Vice President Marketing (B2B Consumer Services)

Vice President Marketing (B2B Consumer Services)

  EXECUTIVE SEARCH ANNOUNCEMENT      

Vice President Marketing (B2B Digital / e-Commerce)

Our client is a highly respected B2B professional services company at the epicenter of the consumer products, retail and etail industry. The company serves millions of businesses around the globe by facilitating industry initiatives, providing essential state of the art industry services, and connecting communities through events and online forums.

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Title:             Vice President Marketing (B2B Digital / e-Commerce) (JH21622)

Reports to:  CMO

Location:     New Jersey

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Position Summary

Reporting to the CMO, the Vice President, Marketing will be responsible for creating innovative digital marketing strategies that will build the company brand, leading to increased awareness and relevance among the target audience of existing customers and new customers across multiple industry sectors.

Will lead the creation and delivery of marketing programs aimed at creating new business/industry development, retention and growth within existing business, community/member management and external services. Support the marketing component of the company strategic initiatives, working with peers from all functional areas of the organization.

This includes strategic road mapping and executing content plans, overseeing the generation of digital campaigns, monitoring performance analytics, digital traffic and product performance. This position is responsible for collaborating cross-functionally with the executive leadership team on all things digital as well as directing and leading all aspects of the companiy ecommerce, and digital marketing functions.

This position will ensure strategies and plans are successfully designed and executed that focus on key organizational priorities. Four key focus areas are:

1. Recruitment: Bring prospective members to the company and support their purchase of a prefix.

2. Engagement: Create and leverage content for targeted stakeholders that increases attention and advocacy across all categories. Targeted towards existing members where engagement levels are low, and new prospective members unaware of the benefits provided by the company.

3. Adoption: Grow current and future customer interest in membership, industry engagement, solutions and external services. Will drive financial and market objectives tied specifically to purchasing company products and services, enhance interest in the use of company standards, and foster greater commitment of customers to company products and services

4. Use: Working with other teams, create campaigns and messages in support of commercial products and services developed for our customers. Focus on developing and delivering tailored messages that align with advisory services and education/training strategy with a focus on selling the ROI of company offerings.

Essential Duties & Responsibilities

♦   Develop a transformational digital strategy, that firmly positions company for sustained growth.

·   Maximize customer engagement by anticipating needs, exceeding expectations, increasing traffic, improving conversion, and driving commercial growth.

♦   Establish a digital strategic plan, gain executive alignment, and deliver superior digital plan results.

♦   Collaborate cross functionally on the execution of content and campaigns across all digital channels and platforms.

♦   Constantly seek optimization and growth through performance analysis with a test and learn mindset, focused on customer segmentation, creative partnerships, landing page optimization and more.

♦   Serve as an internal digital marketing thought leader; helping to identify digital marketing trends, new technologies, evolving best practices, competitor activity and testing opportunities that help drive the business forward.

♦   Define marketing strategies to support the company’s overall strategies and objectives.

o Pioneer and implement measurable strategies that will drive hard revenue goals and increase awareness at the industry and national levels.

o Develop a marketing plan that reaches target segments quickly and effectively.

o Mastermind and execute innovative stakeholder communication strategies to educate and inform current members about offerings, opportunities and accomplishments.

♦   Develop a feasible marketing plan for the department and oversee its day-to-day implementation.

o Partner closely with the Business to create a solid plan that reflects segmentation, targeting and value proposition development.

o Design a member engagement communication plan that motivates members to take advantage of offerings and increase level of engagement with company.

o Establish a best-in-class web presence that drives awareness growth goals.

o Evaluate and enhance Search Engine Optimization to own key search terms and drive prospect members to the site.

o Ensure that the brand is strong and consistent in every marketing tactic and is communicated with creativity and impact.

♦  Plan and organize marketing functions and operations, and ensure they project the company’s unique “voice”.

♦  Liaise with other departments to guide a unified approach that meets market demands.

♦   Design and coordinate promotional campaigns, PR and other marketing efforts across channels (digital, press, etc.)

♦   Provide leadership, guidance, and staff development to the Marketing organization. Build a highly efficient team of marketing professionals.

♦   Mobilize the team to “get the plan off the page” with efficiency and flexibility – measuring results and adjusting the plan to reach aggressive goals quickly.

♦  Create a solid network of strategic partnerships.

♦   Will oversee the work and management of company's agency relationships, global office marketing relationship.

♦   Will be the company US brand steward.

♦  Will lead marketing efforts on industries, solutions/tools, soft/hard collateral, public relations, media and analyst relationships and social media.

♦   Focus on events marketing with the intent to deliver audience acquisition campaigns.

·   Increase the focus, capabilities, and delivery of marketing   in   a   digital   world, through creation   of one-to- one customer experiences through content creation that can be leveraged across a range of industries and allows for iterative and flexible planning and execution.

Identify opportunities and develop/execute strategies for building new and reinforce existing relationships across targeted industries and communities where company products, solutions, services and standards have value.

Ideal Experience

♦   Expertise and experience in leading a highly respected marketing organization, with extensive experience in digital marketing, content management systems, social media and e-commerce.

♦   10+ years of leadership experience with the ability to motivate and provide professional development to a team of direct reports. A hands on collaborative style of working is a must, with both creative and analytical abilities.

♦  5+ years experience leading best in class digital strategy and execution in a widely known customer facing B2B and/or B2C brand.

♦   Experience building brand awareness and support internally with a demonstrated track record of success and performance.

♦   Demonstrable experience in developing efficient strategies and business plans for all marketing aspects (branding, product promotion, etc.) in line with the strategic vision of the organization.

♦   Demonstrates strong business judgment and decision-making skills; ability to identify trends, prioritize, and articulate highest impact initiatives.

♦   Strategic and analytical thinker with exceptional execution and problem-solving capabilities

♦   Ability to apply marketing techniques over digital (e.g. social media) and non-digital (e.g. press) channels

♦   Understanding of different business disciplines (Supply Chain, IT, Finance, etc.).

♦   Ability to align the organization internally around brand and marketing objectives.

♦   Thorough knowledge of marketing principles, brand, product and service management, sales and business development.

♦   Ability to understand changing market dynamics, translating them into actionable strategies to achieve company objectives.

♦   Advanced experience working with a variety of traditional and modern marketing and communications functions including branding and messaging to different target audiences.

♦  Development and implementation of social media plans to grow the company brand and working with the press and other related media outlets.

♦   Knowledge of Microsoft Office, desktop publishing programs, business software (e.g. CRM), and an understanding of social media platforms.

♦  ♦  Consumer-centric marketing expertise with strong market research/insights, digital marketing and innovation experience.

♦   Analytic expertise regarding advanced segmentation and 1:1 marketing campaigns.

Client Project Leads

If you or anyone you know feel qualified and meet the requirements outlined in this executive summary, please contact Joe Hunt joehunt@huntsearch.com, Cyndi Johnson cjohnson@huntsearch.com or your search consultant.