Lead, Segment Marketing

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We are looking for a Lead, Segment Marketing

Job Description (Refer to Job Summary in the JD)

Leads the design of the customer experience for segment-specific products and solutions, including the implementation and management of the corresponding programs and information campaigns across all communication channels based on management directions, research findings, and customer data. Develops over-all brand strategy for assigned customer segments. Ensures relevance and relatability of initiatives to the segment to deliver sales, profitability, customer satisfaction and sustainability targets through an optimized customer experience.

Responsibilities:

SEGMENT BRANDING GOVERNANCE

1. Develops, updates and maintains a consistent and strong branding architecture for each segment as aligned with Corporate Marketing and customer realities
2. Ensures alignment of all initiatives and communications with segment brand values

SEGMENT MARKETING MANAGEMENT

1. Segment Marketing Strategy Formulation

2. Conceptualizes and recommends the segment marketing strategy based on top management directions, market analytics, customer insight and environmental scans

3. Identifies long-term objectives and designs corresponding strategies for the segment
4. Translates corporate / group objectives into segment marketing plans
5. Determines pricing and positioning of customer solutions and products to ensure relevance to the customer based on: o Customer insights and market trends o Customer behavior culled from database analysis o Forecasted operational and sales cost

6. Continuously updates existing marketing strategies based on evolving market trends

7. Marketing Program / Product Management

8. Initiates, conceptualizes, designs and coordinates the development of segment specific products and solutions, including marketing programs and campaigns, aimed at improving customer satisfaction, ensuring relevance to customers, increasing revenues, and improving company image

9. Determines segment marketing targets, in line with the segment's performance objectives

10. Collaborates with sales segment to identify acquisition and usage targets per product / solution/ program

11. Sets metrics to monitor impact of initiatives to segment's performance

12. Determines ROI per product / solution / program to ensure value add and contribution to business goals

13. Monitors, evaluates, reports and presents updates and results of customer solutions and products, as well as implemented marketing programs and campaigns

14. Coordinates with concerned organizations to ensure implementation of the right program, communicated through the right channels with the right materials and messages
15. Liaises with Regulatory and Legal to ensure alignment with existing policies
16. Act as point-person for product or solution related inquiries from segments and frontline offices
17. Manages program timelines, as well as the segment's advertising and promotions budget
18. Ensures payment to suppliers based on agreed upon marketing plan and timelines
19. Translates corporate programs and advocacies into segment relevant executions
20. Initiates / Evaluates partnerships with outside entities to build and strengthen customer affinity with the segment
21. Conducts management updates and business reviews for the segment; proactively communicates results and sets reporting cadence
22. Conducts demand side management and regulatory updates

23. Provides avenues for customers to experience Meralco as an end to end energy service provider by highlighting successful customer partnerships with Meralco's subsidiaries

24. Customer Communication

25. Designs and develops communication plans specific to segment requirements

26. Translates corporate messages into communication plans relevant and applicable to the segment
27. Initiates the creative messaging process by preparing creative briefs based on customer research
28. Evaluates agency proposals on creative execution vs strategy
29. Evaluates quality of creative materials against specifications

30. Oversees the commercial launch and customer communication for segment-specific programs and solutions in coordination with different groups

31. Events Management

32. Conceptualizes and oversees the implementation of segment-specific events in coordination with concerned organizations and activation agencies.

33. Manages all aspects of segment-specific events (e.g. logistics, booth/space needs and design, signage, staff, collateral, photography requirements, vendors, shipments, invoices, schedules and timelines, etc.)
34. Manages vendor contracts and evaluate performance to ensure comprehensive service delivery at optimum cost

CUSTOMER INSIGHTING

1. Monitors developments and innovations in both domestic and global power industry and identifies opportunities for local application
2. Coordinates with Marketing Intelligence to determine market acceptability and business impact (e.g. cannibalization) of new products and services, and their potential impact to their specific segments
3. Sets clear research objectives and data mining requirements to support segment objectives that cover program development and pre-launch planning, on-going programs, and post program evaluations
4. Reviews research designs and methodologies vis-à-vis research objectives in coordination with Marketing Intelligence and research agencies
5. Coordinates and co-manages research agencies for segment specific projects
6. Synthesizes, monitors, and translates customer data, research findings, behavioral analytics and program results as action points for existing programs and to identify segment-specific opportunities

CHANNEL & TOUCHPOINT MANAGEMENT

1. Manages the strategy and implementation of segment campaigns across channels (on-line and off-line)
2. Shapes the customer touchpoints by developing segment-specific and channelspecific content and formats
3. Coordinates the production of merchandising materials, and branded premium items relevant to the segment and specific channel being used
4. Tracks channel activities and monitors statistics
5. Designs and oversees customer experience for channels operationally managed by other departments
6. Develops specific initiatives to improve customer experience per channel (e.g. trade presenters for Sales Relationship Managers, solution offer architecture for sales, call flow for call center)
7. Prepares upsell / cross sell spiels to be used by the relationship manager / front liner

/ agent

1. Designs the customer experience and manages the content, analytics and exposure of the segment's section within the Meralco website

Qualifications

• At least 8 years of work experience in a related field / industry and 3 years in a management capacity
• With proven experience in leading the customer experience design with corresponding development and implementation of marketing programs and strategies based on customer data / insight and research resulting to achievement of key performance metrics
• With a degree in Marketing, Business Management or other related courses
• Excellent platform, oral and written communication skills, including report preparation and presentation
• Effective team player, driven to achieve results, organized and focused, with capacity to innovate and produce creative ideas
• Adept in MS Office applications especially PowerPoint and Excel, knowledgeable in off-line and on-line communication and media metrics, understands basic UI / UX principles
• Skills in graphic design, copy development / editing, Adobe Photoshop and video editing is desired but not required
• Experienced in leading a team whether in a formal reporting structure or via project teams

Our Values:

• Excellence
• Customer Centricity
• Sustainability
• Integrity
• Innovation
• Malasakit
• Bayanihan

If these things align to your personal values, please don't hesitate to apply. Join us at Meralco and experience a brilliant life.