National Brand Manager
Toronto, ON, Canada
2d ago

You've got big plans. We have opportunities to match, and we're committed to empowering you to become a better you, no matter what you do.

When you join KPMG you'll be one of over 207,000 professionals providing audit, tax, advisory and business enablement services across 153 countries.

With the support to do things differently, grow personally and professionally and bring your whole self to work, there's no limit to the impact you can make. Let's do this.

Overview of the opportunity :

The National Brand Manager is focused on executing the firm's primary brand campaign and subsequent national brand initiatives to external and internal audiences.

Reporting into the Senior Manager, Brand and Industry Convergence, the Manager is responsible for working closely with marketing leadership in the development and execution of a national marketing campaign.

The campaign is designed to meet the goals and brand objectives of KPMG in Canada to help strengthen, protect and differentiate the KPMG brand.

Working with our agency of record, the Manager will project manage major brand campaign(s), brand initiatives and significant brand-enhancing national sponsorships and partnerships.

In addition, this role will be responsible for the management and tracking of brand research and metrics, corporate marketing KPIs and metrics for the National Marketing & Communications (NMC) overall scorecard.

The Manager will be responsible for developing actionable, data-driven brand insights to help KPMG identify opportunities and develop best in class marketing approaches and plans.

The Manager is responsible for collaborating with national creative, digital, Functions & Industries Marketing (FIM), regional marketing, internal teams and global counterparts on the KPMG brand and delivery of marketing plans and programs which promote and position the brand of the firm.

  • The individual will be responsible for creating, managing and facilitating networks designed to share information; discuss opportunities and challenges;
  • and share best practices with other marketers.

    The Manager will be expected to participate in various work streams and initiatives to help advance collaboration across brand initiatives, marketing and communications.

    S / he will identify and share best practices; and enhance overall operational efficiencies.

    What you will do :

  • Support the development of the national brand marketing strategic plan.
  • Lead execution of brand campaign(s). Effectively develop, manage and execute an integrated brand / marketing campaign(s) aligned to business objectives.
  • With the Brand team, own the relationship with the Agency of Record to ensure delivery to scope and budget and help identify opportunities for the agency to support in brand positioning
  • Manage the compilation and production of the NMC KPI dashboard and provide ongoing reports and recommendations to internal stakeholders.
  • Work with internal stakeholders in the firm to ensure integration between national marketing and brand (leaders of creative, digital, FIM, HR and regions).
  • Manage brand-related research internally and externally, working with the Global and Client Development research teams, as well as external suppliers.
  • Consistently engage with Global counterparts in areas such as brand, digital and creative.
  • National Marketing & Communications Practice Management - 40%

  • Participate in the annual marketing planning process.
  • Support the development and management of an integrated national brand / marketing plan and budget.
  • Review competitive market presence and understand how their brands, and ours, are being positioned through the eyes of the client.
  • Make recommendations based upon market analysis.

  • Work with communications team to manage relevant internal and external communications related to brand initiatives.
  • Report on KPIs for national brand marketing (campaign effectiveness, awareness and brand monetization). Analyze performance and make recommendations for optimization.
  • Provide reporting and project-based work supporting the operational and administrative elements of the job and corporate marketing.
  • Drive special projects, as defined by the Brand team and CMO.
  • Branding / Thought Leadership / Positioning - 30%

  • Develop and execute brand specific campaigns both internally and externally.
  • Guide the strategic application of brand across various channels internally and externally.
  • Collaborate on national sponsorships and partnerships activations to build image and drive differentiation. Make recommendations on future sponsorship and partnership activation opportunities.
  • Consult with geographies on positioning and activation of the KPMG brand in partnership and event settings. Assist teams with applying the brand strategy to various scenarios and opportunities for KPMG to express its brand and create a unique client experience.
  • Knowledge Management / Transfer - 30%

  • Provide guidance on the consistent application of the brand strategy so that users of the brand have the knowledge, resources and support they need to successfully bring the brand to life.
  • Collaborate with Marketing Compliance to ensure a seamless brand consultation experience for the geographies.
  • Drive and facilitate sharing of information, knowledge and leading practices across industries, functions, and geographies : Engage with cross-geography (Canadian and Global) networksDisseminate information via targeted distribution lists and sitesPartner with communications, creative, digital, regions and national functions and industries marketing teams to facilitate brand integration with programming and targeted communicationHost internal forums to highlight our brand resources and tools available to support brand embed with existing regional and national campaigns
  • What you bring to the role :

  • 5 - 7 years minimum in a marketing professional services or B2B marketing environment. Demonstrated ability to operate in a partnership culture an asset.
  • Experience working with brands and brand-centric campaign(s).
  • Strategic and creative thinker with "working knowledge" in analyzing and drawing insights from external research studies and business data.
  • Integrated marketing experience (conceptualization of integrated campaign and execution with public relations, brand, creative, digital and marketing).
  • Thorough understanding of digital marketing channels and tactics and how to optimize marketing execution to meet objectives.
  • Excellent writing, presentation, "storytelling", facilitation, and execution skills.
  • Familiarity with the agency model and agency management experience at the project level.
  • Proficiency in project budgeting and cost control, with a focus on maximizing the return on marketing and / or agency investment.
  • Experience in marketing measurement, analytics, insight development and corresponding program optimization.
  • Excellent collaboration, teamwork and interpersonal skills.
  • Curious and motivated to continuously learn.
  • Strong project management skills and experience.
  • Experience working with senior level executives.
  • Self-directed individual with an eagerness to excel who is accustomed to a fast-paced environment.
  • Bachelor's degree in business, marketing, or related discipline; advanced degree preferred.
  • Ability to work flexible hours as required.
  • Learn more about where a career at KPMG can take you.

    Location Toronto, ON ,Our Values, The KPMG Way

    We lead by example We work together We respect the individual

    We seek the facts and provide insight We are open and honest in our communication

    We are committed to our communities Above all, we act with integrity

    KPMG is an equal opportunity employer and values diversity in its workforce. KPMG encourages applications from all qualified individuals and will accommodate applicants' disability-related needs, up to the point of undue hardship, throughout all stages of the recruitment and selection process.

    Any assessment and selection materials or processes used during the recruitment process will be available in an accessible format to applicants with disabilities, upon request.

    If you require a disability-related accommodation in order to participate in the recruitment process , please contact the HR Shared Service Centre by email at cafmcdnhrsthotline kpmg.

    ca or by phone at 416-777-8002 or toll free 1-888-466-4778 (Option 1). KPMG will consult with all applicants with disabilities who request accommodation during the recruitment process to ensure that the accommodation provided takes into account the applicant's individual accessibility needs.

    Category Marketing Service Line Marketing & Communications ,Industry Not Applicable

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