Vice President, Marketing
Marketing Executional Services Provider
Client Background
Our client is a single source, marketing execution services provider. Utilizing a proprietary marketing automation and fulfilment tool, our client delivers multi-channel communication, marketing, mailing and fulfilment services. With offices in 5 states, our client helps 1,000+ clients design and deliver communication across touch points while increasing the return on their marketing investment.
Job location
Austin TX, Chicago IL, Cincinnati OH, Denver CO, Phoenix AZ, Milwaukee WI
VP, Marketing – Job description: Responsibilities
Key duties include:
- Brand Stewardship: Manage the current brand positioning. Collaborate with the sales and leadership team to ensure programs differentiate and enhance the brand’s strategic position.
- Marketing Strategy and Planning strategy. Utilize market data, customer insights, competitive intelligence, and sales insights to identify new opportunities to grow the business and build long term profitable account relationships. This might include strategic partnerships, sponsorships and co-development efforts.
- Marketing Communications: Responsible for building the brand’s creative strategy and working with the “creative agency” to bring the strategy to life in creative briefs, that lead to compelling, brand building advertising, direct mail, events, PR, and digital communications (display, web, video, email, social, blogs, webinars). Articulate the message to employees, customers and partners.
- Manage Marketing Budgets. Manage the $1 million-dollar marketing budget. Seek to optimize the ROI. Work with the key functional leaders to leverage their expertise to deliver a holistic business plan to drive new business and deliver a positive ROI.
- Leadership & Talent Management: the VP of Marketing will work closely to build, shape and lead a highly effective marketing organization by hiring and training talent. They will seek to review and enhance the marketing processes, measurements, information systems, which enable the marketing organization to function and operate efficiently and effectively. This includes assessing the agencies, suppliers, consultants and employees who are engaged with the company to meet their marketing needs.
- Segmentation and Targeting: Identify with research and data the high potential clients and prospects. Develop strategies to engage and support account growth by segment. Work with sales and the account team to confirm the strategies and understand regional differences.
- Packaging: build a strategy to unify the existing technology, process and talent (managed services) to create customized “product/service” offerings that appeal to key market segments (manufacturing, retail, and health insurance.)
- Acquisition: Develop an omni-channel plan to drive profitable traffic to the website, call center, sales teams etc. in order to maximize conversion and increase revenue. Establish acquisition spend and ROI by channel. Use a combination of online and offline channels (SEO, SEM, Display, search bidding, mobile, email, direct mail, webinars, trade shows, events, inside and outside sale etc). Influence the website design, social media and online media spending. Make recommendations for future investments in technology needed to increase customer acquisition.
- Insights and Analytics: Establish KPI measurement frameworks to track success. Oversee the testing protocols and analysis to assist in the delivery of the right content and message to the right targets/segments at the right time. Ensure effective testing protocols and analytics are effectively deployed to improve profitability.
- Drive Customer/Prospect Engagement: Develop a plan to engage customers and prospects across the customer journey. Work with the sales teams and account managers to build the customer journey by segment and identify the customer pain points and moments of truth. Use this information to drive conversion and LTV. Establish the net promoter score and customer satisfaction scores as a way to benchmark current state and drive improvements. Focus on the top 50 key accounts.
- Innovation: Work with the product development and sales teams to help identify, evaluate and execute innovative marketing ideas and partnerships to increase the brand reputation, and create differentiation in the marketplace. Use customer insights to help inform and educate business decisions on which initiatives will have the best outcomes.
Qualifications
- Bachelor’s degree in marketing, business, or communications-related field
- At least 10-12 years combined experience in B2B marketing, product management/service management with progressively advanced levels of responsibility; at least 5+ years spent managing small teams (3-5) of marketing professionals, generating and carrying out B2B go-to-market plans with excellent outcomes
- Traditional and Digital Marketing-experience with results in Positioning, Brand Management, New Products, PR, Advertising, Media, B2B customer marketing, Promotion, Local events, digital marketing (display, SEO/SEM, web, video, email, affiliate, social, mobile)
- Multi-channel B2B lead gen. Ability to work directly with sales to support enterprise sales opportunities.
- Ability to synthesize and package managed service offerings to appeal to various target audiences.
- Detail-oriented, as well as insightful about how specific information can be synthesized into a game-changing plan of action
- Fluent in tracking industry trends and competitor activities and utilizing that insight to create new opportunities.
- Entrepreneurial mindset, inclined to act quickly, thriving in a fast-paced environment, embracing the fact that change is the only constant. Ability to function effectively with limited budgets and people. The ability to stretch headcount, dollars while compressing timelines and process to compete effectively against other more heavily resourced brands.
- Strong analytics and data orientation to help drive and measure marketing effectiveness.
- Experience hiring training and developing a high performing team of less experience talent Motivating and inspiring the team and other functions with the voice of the customer and other data insights.
- Able to influence others, and particularly skilled at senior-level communications, understanding and responding to departmental needs, and creating advocacy for marketing
Contact
Executive Connections LLC is handling this retained executive search on an exclusive basis. For additional information, please contact:
Jeff Gundersen – CEO
941-323-8300
jgundersen@executiveconnectionsllc.com
OR –
Darcy Bevelacqua – Managing Director
917-520-0261
dbevelacqua@executiveconnectionsllc.com
OR –
Chris Hendren – Consultant
630-561-1434
cehendren@gmail.com