The Director of Segmentation and Portfolio optimization will facilitate a strategic approach to prioritizing the entire range of marketing activities and initiatives including the development of the department segmentation strategy as part of these efforts. The role is comprised of two main areas, one of which involves assessing, prioritizing, and allocating resources to various marketing projects, campaigns, and activities to ensure that they align with the company's overall objectives and deliver the best possible return on investment (ROI). The other component involves partnering cross functionally to oversee the development and implementation of customer segmentation strategies by identifying potential new segments based on customer and third-party data as part of the overall department marketing strategy planning efforts. This role will help the organization deliver more personalized and relevant experiences to our customers, ultimately driving higher customer satisfaction and engagement, and improving the return on marketing investments.

Below are key focus areas of this position:

Segmentation (60%)

  • Develop and refine the overall customer segmentation strategy for the organization. This involves determining the criteria and variables that will be used to segment customers, such as firm, location, purchasing behavior, or engagement level.

  • Partner with teams to analyze customer data to identify meaningful segments. This may involve working with data analysts or data scientists to extract valuable insights from customer databases.

  • Identify segmentation models or algorithms to categorize customers into relevant groups. These models may be statistical, machine learning-based, or rule-based, depending on the complexity of the segmentation strategy.

  • Work with the marketing team to implement segmentation strategies across various marketing channels, including email marketing, advertising, content marketing, and product development.

  • Help channel partners leverage customer segments to create personalized marketing campaigns and messages that resonate with specific customer groups. This often involves tailoring content and offers to suit the characteristics of each segment.

  • Gather sales and marketing feedback to validate and refine segmentation models. This can help ensure that segments are based on real customer needs and preferences.

  • Continuously monitor and assess the effectiveness of segmentation strategies by analyzing the performance of marketing campaigns and initiatives. Adjust segmentation models and strategies as needed to improve results.

  • Communicate the benefits and results of segmentation efforts to key stakeholders, including executives, to demonstrate the value of segmentation in achieving business objectives.

Portfolio Optimization (40%)

  • Help optimize the marketing mix, ensuring that resources are channeled into the most effective initiatives that are aligned with the company's goals and provide the best ROI.

  • Assess marketing initiatives including product launches, advertising campaigns, content marketing efforts, social media events and understand channel/division priorities.

  • Develop process to help prioritize marketing initiatives based on their strategic importance and potential impact. Some initiatives may be categorized as "core" while others as "experimental" or "low priority."

  • Ensure strategic alignment and that each marketing initiative aligns with the company’s overall business objectives and marketing strategy. The initiatives should contribute to the achievement of specific goals such as increased brand awareness, lead generation, cross sales or customer retention.

  • Oversee resource allocation (budget, personnel, technology) for each marketing initiative based on its strategic importance and expected impact outlining which efforts require a larger budget or staff/agency support.

  • Collect and review KPIs relevant to each channel/COE initiative and provide a monthly/quarterly readout on performance for leadership and stakeholders.  Work with teams to identify how to optimize initiatives based on results. Make adjustments as needed to reallocate resources, change strategies, or even discontinue underperforming initiatives.

Other Skills required:

  • Inform stakeholders about the progress and performance of marketing initiatives. Regular communication and transparency are critical to ensuring that everyone involved is on the same page.

  • Utilize marketing technology and tools to streamline the management of your marketing portfolio. This may include project management software, analytics tools, and marketing automation platforms.

  • Lead a team of specialists to execute the portfolio management and segmentation strategy effectively.

  • Keep up to date with industry trends and emerging technologies related to customer segmentation and portfolio management to ensure that the organization's practices remain competitive and current.

Responsibilities:

  • Perform CRM marketing and segmentation analysis to inform prioritization and sequencing of segmentation advancement.

  • Lead marketing segmentation strategy and partner with Data Science and Technology teams on CRM execution.

  • Organize and manage marketing initiative portfolio with a keen focus on outcome delivery and driving marketing efficiency.

  • Team management

  • Consult with Email Marketing/Marketing Automation team to inform how to leverage segmentation in campaign operations.

Qualifications

  • Bachelor’s degree in marketing or relevant field, or equivalent experience

  • Ten years of financial services marketing/customer experience with a background in marketing operations

  • Five years of management experience

  • Excellent organization skills to maintain a well-organized lens over the entire portfolio of marketing initiatives

  • Strong communication skills and ability to synthesize information for executive consumption

  • Ability to coach and develop employees

  • Strong knowledge of Salesforce, audience segmentation, and campaign operations

  • Familiarity partnering with Distribution, Data, and Technology organizations

Preferred Qualifications:

  • Experience in annuities, life insurance, mutual funds, and/or affiliated financial services distribution

Working Conditions:

  • Office or hybrid office/remote environment

  • Moderate travel to participate in planning meetings, events with business partners, and industry conferences

*Please note that the compensation information that follows is a good faith estimate for this position only and is provided pursuant to applicable pay transparency and compensation posting laws. It is estimated based on what a successful candidate might be paid in certain Company locations.**

 

The base salary for this position generally ranges between $140,000 - $155,000 annually. This range is an estimate, based on potential qualifications and operational needs. Salary may vary above and below the stated amounts, as permitted by applicable law.

 

Additionally, this position is typically eligible for an Annual Bonus of 20% based on the Company Bonus Plan/Individual Performance and is at the Company’s discretion.

 

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