As the Line of Business (LOB) Marketing Strategy Manager, you will use an insights-driven approach to inform the development of integrated marketing strategies, plans and campaigns for both Business-to-Business (B2B) and Business-to-Consumer (B2C) audiences.
You will report directly to the AVP, Line of Business Marketing for Multifamily Housing. On this newly created team, you will serve a critical strategy and planning role, building our LOB and product value proposition, and develop positioning and messaging for key target audiences. You will partner with LOB stakeholders including Product, Sales and Customer Experience (CX) to align and provide product marketing support, including new product launches or features.
You will provide a unique perspective on the voice and needs of our prospects and customers. You will use data and research to better understand their journeys, segment audiences, and provide marketing recommendations.
At the onset of projects and campaigns, you will provide creative messaging and direction that aligns our business objectives with the needs and motivations of our prospects. You will use data and insights to help generate ideas and tell stories that resonate with audiences and drive action. You will collaborate with the LOB Marketing Manager and internal/external resources on implementation, to ensure the execution and/or deliverables are on brand and on brief.
You will drive the strategic planning process for integrated marketing and communications, aiding in the development of integrated marketing and communication plans; employing tools and measurement for consistent activation and performance.
Bachelor's degree required, preferably in Marketing, Communications, Business Administration or related field
7+ years required, 10+ years preferred progressive experience in marketing including B2B and B2C marketing in a direct or matrixed environment.
At least 4+ years of experience in brand planning or in a research/insight capacity.
Direct experience with developing, executing and measuring successful B2C and B2B marketing strategies, plans and campaigns.
B2B and B2C marketing experience with a Fortune 500 company, or directly supporting large brands or Fortune 500 companies in an agency or consulting capacity.
Financial services industry experience preferred.
Strong strategic thinker with the ability to uncover insights, write tight creative briefs, and champion ideas throughout the creative process. Solid understanding of various research methods, their design and application.
Direct experience with developing research-based customer journeys, personas and customer segmentation.
Excellent people skills; ability to build relationships at all levels of organizations, generate consensus and navigate across cross-functional teams and internal/external resources.
Excellent communication skills (both written and verbal).
Desire to work in a fast-paced environment with complex and changing market dynamics.