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VP Digital Marketing

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Published
November 7, 2020
Location
Philadelphia, PA
Category
Job Type

Description

Position Objective

The VP, Digital Marketing reviews and analyzes consumer data, market research, and the results of marketing programs, (in collaboration with the Insights & Analytics Director) to provide recommendations on marketing communications strategy and planning to increase sales/transactions, to achieve marketing acquisition and retention goals, and to maintain awareness of changing market and competitive conditions.

This role focuses on building marketing plans that align with our company and line of business priorities, to ultimately deliver our consumers a personalized experience. The role works closely with cross-functional teams and Sr. Leadership, across both corporate functions and business unit teams. You will be responsible for using strong analytical, strategic thinking to identify areas of opportunity to grow the business, and strong communication and interpersonal skills, to influence strategy at the highest levels. Your ability to build process thru a hands-on approach with the goal of creating enablement tools for scale across organizational lines of business(LOB)(e.g. Higher Education, Business Dining, Healthcare).

Position Overview

Strategy

  • Develop actionable marketing and growth plans, to capitalize on opportunities and enable growth targets across .com, email, social, SMS, mobile apps and digital commerce
  • Review and analyze competitive CRM segmentation, communication programs and marketing campaigns
  • Ability marry message strategy with audience types based on business levers needed to drive awareness, engagement, acquisition, adoption, participation, and ultimately loyalty/affinity
  • Identify business performance trends, by analyzing and synthesizing consumer insights and data
  • Partner with and influence senior executives on key opportunities to grow consumer engagement, participation, and loyalty
  • Determine when and how to use research tools and models, and interpretation and development of implications to address business problems
  • Support and act as thought leader for all digital marketing transformation efforts

CRM / Digital

  • Develop and drive Company’s CRM strategy and programs, including direct message, email, app, SMS, loyalty, and consumer acquisition marketing programs, ensuring a consumer-centric approach
  • Develop short-term and long-term plans to position Company for digital marketing success, ensuring tactical executions align to strategic goals
  • Partner with key stakeholders in Field Marketing, Operations, Finance, IT and Marketing Communications to develop and drive the marketing and execution calendar across brand and channels
  • Test and learn strategies to gauge performance to optimize individual LOB CRM campaigns
  • Proactively lead conversations and drive improvements with guest feedback, industry benchmarks, and productivity metrics
  • Manage day to day relationship with vendor partners to successfully execute ongoing strategies including campaign testing, targeting, execution and reporting

Measurement

  • Define the key metrics for success and establish a CRM tracking and reporting plan, working closely with the Director, Insights & Analytics
  • Set overall KPIs related to CRM, work closely with key LOBs to execute, ensuring targets are met
  • Monitor, measure, and analyze the effectiveness of marketing initiatives as they relate to the overall company's goals, while improving the effectiveness and efficiency of processes, programs, and infrastructure
  • Review performance reports and provide regular operational and strategic management updates to the senior executives and field teams

Other skill sets and experiences required, include:

  • Supervise and motivate a team of 3 full time employees to promote engagement and passion to deliver best-in-class marketing programs and tools
  • Demonstrated ability in solving open-ended business problems with incomplete data and constrained timelines
  • Defines the information, reporting, and analytical needs of the organization
  • Strong Project Management and Business Consulting skills
  • Ability to influence non-direct reports
  • Demonstrated success in identifying key business trends and issues with a consultative application of analytical insights and return on investment
  • Strong quantitative skills developed and demonstrated through past hands-on project experience

Reporting Relationships

This position will report to the SVP, Marketing & Innovation within the corporate marketing team and works within matrix with other marketing team members.

Qualifications

The ideal candidate will have the following professional experience and skills:

  • 15+ years related experience - Bachelor's Degree or Equivalent, MBA a plus
  • Knowledge of quantitative analysis and ability to provide intuitive plain language understanding to C-level executives
  • Strong written, verbal and technical communication skills with thorough attention to detail
  • Superior program management skills, including demonstrated ability to drive clear results and actions
  • Ability to interact and influence at all levels of the organization
  • Analytical and critical thinking mindset with an eye towards opportunity assessments and action planning
  • Strong presentations skills and ability to craft a strategic data narrative
  • Strong interpersonal skills with a focus on collaboration
  • Ability to thrive in a fast-paced, results-driven environment
  • Ability to function autonomously, be a self-directed and self-motivated, dynamic, and decisive
  • Excellent organizational, time management, and communication skills.
  • Bachelor’s in marketing, business, finance, or related field, or equivalent relevant work experience
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