Marketing Manager

Job Description

Reporting to:Finance Director (initially)

Sales Director (once established)

Salary Band:£25k to £35k

Line Management:Print / Online Designer

Online Liaison / Assistant Marketer

Focus: / Create and maintain a leading online / eCommerce presence
Harness and co-ordinate trade marketing activity throughout the businesses
Establish the brands of 3 businesses within their chosen markets

Scope:

Marketing and E-Commerce Management for the following businesses:

Turnover
Bunzl McLaughlin – Catering Supplies / £15m
Bunzl Cleaning Supplies NI / £6m
Catering Design Solutions / £3m

Role:

  1. Brand Marketing
  2. Research each business’ market and analyse, codify and disseminate market intelligence on customers, competitors, products and industry trends.
  3. Identify the traits that customers value in each market.
  4. Growing and managing the potential segmented customer database
  5. Within Bunzl’s brand guidelines, build and promote a brand identity for each business through co-ordinated sponsorship, advertising and PR.
  6. Manage the business’ involvement in trade shows and exhibitions.
  1. Trade Marketing
  2. Create and refresh product catalogues for each business.
  3. Create and refresh selling and marketing tools for both internal and external sales teams.
  4. Develop & Coordinate marketing strategies and plans with Sales and Purchasing to achieve sales & profit targets
  5. Implement the promotional plan with targeted campaigns supported by advertising and selling aids and held accountable through return on investment reporting.
  6. Oversee the management of the product image bank
  1. E-Commerce
  2. Liaising with the IT Manager complete the set up of a Website
  3. Co-ordinate the transfer of Group customers from tele ordering to online ordering.
  4. Liaising with the IT Manager to further develop our e commerce offering and maximise our search engine optimisation.
  5. Achieve target sales conversions
  6. Ascertain opportunities & gaps through google analytic reporting
  1. E-Marketing
  2. Mirror all print activity (e.g. catalogues, promotions, selling aids, PR etc) online.
  3. Writing or editing all content for the Website / Social Media outlets.
  4. Co-ordinate email databases and marketing campaigns.
  5. Explore and advise the company on the effectiveness of social media for this industry.
  6. Explore and advise the company on the effectiveness of Affiliate marketing and tap into the marketing resources already developed by our suppliers.
  7. Optimise sales & business growth through appropriate marketing tactics
  1. Internal Communication
  2. Co-ordinate all internal communication for the company
  3. Update entries for Bunzl UK & Ireland’s intranet, Jive blogging board and Bunzl Plc’s Source Newsletter.

Personal Specification

Essential / Desirable
Qualifications / Business degree in Marketing, Sales, E-commerce or related subject.
Experience / 3 year’s experience in a marketing or e-commerce role
  • Experience in website management and social media
  • Experience in image management, design and marketing
/
  • Experience in event management

Skills /
  • Interpersonal skills
  • Strong Verbal and Written Communication ability
  • Project Management
/
  • Coaching skills

IT Ability /
  • IT literate and analytical
  • Working knowledge of Adobe Creative Suite
/
  • Working knowledge of html

Attitude /
  • Self Motivator
  • Self Manager
  • Confident to put forward own ideas and advise on direction
  • Disciplined to manage projects within deadlines

Summary of Company and Background to the Role

Bunzl plc is FTSE 100 Company with a turnover of over £5bn and profit of £200m. It provides a one stop shop distribution and outsourcing service for non-food products to the grocery, foodservice, cleaning & hygiene, safety, retail and healthcare sectors. It has 270 individual businesses across 23 countries and over half a million products. It attains about half its growth organically, but it puts a huge emphasis on maximising cash creation from its existing businesses to fund an aggressive acquisition policy.

Bunzl Ireland has a turnover of €100m across six businesses:

Website / E-Commerce History and Status

Bunzl McLaughin has not exploited the potential of e-Commerce in its market. Bunzl McLaughlin has built its business on personal relationships established and managed by our Field Sales team. As a business to business supplier, our customers find it very easy to pick up the phone to interact with. As the business has grown, the Field Sales model has become less efficient and we know that we need to invest more in our Internal Sales structure and support it through on-line ordering and communication where possible.

The challenges to moving the business and the industry online are:

  1. A very strong competitor Nisbetts.co.uk has already taken the on-line sales space for this industry.
  2. The level of products we provide (4,000 stocked items and up to 100,000 available to order) make it challenging to set up and maintain an online shop.
  3. Our customers range from huge organisations e.g. Sodexo, First Choice Purchasing Group to very small coffee shop or pub owners with very different levels of IT expertise and resources.
  4. Low level of on-line awareness and experience within the business.

Marketing History and Status

Bunzl McLaughlin has taken the lead at the bi-annual CATEX (Catering Exhibition), the Food & Bev exhibition and Hospitality Exchange. It is a member of the leading hospitality, catering and cleaning trade associations and has a small sponsorship presence in many of the country’s local hospitality events. The company has in the past promoted its products through its annual catalogue and quarterly promotional brochures. The marketing side of the business has been part of the Sales Director and Commercial Manager’s brief.

The challenge facing the company is to become a proactive rather than a reactive marketer. Our marketing efforts have been uncoordinated and without the follow up analysis to help plan future campaigns. We have also been poor in utilising the marketing material already developed by our suppliers and sister Bunzl companies. The hospitality industry is very mature in its use of marketing. As a major supplier to this industry, we have to operate at close to the same level and ensure our message is being heard.