Marketing Manager, Communications and Events

At CN, everyday brings new and exciting challenges. You can expect an interesting environment where you’re part of making sure our business is running optimally and safely―helping keep the economy on track. We provide the kind of paid training and opportunities that long-term careers are built on and we recognize hard workers who strive to make a difference. You will be able to thrive in our close-knit, safety-focused culture working together as ONE TEAM. The careers we offer are meaningful because the work we do matters. Join us!

Job Summary

The Marketing Manager, Communications and Events is responsible for creating strategies and plans for marketing communications. The role leads multiple projects to develop marketing materials, digital content, and event programs which support CN’s brand and strategic objectives. Moreover, the position involves interfacing with Business Unit (BU) leaders to understand strategies and objectives to achieve the revenue and product promotion goals of each unit. The incumbent requires strong leadership and marketing communications experience to take ownership of projects and campaigns to drive results while interfacing with both internal and external stakeholders.

Main Responsibilities Conferences, Corporate Events and Marketing Sponsorships

·       Organize multiple in-person events annually, producing a unique, highly experiential, innovative, and positive customer experience

·       Research event sponsorships, negotiate them and determine how to maximize return on investment

·       Handle all aspects of the event program (e.g., booth design, budget, logistics, shipping, venue sourcing and booking, entertainment, catering, and material handling)

·       Develop a game plan for each event with recommendations on how to reach the right audience and increase engagement

·       Create a post-event audit to track strengths and weaknesses

·       Ensure CN’s engagement at conferences includes opportunities for panel participation, media interviews, and content for social media

·       Collaborate with Business Units (BU) to identify the best platforms and conferences that support their goals and maximize CN’s investment

·       Cultivate relationships and handle the budget with external suppliers supporting commercial events and trade shows

·       Report event budgets and track leads and revenue generated post-event

Marketing Communications Content

·       Develop and implement a marketing communications plan to support the company’s brand, product launches, events, and trade shows

·       Conceive, maintain, and measure ongoing digital campaigns and media programs that support the CN brand, products, and value proposition

·       Create engaging and customer-focused digital and video content to be used across various platforms to support product and service promotion (e.g., social media posts, email campaigns, website content, and at commercial trade shows or conferences)

·       Ensure that CN’s digital advertising and content marketing efforts are aligned with the company’s goals creating synergies with other promotional initiatives, such as events, product launches and sponsorships

·       Interface with the internal corporate communications team to deploy and publish marketing campaigns for social media, email or website and oversee external relationships with agencies and trade media partners

·       Produce corporate, sales, and marketing content to support initiatives for internal audiences, such as Sales and Marketing meetings, awards, and corporate leadership meetings

Stakeholder and Customer Engagement

·       Partner with external stakeholders, such as Canada and the United States (U.S.) port partners, to develop joint-marketing initiatives

·       Interface with BU and high-level executives to produce presentations and marketing materials for speaking engagements, product promotion, and interactive sales pitches

·       Collaborate on building customer engagement and advocacy to gain a deeper understanding of customers, create solid relationships, and revenue opportunities

·       Oversee the production of “customer stories” via video or website

·       Develop new and innovative strategies to create customer engagement at
in-person events or using digital media

·       Drive lead generation where applicable and create deeper customer engagement to sell CN services and increase revenue

Working Conditions

The role has hybrid working conditions with 3 days in an office environment and 2 days working remotely. Due to the nature of the job, the incumbent must be able to meet tight deadlines, handle pressure, and stress in a fast-paced environment. The position requires mandatory travel (40%) to conferences, events, and trade shows within Canada, US, Mexico, and other international locations (minimal). 

Requirements Experience

Sales and Marketing

·       Minimum 7 years of work experience in sales and marketing

o    Experience in a global Business to Business (B2B) sales organization

o    Experience creating commercial event experiences, including all visuals and brand positioning

o    Experience with building the brand, product positioning, writing product marketing materials, product launches, creating compelling emails and advertising campaigns

o    Experience and ease in working directly with and taking direction from senior leadership

Education/Certification/Designation

·       Bachelor’s Degree in Marketing or Communications

Competencies

·       Applies critical thinking

·       Identifies needs and solves problems to create value for all stakeholders

·       Sets direction and inspires others

·       Communicates with impact

·       Demonstrates active listening

·       Innovates

·       Demonstrates agility and drives change

·       Knows the business and stays current on industry needs

·       Seeks and values all perspectives

·       Creates a sense of belonging and inclusion

·       Collaborates with others and shares information

Technical Skills/Knowledge

·       Working knowledge of Microsoft Office (PowerPoint, Word, Excel, SharePoint), Adobe Creative Suite (Illustrator, Photoshop, InDesign) iMovie, Cvent, Canva, and Salesforce*

·       Strong knowledge of graphic design*

       *Any skills/attributes for these above would be considered as an asset

About CN

 CN is a world-class transportation leader and trade-enabler. Essential to the economy, to the customers, and to the communities it serves, CN safely transports more than 300 million tons of natural resources, manufactured products, and finished goods throughout North America every year. As the only railroad connecting Canada’s Eastern and Western coasts with the Southern tip of the U.S. through a 19,500 mile rail network, CN and its affiliates have been contributing to community prosperity and sustainable trade since 1919. CN is committed to programs supporting social responsibility and environmental stewardship. At CN, we work as ONE TEAM, focused on safety, sustainability and our customers, providing operational and supply chain excellence to deliver results.