Marketing Manager - Small and Medium Sized Business

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Date: 29-Nov-2018

Location: Mississauga, ON, CA

Company: Purolator

Opportunities delivered
Looking for an opportunity to learn and grow within Purolator? Here is another exciting opportunity for you to help us deliver on our customers’ promises 


Job Description

The Marketing Manager, Small- and Medium-Sized business (SMB) Marketing with the support of 2 direct reports is  responsible for growing and retaining more than $100M Small Business Revenue.


Working closely with Brand, Marcom, Analytics and Marketing Operations, The Marketing Manager, SMB will set the strategic direction for the Purolator small business program.  The ideal candidate will be both strategic and analytical, leveraging segment strategies, campaign and program tactics, data segmentation and projected ROI.


This role requires cross-functional collaboration both within and outside the organization in order to effectively leverage digital and offline marketing vehicles (e-mail, social media, search, direct mail, web, display, collateral, etc.) in order to implement new and innovative SMB Marketing strategies.


Specific accountabilities and responsibilities include:


Segment Strategy & Planning

  • Responsible for creating annual strategic marketing plan for the SMB segment
  • Responsible for delivering acquisition/retention/growth plans to support revenue base with 10% YOY growth targets to help company achieve revenue plan / EBIT targets
  • Determine activities/initiatives and associated revenue targets to achieve revenue objectives Align people resources and required investment (budget) to fulfill plan activity
  • Establish response and revenue targets and ROI for each program/initiative to deliver plan growth across – Revenue, Volume and Yield


Program Development, Management & Execution

  • Evolve the SMB value proposition, including partner relationships, services, rewards and pricing to increase appeal to wider prospect group and substantially grow existing base
  • Determine high value target growth segments and align content, communication and target messaging to increase LTV of SMB sector.
  • Manage the team in the end-to-end program design and execution of all activities, including email, web, digital, CRM-Lifecycle, Telesales, Inside Sales Channel, Cross-Upsell, Reward and Recognition and churn initiatives
  • Identify and implement changes to business processes as required to fulfill plan
  • Work with Market Strategy  to identify & define research and customer feedback requirements
  • Working closely with the Demand Generation team, Marcom, Brand, Product, Customer Care, Online channel team, Inside Sales team to ensure the experience, support processes and systems enable the acquisition and onboarding of new accounts
  • Work closely with the Marketing Operations and Analytics teams to design segment, program and campaign strategy execute campaigns, track and report on activity/plan/channel performance vs. plan




Performance Reporting & Analysis

  • Track and report monthly the plan vs. actual performance across plan metrics and KPIs
  • Responsible for reporting on campaign/program/initiative/channel performance monthly plan vs. actual, including insights, improvements and recommendations
  • Ongoing reporting/monitoring/testing of automated programs ensuring optimal performance


Budget Management

  • Manage segment budget to retain and grow base business
  • Establish budget forecasts aligning with plan activity
  • Reconcile forecasted spend vs. actual each month
  • Process/approve invoices and Purchase Orders
  • Monthly reconciliation of team budget expense vs. SAP actuals to ensure alignment
  • Manage monthly accruals and reporting of budget variances to Finance


Vendor & Partner Management

  • Manage vendor relationships including Advertising & CRM agencies, multiple freelancers and Telemarketing vendor to ensure initiatives are executed on time and within budget
  • Conduct Procurement and Legal requirements to select and renew vendors
  • Performance manage and evaluate vendors ensuring expectations to fulfil plan activity



  • Undergraduate Degree or Post-secondary diploma in Business Administration, Marketing or related field
  • 10+ years progressive working experience
  • Preference for Database Marketing and Agency Experience in B2B industry targeting SMBs
  •  Experience working in an Agency / Consulting capacity an asset
  • Advanced Project Management Skills and working knowledge of SFDC and Marketing Automation Platforms
  • Advanced computer skills (PowerPoint, Excel, Word)
  • Experience managing CRM / Lifecycle / Database marketing activities, including targeted digital / telesales / website / email and database marketing to drive response and activation
  • Strong analytic and data experience required working with Data Analyst/Insight and Marketing Operations teams to ensure seamless execution, tracking and report-ability
  • Experience establishing a strategy; matching resources/investment to achieve a measurable results
  • Analytic skills – ability to report results, insights and recommendations
  • Experience managing and reconcile budgets
  • People Management Experience with demonstrated ability in effectively coaching and leading a team to execute programs
  • Effective Communication with strong written, verbal skills
  • Effective in managing multiple projects/priorities in a fast-paced and changing environment
  • Demonstrated ability to lead/implement and influence change
  • Excited to join one of the best marketing teams in the country and serve some incredible customers





Location:                    012 - Office  
Working Conditions: Office Environment 


Purolator is an equal opportunity employer committed to diversity and inclusion. We consider all qualified applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, Aboriginal/Indigenous status or any other factors considered discriminatory. If you require an accommodation during the recruitment process, we will work with you to meet your needs.

We recognize that our employees and their families are key stakeholders. We will only be successful as a business if we provide our employees with a safe and healthy workplace and we have the right people in the right roles with the support they need to succeed. We hire for attitude and train for skills.  To learn more about us and our values, go to

At Purolator, every day is an opportunity for our employees to connect with one another and with our customers to help make a positive impact in the communities where we live, work and play.

Job Segment: Consulting, ERP, Outside Sales, Inside Sales, Marketing, Technology, Sales

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