VP Online Marketing and Product StrategyTitle: VP Online Marketing and Product Strategy
Location: US-TN-Grassmere HQ
Other Locations:
The VP, Online Marketing and Product Strategy is responsible for the development and successful execution of Asurion's Online Strategy. The online strategy will evolve Asurion's online presence to promote quality information exchange with customers, clients and partners and create superior online customer experiences. This key leadership role collaborates with senior leaders of Asurion's sales, marketing, product, technology and operations teams to establish company- wide processes, and to ensure Asurion's online presence aids in continuous value creation through our products and services.
Through effective leadership and collaboration, this role increases Asurion's influence and profile with current and potential clients, subscribers, partners, prospective employees and other communities of influence. The scope of this role encompasses five main areas: 1) Overall online vision and strategy, 2) B2B online presence; 3) Online service experience; 4) Data collection and analysis; 5) Stakeholder and relationship management
Essential Duties and Responsibilities
Online Vision and Strategy
· Develop organizational online vision, strategies, and objectives to achieve near term and long term business goals
· Define and prioritize online resource requirements and organizational structure for the implementation and ongoing execution of the strategy
· Determine the long term strategic roadmap across multiple corporate online properties
B2B Online Presence:
· Maintain a comprehensive and deep understanding of Asurion's products and services and drive online content, user interactions and data analysis/insights to raise the relevance of our suite of products and services in the online marketplace
· Build Asurion's online brand with specific communities of influence such as industry analysts, researchers, academia, industry forums, and technology partners
· Establish informational pages around new product categories and service offerings that can be used in sales and business development efforts
· Partner with sales leadership and marketing communication to ensure Asurion's online efforts represent a compelling value proposition to users of our internal, external and shared sites
· Drive continuous enhancements to our online advertising, social media usage, data mining and research capabilities
Online Service Experience
· Act as the single point of accountability for delivering a unified service experience
· Partner with the sales, operations, technology and other internal teams to ensure that company initiatives mutually support the unified service experience
· Provide strategic leadership around design and user experience best practices, with an eye for continuous improvement
· Provide thought leadership and subject matter expertise, acting as a consultant, to internal functions in areas such as online product positioning, talent attraction, claims administration and fulfillment
· Establish process, standards, measures and controls to ensure all online content is cohesive
Data Collection and Analysis
· Leverage customer data and click-through and flow data to dr iv e process improvements in product and service delivery, sales training and product design
· Utilize web analytics to identify cross selling and/or take rate growth opportunities through online enrollments, purchases or product demonstrations
· Develop online specific marketing material for products to increase downloads and usage
· Design mechanisms to capture and disseminate positive customer experiences to reinforce the value of our services and continually enhance client and subscriber satisfaction
· Proactively establish and monitor online usage KPIs by product, service and customer segments
Stakeholder and Relationship Management
· Develop and maintain strong partnerships with Asurion leaders in sales, marketing, products, technology and operations to ensure commitment and support of Asurion's online strategy
· Lead regular online strategy execution and operational reviews with appropriate levels of senior leadership
· Establish and manage appropriate decision making rights and key performance indicators to ensure alignment of functional priorities
· Establish a vehicle for executive escalation for any online performance issues with potential impacts to clients, contractual commitments or subscribers
· Hire, develop and lead a small team of online marketing and product talent to ensure departmental goals and objectives are met
· Bachelor's Degree required; Master's Degree preferred
· Comprehensive experience in online marketing, e-Commerce or online user experience required
· Ability to chart a course, create a strong case for the course and execute the plan needed to complete the course
· Wireless technology knowledge preferred
· Fifteen years of related business experience
· Demonstrated understanding of online marketing and strategy, web content and tactics to drive product and revenue growth
· Experience interacting and influencing industry analysts, technology experts and other related key influencers
· Strategic perspective on business and operational issues
· High expectations and stringent control of the quality of customer data and web analytics usage
· Ability to form strong cross-functional relationships and influence others to drive to a common goal
· Ability to read, write, analyze and interpret complex instructions, correspondence, legal documents, financial reports and/or technical documents.
· Exceptional level of skill in both oral and written communications and the ability to effectively present ideas and information
· Advanced computer skills including strong powerpoint and excel skills required.
· Strong interpersonal and verbal skills
· Exceptional people leadership skills
· Up to 10-20% domestic travel required
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