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Vice President, General Marketing - 1807384

Company: FIDELITY INVESTMENTS
Location: Boston, Massachusetts
Posted on: July 27, 2018

Job Description:

Duties: 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.
Primary Responsibilities:

• 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.

Requirements: 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.
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.

To apply, visit https://jobs.fidelity.com and search for 1807384.

Keywords: FIDELITY INVESTMENTS, Boston, Vice President, General Marketing - 1807384, Finance, Boston, Massachusetts, Massachusetts


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