'This new colleague will be challenged to take on an interdisciplinary approach. You will need to review existing similar propositions of the Business Units LED and Home systems in order to identify communication opportunities within existing offerings and products in line with the overall proposition, enhancing customer experience and meeting business targets. In this position you will manage two sub teams, all that is LED related, and all that concerns Philips Hue. We are quite ambitious with B2C.
For Philips Hue we move to the next stage. Philips Hue is researched by the consumer more online than instore. This market is substantial and growing rapidly. This is a market where consumers are aggressively moving from offline purchasing towards online. We need to successfully adopt new technology to enhance the in-store experience and develop Omnichannel marketing strategies to optimize the E-Commerce platforms of our E-Tailers. We are very ambitious with our goals in the digital market space; thus our new Global Director B2C Marcom will get quite a challenge. Philips Hue also involves adaption of international campaigns to a wider set of markets.
In the LED market there is a quick commodization taking place, with a lot of private labels. Now, we are also looking for LED to include additional brands to differentiate and hold shelf space. The point of purchase is typically in-store, but online as well. You will need to communicate to the average consumer in B2C who needs to buy a light bulb. You must understand the elements that lead to conversion, like instore capabilities and shopper channel management. This job will be predominantly be based from the High Tech Campus in Eindhoven where the teams are based’.
The Global Director B2C Marketing Communications (Internal: Marcom) drives brand awareness, consideration, preference and conversion for Philips Consumer LED and Philips Hue products and propositions.
In this position you need to bridge the complexity between ‘commoditized product push’ with limited brand differentiation (LED lamps and Luminaires) and an innovative category demanding creative pull communication campaigns (connected lighting). Philips Hue moves now from early adoption into early majority stage, whilst Philips LED needs to be differentiated versus the competition. Each category will require scrum teams with different marcom skills.
The Global Director B2C Marcom manages MarCom development across markets with differing levels of penetration, market adoption and knowledge, ensuring market relevant communication, without driving complexity and within tight budget constraints. The speed of market change for Philips Hue and extreme level of competitor activity for Philips LED, requires continuous marcom innovation.
Responsibility includes the strategic development of communication frameworks, customer decision journey mapping, go-to-market approach, integrated 360 campaigns, creation (for digital & physical channels), shopper marketing/instore POS, media planning guidance, production and NPI (new product introduction) assets support.
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"We are very ambitious with our goals in the digital market space; thus our new Global Director B2C Marcom will get quite a challenge".