- Location
- US - MI, Novi (Detroit) - Humboldt, United States of America
- Workplace
- Hybrid
- Type
- Full-time
- Department
- Marketing
- Seniority
- Senior
- Source
- Workday
Description
This role will be continually responsible for answering the following strategic questions:
What should the company be talking about six months from now?
Where is the industry heading, and what is our place in it?
What white space exists that competitors aren't owning?
Which macro trends create ownable opportunities for our brand?
How should our narrative evolve before customers and audiences expect it to?
What should we do differently because of what we’re learning?
How can Marketing & Communications best deliver value and impact to the organization?
Further, this role will focus on the following workstreams, with additional responsibilities to be defined:
1. Cross-Functional Strategic Partnership:
a. Connect strategies and intelligence from multiple functions into cohesive Marketing & Communications strategies
b. Clarification: This role complements (not duplicates) the work of Sales Operations’ Market Intelligence arm; while Sales Operations focuses on what is happening in the market, this role focuses on what those developments mean for our positioning, messaging, campaigns, reputation and long-term brand strategy
2. UVP Development:
a. Assess the competitive landscape to define our unique value proposition and commercial differentiators to clarify and justify the premium Lineage commands in the market
b. Consider differentiators against adjacent competitors (Prologis, XPO, etc.) to demonstrate Lineage’s relative value to the market
c. How could this work: This role would develop the framework of our UVP and its core elements, then provide to Yam/Doner and the Marketing team to inform campaign development and deployment
3. Corporate Messaging Strategy:
a. Define the “meaty topics” the company should be talking about in the short, intermediate, and long term, not only to reinforce our sophistication and category leadership, but also to demonstrate our unmatched ability to solve customers’ most pressing challenges
b. Hone a deep understanding of macroeconomic and industry trends impacting food supply chains as well as the technology and innovations influencing the future of logistics to develop a well-informed perspective Lineage should take on “the big picture”
c. Identify dynamic “of the moment” opportunities for Lineage to meet the customer with timely solutions, build brand awareness via topics in the zeitgeist, or beat our competitors to market
d. Partner with ELT Chief of Staff to create and continuously improve how the company communicates and cascades its corporate strategy to internal audiences
e. How could this work: This role would define those topics, feed the insights to MWW and the Comms team, then have those teams execute on the development and deployment of content
4. Customer Insights:
a. Synthesize intelligence from customers – via surveys conducted internally and/or market research on buying behaviors – to recommend campaign and content concepts that generate leads and nurture strategies that convert new business
b. Partner with the Alternate Storage task force to develop go-to-market strategies for new verticals and drive new revenue to the business
c. How could this work: In developing a deep understanding of what new and existing customers care about, this role would inform messaging that will resonate and channels that meet customers where they are
5. MarComm Performance and Operations:
a. Develop an integrated understanding of the Marketing & Communications team’s effectiveness via new and existing data and translate performance into strategic actions
b. Responsible for reporting metrics and interpreting what the data means, ultimately resulting in recommendations for how the function should adapt accordingly
c. Partner with VP on function’s AI roadmap and contribute to the organization’s AI subcommittee
d. Oversee Marketing & Communications Operations team whose responsibilities include:
i. Functional budgeting, forecasting and finance partnerships
ii. Ad hoc strategic project implementation
iii. MarComm systems management (i.e. website, PM tools, etc.)
iv. Internal process improvement, efficiency and technology enablement
Why Lineage?
This is an excellent position to begin your career path within Lineage! Success in this role enables greater responsibilities and promotions! A career at Lineage starts with learning about our business and how each team member plays a part each and every day to satisfy our customers’ requirements. Beyond that, you’ll help us grow and learn on our journey to be the very best employer in our industry. We’ll ask you for your opinion and ensure we do our part to keep you developing and engaged as we grow our business. Working at Lineage is energizing and enjoyable. We value respect and care about our team members.
Lineage is an Equal Employment Opportunity Employer and is committed to compliance with all federal, state, and local laws that prohibit workplace discrimination and unlawful harassment and retaliation. Lineage will not discriminate against any applicant on the basis of race, color, age, national origin, religion, physical or mental disability or any other protected status under federal, state and local law.
Benefits
Lineage provides safe, stable, reliable work environments, medical, dental, and basic life and disability insurance benefits, 401k retirement plan, paid time off, annual bonus eligibility, and a minimum of 7 holidays throughout the calendar year.
