Vice President, General Marketing - 1807384
Company: FIDELITY INVESTMENTS
Location: Boston, Massachusetts
Posted on: July 27, 2018
Job Description:
Duties: Leads a team responsible for building and managing
best-in- class, business-critical marketing programs aimed at deepening
consumer engagement with investors by leveraging data to plan and
execute personal, relevant, and timely communications via direct mail
and email. Primary Responsibilities: • Drives and leads direct marketing capability, and employs
direct marketing best practices and skills to develop an ROI-based
model to decision and optimize campaigns. • Guides the development of direct marketing campaigns
including creative direction, learning agenda, test design, targeting,
deployment, and optimization. • Owns and maintains responsibility for the Personalization
engine and its operationalization across marketing and advertising
channels (Fid.com, email, direct mail, social, mobile, and paid). • Manages intake model and prioritization of direct
marketing efforts aligned to the customer segment strategy. • Triggers action on a behavior-based marketing program using
CRM tools and leveraging Fidelity’s entire marketing toolkit. • Serves as the go-to in house expert for Direct Marketing
within business unit and larger organization, and acts as a trusted
partner to marketing leadership throughout Segment, Campaign Management,
CKSI, Account, Creative and Production teams. • Partners with measurement and reporting team on learning agendas, overall test design, A/B and multi-variant testing,
disciplined measurement and an iterative test and learn model. Requirements: Bachelor’s degree (or foreign education
equivalent) in Marketing, Management Science, Computer Information Systems,
Business Analytics, Business Administration, or a closely related field
and five (5) years of experience in the job offered or five (5) years
of experience performing digital analysis and insights to support
strategic recommendations for Fortune 500 firms including Financial
Services; Or, alternatively, Master’s degree (or foreign education equivalent)
in Marketing, Management Science, Computer Information Systems,
Business Analytics, Business Administration, or a closely related field
and three (3) years of experience in the job offered or three (3) years
of experience performing digital analysis and insights to support
strategic recommendations for Fortune 500 firms including Financial
Services. Candidate must also possess: Demonstrated Expertise (“DE”) in
strategic consulting, including performing marketing ROI analytics,
market insight/analysis, marketing effectiveness and efficiency
analytics, and segmentation analytics for financial institutions; DE leading
direct marketing function that employs direct marketing industry
techniques and practices -- marketing mix modeling, direct measurement,
data-driven targeting, personalization, test, learn & optimize, experimental
design, integrated campaign strategy (synchronizing customer experience
across channels) -- and building ROI based models to optimize campaigns
to deliver customer and business outcomes; DE informing
marketing optimization using customer competitive media and macroeconomic
data; and coordinating a matrixed analytic/statistical resources/team
to produce business insights and design cross-channel
personalized marketing communications factoring in customer data, customer
journey analytics and best in class marketing technology/platforms
-- Salesforce, Adobe and IBM; DE deploying quantitative analytics
-- multi- variate regression, predictive analytics -- and qualitative
techniques - - customer focus groups and ethnographies -- to identify and
analyze consumer purchases, decision journey, and marketing
responsiveness, using bots to identify consumer trends and inform the
development of customer acquisition and retention strategies, including
defining data driven targeting strategy, establishing sophisticated
experimental designs, deployment and continuous optimization based on
attribution of KPIs. To apply, visit https://jobs.fidelity.com and search for
1807384.
Keywords: FIDELITY INVESTMENTS, Haverhill , Vice President, General Marketing - 1807384, Finance , Boston, Massachusetts, Massachusetts