Marketing Director, Home

About Us:

Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in the US in 2002, and since then operations have grown exponentially. Our US headquarters is based in Chicago's Fulton Market neighborhood. We also have employees working in field sales, our service centers, and in our growing number of Dyson Demo Stores across the country.

We're committed to our campus culture and want to have people collaborating, developing, and learning from each other. By having everyone on campus together, we have been able to nurture a fantastic social and dynamic environment.  

About the Role:

The Marketing Director, Home, will manage the P&L for the category and marketing strategies. They will need to develop the category profitability and brand reputation, including both short and long term growth. In essence, they will be the CEO of their category.

They will need to maximize the sales potential and profitability of existing products as well as develop business plans and strategies for New Product Development in the category.

They will lead a cross functional team that launches Dyson’s newest and exciting technology and grows existing technology. They will develop the go-to-market strategy, working with the sales teams to set joint business plans with retailers. They will hone and localize our creative campaign, and our media strategy. They will work collaboratively with Group in Malmesbury on product pipeline and ranging requirements specific to the US market and retailer set.

Define the strategy and overall performance of the US Home category-

• Increase top line growth, driving a healthy category P&L and increasing competitiveness for the category, which today includes vacuums, environmental care and lighting
• Develop the 3-5 year market vision and strategy for growth across the category - for existing and new products, unlocking potential of sales channels, marketing opportunities and media channels.
• Own the category P&L, sharing responsibility for its performance with Leadership Team peers (Sales, Channel, Marketing, Supply, Finance and Direct)
• Lead all aspects of budgeting, forecasting and demand planning for the category, working closely with UK commercial team peers.
• Ensure monthly and yearly volume, net revenue and margin targets are met, closely monitoring the P&L and owning the Financial LE and production forecast for the category.
• Develop, communicate and gain buy-in for the category strategy from stakeholders across the business (both Group, US and Canada), and ensure progress against the plan is well communicated.
• Set the media strategy, channel plan, monitor budget and review ROI of media spend, working closely with Mindshare and Digital team.
• Own the commercial strategy for the category
• Be the in-market category advocate, continuously championing its value and commercial potential for the market and wide Dyson business; developing the ambition, energy, ideas and tools needed by the market’s marketing and sales teams to reach the best possible commercial outcomes from the product set.
• Collaborate with peers and colleagues across the market team (retailer sales, direct sales, finance and marketing) to maximize the impact the category/ product has on consumers and retailers.

Maximize the sales potential and profitability of existing products-

• Develop a deep understanding of the territory’s retailer opportunity.
• Analyze in-life product and campaign performance and implications for growth strategies, continuously optimizing as required.
• Open new business opportunities by taking a business development approach (directly leading business development managers), where applicable by category.
• Develop business plans and marketing strategies for category NPD
• Drive regional commercial product/category strategy and launch plans in collaboration with group direction, but giving local direction. Clarify the approach to maximize each market’s opportunity within the context of global plans.
• Ensure new products are launched successfully through effective leadership across local market; manage teams to milestones and plans.
• Work with and challenge in-house digital team, direct team and media agency to maximize media presence, awareness, conversion and recommendation.
• Prove the effectiveness of all activity; track, measure and amend where necessary
• Constantly monitor competitors; remain ready to quickly understand the implications of their activities and respond quickly, in the correct mann