Fidelity Investments Vice President, General Marketing in Boston, Massachusetts
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.
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.
_Education and Experience_:
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.
_Skills and Knowledge_:
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.
Job: *Client/Customer Service
Title: Vice President, General Marketing
Requisition ID: 1807384