Senior Director - Brand and Digital Marketing

Working at Trail Appliances means joining an entrepreneurial-minded, driven team dedicated to delivering an exceptional customer experience.

Trail Appliances is the leading independent appliance retailer in Western Canada. We’re a fast-growing company with over 500 employees in British Columbia, spread out over 10 showrooms, 3 Outlet Centres, 3 distribution centres, and 4 offices in BC's major markets.

Join our team of trailblazers!

Our core values :

• Integrity We do what’s right, even when no one is looking.
• Improvement We do it well. Then we do it better.
• Caring We put ourselves in others’ shoes.
• Authenticity We like people, not pretense.
• Determination We kick down walls.

We have everything we need to inspire our customers. Except you.

Reporting to the CEO and President, the Senior Director - Brand and Digital Marketing will join our senior leadership team.

The ideal candidate will bring a wealth of knowledge in omni-channel retail, online marketing, and brand strategy. The successful candidate will be agile, consistently seeking win-win solutions, and can operate at both a 30,000 ft.

level as well as in the details when needed. This role requires a strategic thinker with a proven track record in leading high-performing teams and driving brand growth across B2C and B2B segments.

You’ll have a passion for communication as well as providing exceptional experiences for our customers. This position will be on site, based out of the Richmond head office.

As the Senior Director - Brand and Digital Marketing, you will :

Team Management :

Provide vision, direction, and guidance to the marketing team, ensuring alignment with company goals and objectives in a collaborative and innovative work environment.

Marketing Strategy :

• Develop and execute comprehensive marketing strategies across three distinct divisions (B2C and B2B) to ensure cohesive brand messaging, market penetration, and alignment with overall business objectives through an annual marketing plan.
• Plan and execute the promotional calendar, aligning with marketing objectives and sales goals to drive customer acquisition and retention.
• Conduct market analysis and consumer insights and leverage this data to inform marketing decisions and to shape and refine positioning efforts and customer segmentation.

Brand Management :

• Act as the custodian of the brand, shaping and maintaining the company's overarching identity, values, and perception while managing brand guidelines, visual identity, and tone of voice to ensure consistency and integrity across all channels.
• Conduct competitive analysis to identify opportunities for differentiation and enhancement of the USP.
• Develop and execute positioning strategies that resonate with our target audience and amplify the unique value proposition of our products and services.
• Monitor and analyze market trends to ensure the brand remains relevant and competitive.

Online Marketing :

• Craft the digital marketing roadmap and implement strategies that enhance our market presence, create customer engagement, and drive growth.
• Work in partnership with the eCommerce team to drive omni-channel retail strategies that integrate seamlessly across various sales channels to drive traffic and conversion.
• Lead development and execution of a comprehensive content strategy aligned with the company’s brand identity, target audience, SEO, and business objectives.

Multi-Cultural Marketing :

Drive multi-cultural marketing activities to effectively reach and engage diverse audiences and cultural demographics.

Retail Experience :

• Elevate the customer experience through targeted marketing initiatives and immersive in-store activations.
• Guide the retail experience in our brick-and-mortar stores, ensuring a seamless customer journey and alignment with brand values and customer expectations.

Corporate Communications :

• Manage all aspects of corporate communications to maintain a coherent brand voice.
• Oversee media relations and crisis communications for the organization.

Leadership :

• Act as a key member of the senior leadership team, contributing to overall business strategy and decision-making and aligning marketing initiatives with overall business goals.
• Act as a subject matter expert and ensure all marketing practices comply with the Canadian Competition Bureau guidelines and PIPEDA regulations.

To be successful in this role, you have :

• 10+ years of experience in senior marketing roles, with a strong background in retail brick-and-mortar and ecommerce environments.
• Proven ability to lead and inspire a diverse marketing team, fostering a collaborative and innovative work environment.
• In-depth knowledge of omnichannel marketing, digital marketing, and data-driven consumer insights.
• Strong strategic and operational skills with a hands-on approach to driving marketing initiatives.
• Excellent communication and project management skills, capable of managing multiple priorities.
• Proven experience in brand reputation management, with a track record of successfully managing and enhancing brand perception.
• Strong background in market research and customer segmentation.
• Expertise in developing exceptional customer experiences.
• Demonstrated ability with budget development and efficient resource allocation.
• Comprehensive understanding of Canada’s privacy legislation and competition guidelines.
• Proficiency in multi-cultural marketing, with a sensitivity to diverse consumer needs and preferences.
• Bachelor’s degree in Marketing, Business Administration, or a related field.

The characteristics we like to see :

Entrepreneurial Spirit : Ability to operate strategically, complimented by a willingness to do whatever is required to deliver results for the business.

Ability to think outside the box and drive innovative marketing strategies.

• Servant Leader : Focus on empowering and supporting your team to achieve their best.
• Flexible and Adaptable : Ability to thrive in a very fast, dynamic, entrepreneurial environment.

Why Join Trail

• Showroom environment
• Paid time off
• Generous employee discounts
• Employee Recognition Program
• Extended health care and dental coverage
• Gym membership discount
• Professional Development Programs
• Career Progression
• Company events

Range for this role is between $160,000 and $240,000 per year.

We inspire possibilities, make shopping ridiculously easy, and help create special moments at home. Are you ready to meet your team?

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