Marketing Director | Lafarge Algeria

The Role
• Anticipate and influence market trends, build competitive advantages and generate the best value propositions to customers to maximize BU profit in a sustainable way

• Enhance the development of a customer oriented mindset and organisation within the BU

MARKET UNDERSTANDING
• Adjust/implement Division segmentation criteria and ensure consistency of market segmentation

• Identify critical market trends and assess their potential impact on BU business

• In cooperation with Sales, ensure regular active listening to and acute understanding of customers

CUSTOMER ORIENTATION DEVELOPMENT
• Based on customer understanding and Division Customer Orientation Program, lead and co-ordinate the definition and implementation of customer driven processes and practices within the BU (e.g. internal quality indicators and monitoring, complaints management)

BUSINESS DEVELOPMENT
• Contribute to the definition of BU business objectives; consequently define the Marketing strategy, conveying Division?¦s guidelines, and ensure its effective implementation

• In cooperation with Sales,

- Define the target customer base
- Define the BU pricing architecture
- Develop the loyalty of profitable customers

• Identify and rank profitable market segments

• Define and implement local branding policy in line with Group?¦s and Division?¦s guidelines

• Assess the value for the customers of the range of products/systems/services and propose appropriate adjustments of products/systems/services range

• Lead the design of the value proposition per segment (products, systems, services, partnerships, distribution/delivery, pricing, branding, communication, etc.) and monitor its implementation

• On behalf of the General Manager, lead innovation development (product, systems, services, etc), implement Divisional innovation process and evaluate innovation impact on BU growth and leadership image

• Research and follow-up new business opportunities

• Participate in the relationship with key market players (professional unions and associations, specifiers, other decision makers)

MARKETING OPERATIONS MANAGEMENT

• Actively participate in the 4 key stages of the BU management cycle : Strategic Review, Performance Plan, O&HR Review, Budget, and lead the implementation of the marketing actions

• Develop/implement market intelligence methods and tools

• Design, communicate and implement BU Marketing plans

• Impulse the process to trigger sales actions and challenge Sales plans

• Ensure that customer satisfaction and loyalty are regularly and properly measured and analysed; validate action plans to improve them and monitor results

• Assess and select external marketing partners (communication/ market research agencies, etc.)

• Measure and improve the performance of the Marketing function

• Provide guidelines for consistent marketing communications (Marketing documents, Advertising/ promotional materials and events etc.)

RELATIONS WITH OTHER FUNCTIONS / WITH DIVISION

• Work in close cooperation with
- Sales and Technical Assistance to ensure in-depth common understanding of market and customers, and effective daily cooperation of the marketing and sales teams

- Strategy for business development

- LCR, Division Product Development Committee, Technical Centre for product
innovation
- Operations for product quality and product range improvement

- Information Systems to improve marketing & sales support systems

- Finance for margin analysis

• Lead and promote exchanges of marketing experience with other BUs of the Division and BUs of other Business lines, implement their best practices and facilitate the transfer of his/her own BU best practices
• Participate in the Division?¦s Marketing & Sales Network

ORGANISATION AND PEOPLE DEVELOPMENT
• Propose improvement of BU organisation (commercial, operational, etc) to meet marketing strategy
• Adjust the Marketing organisation (headcount, working processes, resources allocation, etc) to optimise its effectiveness and efficiency
• Manage the Marketing teams under his/her responsibility
• In cooperation with HR and Marketing Division Centre, ensures the recruitment, compensation, competency and career development of the Marketing personal
• Contribute to the development of market and customer knowledge in the other functions of the BU
• Propose and participate in actions to develop sales force effectiveness (e.g. product knowledge training)

Requirements
• Minimum 12 years experience in marketing
• In-depth understanding of Relationship Management
• Sound knowledge of Business Skills & Understanding
• Expert knowledge in Data Analysis
• Good knowledge of construction industry structures & patterns.
• Knowledge of marketing communication & brand health assessment techniques

Generic Skills
• Communication skills
• Presentation skills.
• PC
• English Language
• Team work

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