Director Group Brand Marketing

Scope:  Manage, promote, direct, plan, and coordinate activities with P+L responsibilities for specific product line. Ensure synergy with related product line marketing managers on the team to ensure that product line objectives are accomplished within prescribed time frame and parameters.

 

Duties:

 

1.  Responsible for managing, promoting, directing, and controlling related product 

  line, which includes but is not limited to the following duties:

?  Establishing product line direction for existing brand, including brand/product line extensions and additional target markets

?  Acquiring new students cost effectively via multi-channel (DRTV, direct mail, radio, online, print ads) strategy

?  Optimizing the acquisition, conversion and retention of their respective brand/product line students

?  Initiating new marketing tactics and/or fulfillment/student service procedures to increase three-day training fulfillment

?  Supporting and training sales staff with brand/product messages

?  Devising sales channel strategies

?  Tracking revenue and margin

?  Pricing markets and targeting strategies and discount structures

?  Initiating measures for product cost containment and cost reduction (due diligence with student services and seminar operations);

?  Tracking industry trends, product segment growth, market share

?  Ensuring synergy and cohesive approach to execution and communication by the team members to support the overall product family objective.



2.  Establish clear pricing strategies, discount structures, and guidelines for all sales 

  channels and target markets.

 

3.  Manage product line direction through an ongoing assessment of current products, pricing, and position; systematically develop and evaluate opportunities for new products and/or line extensions and identify new target markets (jointly with EMs, Speakers and Trainers) and related strategies.

 

4.  Track Brand performance through project management plan, develop, and communicate strategy for brand/product launch and initial forecast; track sales, costs, and margin and effects on existing product line revenues; and conduct continued promotion.

 

5.  Develop, execute, and maintain business plan that provides current market information, including sales and gross profit margin history, year-to-date (YTD) actuals and projections, key market positioning, sales channels and competitive strategies, pricing market share, student life cycle plans, and evolution plans.

 

6.  Initiate and participate in the development of all marketing collateral, including website, product releases, brochures, advertisements, video, PC presentations, special premium items, flyers.  Establish sales promotions at free-previews and special incentive programs.

 

7.  Support sales force/instructors/speakers through joint sales calls to key students/customers and trade show support and conference calls.  Develop and conduct product, market, and application training.  Communicate product line updates and key information in weekly update; E-mail to sales force, management, and key employees.

 

8.  Establish final pricing of the product, including Advanced Training pricing (in conjunction with finance group, wealth intelligence academy & operations), discounting structure, and special price incentives, on a national scale.

 

9.  Maintain an awareness of the competition and other market forces affecting the brand/product line, through effective networking and mainstream research.

 

10.  Provide key competitive information and product comparisons to student services, outbound telemarketing services and quality assurance group for the timely maintenance and publication of the competitive product information manual

 

11.  Provide and/or present monthly, quarterly, and annual product line update reports as directed.

 

12.  Provide supervision, training, ongoing guidance, and mentorship to assigned personnel in accomplishing their objectives and fulfilling their responsibilities.  Monitor their progress and participate in performance review process for assigned personnel, as appropriate.  Interview potential candidates and assist in hiring decisions.

 

13.  Assist in leading the day-to-day activities of the department to achieve both the corporate and departmental objectives.

 

14.  Encourage continuous process improvement by developing ways to maximize each team member?s involvement in all process improvements.

 

15.  Assist in special projects and/or perform additional duties that are assigned.

 

16.  Demonstrate and encourage a cooperative and congenial working relationship, within and outside the company.

 

Qualifications:

 

1.  Bachelor?s degree in marketing, business, or an equivalent combination of education and professional experience.

 

2.  Deep direct marketing knowledge and a thorough understanding of life time value.

 

3.  6+ years of consumer product marketing experience in financial services or a related industry preferred.

 

4.  Demonstrated ability to lead and organize cross-functional meetings, committees, and people in a professional manner.

 

5.  Demonstrated aggressive, persuasive, and creative problem-solving skills.

 

6.  Excellent verbal and written communication, presentation, organization, and time-management skills.

 

7.  Proficient use of word processing, spreadsheet, presentation, and E-mail software.