Job Details
Lead the business to business (B2B) marketing team and strategic vision. Identify and develop new market opportunities, plan and manage marketing activities, collaborating on sales strategies for a brand, product or service across online and offline media tactics, while leading multi-functional teams and managing agency partner relationships and work to maintain and sustain long-term growth potential across VSP's different business units.
Lead a marketing function focused on assigned Strategic Business Unit's (SBU) growth and retention strategy, integrated marketing (content, campaigns, experience, and events), and communications
Develop and execute a comprehensive marketing strategy that aligns with VSP's vision, mission, and business goals while adapting strategies to changing market dynamics
Oversee the planning, development, and execution of campaign programs and target audience experiences to generate leads from prospects and customers
Develop and implement strategic SBU marketing plans, with quantifiable, measurable objectives tied to marketing strategies and deliverables focused on B2B dimensions to achieve business goals
Effectively leverage data and analytics to guide the team in creating actionable plans that result in market growth, engagement, retention, and margin increase
Be the expert on integrated marketing strategies to increase customer awareness, acquisition, engagement, and retention while using customer segmentation models, and multi-channel optimization including all forms of digital, market research, and marketing technologies to optimize marketing results
Set and manage key performance indicators (KPIs) for marketing activities and campaigns, regularly monitoring and analyzing marketing metrics to assess the effectiveness of strategies make data-driven improvements, and ensure spend is allocated to the highest-performing marketing tactics
Understand, apply, and integrate data (business, market, competitor, and client) to assess opportunities for growth
Coach and manage staff to ensure skills and knowledge are continually developed to meet current and future marketing and business needs; provide oversight of department activities such as planning, setting priorities, hiring, aligning resources to support SBUs, performance reviews, and managing within budget
Job Specifications
Typically has the following skills or abilities:
Bachelor's degree in Business, Marketing or related field or equivalent experience; minimum of 2 years of additional experience related to functional area including demand generation and ABM program experience in insurance, healthcare, financial services or related industries
Minimum of 6 years of management experience with responsibilities for hiring, training, assigning work and managing performance of direct reports
Strong team transformational leadership and change management experience
Ability to build and launch a demand generation growth program that includes management of market insights, product marketing, content marketing, digital marketing, events, and ABM
Experience developing and implementing strategies that transform into actionable and measurable objectives aligning to business goals
Exceptional ability to prepare, analyze and present recommendations to an executive level audience. Evidence of using data to inform programs that have resulted in demonstrable pipeline growth
Proven ability to implement metrics-driven, process-based best practices and methodologies that result in scalable success. Brings an analytical approach, creating and successfully executing against an action-oriented strategy
Experience managing external agency partner/relationships and negotiating agency contracts
Experience managing and forecasting marketing budgets to ensure campaigns are executed within budget while meeting set yearly revenue targets
Outstanding communication, project management, and collaboration skills with the ability to work with both technical and business teams
Experience initiating and driving strategic, cross-functional projects to completion with minimal guidance. Comfortable navigating uncertainty with ability to analyze and synthesize various forms of information/inputs to identify a program's desired outcome
Analytical with the ability to consume, process, and transform large amounts of meaningful data and translate information into insightful and actionable insights to inform decision-making
Applied experience managing campaigns across all forms of media and deliverable types; must have proficiency in strategy building and executing B2B campaigns through multiple media tactics
Solid understanding of demand generation campaign management including setting online and offline strategies, prospect list data attributes, data management, privacy, and opt-in rules along with list curation and procurement. Strong knowledge of proven A/B testing strategies as well as segmentation optimization. Familiar with executing campaigns via Eloqua and Salesforce platforms
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Compensation range for the role is listed below. Applicable salary ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. As a part of the compensation package, this role may include eligible bonuses and commissions. For more information regarding VSP Vision benefits, please click here.
Salary Ranges: $100,000.00 - $157,500.00
VSP Vision is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to age, gender, race, color, religion, sex, national origin, gender identity, sexual orientation, disability or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing.
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