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Senior Director - Planning & Strategy
Walmart
Bentonville, AR, United States
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Position Description
• Annual Operating Plan: Reviews annual operating plan (AOP), taking into consideration data trends and insights and competitor strategic dynamics. Ensures AOP execution. Defines operational success and establishes operating requirements for implementation teams.
• Budget Management: Ensures fiscal discipline for multiple campaigns
• Collaboration: Collaborates with cross-functional teams (e.g., Advertising, Digital Marketing, eCommerce Category Marketing, Creative, Operations, Category Management, Site Merchandising, Customer Service, Supply Chain, Analytics) to execute on multiple campaigns and ensure consistent brand messages across all channels. Works with senior leadership to prioritize items, address barriers and make cross-campaign decisions. Drives sharing of complex information across multiple influencer channels.
• Creative Brief Development: Ensures creative briefs fit with Walmart's overall marketing strategy and plan. Approves direction and key messages to promote the desired behaviors (e.g. driving customers to additional channels or products). Reviews target audiences, objectives, budgets and timelines described in all briefs. Approves creative considerations (media, materials, tone). Highlights key issues and actions to be addressed in the creative briefs.
• Cultivates an environment where associates respect and adhere to company standards of integrity and ethics
• Develops and implements strategies to attract and maintain a highly skilled and engaged workforce
• Develops and leverages internal and external partnerships and networks to maximize the achievement of business goals
• Marketing Initiative Implementation and Management: Oversees multiple initiatives or campaigns and sets marketing priorities according to overall marketing strategy. Identifies targeted customer segments and recommends steps to enhance sales and net profits for those segments. Reviews and approves plan for all communications (e.g., email, mobile, mail and social media) to ensure a consistent customer experience and improved campaign effectiveness. Provides guidance and input into internal/external agency marketing plans and creative strategies, ensuring maintenance of brand positioning and that messaging and creative output delivers on initiative strategies.
• Marketing Strategy: Creates and tests new consumer concepts to initiate new mid- to longer-term marketing or service strategies aligned to Walmart's overall business strategy and brand objectives. Approves resource allocation and influences multiple stakeholders (e.g., legal, merchants, finance/planning, tech groups) to garner support for the strategies. Leads the development of the brand strategy and concepts for multiple campaigns or products. Leads and represents marketing plans in cross-functional venues. Reviews customer and competitor insight data (including multicultural considerations) and approves recommendations on new/additional target audience segments (e.g., young mothers vs. customers in close proximity to the stores) and marketing channel priorities (e.g., Pinterest vs. Facebook, online vs. print). Approves criteria and modifications for targeted items based on customer insights, competitor and other new information. Drives the development, maintenance and implementation of the brand strategy, including positioning, messaging, and plan to propel business results.
• Media Strategy and Planning: Develops media investment strategy to optimize marketing spend and value (e.g., drive customers to the appropriate channels for the lowest cost to Walmart). Recommends new performance metrics to test effectiveness of existing or new marketing channels. Directs the allocation of AOP budget into various media components based on strategy, customer insights and external trends. Fosters relationships with high-level key contacts at media channels. Brings strong digital acumen.
Minimum Qualifications
1 year's supervisory experience or experience leading cross-functional projects.
Bachelor's degree in Business, Marketing, Communications, or related field and 4 years' experience in marketing or related field OR 7 years' experience in marketing or related field.
Additional Preferred Qualifications
10 + Years experience in retail, CPG, or agency
2 + Years in eCommerce retail environment
Company Summary
What started small, with a single discount store and the simple idea of selling more for less, has grown over the last 50 years into the largest retailer in the world. Each week, over 260 million customers and members visit our 11,695 stores under 59 banners in 28 countries and e-commerce websites in 11 countries. With fiscal year 2017 revenue of $485.9 billion, Walmart employs approximately 2.3 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. It's all part of our unwavering commitment to creating opportunities and bringing value to customers and communities around the world.