Innovation and Profitable Growth: Drives profitable growth in key market segments through Voice of the Customer and using data analytics. Supports market development programs for new markets and/or the penetration of existing markets. Conducts market research and analysis to track future marketplace trends, customer needs, competitive data, as well as product/service performance and acceptability. Owns key linkage between customer, supplier and business.
Commercialization: Takes customer and market trends, feedback, and opportunities to create market penetration and product promotion to support Avient growth initiatives. Supports the successful commercialization of market-driven products/technology through promotion and targeting positioning. Develops and drives marketing campaigns in support of new product launches as well as translations from other regions or applications with measurable financial results.
Channel Strategy Execution and Expansion: Supports marketing initiatives through various channels to market, with a focus on digital marketing. Increase engagement with current and prospective customers through existing channels including; Avient Distribution’s website, social media platforms, eCommerce storefront, email marketing, SEO and paid searches/PPC, digital advertising, and trade shows.
Strategic Planning: Supports development of the strategic plan, annual operating plan and marketing communications plan. Implements the strategic marketing direction and uses Porter’s Five Forces assessments with plans to address industry trends, competitive positions and specialization strategy.
Market and Competitive Intelligence: Drives measurement and tracking of market trends and competitive activities including market size, market share, and competitive strengths and weaknesses. Attends various trade / organization functions to develop business contacts and gather market information.
Marketing Communications: Creates marketing oriented sales tools, case studies, literature, press releases, webinars, advertising, brand awareness, trade shows, etc. Develops and coordinates promotions, technical presentations, and advertising/digital campaigns through Corporate Marketing Communications. Responsible for communicating marketing activities to regional commercial team, customer service, inside and outside sales, global partners and other functional areas to ensure smooth transition of strategy to action.
Market Segmentation and Value Proposition: Conducts market/customer segmentation. Creates value proposition for the various segments/applications from the customer perspective and ensuring product and positioning/message consistency
Profitability Analysis and Margin Management: Monitors business results. Supports portfolio profitability and overall gross margins for growth component of target market segments. Works with Product Management to support product life cycle management.
Lean Six Sigma (LSS) and Continuous Improvement: Supports and is committed to Avient’s LSS improvement process. Plans strategies to ensure error-free work and conveys this attitude in the daily performance of various duties.
Sales and Customer Support and Training: Develops effective sales tools and ensures commercial team receives continuous support in the form of up-to-date market application information, training, and problem solving. Supports the development of business unit and corporate marketing training programs. Works closely with sales team to identify customer needs, promote sales efforts, evaluate market trends, and develop business within target accounts and industries.