VP, Marketing Strategy and Performance Marketing

Job Classification :

Marketing & Communications - Marketing

VP, Marketing Strategy and Performance Marketing

Prudential is seeking an innovative, experienced, data-driven Vice President of Marketing Strategy and Performance Marketing to join the US Businesses (USB) Digital and Marketing Team.

This newly created, high impact role, reporting into the Chief Digital and Marketing Officer, will be responsible for developing holistic, performance-driven, digital marketing strategies to expand and optimize our presence and growth in the digital landscape, and deliver on B2C and B2B KPIs including customer / client acquisition and revenue growth.

This role will partner with our Retirement Strategies (RS), Individual Life Insurance (ILI), Prudential Advisors (PA), and Group Insurance (GI) Business Units (BUs), BU Chief Marketing Officers (CMOs), and marketing capability leads to develop and implement these growth strategies.

The ideal candidate is a strategic thought leader with a passion for digital marketing and a proven track record of achieving key performance metrics and driving business growth through innovative data-driven digital marketing strategies and channel optimization.

They will be able to create a strategic, compelling story out of insights and into creative product campaigns and digital performance.

This candidate should possess deep expertise in digital marketing strategy and performance marketing, and a detailed understanding of digital marketing channels, analytics, along with a strategic mindset to optimize marketing plans and campaigns for maximum impact.

What You Can Expect :

Marketing Strategy Development :

• Partner with BU Presidents and BU CMOs to translate business unit strategies and priorities into digital marketing strategies and relevant KPIs (ROAS, acquisition, conversion, marketing qualified leads, etc.)
• Partner with BU Presidents and BU CMOs to translate business unit strategies into a holistic US Business Marketing strategy, caring for channel conflict and overlapping audiences
• Develop data-driven, actionable digital marketing strategies and plans across all digital marketing channels, informed by industry, product and customer insights and aligned with business goals and objectives to deliver on KPIs (i.

e., acquisition, relationship deepening, revenue growth, ROI, etc.)

• Collaborate with and influence business marketing and channel teams to build out marketing plans, campaigns and initiatives that will deliver on the most impactful opportunities, such as creating the optimal mix of full funnel channel capabilities
• Partner with internal functions to identify and align optimal channel mix within and across all paid, owned and earned channels to drive business growth and ROI
• Partner with the Brand Paid Media team to uncover new channel and partnership opportunities
• Prioritize existing segments and identify new target markets and strategies to reach these audiences in partnership with Marketing Analytics and Insights and BU CMOs
• Identify potential risks and challenges related to digital marketing strategies and develop contingency plans to mitigate them

Performance Marketing Delivery :

• Influence and guide the vision and roadmap for performance marketing as a competitive advantage across all paid, owned and earned channels in collaboration with BU CMO teams
• Partner with the Marketing Analytics and Insights team to measure and monitor KPIs to evaluate the effectiveness of digital marketing strategies and campaigns across all channels
• Take accountability for targets, own the specific initiative budget and is responsible for securing, aligning and leading cross-functional resources to the performance plan of record and its supporting investment / budget allocation
• Leverage analytics to identify the optimal channel mix, channel sequencing and omnichannel strategies, optimizing within and across channels to maximize KPIs, while testing and iterating
• Identify opportunities and recommendations to align and balance organic and paid media mix, online / offline integration and brand and product marketing mix in partnership with the Brand team
• Enlist and deploy relevant A / B measurement / analytic techniques to continuously assess performance-to-plan to inform inflight initiative and campaign adjustments
• Report performance outcomes to the BU leadership weekly along with gap-to-close diagnosis, plans and recommendations.
• Documents initiative success playbook(s), programmatic essentials, operational processes, cadences and decision framework
• Deliver recommendations for digital channel budgets and resource allocation based on metrics and strategic priorities
• Partner with BU CMO teams in designing personalized, omni-channel data-driven journeys across channels to amplify marketing messages and drive greater performance
• Develop and maintain digital marketing learning agenda, recommend iterative testing and manage critical KPIs to drive optimization

Leadership and Influence :

• Serve as subject matter expert and thought leader for digital marketing to elevate internal knowledge / education and best practices across the organization
• Recruit and train additional expert talent in digital marketing, while driving knowledge transfer, adoption, tool utilization and performance practices within BU Marketing teams
• Translate complex information into clear strategies and insights adapted to senior leadership and multiple stakeholders
• Continually evaluate evolving trends and technologies to identify and recommend new channels and capabilities to inform and enhance digital marketing strategies

What You'll Need :

• Bachelor’s Degree required, MBA in Marketing preferred
• 15+ years digital and performance marketing experience at a high-growth, omni-channel brand; financial services experience preferred
• Minimum 10 years in a strategic planning role
• Minimum 10 years experience in digital strategy and performance marketing with expertise in designing data-driven omni-channel marketing strategies across paid, owned and earned channels
• Proven experience in testing and optimization methodologies including A / B and multivariate testing
• Highly data driven with strong analytical and problem-solving skills; proficiency in using digital marketing analytics tools
• Comfortable working with Tier 1 brand messaging and building nimble strategies that support the full funnel across multiple lines of business
• Working knowledge of media mix modeling and multi-touch attribution solutions
• Proficiency and understanding of personalization, marketing automation tools, analytics platforms, and content management systems.

Adobe Cloud experience preferred.

• Aptitude for understanding and influencing the economic levers of the business
• Influencer with proven experience working with senior leaders across the organization, making recommendations, and delivering executive updates
• Exceptional business and financial acumen with the ability to build business cases and demonstrate value of digital marketing in driving business outcomes
• Self-starter, highly organized, and able to effectively work independently, as well as part of a team and across functional and levels of the organization
• Excellent analytical, management and communication skills, both written and oral, to synthesize key issues, develop strategies, communicate and persuade constituencies towards specific program / organizational actions and initiatives.
• Strong EQ and strong influencing skills at the senior level
• Possesses complex organization experience can enable outcomes regardless of hierarchy and reporting structures. Highly effective at partnering across multi-functional teams
• Productive in managing within agile-oriented work environments.
• Ability to express strategy through impactful creative initiatives
• Must be able to travel as needed

What We Offer You :

• Market competitive base salaries with yearly bonus potential
• Medical, dental, vision, life insurance, disability insurance, Paid Time Off (PTO), and leave of absences, such as parental and military leave
• Retirement plans :
• 401(k) plan with company match (up to 4%)
• Company-funded pension plan
• Wellness Programs to help you achieve your wellbeing goals, including up to $1,600 a year for reimbursement of items purchased to support personal wellbeing needs
• Work / Life Resources to help support topics such as parenting, housing, senior care, finances, pets, legal matters, education, emotional and mental health, and career development.
• Tuition Assistance to help finance traditional college enrollment toward obtaining an approved degree, many accredited certificate programs, and industry designations.
• Employee Stock Purchase Plan : Shares can be purchased at 85% of the lower of two prices (Beginning or End of the purchase period), after one year of service.
3 days ago