Director of Marketing – Mobile App Growth
- Location SAN BRUNO, CA
- Career Area Marketing and Customer Insights
- Job Function Marketing
- Employment Type -
- Position Type -
- Requisition 1052095BR
What you'll do at
Marketing Strategy & Planning
•Drafts media investment strategy to optimize marketing spends and value to get customers to download and buy using the Walmart apps.
•Tests new consumer concepts and leverages customer insights and analytics to provide input into new marketing or service strategies
•Allocates resources to new marketing or service strategies and collaborates with multiple stakeholders (e.g., legal, merchants, finance/planning, tech groups) to garner support for the strategies.
•Creates brand development strategy, concepts and corresponding output (e.g., brand style guides, graphic treatment for apps).
•Actively participates in and represents marketing plans in cross-functional venues.
•Reviews customer and competitor insight data and makes recommendations on new/additional target audience segments (e.g., young mothers vs. customers in close proximity to the stores) and marketing channel priorities
•Develops criteria and approves modifications for targeted items based on customer insights, competitor and other new information.
•Continuously adjusts strategy and plans based on campaign ROI, real-time trends and other insights. R
•Reviews performance trends and socializes recommendations regarding Walmart's brand position and ongoing maintenance plan to elevate Walmart's brand position.
•Recommends new performance metrics to test effectiveness of existing or new marketing channels.
•Fosters relationships with key contacts at agencies and partners.
Marketing Campaign Execution & Optimization
•Manages all aspects of a large, complex imitative or campaign.
•Identifies targeted customer segments and recommends steps to enhance sales and net profits for those segments.
•Develops plan for all communications (e.g., email, mobile, mail and social media) to ensure a consistent customer experience and brand alignment.
•Provides guidance and input into internal/external agency marketing plans, ensuring maintenance of brand positioning and that messaging is in alignment with the brand.
•Leads the development of enduring brand messages for a complex campaign or product, resulting in increased sales, brand loyalty and reputable customer experience.
Annual Operating Plan
•Drafts annual operating plan (AOP) based on review of data sets and associated insights, researching trends, and identifying competitor strategic dynamics.
•Ensures AOP execution & coordination with other campaigns.
•Understands operational success and establishes operating requirements for implementation teams.
•Manages budget to ensure fiscal discipline aligned to overall marketing strategy
•Approves budget trade-offs and reallocation based on knowledge of other marketing/ branding priorities/initiatives.
•Provides overall direction by analyzing business objectives and customer needs; developing, communicating, building support for, and implementing business strategies, plans, and practices; analyzing costs and forecasts and incorporating them into business plans; determining and supporting resource requirements.
•Cultivates an environment where associates respect and adhere to company standards of integrity and ethics
Bachelor's degree in Business, Communications, or related field and 6 years experience in marketing or related field OR 9 years experience in marketing or related field.
5 years of experience in online marketing
5 years of experience managing cross functional teams
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All the benefits you need for you and your family
- Multiple health plan options
- Vision & dental plans for you & dependents
- Associate discounts in-store and online
- Financial benefits including 401(k), stock purchase plans and more
- Education assistance for Associate and dependents