VP of Marketing - Brand

Toledo, OH 43601

Posted: 02/10/2023 Industry: Other Area(s) Job Number: 1280 Pay Rate: 200,000

Job Description

Our client, a leading consumer brand, is looking for a VP, Marketing in their Toledo, Ohio office.


Roles and Responsibilities:

The VP of Marketing will be based in the greater Toledo, Ohio area and will report directly to the CEO. The VPM will work closely with the senior leadership team, Board, and marketing and public relations agencies and partners.

The VPM will further build out a performance-based team to drive growth of the business. The VPM will develop internal capabilities to build, manage and track campaigns across a diverse mix of channels (with digital marketing comprising the majority of lead gen) while maintaining key profitability metrics. The VPM will also work with the leadership team on holistic pricing and micro-pricing strategies including through field technologies and leveraging customer database.

The VPM will be responsible for driving customer satisfaction, measurement and building customer-communities to support the brand. In addition, the VPM will be responsible for coordinating internal and external communications to increase the awareness and strength of the brand across multiple stakeholder categories.

The VPM will be responsible for providing overall strategic, tactical marketing direction and development strategies and its brands and new business unit teams. The VPM will be responsible for lead generation and the digital, print & postcard, TV, radio and other marketing teams, affiliates, partners and agencies. The VPM will be expected to enhance sophisticated data and digital marketing platform to drive results. Direct response lead generation experience, particularly in online and digital marketing, is critical as well as a broader based consumer product and services marketing background.

The VPM will assist the CEO and senior leadership team in providing and evaluating ways to improve the business via strategic marketing initiatives, increasing revenue and margins and improving marketing operations and efficiency. The VPM will be expected to provide business and operational analysis, strategic marketing insight, and tactical marketing support to be an effective business partner and trusted partner to the CEO and senior leadership team. It is essential that s/he be able to develop innovative business solutions and marketing strategies grounded in data driven information and strong business acumen. The VPM will be responsible for increasing the company’s ability to anticipate business issues and for driving good decision-making with a strong focus on maximizing ROI on marketing dollars. The VPM will be responsible for solving the needs of the customer via daily operations and innovation and drive customer satisfaction.

  • Direct Response Lead Generation (Particularly Digital), Customer Service Center Performance and Conversion. Lead digital, TV, print and postcard and other potential lead generation programs to sustain significant growth through all channels. Given importance of paid digital lead gen, will have particular focus on a broad array of digital marketing opportunities including search, social, display, video and affiliate/partnership marketing.  Lead the teams and programs to drive continuously higher conversion through quality lead generation and call center set rates through in-house customer service / call center.
  • Analysis, Planning and Implementation of Complementary Marketing Programs. Lead the assessment, development and selected implementation of national TV, OTT, radio, word-of-mouth / referral, marketing partnerships and other solutions which complement and boost existing channels to capture customers and drive customer satisfaction as evidenced by NPS scores, reviews, ratings and low service tickets.
  • Organic Lead Generation. Complement successful paid lead generation strategy by leading the development of content to drive increased brand awareness and organic traffic and leads via SEO, social media, website optimization, PR, blogs / articles / videos, etc.
  • Development and Implementation of Long-Term Marketing Plans. Develop and lead the marketing strategies that flow from the corporate and product/service strategies. These include customer segmentation, key target identification, brand positioning, brand architecture and pricing (including micro-pricing or dynamic pricing) strategies for each of the company’s brands. These will then be translated into an annual marketing plan that delivers the Company’ revenue and margin goals.
  • Marketing Planning & Analysis. Drive the detailed analysis of marketing effectiveness and efficiency as well as the continued development of KPIs that drive performance in line with corporate objectives. Lead and coordinate installation of additional systems and processes that integrate through the entire marketing department and leverage / interface with the company’s ERP, financial and BI systems.

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