Strategic Marketing Manager, Emerging Markets

2 weeks ago

Melbourne, Victoria, Australia RACV Full time

About the Opportunity

We are seeking a Strategic Marketing Manager to play a pivotal role in disrupting traditional market paradigms with responsibility for the development and delivery of the associated marketing and brand strategy, plans and tactics for the emerging business lines within the Home & Energy Division.

This role is a mix of both strategic marketing and hands-on execution, with accountability for speed to market, achieving agreed targets and responsibility for budget management, performance reporting and effectiveness for all marketing activity.

Accountable for driving new customer relationships (acquisition/performance-based marketing) and strengthening/retaining relationships with existing Home & Energy customers, this role will work in collaboration with the Experience Design lead and Sr Proposition Manager to clearly articulate the value proposition for each product or service, help new customers discover our products / services and drive growth via effective communication strategies.

This includes go-to-market planning, media planning, buying and optimisation, customer sales / marketing effectiveness and customer retention initiatives across an integrated channel mix. The role requires digital acumen, a test and learn mindset and a keen interest in analytics to surface insights and drive in-market optimisations and overall performance.

Key Responsibilities

  • Lead the planning and delivery of the strategic marketing plan for Home's emerging business lines in growing and developing categories in Victoria, with an initial focus on energy
  • Develop, optimise and/or refine customer value proposition(s), partnering with product owners to develop GTM and growth strategies.
  • Develop and execute the media strategy and measurement framework including quantitative and qualitative marketing objectives for each program within the plan by understanding the source of growth and business opportunity across owned, earned and paid channels.
  • Advocate for the customer always, seeking new ways to understand priority segments and leverage data-led insight to optimise products and propositions.
  • Collaborate in campaign design and oversee the development of campaign briefs including project management, operational planning (and implementation), creative development process (Agency side) and media planning and delivery (Agency side).
  • Be responsible for the respective budget and marketing cost per acquisition, ensuring 'best bang for buck' and delivery on budget.
  • Provide weekly performance updates to GM Business Operations and quarterly reports highlighting plan vs. actual budget, disclosing reasons for variance and recommendations for next quarter.
  • Identify cost efficiencies, through active supplier management and regular check-ins with other Marketing Managers across the Marketing Division, which create opportunities for new marketing investment.
  • Balance brand building and direct response activities to drive immediate growth whilst building a sustainable business for the future.
  • Lead the channel management process, including internal communications, capacity planning and training.
  • Deliver Post Implementation Reviews for all campaigns and ensure future campaign activity leverages key learnings.
  • Manage strategic marketing plan to support the achievement of business plan objectives and targets across each emerging business line.
  • Drive integration, synergies, best practice, and learnings across the portfolio and broader team

Requirements

  • Tertiary qualification in Business or Marketing
  • 7+ years strategic marketing experience in business to consumer
  • Proven ability to develop marketing strategy with a strong quantitative basis.
  • Deep understanding of digital marketing including SEM, SEO, video, email, content marketing, conversion optimisation and analytics
  • Previous retail Energy experience (desirable)
  • Experience working on a digital product
  • Experience managing a team
  • A natural with the test & learn mind set, adept at evaluating and testing new channel opportunities and applying hypothesis test and learn frameworks
  • Proven success with designing and developing engaging content plans across various owned, earned and paid channels
  • Strong presentation, communication and written skills
  • Strong commercial and financial acumen with advanced excel and data analysis skills
  • Solid project management skills with good attention to detail
  • Experience managing creative and media agencies

What We Offer

  • Our flexible and informal work environment which helps bring balance between work and home.
  • Generous discounts on home and car insurance policies and RACV roadside care
  • Club Membership and great discounts across all RACV resorts
  • Discounts from corporate partners that are updated monthly.

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