The Consumer Marketing Lead Individual Segment will be responsible for the strategy, design and execution of multi-channel direct response marketing campaigns for the Individual Segment. He/She will develop specific channel strategies for customer acquisition that will generate acceptable cost per acquisition and scale.

He/She will lead the goal setting, forecasting and quantitative design and measurement of direct to consumer market testing, and be accountable for overall campaign methodology and execution.

The Consumer Marketing Lead Individual Segment will manage the work with the marketing communications to direct the overall execution of direct to consumer market testing. Market testing is directed towards two objectives: customer acquisition and retention through multiple channels including online, email, direct/shared mail and direct response TV.

Job Description:

The Consumer Marketing Lead Individual Segment will perform all or some of the following Job description:

• Develop, lead and implement the Segment's comprehensive, multi-channel marketing plan

• Manage all online marketing activities, including segment website development and online advertising

• Provide direction to Marketing Communications on the design marketing tests including messaging, creative, channel, design, and targeting

• Develop channel strategies for customer acquisition that generate acceptable acquisition costs and scale

• Ensure that the tests have been set up with the necessary and appropriate tracking for subsequent tracking and analysis

• Statistically design the test and test cells through factoring and multivariate analysis to optimize learnings per test execution

• Forecast cost per acquisition, advertising effectiveness, conversion rates and other metrics as required to direct the optimization of marketing campaigns

• Generate key metrics, including conversion rate, advertising effectiveness, cost per acquisition, from campaign response data at the test and test cell level

• Identify and communicate the key response variables to marketing as input into test optimization and campaign development

• Document the key variables as customer insights

• Develop a predictive modeling practice that has the ability to forecast acquisition and retention metrics per marketing dollar spend

• Present findings and recommendations to broader Individual Segment team.  

• 8+ years of relevant, strategic experience
• Industry experience a plus, but not required
• History of consistently delivering business results, preferably at divisional and enterprise levels
• Experience evaluating business trends and developing and successfully implementing new business programs and strategies that enhance multi-unit business performance
• Ability to work effectively in dynamic, rapidly changing, team-based environment
• Ability to balance high-priority, long-term projects with short-term, immediate deadlines
• Solid creative thinking and problem solving skills
• Ability to foster collaboration, value others perspectives and gain support and buy-in for organizational proposals
• Excellent oral and written communication skills
• Proven ability to function in a heavily matrixed environment.

• Bachelors Degree strongly preferred; MBA or Masters Degree also preferred.
   

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