The Marketing Program Manager is responsible for the development, execution and measurement of all Online and Offline DIRECT marketing programs in support of lead generation programs for Company’s mobile Personal Emergency Response System business. This is a middle management position that is more fast-paced, Direct Response / Direct Marketing, quantitative / numbers-oriented than softer brand-side marketing, and successful candidates will be able to illustrate that not just in their resume but follow-through in the interview process.
Job Responsibilities:
- Manage the development, buying and lead generation aspects of all online media campaigns, including all SEM, SEO, website development, landing pages, microsites, cost per action networks and affiliates as well as offline campaigns, including TV, radio, direct mail, magazine, insert programs and cardpacks.
- Marketing media budget management
- Liaison to list brokers and mail houses for the execution of direct mail programs.
- Responsible for launching media on time and on budget.
- Responsible for maintaining company KPIs as specified by SVP, Sales & Marketing
- Manage multiple external creative agencies; drive the copywriting, design, layout and production of mechanical artwork for various printed or multi-media materials.
- Write/edit persuasive, call-to-action copy for a variety of marketing materials.
- Responsible for the art direction of photo shoots or the selection of stock images for media programs.
- Demonstrate technical marketing skills and company product knowledge.
- Develop an annual marketing plan in conjunction with the sales department. This should detail the year’s activity to meet company financial objectives.
- To manage all aspects of collateral print production & fulfillment.
Skill Requirements:
- Managing External Resources – Includes knowledge of RFP process for agency selection, agency management, print vendor management, web vendor management, TV management.
- Analytical – Collects and researches data; Designs work flows and procedures for optimizing sales from lead generation.
- Problem Solving – Identifies and resolves problems in a timely manner; Works well in group problem solving situations
- Strong Project Management – Develops project plans; Communicates changes and manages project activities
- Oral Communication – Speaks clearly and persuasively in positive or negative situations; Demonstrates group presentation skills
- Teamwork – Balances team and individual responsibilities; Able to build morale and group commitments to goals and objectives
- Change Management – Develops workable implementation plans; Communicates changes effectively; Builds commitment and overcomes resistance; Monitors transition and evaluates results
- Positivity – Sees challenges as opportunities and consistently brings solutions to problems.
- Leadership – Inspires and motivates others to perform well; Effectively influences actions and opinions of others; Provides vision and inspiration to peers and subordinates
- Quality Management – Looks for ways to improve and promote quality
- Business Acumen – Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals
- Strategic Thinking – Understands organization’s strengths & weaknesses; Analyzes market and competition; Identifies external threats and opportunities; Adapts strategy to changing conditions
- Innovation – Generates suggestions for improving work
- Judgment – Exhibits sound judgment; Includes appropriate people in decision-making process.
- CRM & Call Flows – Ability to build call flows and utilize CRM systems to drive incremental sales
Educational/PC Skills:
- BA/BS in Communications, Media, Marketing or related field required. MBA preferred.
- 5 – 7 years marketing experience within a Direct Response / Direct Marketing environment.
- Demonstrated writing/editing experience with proficiency in determining message, style and tone for the specified audience.
- Expertise in Online Marketing <x{(}>(SEM, SEO, Cost Per Action networks, co-registration, Affiliate, web development) and Offline marketing <x{(}>(TV, radio, print and direct mail campaigns) preferred.
- 1 – 3 years agency or related relevant experience.
- Media buying understanding.
- Marketing planning background.
- Excellent written and oral communication skills as well as strong interpersonal skills; ability to work with a broad range of internal and external customers.
- Demonstrated advanced/expert knowledge and use of Microsoft Excel <x{(}>(ability to easily create / manipulate pivot tables for examples).
- Demonstrated understanding of Lead Management systems, CRMs, call center systems<x{(}>(ACDs & Dialers) a plus.
- Highly proficient in managing multiple projects simultaneously and ability to work within time and budgetary constraints.
- Must be detail oriented, organized and possess the ability to quickly adapt and respond to change.
- Must also be able to work independently as well as on a team.
- Performs other duties as assigned by supervisor
Performance Metrics: Holds tight to KPIs on Cost Per Lead, Cost Per Sale, Conversion Rate, CPM, total leads generated, total marketing budget spent and sales goals.
Compensation: 65-75k Salary Plus Benefits
