Director, Marketing Programs

Director, Marketing Programs

Position Summary

Reporting to the Vice President, Marketing, the Director, Marketing Programs will be responsible for leading the team (2 direct reports) charged with developing, implementing and reporting on all lead generation and marketing initiatives (traditional and web) utilizing segmentation strategies based on customer behaviors, business drivers, competitive environment and past program results.

This position will also be responsible for managing the product development process in partnership with IT including ideation, testing and product rollout to ensure the best customer/user experience. 

The success of this position will be measured by program ROI, revenue growth within segments/across the product portfolio and the effectiveness of brand positioning based on segments.

This position will work closely with other members of the Marketing team as well as the Sales, IT, Customer Service and Operations Departments.

Essential Functions

• In collaboration with the Senior Manager, Marketing Analytics & Research, determine  customer segmentation based on analysis of existing customer database, competitive and market intelligence, and behavioral data
• Analyze trends within market segments to fully understand market needs and develop value propositions based on customer segments and program offerings. 
• Develop program/product strategy from end to end including:

• Establish process to funnel new product/program ideas and to identify which ideas to pursue
• Use primary and secondary market research to test these ideas and to assess market and customer dynamics and incorporate into offer development.
• Work cross-functionally to develop offer/solution definition, customer experience, positioning, pricing, communication/messaging and sales tools
• Develop training and educational tools for internal users and prospects/customers. 
• Go on sales calls with Sales and listen to customer feedback through Customer Service for all implementations of new program offerings

• Develop program mappings/visuals for Sales to effectively prospect and position TransitCenter’s competitive advantages to potential new clients and to existing clients exploring new solutions.
• Develop cost effective lead generation strategies and programs in support of the sales effort and revenue goals, leveraging traditional and online media channels
• Develop effective sales tools, training programs, and collateral to support existing and new programs, products and services and to drive enrollments with existing customers
• Define and establish metrics to analyze the effectiveness and return on investment of marketing and sales activities and review the program effectiveness with management
• Plan, develop and execute marketing strategies based on customer segmentation, including collateral, web, advertising, PR, events, acquisition and customer-based marketing and sales promotions. Partner with Sales to implement and track initiatives
• Work with Finance and Sales to set pricing to meet business goals, cost objectives and ensure compelling and competitive offer
• Manage marketing and PR agencies as required
• Maintain a deep knowledge of TransitCenter’s products/programs, target audience and competitor activities in the market
• Manage budget associated with marketing program and initiatives

Qualifications

• Bachelor’s Degree in Marketing.
• Minimum 5 years experience as a Marketing Manager or Director in B2B or B2B2C marketing department.
• Minimum 5 years having at least 2 marketing professionals as direct reports in a Marketing Department.
• Minimum 5 years experience managing marketing campaigns.
• At least 2 years of experience using social media to market product and services

 (i.e. Twitter, Facebook, Linkedin etc)

• Outstanding writing skills to create plans and executive presentations
• Outstanding verbal communication and customer presentation skills
• Open minded, progressive thinker.  Good listener who is comfortable with participation from fellow employees
• Analytical skills – ability to review data to identify trends and to improve business results and translate data into actionable information/messages for the sales team
• Thought leadership in developing marketing programs and measuring program effectiveness
• Excellent project management skills with the ability to take programs from inception to completion
• Identifies and works well with key stakeholders on cross-functional teams
• Knowledgeable about the market, understands how the product and technology fit into the overall industry
• Strong drive for results with an ability to build and drive consensus and business decisions; experienced working with senior management.
• Excellent time management skills.
• Effective delivery against tight deadlines and often anticipates and initiates work that requires minimal review
• Problem resolution skills
• Ability to organize and prioritize work
• Able to multi-task the activities with shifting priorities
• Excellent PC and Internet skills, including experience using Microsoft Office (including Ms Word, PowerPoint, Excel), Outlook, sales force automation and web presentation applications

Equal Opportunity Employer