THE COMPANY
Located in the Midwest, this company is a high growth B2C online subscription services company that is leading an ecommerce industry sector. As the result of a recent large funding round from a well known venture capital firm, the company is adding bench strength to its senior management team. The culture is dotcom, meaning dynamic, progressive, innovative, fun-loving, and team oriented.
THE POSITION
Reporting to the Chief Marketing Officer (CMO), the Vice President, Marketing will be a B2C online direct marketing expert. This newly created position will make a major impact on the business by leading marketing strategies, tactics, and customer acquisition. He/she must know how to target the consumer through the company’s website to build market share.
This person is responsible for leading and organizing a marketing staff of 25, including the development, hiring and training of those individuals. The marketing group includes teams across media buying, data analytics, creative, direct marketing, operations, and trade show.
This position is responsible for: 1) growing the customer base; 2) maximizing profit per order (via price testing tied to promotions); and 3) increasing viral marketing referrals. This person will execute a sophisticated marketing program for the company that increases market penetration and builds community presence. He/she will create and lead a well-defined on-line direct marketing effort that will increase membership acquisition, customer retention, frequency, and higher sales.
THE INDIVIDUAL
The company seeks a great B2C online direct response marketer with subscription fee experience. He/She must have an equal blend of online and offline (T.V., radio, print) direct marketing experience. This person must have the ability to lead as a strategic marketer, combined with online implementation/execution ability resulting in increased sales and profitability. Key requirements include:
· Has grown an online/e-commerce business. Marketing experience in a B2C environment required, subscription fee versus free site experience preferred. Adaptable to the changing demands of an online company environment. Ability to clarify the complex decisions of online offerings. Well-grounded in online services, comfortably uses data analytics as a competitive advantage.
· Experience allocating a budget across the marketing mix of promotion and advertising, including TV, radio, direct mail, and online advertising on a city-by-city basis as well as for national programs. Expertise in achieving the highest ROI in the short and long term. Has been responsible for the Buy.
· Experience designing the metrics to measure and manage marketing programs. Able to create marketing programs targeting the consumer with the right timing and sequence.
· Experience building long term online relationships with consumers, including increasing the “stickiness” of the site and Web 2.0 relevance.
· Experience managing an outside agency for the TV spend and experience with online advertising.
· Experience testing online and offline national ad campaigns. Ability to integrate national and local level marketing and promotion programs.
· Understands the consumer, ideally has previously marketed online subscription services to the consumer.
· Previous experience in a rapid growth environment, able to adapt to a small company environment.
· A superior service/detail orientation.
· Wants to sell and make things happen (results oriented) versus over-planning.
· Passion to "own and take personally" membership acquisition, loyalty retention programs, order frequency, merchandising, and promotions.
· Analytical and strategic ability to continually learn from and evolve marketing plans.
· Bottom line (P&L) focus with ability to develop and meet operating plans.
· Innovative and creative, with a passion for excellent ideas.
· Knowledge of all aspects of marketing strategy, media mix, and brand positioning. Experience with all direct response trial marketing tactics.
· Strong communication skills.
· Excellent management and leadership skills (with ability to manage diverse personalities). Experience managing a marketing team. Inspires others to work hard. The managerial skills are important to building this marketing department. As a leader, has built a great marketing team with a great culture.
· This person must be inspired to be a critical part of building a great company. He/She must fit culturally with the environment: entrepreneurial (i.e., gets a lot done without much support), ambitious, personable and friendly, sense of humor, not pretentious or interested in power, collaborative, a high level of energy and intensity yet a team player. A large ego that is worn on the sleeve will not work in this environment. Must have a mature business perspective but is able to keep the work environment fun.
· MBA preferred.
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