This role is focused on delivering SME and Major customer growth and retention by implementing targeted and measured B2B marketing campaigns, on a regional / sector basis. To evaluate our current SME proposition and work with operational and commercial colleagues to improve it. To facilitate a smoother, more efficient and contemporary approach to sales lead generation in the SME marketplace by implementing marketing best practice. This role is also responsible for overseeing all marketing to I&C Corporate customers and prospects.
•Develop and implement our regional SME marketing strategy. End result; Move from field based reactive, to modern, responsive and in control : a partnership approach between Sales I&C; Marketing
•Write and implement regional marketing plan. To include specific and tactical plans for all relevant sub regions. End result; Biffa to be perceived as a local brand, gain a detailed understanding of the local market dynamics and most effective marketing channels?
•Oversee all marketing activity for I&C Corporate : Existing Customers and Prospects. To include breakfast briefings, promoting PR/ white papers, UPLIFT Magazine. End result; Biffa to be regarded as first choice indispensable waste management supplier of choice for £1m+ spend
•Buying behaviour. Gain a detailed understanding of why SME customers buy from Biffa, and sometimes leave Biffa. Also understand the sales/ comms platforms they respond to and engage with. End result; Understand how our target SME customers like to be sold to and what will make the difference
•Define the optimum Biffa proposition for SME customers (Products, Service Level, Frequency, Pricing etc), then launch tailored campaign messages and content by region / sector. End result; Make sure that our proposition meets customer needs and is easy to understand
•Develop a compelling programme of sales promotion activity to drive growth of new customers, customer retention and upsell of new services. End result; Provide field sales with added leverage to close negotiations
•Test the feasibility of introducing an accurate pre-qualification funnel for sales leads (Contract renewal, Pricing, Service Satisfaction). End result; Improve effectiveness of sales leads eg; lower time to convert, less wasted field calls
•Work closely with Regional Sales Managers, Regional Directors and National Customer Services Manager to understand customer and market requirements and provide campaign updates. End result; Marketing output always aligned to the commercial needs of the business
•Foster a measurement based culture whereby credible targets are set and measured (Quantity, Value, Region, Conversion, Time taken, Sector etc). Report campaign effectiveness back to all relevant stakeholders. End result; Introduce transparent and collaborative approach.
•Manage budget and agencies to deliver best outcome for Biffa. End result; Value?
Nature and Scope of the role:
·This role is responsible for delivering marketing campaigns across all I&C South regions : South Midlands, South Central, South East, London, East Anglia, South Wales, South West
·The role is also responsible for I&C Corporate customer and prospect marketing
·Liaising with National and Regional commercial teams to plan and execute campaign activity, in conjunction with approved marketing agencies
·Annual planning forms the backbone of work to be produced, with regular reviews throughout the year
·Ability to make informed strategic commercial and operational decisions when under pressure is key
·Key stakeholders are; Group Head of Marketing, I&C Regional Directors, I&C RGMs, I&C Regional Teams, I&C Managing Director, I&C Sales Director, I&C Sector Heads and all Account Management teams, Marketing support agencies
•Bachelor degree in Marketing or equivalent
•CIM qualification is nice to have, but not essential
•Creative, PR and Digital agency management
•Developing retention and new business campaign activity
•Ideally working in UK B2B environment, with experience of differentiating commodities services or product portfolios
•Good understanding of InDesign process and Digital best practice
•Influential and persuasive presentation and leadership style?
•Analytical and able to quickly assess issues and recommend and implement solutions
•Able to travel, without restriction, and work some unsociable hours, with occasional nights away from home
•Ability to respond out of hours to support operations teams dealing with call out or emergency
Here at Biffa, we have a friendly, open, honest cuAture that's based on mutual trust and respect. Safety is our number one priority and we look out for each other. We’re very proud of what we do and are continually striving to be better. We listen to our employees and we care about what our employees think.
At Biffa, we encourage our people to take responsibility. You'll have a real opportunity to make a positive contribution to our business, our customers and to the communities in which we operate. We’re committed to helping our people fulfil their potential. You'll find many exciting opportunities and challenges with us and people are rewarded fairly for their efforts, recognising the valuable contribution that everyone makes to our business. Biffa is the leading nationwide integrated waste management business providing collection, treatment, recycling and technologically-driven energy generation services.
Through the expertise of our people and investment in technology we promote and deliver sustainable waste management solutions.
Biffa Waste Service Ltd is an equal opportunities employer welcoming applications from all sectors of the community.