Director, Commercial Marketing

Job Description

Reporting to the General Manager, the Director, Commercial Marketing, leads the development of comprehensive marketing plans and programs that identify needs, growth opportunities and erosion risks for the business segment. The Director leads the development and execution of strategies and programs to achieve acquisition, retention, and growth objectives. This includes driving customer segmentation models, marketing journey design, value proposition development, and effective go-to-market (GTM) strategies and programs that support business segment performance. 

The Director leads a team of marketing professionals responsible for delivering integrated end-to-end marketing capabilities, including marketing strategy, product marketing, content marketing, marketing communications, and sales enablement. In partnership with Sales, Product, Customer Service, and customer engagement channels the Director works to implement business segment vision and growth plans and plays a leadership role in providing data-driven segment marketing insights to internal stakeholder teams to enable the Organization’s broader business segment strategy and Customer Experience (CX) vision. The Director establishes strong alignment and partnership with Product teams ensuring necessary support for the product development process, helping to ready new product innovation and enhancements for full-market launch, and in achieving key awareness and adoption metrics.  

Job Responsibilities

Below are the main job requirements and responsibilities for the Director, Commercial Marketing. 

Leads the development, launch and optimization of comprehensive B2B marketing plans and growth strategies that drive business segment performance through acquisition, retention and win back programs. Creates curated marketing strategies that respond to evolving market dynamics and opportunities, target customer and prospect needs, and maximize the impact of our competitive strengths and differentiators in both direct and indirect selling channels.  

Leads a highly collaborative business marketing organization comprised of subject matter experts that partner in the delivery of integrated plans and programs that demonstrate marketing excellence and drive strong outcomes for our Parcels and Direct Mail business. Guides and coaches team members on contributions across strategy, content, product marketing, campaign development and performance reporting and analytics.    

Establishes strong cross-functional partnerships with internal and external teams to build and optimize a performance marketing engine that drives lead generation and new and existing growth opportunities for the commercial sales teams and within our partner ecosystem. Supports this key focus through segment analytics, program development and optimization to drive on-going demand generation and business development opportunities.  
 

Partners heavily with the Product/CX team and Commercial Sales organization to land acquisition and retention-based strategies and programs to achieve business performance targets across direct and indirect selling channels for both parcels and direct mail. Leverages modern marketing technologies and automation, digital platforms, customer data and analytics, and emerging AI applications to power decision-making, advance customer targeting, scalable content creation and campaign development and continuous optimization of business results. 
 

Directs the utilization of available business segment data, market research, market insights and customer feedback to identify segment growth opportunities and risks. Translates insights into segment-specific marketing plans, strategies, value propositions and programs that strengthen the commercial brand and drive business segment performance. 

Job Responsibilities (continued)

Oversees team success in developing and optimizing unique campaign strategies and journeys that influence businesses’ use of Canada Post’s shipping services and promote the strong value proposition of direct mail and drive use of Smartmail Marketing. Ensures content marketing strategies reflect and enable the end-to-end B2B marketing and selling processes, driving engagement and opportunity within the entire business segment.  

Fosters strong relationships with internal groups including Sales, Product, Customer Experience, Customer Service, Channel, and other Marketing teams. Collaborates with internal stakeholder teams to leverage and maximize marketing insights to support business segment vision development, cross-functional initiatives, and corporate objectives.  

Partners with Product, Customer Experience and Channel to enable the product development processes, adopting an agile approach to supporting all phases of product innovation and enhancement through marketing strategies and tactics. Builds plans that meet key performance metrics and result in successful go-to-market launches, key audience engagement, and product adoption.   

Cultivates and manages external partnerships with advertising agencies, market research firms, associations, and industry influencers. Collaborates effectively with external partners to develop and execute strategic marketing programs and initiatives, ensuring alignment with business segment strategies. Leverages influencer relationships to enhance brand visibility within business segment. 

Leads a team of marketing professionals in a manner that promotes corporate values and leadership behaviours and habits. Engages team members, enables them to optimize their role and contribution to the business and provides opportunities for professional development. 

Qualifications

Education 

Completed Bachelor’s degree preferably in a related field such as Business Administration, Marketing or Commerce OR a combination of equivalent professional experience and training 

Experience 

8 to 10+ years of relevant functional experience in business marketing 

5 or more years’ experience managing people in a strategic marketing environment 

Demonstrated experience establishing objective and performance metrics including KPIs and OKRs 

Demonstrated knowledge and expertise on the end-to-end B2B marketing process 

Experience working in an agile fast-paced environment 

Other Candidate Requirements 

Proficient computer skills and competent with Microsoft Office programs, Jira, Visio, and marketing technology platforms such as Salesforce 

Ability to demonstrate expertise in leveraging AI tools across the marketing process 

Proven expertise in working with segmentation modelling and interpretation of marketing data to inform strategy development 

Excellent project management skills and the ability to manage multiple initiatives simultaneously 

Strong leadership and collaboration skills with a track record of driving cross-functional initiatives 

Sound organizational, analytical, judgement and decision-making skills with proven abilities in problem solving 

Strong interpersonal skills with an ability to build and maintain effective relationships with multiple stakeholders 

Strong oral and written communication skills 

Organizational knowledge of Canada Post products, services, and markets is an asset 

Other Information