Marcomm Manager

What we’re doing Diversys builds the software that runs regulated recycling and Extended Producer Responsibility programs across North America. Our customers are stewardship organizations, producer responsibility organizations and government agencies. We have a real product, real customers and a market that is expanding through legislation every year. What we don’t have is a marketing voice in the business. Everything external — announcements, articles, campaigns, the conference calendar — currently runs through the CEO. That doesn’t scale and it isn’t good enough. We’re hiring one experienced marcomm person, fractionally, to own all of it. Not to advise. To run it. What we already have • Brand guidelines — palette, typography, logo system, voice • Positioning and messaging, worked through and documented • A researched buyer committee — two dozen persona profiles across the finance, IT, procurement, compliance, data and executive seats that sit around our deals • A go-to-market channel and tactic playbook, already ranked against how this market actually behaves • A competitor and regulatory monitor running weekly, so you’ll know what’s moving before you have to go looking • A website rebuild and a video program, looking to build in parallel. • Market sizing and named target lists for Canada and the US So you’re not starting from a blank page, and you’re not being asked to invent the strategy from scratch. You are being asked to turn it into output, week after week. What makes this genuinely hard We’d rather be straight with you now than three months in: • The named market is small. We can list our real buyers by name, and it isn’t a long list. • There is very little search demand for what we do, because most people don’t know the category exists. • Demand is episodic. It’s triggered by legislation and procurement cycles, not by a nurture sequence. • Our buyers are senior, non-technical, careful, and often cautious about AI. • The product is hard to explain. It rewards a white paper and punishes a slogan. • Our public proof is thinner than our actual track record, because of what we’re contractually allowed to say. If your instinct on reading that is “so the playbook doesn’t apply here” — good. That’s the job. What we need from you Three responsibilities sit at the centre of this role: 1. Conferences, trade shows and events. 2. Association membership. 3. Our public voice — such as social media, advertising, press releases and white papers. Everything else below supports those three. Own the external voice end to end. Advertising. Public relations and media relations. Content marketing and thought leadership. Social. Email and newsletters. Campaign planning. Events, trade shows, sponsorships and webinars. Press releases, white papers, bylined articles. If it goes out to the market, it’s yours. Run a calendar, not a series of favours. We want a published plan — what ships, when, to whom, through which channel — and we want it to hold. The single biggest change we’re buying is predictability. Write. This is a writing job before it is a management job. Our subject matter is regulation, compliance, chain of custody and data. It is dry, and it is genuinely interesting once you understand it, and most marketers make it worse by trying to make it exciting. We need someone who can make it clear. Learn the domain properly. Extended Producer Responsibility, stewardship programs, deposit return, scrap tire, e-waste, packaging. Our buyers have spent twenty years in this world and can tell within a paragraph whether you have. Expect a few weeks before you’re useful, and expect that to be normal. Work the media and the industry. Trade press, association newsletters, conference programs, speaking slots, awards. This is a small industry with a small number of rooms that matter. We want someone who will find those rooms and get us into them. Own our social media presence. This is a key responsibility. LinkedIn first, and whatever else earns its place. You set the cadence, write the posts, and build the channel out of what we publish — press releases, white papers and bylined articles included. Today all of this runs through the CEO; it should run through you. Own conferences, trade shows and events. This is a key responsibility. Which events we attend, which we exhibit at, and which we should be speaking at — then running them, with the assistance of an event coordinator, end to end: the calendar, the sponsorship tier, the booth, abstract and speaker submissions, the outreach that fills the meetings, and what we can honestly say the trip returned. We have limited budget and we’d rather do four things properly than twelve badly. Own our association memberships. This is a key responsibility. Work out which industry associations are worth belonging to, make the case, handle joining and renewals, and then make each membership earn its keep — committee seats, newsletter and directory placements, speaking programs, and the relationships that come with being in the room. Be precise. We operate in a regulated industry and we do not overstate. Certain customer claims are off-limits and certain phrasings are approved — you’ll be given the list, and we’ll expect you to work inside it and flag rather than improvise. Getting a number wrong in front of a government buyer costs us more than the campaign was worth. Work alongside two other contractors. We have a website designer/developer and a video and interactive demo producer running in parallel. You don’t manage them and they don’t manage you — the CEO coordinates. You will, though, be the one who knows what content is needed and when, and we expect the three of you to make that easy on each other. Tell us what’s working. Modest, honest reporting. We are not expecting demand-gen dashboards in a market this size, but we do expect you to have a view on what earned attention and what didn’t. A standing monthly arrangement. This is the part we care about most. We want a long-term relationship with one person who knows this market, not a campaign sprint and a handover. Who we’re looking for • A body of B2B marcomm work you can show us. Published articles, campaigns, press coverage, event programs. This is the first thing we’ll look at. • Strong writer. Non-negotiable. We will judge you primarily on the words. • Experience marketing to enterprise, government and/or regulated industry. Consumer and high-velocity SaaS backgrounds don’t transfer well to this buyer. • Genuinely full-stack across marcomm — comfortable owning PR, content, social, email and events without a team underneath you • Real media and industry relations experience: pitching, placing, and building relationships with trade press and associations • Comfortable being the only marketing person in the room, and secure enough to disagree with the CEO • Clear communicator who works independently and tells us early when something’s off We’re not prescribing your tooling. Use what makes you fast. We’ll judge the output. Location doesn’t matter to us. Quality does. We just need a few hours of overlap with Eastern Time each day. Helpful if you also have design, video or web skills — there’s more work here than one discipline. To apply Skip the generic proposal. We’d rather see: 1. Three pieces you wrote and shipped. An article, a campaign, a press release, a white paper — whatever you’re proudest of. Tell us what it was for and what it achieved. 2. One piece of earned coverage or one event you were responsible for, and how it came about. 3. Look at diversys.com and our LinkedIn presence as they stand today. What’s your honest read, and what are the first three things you’d do? 4. How you’d like to work with us — how you prefer to scope, price and run a fractional engagement like this, including the days per month you think this needs and the ongoing monthly shape. We’ll share the messaging, personas, the GTM playbook and full detail with shortlisted candidates.