-level officers of customer companies.
• Capacity to step back from day-to-day business and formalize a vision, a strategy, and communicate it to Airgas leadership.
• Collaborative person able to manage and inspire others and effectively lead and influence groups. Team player with a positive attitude towards other associates, customers and work environment.
• Must be self-motivated and results/action oriented, with demonstrated ability to make decisions independently
• Data savviness, experience in researching, collecting, treating, analyzing and using data for decision making is a plus. Proficient in Excel/Google Sheet is a must.
• Must have broad knowledge of the IM markets common to the Airgas customer base and related market segments. Knowledge of the US OEM ecosystem is a plus.
• Experience in operating Marketing tactics at scale is a plus

EDUCATION And/or EXPERIENCE

• Established track record could supersede educational requirements.
• Bachelor’s degree in Marketing or relevant field; Master’s degree preferred.
• Proven track record at business planning and achieving measurable goals.
• Minimum five years of experience within Airgas &/or Air Liquide and/or in a B2B Marketing role

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
• The employee must occasionally lift and/or move up to 50 pounds.
• While performing the duties of this job, the employee is regularly required to stand; walk; sit; use hands to finger, handle, or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear.
• Ability to travel domestically up to 50% and internationally up to 5%. Required to do extensive traveling requiring them to be away from home for several days including some weekends in order to meet deadlines.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• The noise level in the work environment is usually moderate.
• While performing the duties of this job, the employee is regularly exposed to moving mechanical parts and risk of electrical shock.

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Your differences enhance our performance

At Airgas, we are committed to building a diverse and inclusive workplace that embraces the diversity of our employees, our customers, patients, community stakeholders and cultures across the world.

We welcome and consider applications from all qualified applicants, regardless of their race, gender, sexual orientation, religion, disability or any other protected characteristic. We strongly believe a diverse organization opens up opportunities for people to express their talent, both individually and collectively and it helps foster our ability to innovate by living our fundamentals, acting for our success and creating an engaging environment in a changing world.

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Equal Employment Opportunity Information

We are an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other protected characteristic.

Please click here to view the EEO Know Your Rights poster and here to view the Pay Transparency Nondiscrimination poster. Airgas, an Air Liquide Company invites any applicant and/or employee to review the Company’s written Affirmative Action Plan or Policy Statement. This plan or policy statement is available for inspection upon request by contacting Human Resources at 844-myHR4AG (844-694-7424).

Airgas, an Air Liquide Company and its group of companies does not discriminate against qualified applicants with disabilities and is committed to providing reasonable accommodations to the known disabilities of such individuals so as to ensure equal access to benefits and privileges of employment. If you are an individual with a disability and would like to request a reasonable accommodation as part of the employment selection process, please contact us by phone at 844-myHR4AG (844-694-7424) or by email to [email protected].