Category Lead - Floorcare

Summary Salary: Competitive Team: Marketing Location: Australia - Sydney Barangaroo OfficeAbout UsDyson is a global technology enterprise. We solve the problems others choose to ignore, with surprising new inventions that defy convention and simply work better. We're growing fast and our ambition is huge - more categories, more locations and more people.About the RoleThe purpose of this role is to lead and champion the Floorcare category for Dyson ANZ; maintaining market leadership and owning the commercial delivery of our largest category within the business, whilst finding new sources of growth and adapting as the landscape evolves. This involves leading a team of direct reports and leading the wider team indirectly to deliver on long term category strategy and in year commercial goals.Main responsibilities include but not limited to:-Develop a deep understanding of current Dyson owners & target audiences and ensure the team are anchored to these insightsEstablish strategic pillars for the category and appropriately scale them.Utilise the insights your team glean from various sources (GfK, desk research, Sprinklr, in-home trials, research, Experts and Stylists etc) on a regular basis to refine the strategy and remain relevant to an evolving landscapeDeliver in year P&L, anchoring to quarterly LEsUnderstand market trends and influencing Group and RDD on what is needed for our market as part of 5-year outlookDefine NPD local positioning, size of prize, claims and GTM strategyPartner with Finance on NPD P&L gating process to ensure commercial management of GTMEnsure NPD demand driving plans ladder up to realise forecast and commercial delivery, quantifying how we're driving demand and pulling people through the funnelFocus on excellent execution across all touchpoints. Focus delivery being realised on time, in full and up to Dyson standard. Ensure the team have high executional standards and are accountable for executional deliveryDevelop household penetration and multi-machine ownership strategy. Focus on Owners as a key source of growth and retention as a key priorityPlan yearly BBI for the category and ensure that an ROI and zero-based budgeting mindset is applied to all spendFocus on driving demand through Paid, Owned and Earned to be as effective and efficient as possiblePartner with media team and media agency to ensure media plans are delivering to expectationOwn category laydowns and showcase these to a broad set of stakeholders and excite them about our plans. Demonstrate how we are driving demand by tracking key KPIs and making this visibleEnsure timely Creative Hub briefing, utilising global assets where appropriate and influence Global teams to provide what we need for campaignsPartner with Finance and Channel Teams to realise P&L through regular commercial conversations. Understand how we are tracking, why, what help is needed and how the plan needs to evolveLead annual budget planning process; understand NPD, recommend ranging, project size of prize GM potential and partner with Finance to ensure budget is ambitious but achievableLead a high performing, lean and efficient category teamAbout YouTo be successful in this role you will have the ability to motivate, inspire and influence others and build strong, collaborative working relationships. You will have a positive attitude that embraces change and challenge and be creative and innovative in approach to problem solving.Previous skills & experience:-Relevant tertiary qualificationMust have previous Marketing Manager/Category Lead experienceSolid experience in marketing in an international or FMCG retailer/companySocial media and digital experience a mustProven coaching & leadership skillsExperience in financial budget managementBenefitsOutside of a competitive salary, our team members receive generous product discounts, additional paid annual leave, a generous, above market parental leave scheme and ongoing learning and development opportunities.At Dyson, our people are at the heart of everything we do. We value you bringing yourself to work and we want to deliver an employee experience that matches the quality we give to our customers.We have a vibrant and diverse culture that is geared towards recognition and realising ambition. You'll have regular social activities to take part in and you'll work with a fantastic team of people every day.#LI-VG1Dyson is an equal opportunity employer. We know that great minds don't think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.Posted: 11 April 2024