Head of Marketing, Derwent

1 month ago(11/16/2017 6:26 AM)
Job ID
# Positions

Posting Summary

  1. Purpose of Job

To develop & execute marketing campaigns across the marketing mix using a variety of marketing tactics to generate demand and therefore drive profitable sales for Derwent to meet corporate objectives.

The role is global in nature – leading a global marketing team based in the UK and liaising/influencing ACCO’s regional marketing managers across ACCO’s subsidiaries.


This role is based in Aylesbury to be co-located with the marketing and sales teams as well as commercial finance. Frequent travel will be required to Lillyhall, Cumbria to collaborate with operation and product development colleagues.


Derwent sells products to retail and etail direct and via international fine art specialist distributors.  


As head of marketing, you will be a member of then Derwent Leadership Team


Metrics: The job holder will be measured by a combination of metrics including sales and profit growth, pricing strategy, marketing ROI, customer development and promotional ROI, digital marketing KPIs etc.


Principle Accountabilities & Key Tasks:

Channel Marketing

  • Support sales to grow Derwent’s distribution, particularly in new retail channels
  • Planogram, ranging and pricing proposals and management
  • Develop POS marketing tools – optimise POS comms to make the category easy to shop
  • Create and execute annual phased promotional plans by key account
  • Create annual consumer and distributor marketing plans and budgets.

International Marketing

  • Share strategic vision with all global stakeholders
  • Liaise and communicate effectively with all international colleagues across ACC group companies e.g. North America, CAMCA, South America, Australia, EMEA and APAC regions
  • As brand owner, ensure that all group companies remain ‘on brand’ - ensure good brand discipline
  • Lead international project teams to execute initiatives to grow sales
  • Conduct product training with regional teams – be the Derwent product champion


  • Carry out research and other market intel to derive insights to feed into the NPD process
  • Develop and execute a product road map driven by market insights and market trends and consumer input to deliver innovative, differentiated new products
  • Launch at least one prime and one factored project per annum - on time, on cost, on quality
  • Manage NPD projects within a disciplined stage gate process
  • In addition to managing NPD projects, the Marketing Manager will actively manage the product portfolio e.g. sku rationalisation to control OSMI and maximise margin.
  • Product Lifecycle Management

Promotions and A&P Budget Management

  • Proposing, managing and utilising A&P and MDF monies to develop promo plans to deliver sales growth and positive ROI delivery
  • Develop creative promotions with ‘cut-through’ engagement – value-add and price.
  • Execute customer exclusives
  • Ensure agreed promotional activities are executed with excellence.
  • Liaise effectively with the Sales organisation on the effectiveness of the promotional activity
  • Work with agencies as appropriate

Brand Marketing

  • Lead brand and marcoms strategy for Derwent to grow brand awareness and overall brand equity.
  • Ensure all stakeholders remain on brand
  • As brand owner, ensure all stakeholders ‘live and breathe’ the Derwent brand values
  • Translate and check all trade & brand materials across all global channels for use in local markets

Digital Marketing

  • Management of the Derwentart.com global website
  • Social media strategy
  • Database and Direct Marketing strategies
  • Direct to Consumer Sales growth strategy to maximise conversion and profitability
  • Creating and overseeing the creation of optimised digital content to grow online sales through channel partners, particularly Amazon.
  • Trade customer database management and CRM

Pricing Management

  • Channel pricing management and development of tactical pricing ensuring company margins protected
  • Product Portfolio management and appropriate pricing strategies to maximise share gain and margins.

Market Insights

  • Facilitate the identification of market insights that will derive a competitive advantsge


Key Relationships:

VP and GM Derwent, Operations Director, Finance Director, Technical Manager, Derwent leadership team, Derwent sales team, Amazon sales team, sales and marketing at all Group companies, business analyst and demand planner all regional sales and marketing teams.

Posting Qualifications

Experience & Skills

Degree qualified (business preferred)

DIPMA or MBA an advantge

Proven commercial marketing experience 10+ years’ experience

Fluent in English and ideally proficient in one other language.

Strong leader, proactive and able to prioritise on a daily basis

Collaborative team player

Multi-cultural global mind-set (not overly UK focused)

Critical Thinking


Strong self-awareness and desire to improve

Excellent organisational and project management skills

Excellent communication skills, both verbal & written

Commercially savvy and financially astute

Ability to multi-task and manage projects efficiently

Competent user of MS Word, Excel & PowerPoint.


Working Arrangements

Office Based with frequent international travel and visits to the manufacturing facility in Lillyhall, Cumbria at least once every 8 weeks.

Company Overview

The Cumberland Pencil Company, better known for its brand name Derwent, is an important division of  Acco Brands Europe and is a leading manufacturer of fine art pencils, and distributes these and other fine art materials across the UK, and over 85 countries worldwide.


Long associated with the world class Lake District National Park; its heritage founded on the fine graphite mines in the beautiful Borrowdale valley, the business is now located in a new factory just outside the National Park in Workington, Cumbria, and also in Aylesbury, Berkshire.


The business is renowned for product innovation & design, and is growing rapidly.


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