Sr Director - Marketing (Consumer Strategy)

at  Verizon

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This Senior Director is a critical role for the Verizon Consumer Group (VCG) and will be responsible for helping to translate consumer and competitive dynamics into an actionable growth plan to exceed VCG Subscriber and Revenue growth targets, leveraging market insights to identify and prioritize customer opportunity clusters and marketing strategies and tactics to win their business. With a clear vision on the direction of our sectors, this executive will work collaboratively with senior stakeholders of the business to define Verizon’s short, medium, and long-term marketing strategies by opportunity and customer segment across service lines (Mobile , Home, and Joint customers). This leader will leverage consumer research and evidence-based insights from the best possible understanding of prospects and customers and what really matters to them, ensuring all of Verizon’s work is driven by our most important community - our customers.
This Senior Director will lead a team to develop specific segment-based marketing plans, which will be developed in coordination with teams across the Verizon Growth and Revenue Organization (GRO) that manage the pipeline of new products, value propositions, and content partners to deliver a cohesive marketing strategy and gain alignment on a thematic segment calendar. This leader will always be in-tune with Verizon performance against growth goals and identify when and where course-correction is needed on a customer segment-by-segment basis. The Senior Director will partner with Verizon’s Integrated Marketing, Omnichannel Planning, and Go-to-Market/Go-to-Channel teams to ensure that the thematic calendar and action plans are activated and come to life in the market in the most effective way.
This is a high-impact role focused on leading the development and evolution of our consumer segment strategies, based on the trajectory of consumer behavior, competitive market dynamics, Verizon and partner technologies and capabilities, and overall business needs. This leader will have responsibility for segment strategies to drive performance for Verizon’s full postpaid service portfolio, inclusive of Mobility, Home, and joint subscriber segment. The leader will take responsibility for driving economies in investment and bigger impact on customer/prospect behavior, and in partnership with the Marketing Performance team, take ownership of an ROI framework help ensure the maximum effectiveness of Verizon’s marketing initiatives
This spirited and articulate leader who can inspire and drive the growth of a dynamic team of skilled marketers, and will work collaboratively across the extended organizations covering product marketing, creative marketing, content acquisition, integrated marketing, customer experience, finance, omnichannel planning, go-to-market, operations and more.

• Apply consumer and competitive dynamics to develop an overall marketing framework for VCG, a foundational marketing strategy
• Develop consumer segment based strategic plans around existing strategic segments and new segmentation, working across value prop team, product, promo and base marketing teams to create integrated plans; interfacing into broader org on behalf of segments;
• Work collaboratively across the consumer organization to ensure coordination and execution of the specific segment-based strategic marketing plans
• Analyze performance from consumer perspective, identifying issues and opportunities around consumer behavior and perception, working with value proposition, product, promotion, retention/loyalty and marketing teams to develop new approaches
• Act as interface into marketing execution team, as well into the key cross-functional forums like Sales, Marketing, and customer experience Interlocks.
• Translate marketing strategy into actionable growth plans, and ensure course correction of performance across segments