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Vice President – Marketing
Rent-A-Center
Plano, TX, United States
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JOB PURPOSE:
The VP – Marketing is responsible for developing and executing marketing strategies that measurably improve brand awareness and advance our brand image, increase traffic, increase customers and ultimately increase revenues. The incumbent also provides executive leadership and delivers integrated marketing and advertising strategies utilizing both traditional and emerging marketing tools that achieve business results. The VP of Marketing will ensure there is visibility and collaboration across all FSC departments and Operations. Through this visibility this position will identify and deploy strategic initiatives that will drive incremental volume both in initial transactions and long-term retention of customers.
This person must be an experienced marketing who will develop and nurture their team, and has a killer instinct and track record for growing a business.
KEY RESPONSIBILITIES:
• Responsible for developing advertising budgets and strategies that meet business goals, specifically leveraging TV, radio, direct mail, email, the web, digital, FSI, POP, social, etc. and leveraging optimal mix of agency partnership and internal resources.
• Provide forward-thinking guidance to the CMO and executive leadership related to brand positioning, competitiveness, promotions, etc.
• Participate in development of all national promotions and offers; through collaboration with cross functional groups including merchandising, sales strategy, customer experience, and operations. Maintain continuous focus on meeting demand with more profitable sales.
• Lead organizational understanding of the customers’ needs through consumer research and analysis.
• Drive strategies related to acquisition and retention initiatives to ensure improvement and consistency throughout the organization, including operational procedures, practices, and company standards. For example:
# Ongoing website development
# Ongoing test and learn across channels, offers, messaging, including MVT (multi variable testing)
# Enhancing customer journey / lifecycle communications across multiple platforms.
• Actively participate as a member of the leadership team, collaborating on strategies and partnering to overcome shifts in KPI performances as well as future growth.
• Have good working knowledge related to marketing technology utilization (i.e. CRM systems/technology, campaign management, database, phone/text messaging, marketing automation)
JOB REQUIREMENTS:
• Bachelor’s Degree in a related field a plus. MBA preferred.
• 7+ years relevant experience, including experience in business to consumer marketing. Retail experience preferred.
• Deep experience in the areas of information-driven marketing to include CRM, sales leads management, etc. Working knowledge of advance analytical modeling.
• Ability to influence and create alignment across multiple functional areas to drive change in accordance with corporate objectives
• A proven track record of success developing marketing and advertising strategies that drive traffic, increase customer retention, increase revenues, improve brand awareness and advance brand image.
• Strong understanding of the digital/interactive marketing space.
• Strategic thinker, fiscally responsible and possesses strong business acumen. Proven ability to use influence and drive collaboration across the organization