Written by: Leonard Parker | Houston Marketing Opportunities | April 27, 2021
This critical role in the Strategic Marketing Planning team sits on the Print Marketing staff and represents their WW and Market strategic planning, investment and growth needs. The Print Marketing Strategic Planning Manager sits amongst the Business Units, Markets and Global Marketing teams and carries the torch to understand the needs of these internal customers, especially the Global Head of Print Marketing. The role requires a strategic and critical thinking skill set that becomes a financial thought partner to help Print Marketing with its services growth goals by building and modelling growth strategies across customer acquisition, activation, retention, and with monetization front of mind.
The Print Marketing Strategic Planning Manager has a dual focus:
1) Marketing strategic investment and long-term planning process, in alignment with the Global Head of Print Marketing and the Head of Print GTM (Go-To-Market) that engages with both the Print GBU Leadership and Print Category Commercial Organization Leader and across 10 Markets and
2)A relentless focus on defining and driving growth strategies and financial models for the Print subscription business.
This role is responsible for the following:
Partner with the Global Head of Marketing and the Print Marketing Strategy Lead to play a larger role in outcomes for Print Consumer Services on acquisition, retention & engagement, and monetization. This comes from knowledge of how to build sustainable, repeatable, system growth engines through Growth Models.
Work to model and deliver direction for a systemic, deterministic, sustainable, and repeatable approach to growth strategies for Print Consumer Services. Create, implement and collaborate on growth strategies, and infrastructure needed, to test and expand acquisition, retention and engagement velocity to drive more monetization for Print’s subscription businesses.
Create and deliver a methodical approach that knows the road that needs to be paved to build sustainable growth over time, not hockey sticks, where the growth and financial model is repeatable and supports designing new growth strategies.
Partner with the Marketing Data Science team to quantity impact of key initiatives.
Works across Worldwide, Market, and Data Science teams to ensure that model is working and that subscription campaigns are measurable and drive new acquisition and retention.
Assess and share if the model(s) are repeatable, scalable and focus on systemic growth.
Strategic Print Marketing Investment Strategy/Planning:
Leads financial and Print Marketing LTP (Long Term Planning)/Budget cycle, from Scenario Planning to the HP interlock process and across the various teams.
Ensures continuous alignment with Marketing Finance, Print GBU, and Print CO with and for the Global Head of Print Marketing.
Works with the Print GTM team to frame initiative choice point scenarios and drive prioritization discussions with key stakeholders.
Lead the Print planning calendar & framework throughout the fiscal year. This includes both the annual LTP/Budget cycle as well as quarterly game plan and interactions with Marketing Finance to close out Flash processes.
Executive Alignment and Consistent, Crisp Communication:
Continuously aligns and delivers ongoing and consistent communication with the Global Head of Print Marketing, the Global Print Marketing Strategy Manager, and the Print Marketing GTM Leader to ensure they are well briefed on status of the planning cycle, the spend/RCOW vs operational plan and any related escalations from the Markets, Global Marketers, Print Business Unit or Print Customer Organization orgs on new needs or does not need.
Once the Print strategic initiatives are framed and locked for the upcoming fiscal year and the Print Marketing Strategic Planner is also responsible for ensuring there are actionable operational plans at the WW & Market levels
Operational Excellence and Leadership Connectivity:
Drive change across the organization & team where large initiatives or key campaigns need investment strategy reinforcement or opportunities to educate/align on Print Marketing priorities.
From an operational perspective, this leader keeps an eye on the link between overall key metrics and spend and provides reporting and insights to the key Print marketing stakeholders as part of their decision-making process for their big campaign to key initiative investments.
Education and Experience Required:
Experience with the Print business.
BA or BS in Marketing related field; MBA preferred.
Growth Modelling capabilities with proven track record.
10+ years marketing, finance, market research and project management or operational experience.
Experience in management consulting preferred
Advanced statistics background preferred for analytical positions (advanced degree preferred) in mathematics, statistics, econometrics, or related degree with deep research background for analytics roles.
Prior experience in managing direct reports a plus, but not required
Knowledge and Skills:
Ability to interface effectively with senior executive management and demonstrate functional disciplines/knowledge.
Excellent financial modelling and growth modelling skills.
Excellent written/oral communications and analytical skills
Excellent financial/business acumen and strategic mindset
Ability to distil complex concepts into summarized points and Powerpoint presentations for executive consumption, reaction and direction or decision-making
Excellent influencing, consensus-building and conflict resolution skills.
Master knowledge of marketing principles and fundamentals, practices, tactics and tools and willingness to grow and learn more to contribute to the success of PS Marketing.
Excellent operator and optimizer of operational complexities.
Excellent interpersonal skills by driven abilities to build, manage and influence direct reports and virtual teams.
Master knowledge of Print and/or Subscription lifecycle planning, marketing mix management.
Excellent negotiating and change management skills.
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