This role is responsible for the overall Consumer Business in Canada and reports to the President, PayPal Canada.
The Director, Consumer Business will be located in Toronto Canada. A key role on the Canadian leadership team, this important role will be responsible for developing Consumer Marketing, Pricing, Product Strategy, P2P and other consumer initiatives in Canada with the ultimate aim of providing the best possible experience for customers and driving effective consumer acquisition, activation and retention activities.
Lead an existing team of Consumer Marketers (team of 5), coordinate with local and global Product Marketing Managers, Pricing Strategists, P2P Specialists and Business Analysts to build on one of the strongest consumer value propositions in Canada
Identify key roles to fill out the Consumer team and hire rock stars to fill those roles
Understand the drivers of, and develop the annual consumer marketing plan to meet, acquisition, activation and retention metrics across all channels including Performance Marketing (digital display, SEM), CRM, Social and PR Channels, Sponsorships and some mid funnel tactics
Understand the drivers of, and develop the overall Consumer value proposition for PayPal Canada, including a strong understanding of the competitive landscape, pricing strategies and P2P marketplace
Own the product customer experience from end to end in Canada, including strategic product input, product marketing review, adaptation and localization, and GTM strategies
Outstanding people leadership capability and experience (10+ years), with ability to lead confidently through cultural and organizational change
Build and foster great relationships within the overall Canadian, Regional and Global teams, and partner to deliver localized marketing programs
Ensure the adoption and implementation of marketing measurement best practices including measuring and applying regional incrementality factors
Partner with the marketing operations and analytics teams to measure and report on marketing ROI and impact to Canadian business
Create supporting content and leverage merchant relationships to drive customer engagement
Work closely with Head of Business Marketing to ensure alignment across customer experience, goals and activity
Support Sales Teams to provide consumer marketing plans aiding in regional sales objectives
Own the regional web channel and optimize for Activation (SEO)
Execution of brand strategies, value proposition and key messaging for all PayPal regional consumer products
Consumer research and market intelligence
Drive integration through fostering cooperative relations with internal teams & external partners
Participate in cross-organization teams and initiatives
Effectively manage Marketing vendors and agency relationships
Strong understanding of consumer trends and attitudes to their money and finances
Be a passionate voice of the customer in the Canadian business
Minimum Education/Requirements:
Minimum 5 years’ experience owning an overall Consumer Product/Strategy following a minimum of 10 years in Marketing, preferably in financial services, tech or e-commerce
Superb people leadership skills, high EQ, with ability to champion cultural and organizational change
10+ years’ team leadership experience
Experience leading and developing end-to-end integrated campaigns and programs (direct, digital, social, and mass media)
Strong business & financial acumen with advanced analytical experience
Demonstrated ability to build relationships and collaborate effectively with internal and external stakeholders
Experience with building business plans and P & L management
Experience in developing data-driven direct, digital & mass campaigns that deliver tangible results
Experience working with and managing agency partners including contract management
Superior communication skills in addition to well-developed presentation abilities
Demonstrated ability to contribute to strategic business development opportunities
Thrives in an environment of continuous change and complexity - can drive quality insights and deliver high impact projects
Some international travel required
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