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Vice President-Consumer Strategy \u0026 Segment Marketing Acquisition and Loyalty

Company: Fidelity Investments
Location: Boston
Posted on: September 19, 2023

Job Description:

Job Description:\u202FAs a VP of Consumer Strategy and Segment Marketing focused on customer Acquisition & Loyalty, you are highly motivated, strategic leader, with a hands-on approach. You demonstrate a combination of business acumen and marketing expertise with the ability to uncover consumer insights that drive differentiation to the business and value to the customer. Working within a cross-functional team, you will use your area of expertise to deliver an overall go-to-market strategic plan and roadmap, which may include analysis and development of value proposition, positioning, consumer and competitive insights, pricing strategy, hypothesis-driven innovation, marketing campaigns, etc. \u00A0Your role is helping lead the customer Acquisition & Loyalty strategy that includes but not limited to product offering, sales and service model, as well as marketing efforts. Your retail mindset coupled with expertise in customer segmentation and your ability to utilize multiple levers helps to drive acquisition of a broad spectrum of consumer segments from those who are young and starting out to more established high net worth investors. In addition, you will be responsible for keeping a pulse on the evolving competitive landscape and marketing space and suggest marketing innovations for online & offline channels. You will work and collaborate primarily with the Acquisition and Loyalty Product Area, as well as working with our Internal Advertising Agency.This role will report to the Head of Consumer Strategy & Segment Marketing.\u00A0\u202F\u00A0The Expertise You Have\u202F\u202F\u00A0

  • The ideal candidate has 15+ years of\u00A0relevant\u202Fmarketing/management/strategic and acquisition experience\u00A0
  • Experience working in a retail/sales oriented and customer obsessed organization\u00A0
  • Digital experience in both marketing and first party design and end to end experiences, including personalization and AI design
  • Agile experience preferred, but not required\u00A0\u00A0
  • BA/BS\u00A0required;\u00A0MBA preferred\u00A0The Skills You Bring\u202F\u202F\u00A0
    • You are a strategic leader and thinker who can link consumer needs and technology trends to solutions that inform an acquisition and loyalty strategy
    • You can synthesize strategic, financial, and operational analysis and primary/secondary research into strategic insights and practical recommendations.\u00A0
    • You have outstanding analytical skills\u00A0 understand, analyze, and articulate the client base and behaviors to develop hypothesis, strategies and opportunities to drive client and key business results\u00A0\u00A0
    • You\u00A0have the ability to\u00A0understand, apply, and integrate data and information on the business, market, competitors, and clients to assess opportunities for growth\u00A0\u00A0
    • You have deep expertise and experience in business and marketing strategy, with specific applications\u00A0in\u00A0customer targeting, product bundling, and pricing strategy.\u202F\u00A0\u00A0
    • You have experience in storytelling and the ability to present/share complex information\u00A0effectively across\u00A0the organization, whether net new solutions or reframing of existing solutions\u00A0\u00A0
    • You have an ability to partner with business units (product areas) to drive the learning agenda and hypotheses to gather the voice of the client and voice of the business to identify opportunities to enhance client loyalty and growth\u00A0
    • You have ability to partner and lead across the organization in order to develop marketing communications campaigns and programs, to drive client awareness and engagement for growth of the business. Programs include segmentation, strategy articulation, opportunity sizing, budgets and ROI, etc.\u00A0\u00A0
    • You are collaborative and have track record of establishing and facilitating effective cross-functional partnerships and\u202Frelationships at all levels in a highly collaborative environment\u00A0
    • You are intellectually curious, appreciate learning new skills and capabilities, and are committed to helping support your team through mentorship and leadership
    • You have\u00A0experience\u202Fwith\u00A0agile principles and execution\u00A0The Value You Deliver\u00A0\u00A0The individual in this position will need to drive and communicate breakthrough customer insights, segmentation and design target expertise in the following areas:\u202F\u00A0
      • Synthesizing multiple pieces of research and analytics/measurement into clear and compelling marketing and segmentation recommendations\u00A0
      • Enhancing Fidelity s ability to generate breakthrough insights through new forums, approaches and research platforms\u00A0
      • Leveraging research to qualify and design new marketing and communication programs\u00A0and evolve segmentation and how it is integrated within the organization
      • Partnering with team members and partners to shape partnership approaches, develop programs to drive client engagement and partnership goals. Programs include\u202Fstrategy articulation, opportunity sizing, budgets and ROI, etc.\u00A0
      • Driving deeper understanding of customer needs, buying behavior, sentiment and expectations for products and services, as it relates to newly evolved segmentation\u00A0
      • Providing insights, best practices and thought leadership to business leads, helping them to optimize their offerings on our platform as it relates to newly evolved segmentation work\u00A0\u00A0
      • Reinforcing a working culture where accountability, transparency, and data-driven decision-making are the norm and where rapid test, learn, scale, is a daily routine\u00A0\u202FHow Your Work Impacts the Organization\u00A0The marketing strategies and experiences you deliver will directly impact the customer and participant experience and our business outcomes. Segmentation efforts and marketing \u00A0programs contribute to our business KPIs and you will partner with analytics team members to measure the incremental business outcomes of marketing initiatives and capture learning that can be applied to future work.\u202F\u00A0

        Certifications:Company OverviewFidelity Investments is a privately held company with a mission to strengthen the financial well-being of our clients. We help people invest and plan for their future. We assist companies and non-profit organizations in delivering benefits to their employees. And we provide institutions and independent advisors with investment and technology solutions to help invest their own clients' money.Join UsAt Fidelity, you'll find endless opportunities to build a meaningful career that positively impacts peoples' lives, including yours. You can take advantage of flexible benefits that support you through every stage of your career, empowering you to thrive at work and at home. Honored with a , we have been recognized by our employees as a Best Place to Work in 2022. And you don't need a finance background to succeed at Fidelity-we offer a range of opportunities for learning so you can build the career you've always imagined.Many of our associates are continuing to work remotely temporarily due to COVID-19. When Fidelity employees eventually return to the office, our goal is for most people to work flexibly in a way that balances both personal and business needs with time onsite and offsite through what we're calling \u0022.\u0022We invite you to Find Your Fidelity at .Fidelity Investments is an equal opportunity employer. We believe that the most effective way to attract, develop and retain a diverse workforce is to build an enduring culture of inclusion and belonging.Fidelity will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate a request for an accommodation, contact the HR Leave of Absence/Accommodation Team by sending an email to--, or by calling 800-835-5099, prompt 2, option 3.

Keywords: Fidelity Investments, Boston , Vice President-Consumer Strategy \u0026 Segment Marketing Acquisition and Loyalty, Advertising , Boston, Massachusetts

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