Senior Category Marketing Manager - Home Care

Dyson established our first office in Turkiye, Istanbul on October 2018 and Dyson Turkiye has been launched in April 2019. Beginning with triple launch, Dyson relentlessly invests to grow in Turkish market with Floor Care, Hair Care and Environmental Care categories. The company, at the beginning with a small leadership team and full support from the Regional Hub and Group, is a growing company with the spirit of an energetic and passionate environment.

The Senior Category Marketing Manager (Home Care) will lead the development and deployment of strategic marketing plans of Floor Care, Audio, Environmental Care, Lightening and Professional Categories with 2 direct Category Manager reports: Category Manager, Floor Care (FC) and Category Manager of Audio, Environmental Care(EC), Lightening(LGH) and Professional (Pro B2B).  

Working alongside Country Sales Team and reporting directly to Marketing Director, you will act as the lead contact for the local marketing teams for FC and Audio-EC-LGH-PRO B2B categories. You will be responsible for the quality and timely execution of all agreed activities to drive the delivery of the P&L. 

Responsible for the creation, management and delivery of your own project plans/timelines, this is a fast pace and autonomous role.  

Capable of strategic planning but not afraid to get hands on, this is a great opportunity for a marketer to apply skills in a real 360 role, providing scope and opportunity to be at the forefront of growing and developing the market in Turkiye.  

Main Responsibilities 

Develop & deploy marketing strategy and plans which will drive incremental sales growth, share gains and positive brand attributes for Türkiye 

• Define existing and new consumer target(s) and segments and develop propositions and programs to drive business within them 
• Conduct competitor and market analysis, including product and claim analysis, to develop counter strategies and initiatives 

Deliver marketing activity programs for Türkiye, including new product launches, advertising creative, media planning, channel strategies, public relations, point of sale, promotions etc. 

• Effectively manage key external agencies – Global Group Commercial Teams, Creative Agency, Media Agency etc. 
• Work with media agency to plan best in class media execution, explore innovative new media channels to ensure cut through 
• Manage marketing budgets to ensure reporting is in line with actual spend 
• Lead and execute the development of effective brand communications including TV, Print etc.  
• Work effectively with the Global teams to ensure that there is alignment and consistency across markets wherever possible and sensible. 
• Champion in store, lead, develop and execute retail strategy in your markets 
• Own and deliver NPD launch plans for FC and EC-LGH-PRO B2B categories. 
• Work closely with Country Sales Team to build and execute JBP activity with strategic retail partners. 
• Lead & guide category Trading plans  
• Regular analysis of market performance against KPIs and monthly reporting to the business 

Deliver product marketing for Türkiye 

• Undertake range-planning work to maximize long-term profitability. 
• Devise product differentiation strategy across various sales channels 
• Drive competitor analysis to ensure appropriate business response. 
• Ensure all on-product and in-box communication is fine-tuned to drive sales and communicate brand and machine benefits. 
• Be the expert in your markets, Dyson ranges, competitor environment & retail landscapes 

Manage and collaborate with internal functions to execute go-to-market strategies  

• Act as the Brand guardian for Dyson in your market, ensuring activity across all channels is in line with Dyson’s global direction 
• Regular travel to market to ensure on the ground presence, keep key activities on track and drive success 
• Leverage internal resources to deliver the best possible plans, assets and support 
• In some cases, challenge where necessary and push for solutions that work locally 
• Act as the Türkiye point of contact at head office, raising the profile of Türkiye and ensuring regular contact with key group teams 
• Lead category development across Türkiye for FC and EC-LGH-PRO B2B categories, acting as the ‘go to’ person for all strategic direction and asset creation and chair bi-weekly meetings with Group Commercial Category Managers. 

Fulfill other duties as required 

• Pick up new activities that fall broadly in the purpose of the role 
• Fix things that you can see need fixing 
• Identify problems and find solutions 

• You have 12+ years of experience in Marketing as Category or Brand Manager
• You speak fluently Turkish and English
• You have great stakeholder management skills and you thrive in multi-tasking
• You are a self-starter and you are comfortable with working independently
• You are a natural leader and you have an eye on the bigger picture, but you are not afraid of being hands on

• Performance-related bonus scheme
• Private Health Insurance
• Life Insurance
• Discount on Dyson products  
• Transportation Allowance
• Employee Assistance Program (EAP)
• Lunch Allowance

Dyson 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.