North American (NA) Marketing at Vistaprint Our NA marketing team is responsible for fueling growth through continued acceleration of small business and consumer customer acquisition as well as managing the segmentation and life cycle for existing customers. The team comprises functional groups including: analytics, branding and communication, customer acquisition and retention marketing, product marketing, website, user experience and content. With the company’s very low brand awareness, high customer satisfaction relative to other small business-focused companies and astounding value proposition, there is a large opportunity to drive continued step function changes in new customer acquisition numbers. We use a direct marketing approach, driven through sourcing new partners, ongoing test and learn, and branching into new scalable acquisition channels. From a retention standpoint, we segment our customers then create differentiated offers, leveraging extensive research and customer analytics to optimize lifetime value. We continue to aggressively hone our existing marketing techniques, while investigating new and creative ways to efficiently market Vistaprint’s extensive portfolio of products and services. The Position As a key leader within Vistaprint’s NA Marketing organization, the Senior Vice President, Marketing will be responsible for building and leading a world-class marketing team that delivers over $350 million in annual revenue with an external marketing budget of ~$75 million. Vistaprint is looking for a results-oriented online/direct marketing expert who can apply best practices to deliver increasing numbers of new customers, profitably while managing the customer life cycle for over 5 million current customers. Reporting to the Chief Marketing Officer (CMO) for the NA Business Unit, this person will be responsible for guiding a team of 30+ marketing managers who are experts at driving new customer acquisition and retention. From an acquisition standpoint, the team is adept at managing and growing channel performance through sourcing/managing partners, continuously testing new offers and creative, optimizing landing page and site performance and refining metrics to return the best ROI. Accounting for ~60% of Vistaprint’s revenues, the retention team leverages advanced segmentation techniques to provide existing customers with compelling and timely marketing offers to optimize customer lifetime value. Ultimately, the objective is to dominate the small business marketing space by driving sustained 30-50% YOY growth in revenue from new and existing customers. Key responsibilities include: - Develop and evolve our new customer acquisition and retention strategies to maintain high percentage growth on a growing and substantial base of customers
- Attract, develop and motivate a team of exceptional marketing managers
- Develop quarterly and yearly forecasts and plans for your team, track the team to the plan and make adjustments as necessary
- Direct responsibility for delivery of agreed-upon North America revenue goals including new customer acquisition and revenue from repeat customers. Track and report on revenue goals weekly, changing tactics as needed to ensure results and managing spend across programs to deliver the maximum return from all resources.
- Ensure that rapid testing and learning are conducted in a systematic way to promote critical breakthroughs
- Rapidly develop test and scale new acquisition and retention channels that deliver a positive ROI.
- Partner effectively with internal teams (for example: product, marketing services, site and capabilities development) and global marketing teams in order to efficiently implement new channels and capabilities and share best practices
- Act as key leader in the NA Marketing organization by providing strategic insights and recommendations that contribute to the overall achievement of Vistaprint’s business and financial objectives
The Person The ideal candidate will have a minimum of fifteen (15) years professional experience in running sizable direct/online marketing teams (30+ people) with an outstanding educational background, superior track record in online marketing and expertise in leveraging analytics to support online/database marketing programs. The Senior Vice President, Marketing will have a well-rounded leadership and management background including: - Proven track record of managing high performance teams that optimize marketing spend through advanced analytic techniques while driving double digit growth
- Previous P&L experience above $100 million is required
- Extensive experience with online direct marketing channels (search, affiliate, online, email) as well as offline direct response channels (radio/TV, direct mail, inserts)
- Strong knowledge of customer segmentation techniques, and customer management / direct marketing
- Experience leveraging test protocols (A/B, Split-run, etc) to optimize campaigns/channels
- Bachelor’s degree in related field (economics, statistics, marketing, business, etc) required. An MBA or Master’s degree is highly preferred.
Additional characteristics and personal attributes will include: - Track record of significant career accomplishments
- Superior leader who motivates people to follow him/her from company to company
- Thrives in a highly analytic, data-driven environments
- Strong ethical behavior combined with unmatched passion, commitment and drive for quality excellence
- A personality that is direct, transparent, collaborative and ROI focused and thrives on crafting the big picture as well as being hands-on
- Adaptable style; comfortable within a high energy, action oriented culture
- Entrepreneurial mindset with a willingness to take risks
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