Senior Manager, Marketing Strategy & Intelligence

Lineage Logistics•Detroit, MI

12h

About The Position

The Senior Manager, Strategy, Insights & Performance serves as the strategic intelligence engine for the Marketing & Communications organization, tasked with transforming macroeconomic and industry trends, customer and competitive insights, and performance analytics into dynamic and actionable brand strategies that strengthen the company's market leadership, accelerate business growth, and communicate value. This role works cross-functionally to synthesize intelligence and priorities from external sources and internal partnerships – including Sales Operations, Investor Relations, PMO/Strategy – to shape corporate narrative, campaign strategy and commercial positioning. This role will be continually responsible for answering the following strategic questions : What should the company be talking about six months from now? Where is the industry heading , and what is our place in it ? What white space exists that competitors aren't owning? Which macro trends create ownable opportunit ies for our brand? How should our narrative evolve before customers and audiences expect it to ? What should we do differently because of what we’re learning? How can M arketing & C ommunications best deliver value and impact to the organization? Further, this role will focus on the following workstreams, with additional responsibilities to be defined : 1. Cross-Functional Strategic Partnership: a. Connect strategies and intelligence from multiple functions into cohesive M arketing & C ommunications strategies b. Clarification: T his role complements ( not duplicates ) the work of Sales Operations ’ Market Intelligence arm ; w hile Sales Operations focuses on what is happening in the market, this role focuses on what those developments mean for our positioning, messaging, campaigns, reputation and long-term brand strategy 2. UVP Development: a. A ssess the competitive landscape to define our unique value proposition and commercial differentiators to clarify and justify the premium Lineage commands in the market b. C onsider differentiators against adjacent competitors (Prologis, XPO, etc.) to demonstrate Lineage’s relative value to the market c. How could this work: This role would develop the framework of our UVP and its core elements, then provide to Yam/Doner and the Marketing team to inform campaign development and deployment 3. Corporate Messaging Strategy: a. Define the “meaty topics” the company should be talking about in the short, intermediate, and long term, not only to reinforce our sophistication and category leadership, but also to demonstrate our unmatched ability to solve customers’ most pressing challenges b. Hone a deep understanding of macro economic and industry trends impacting food supply chains as well as the technology and innovations influencing the future of logistics to develop a well-informed perspective Lineage should take on “the big picture” c. Identify dynamic “of the moment” opportunities for Lineage to meet the customer with timely solutions, build brand awareness via topics in the zeitgeist, or beat our competitors to market d. Partner with ELT Chief of Staff to create and continuously improve how the company communicates and cascades its corporate strategy to internal audiences e. How could this work: This role would define those topics, feed the insights to MWW and the Comms team, then have those teams execute on the development and deployment of content 4. Customer Insights: a. Synthesize intelligence from customers – via surveys conducted internally and/or market research on buying behaviors – to recommend campaign and content concepts t hat generate leads and nurture strategies that convert new business b. P artner with the Alternate Storage task force to develop go-to-market strategies for new verticals and drive new revenue to the business c. How could this work: In developing a deep understanding of what new and existing customers care about , this role would inform messaging that will resonate and channels that meet customers where they are 5. Mar Comm Performance and Operations: a. Develop an integrated understanding of the M arketing & C ommunications team’s effectiveness via new and existing data and translate performance into strategic actions b. Responsible for r eporting metrics and interpret ing what the data means , ultimately resulting in recommendations for how the function should adapt accordingly c. Partner with VP on function’s AI roadmap and contribute to the organization’s AI subcommittee d. Oversee Marketing & Communications Operations team whose responsibilities include: i. Functional budgeting, forecasting and finance partnership s ii. Ad hoc s trategic project implementation iii. MarComm systems management ( i.e. website, PM tools, etc.) iv. Internal process improvement, efficiency and technology enablement

Requirements

Transforming macroeconomic and industry trends, customer and competitive insights, and performance analytics into dynamic and actionable brand strategies.
Synthesizing intelligence and priorities from external sources and internal partnerships (Sales Operations, Investor Relations, PMO/Strategy).
Assessing the competitive landscape to define unique value propositions and commercial differentiators.
Understanding macro economic and industry trends impacting food supply chains and logistics.
Identifying dynamic opportunities for the company to meet customer needs and build brand awareness.
Creating and improving how the company communicates and cascades its corporate strategy to internal audiences.
Synthesizing intelligence from customers (surveys, market research) to recommend campaign and content concepts.
Developing go-to-market strategies for new verticals and driving new revenue.
Developing an integrated understanding of Marketing & Communications team effectiveness.
Translating performance data into strategic actions.
Reporting metrics and interpreting data to recommend functional adaptations.
Partnering on the function’s AI roadmap and contributing to the organization’s AI subcommittee.
Overseeing Marketing & Communications Operations team responsibilities: functional budgeting, forecasting, finance partnerships, ad hoc strategic project implementation, MarComm systems management, and internal process improvement.

Nice To Haves

This role complements (not duplicates) the work of Sales Operations’ Market Intelligence arm; while Sales Operations focuses on what is happening in the market, this role focuses on what those developments mean for our positioning, messaging, campaigns, reputation and long-term brand strategy.
This role would develop the framework of our UVP and its core elements, then provide to Yam/Doner and the Marketing team to inform campaign development and deployment.
This role would define those topics, feed the insights to MWW and the Comms team, then have those teams execute on the development and deployment of content.
In developing a deep understanding of what new and existing customers care about, this role would inform messaging that will resonate and channels that meet customers where they are.

Responsibilities

Connect strategies and intelligence from multiple functions into cohesive Marketing & Communications strategies.
Assess the competitive landscape to define our unique value proposition and commercial differentiators.
Define the key topics the company should be discussing in the short, intermediate, and long term.
Hone a deep understanding of macro economic and industry trends impacting food supply chains and logistics.
Identify opportunities for Lineage to meet customer needs with timely solutions and build brand awareness.
Partner with ELT Chief of Staff to improve how the company communicates its corporate strategy internally.
Synthesize customer intelligence to recommend campaign and content concepts that generate leads and nurture strategies.
Partner with the Alternate Storage task force to develop go-to-market strategies for new verticals.
Develop an integrated understanding of the Marketing & Communications team’s effectiveness and translate performance into strategic actions.
Report metrics and interpret data to make recommendations for functional adaptation.
Partner with VP on the function’s AI roadmap and contribute to the organization’s AI subcommittee.
Oversee the Marketing & Communications Operations team, including budgeting, forecasting, finance partnerships, strategic project implementation, MarComm systems management, and internal process improvement.