Marketing Manager

$ Confidential

San Francisco, CA


Dyson is establishing a regional operation in California based out of San Francisco.  The regional operation will define and prototype the future US Dyson business model that moves us from a floor-care company to a future proof technology company and deliver a transformational Dyson experience.

The California Marketing Manager is required to bring together all local opportunities, ensuring first class activation. The incumbent will constantly support and drive execution of a hyper-local approach with the ability to measure which activities and channels are the most relevant and impactful. They will be the critical local expert on the consumer, the media landscape and the execution requirements.  

Market Overview

Dyson landed in the US in 2002 and within 24 months our technology was market share leader. Our bustling HQ is based in the historic Montgomery Ward Building, overlooking the Chicago River. Just west of the city in Aurora, our dedicated US Customer Care team now numbers 160 people. And in total, there are over 600 Dyson people working across the US in multiple functions. But Dyson US is still growing. It’s poised to double its footprint and take on new categories. Already a target for our competitors, challenging times are ahead. And our battle-hungry US team are truly fired up.

Function Overview

·         Develop and own a regional marketing strategy for California, focusing first on the metro markets of San Francisco and Los Angeles.  The plan must drive local awareness, purchase intent and conversion, as well as fit into the national marketing plan for the US.  


Define the California consumer: where they are, what they do – work and socially, how they consume media, what they think of Dyson, where they shop, what inspires and excites them.  Use this insight as the basis for every activation plan to ensure we are hitting our target effectively and efficiently.
Work with the US category teams and our media agency partners to review and redefine the launch and ongoing marketing plans for Dyson product.  
Own the design brief for events and mall demo stores in California. Liaise back with Dyson US headquarters in Chicago to produce and execute leading class stores, where consumers can get the best experience of our machines and Dyson as a company. Support the opening and ongoing driving of traffic to each mall demo store in California.  
With regional sales manager, develop a plan for how we maximise Dyson presence and experience within our top door retailers in California. Build relationships with the regional managers of these retailers, understand each of the top performing stores and exploit marketing, training and demonstration opportunities within them.  
Work with the Public Relations Manager to support the execution of events across California, to take our technology and Dyson mission out to consumers.  Identify the top consumer events we need to be present at to showcase Dyson technology.  
Work with the California-based Dyson Service Centers to increase footfall, increase registration rates, and update facilities, transforming them into showrooms.
Identify the size of opportunity in the Hispanic market. Cost out the investment to appeal to this audience, determine impactful channels and produce bi-lingual materials where required.


Key Skills
Collaborate and influence – Build strong relationships across marketing, with US and UK headquarters.
Self-starter – Build plans, get alignment, and then make things happen. Deal with ambiguity and have the confidence to make recommendations and decisions.
Insight gathering – Collect local insights and understand how to capitalize on them, and build them into the national plan without conflict. Understand the national bigger picture, as well as operate at a hyper-local level.
Broad thinking – In California there are many diverse audiences for Dyson: tech through to the value-led consumer.  We must be able to cater for and speak to all of them, with differing levels of investment, but equal levels of relevance.  
Numerate – All campaigns must be measured for efficiency, effectiveness and how they have driven our core brand metrics and sales. 

Proven track record in marketing, especially activation, with a minimum 5 years’ experience and proven abilities at the manager-level
Experience of managing media and PR agencies
3-5 years direct experience of working with retailers to influence their ranging and in store/ online space and communications 
Local knowledge of CA market preferred, although not essential
Spanish speaker preferred, although not essential

Benefits Overview

Dyson US monitors the market to ensure competitive salaries, holidays and retirement plans. Beyond that, you’ll also enjoy profit-related bonuses and life and disability cover. But financial rewards are just the start of a Dyson career. Rapid professional growth, leadership development and new opportunities abound, driven by regular reviews and dynamic workshops. And with a vibrant culture, the latest devices and a relaxed dress code reflecting our engineering spirit, it’s an exciting team environment geared to fueling and realizing ambition.

Dyson is committed to providing reasonable accommodations to individuals with disabilities. If you are interested in applying for employment with Dyson and need a reasonable accommodation for any part of the application process, please send an e-mail with your contact information, the job number of the position for which you are interested in applying, and the nature of your request to or call (312) 706-2260. Determinations of requests for reasonable accommodation are made on a case-by-case basis.

Dyson is an Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities

Posted: 8-Mar-2016

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