Lead and oversee the development, delivery and integration of marketing strategy, advertising and communications to members in order to meet VSP's short- and long-range business objectives. Responsible for leading strategy and teams that support all SBUs and focused on developing marketing strategy in support of sales and enterprise goals including client acquisition, retention, customer experience, automation, operations, driving clients to the core, influencing member utilization and supply chain purchases.
Responsible for successful education, influence, and engagement of VSP clients and brokers to increase prospects, retain business, improve their experience, influence behavior and purchase decisions.
Responsible for the development and execution of effective and integrated marketing strategy, advertising and communication plans for the B2B audience segments, channels, LOBs, key initiatives and corporate projects; ensure strategies align with the Vision Care brand, purpose, health-focused company, and support enterprise goals; cascade into team-level deliverables.
Lead brand media and demand generation campaigns to ensure strategies are designed to grow clients and revenue for Vision Care sales channels, plus supports revenue generation growth initiatives. This includes driving multi-billion-dollar revenue for SBU targets.
Support the execution and implementation of B2B marketing operations, automation tools, systems, and best practices in order to become a modern marketing organization.
Lead B2B marketing strategy to drive communication tactics and channels for acquisition, retention, upsell, customer experience/lifecycle nurturing, sales channels, LOBs, key initiatives, new products, special offers/rebates; contribute toward increased client and broker satisfaction.
Oversee B2B data team representatives and collaborate with insights team and agency. Participate in B2B marketing data and governance stakeholder groups to shape data collection, definitions, storage and use of data; ensure marketing efforts are measured and reported.
Work with executive sponsors and key stakeholders to shape and improve a personalized client experience around marketing, content, vsp.com, virtual trade shows, website enhancements and other customer experience/lifecycle initiatives.
Develop, manage and monitor significant media campaign/agency with more than $5 million project budgets.
Ensure effective communications are maintained within the unit and externally. Where appropriate, inform employees as to plans and progress.
Evaluate workflow processes for efficiency and speed to market, recommend and implement procedural and systems changes to deliver legendary service to the department's customers.
Bachelor's degree in related field or equivalent experience.
Minimum of three years of management experience with responsibilities for hiring, training, assigning work and managing performance of direct reports.
Experience in B2B marketing, advertising and communications, influencing teams and business partners to achieve goals.
Proven experience leading a team through the development and execution of multiple, simultaneous projects and complex integrated campaigns, with multiple vendors, business partners and significant budgets; advanced understanding and experience in application of marketing strategies, advertising, and digital techniques.
Experience working with and managing multiple outside vendors/agencies; strong vendor relations and negotiation skills.
Proven analytical, problem solving and negotiation skills and ability to understand and articulate financial returns on marketing investments; ability to perform detailed analysis of data, oversee assigned tasks and projects, make informed decisions, and meet tight deadlines.
Familiarity with marketing automation, CRM, content tools and marketing technology.
Superior written, verbal and platform communication skills.
Demonstrated project management experience; proven ability to develop, work against, and meet tight and aggressive deadlines and goals.
Ability to work with individuals from all levels of the organization, including Board and executive committee collaboration.
Regularly exercises discretion and independent judgment in the performance of his/her job duties.
The working environment is generally favorable, lighting and temperature are adequate, and there are no hazardous or unpleasant conditions caused by noise, dust, etc.
The above information on this description had been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job grade.
VSP Global is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to age, gender, race, color, religion, sex, national origin, gender identity, sexual orientation, disability or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing.