The Customer Segment Marketing Manager acts as the “Voice of the Customer” and is responsible for creating and implementing programs and strategies that draw customers to LWW, that inspire those customers to purchase product from us, and that engage those customers to frequently and regularly interact with us.
The Customer Segment Marketing Manager will have ownership and responsibility for one or more specific customer verticals. Within the assigned area of responsibility, the marketer will:
o Fully understand the spending habits and content and workflow needs for the customer vertical;
o Through analytics, understand, quantify and report on the purchasing habits and preferred purchase methods of the customer segment.
o Manage the promotional budget to maximize revenue by allocating spending and focusing strategy on the customers’ preferred buying channel(s)
o Design innovative and informational marketing programs, campaigns, or strategies that engage the customer to make a purchase or to seek more information.
o Create and provide marketing collateral specific to the customer segment, including title groupings (catalogs), marketing collateral, print advertising and sales tools/sales handouts.
o Collaborate with the Direct-to-Customer sales group to design, implement, analyze and refine direct response campaigns, including Direct mail, Web or live events, or internet strategies that service the needs of the customer
o Have a primary role in designing market research activities that drive further understanding of customers within the vertical
o Work with e-strategy and with the editorial/product development teams to recommend new products or services that solve “pain points” and/or create value for their set/segment of customers
Position Requirements:
o 3-5 years direct experience in marketing or selling to the customer vertical
o Ability to travel frequently to conferences and to on-the-job customer site visits
o Excellent quantitative skills; comfort with analytics and metrics
o Understanding of or experience in product positioning and active selling
o Strong creative, communication (written and oral) and presentation skills