Head of Marketing Planning & Effectiveness

Samsung Electronics America ,
Chertsey, Surrey
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Job Description

Position Summary Role and Responsibilities What will this role achieve? + To lead on consumer insights, marketing planning, media and marketing effectiveness and develop insight-based marketing strategies based on strategic business pillars, quantified business targets and SMART objectives. + A single source of marketing strategy, plans, investments, market/channel/consumer insight, and performance + The establishment of a new annual and quarterly marketing planning process that drives sales and marketing performance using insight, analysis, and key stakeholder engagement. Working collaboratively with commercial, product management, sales and GTM to deliver a single joined up plan + A holistic (4Ps) and regularly maintained understanding of past marketing performance to drive ongoing marketing optimisation + Developing consistent measurement models across all marketing & media activity .i.e. NPS, brand tracking and media effectiveness through Econometrics + A quality control function between internal strategy/objectives and external briefs and execution + Increased credibility for marketing across key senior stakeholders in the business + To commission research including qualitative techniques that supports new products and propositions as part of GTM + Motivate, lead and inspire a team of planning and market research specialists, + Provide the insights and analytics to support the marketing strategy across IM portfolio. What are the key responsibilities? + Chief advisor to the Marketing director + Ensuring joined up thinking and strategy of 'one plan', responsible for creating the strategic plan and managing the detail with the teams to deliver upon it + Responsible for driving key consumer insight into marketing briefings, trade marketing, and business planning + Lead on quarterly planning process and on presentations to leadership team and HQ + Briefing the UK leadership on strategic focus areas to maximise competitive advantage + Develop and promote a deep understanding of and insight into the audience(s) segmentation associated with each focus of activity. + Lead on Quarterly planning process + Being the 'gearbox' between sales, marketing, product marketing, Europe & HQ, on all Insights and planning + Looking ahead to identify future options and develop contingency plans + Managing the process and co-ordinating teams to provide inputs, articulate and debate rationale, and secure approval of plans + Creating powerful narrative that conveys our plans, opportunities, and threats + Strategy definition, governance and course corrections + Facilitating the full year strategy process for B2C, B2B, Ireland, Channel, Marketing, Customer, Retail + Ongoing identification of course-corrects and optimisations as required given new emerging conditions + Regular tightly distilled progress reporting against programme plans, requirements, constraints, budgets, schedule, risk and contingency plans + Being a Planning Hero - instilling belief in the broader vision and fostering a culture of continuous improvement + Marketing Effectiveness, Budget and Reporting + Rigorous interrogation of the Marketing & Ops budget + Identify, source, synthesise and correlate marketing channel KPIs against our investments to reveal ROI insight + Creating reports and dashboards that allow data to be easily read and insights easily revealed + Articulation of Marketing Performance + Internal PR of marketing successes + Education and articulation of the complex 'marketing value chain' to support business cases + Synthesis of past performance data into clear guidance for executional teams to improve upon + Ownership of UK insights function + Delivering a full insights portfolio to timeline, budget and quality standard with an engaged, motivated team and stakeholder community + Extract analytical insight from the customers, analyse the performance of the different marketing campaigns/sources/etc. + Ongoing decision making support + To communicate, influence and contribute to fact-based decision making within key processes with the IM management structure - including marketing, product, customer development and customer service business areas. + Ownership of Marketing PMO function + Creating clear project plans and roadmaps to drive process and provide clear visibility at a glance to senior stakeholders + Driving investment effectiveness and policing key ratios (eg working / non working ) What will be your key deliverables? + Insight and reporting for key strategic projects + To lead the evaluation strategy of marketing programmes and oversee implementation of all evaluation activity. + To ensure each campaign, activity and channel is fully evaluated and that this evaluation is acted upon to drive continuous improvement in marketing. + To commission specialist evaluation advice including a range of methodologies, such as econometrics, brand tracking + Regular summary presentations to leadership and Samsung teams + World class programme management

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