Requisition Number:
72264
Position Title:
External Description:
Role Summary
Established in late 2022, The Marketing Strategy Planning and Operations (MSPO) function at T. Rowe Price has created great value and insights for the firm, focused on improving the overall productivity, efficiency, and alignment across the global marketing organization by building a clear line of sight toward measurable business impact, customer insights and operational efficiency. Through our data, research, insights and planning capabilities, the team brings a global view that drives actionable insights, results, and scalable and streamlined solutions; enabling our associates to feel confident in delivering impactful marketing programs. This role will lead a team of 15 global professionals within the Marketing Intelligence function, a critical capability area within MSPO. This organization will develop a comprehensive measurement strategy, measuring engagement and analytics to understand marketing impact on brand health, flows, and business priorities. The role will work closely with all key stakeholders, including Global Marketing leaders, Sales leaders, Product, Distribution Enablement and Distribution Intelligence teams.
Responsibilities:
Marketing Data & Analytics Strategy
- Leads the marketing data analytics activities globally, overseeing a leadership team responsible for developing and producing reporting across media, digital engagement, events, and content engagement efforts.
- Directs a global team of managers (and/or large team of professionals) responsible for ensuring business stakeholders can realize the business value of marketing data analytics.
- Responsible for all data analytics activities and implementation plans for process improvements completed through subordinate managers. Ensures function has the required resources to execute their assigned activities and escalates as required. Accountable for the performance and results of the function.
- Works with senior stakeholders to identify and prioritize data requirements from business strategy and uses data for actionable client journey engagement.
- Oversees data analysis standards, establishes policies, and procedures for assigned units or the firm and ensures that the procedures align with the strategic goals and operational objectives as well as best practices.
- Responsible for the strategic focus for the function and ensures that functional goals align with the objectives of the firm
Marketing Measurement
- Implement and enhance the enterprise marketing measurement framework and optimize to create a board level scorecard.
- Develop and oversee metrics for marketing activities, processes for implementation, and training.
- Develop a strategy for assessing return on investment for key activities including brand health, event activities, thought leadership effectiveness, digital and media spend, and marketing-influenced sales leads development.
- Utilize ROI and activities to inform/influence impact on the customer journey.
Marketing Impact Assessment & Optimization:
- Develop and oversee approach to measuring impact of marketing activities on brand health and flows.
- Oversee key marketing measurement platforms including media mix models, adobe analytics etc. to ensure accurate and actionable models and output capabilities for B2C and B2B audiences are leveraged.
- Create scalable solutions with implementation strategy for automation
Audience Analysis and Targeting
- Audience identification and funnel analysis to inform marketing plans.
- Partner with Salesforce technology team to strategize and recommend new functionality to enhance lead management, leveraging 1st and 3rd party data sources to generate higher quality, more convertible sales leads.
- Provide process for campaign reporting following each activity to detail audience engagement for distribution.
- Aid in optimizing content through analytics to better target key audiences.
Typical Qualifications:
Required:
- Bachelor's degree or equivalent combination of education and relevant experience
- 12+ years of total relevant work experience-asset management/financial services preferred.
Preferred
- Experience operating in a global center of excellence marketing function, partnering with cross functional stakeholders to drive strategy and prioritization.
- Executive presence and leader who excels in using both soft skills for collaboration and influence as well as ability to use fact-based data to drive program and marketing priorities.
- Inspiring manager who coaches/mentors talent to get to next levels of stakeholder management
- Strong analytical and technical skills – applied against marketing engagement and client insights.
- Strong Learning Agility and ability to think strategically.
- Able to Build a Culture of Accountability
- Technical experience leveraging tools such as salesforce, tableau/Power BI, Adobe analytics, etc..
- Intellectual curiosity and a personal drive to impact business results
- Strong interpersonal, organizational, and time management skills
- Excellent written and oral communication skills
- Self-motivated, creative, responsible, with excellent attention to detail
- Openness to travel given teams based in Maryland and some key partners in Europe/Asia markets (estimated 25-30% to Maryland, 10% overseas annually)
FINRA Requirements
FINRA licenses are not required and will not be supported for this role.
Work Flexibility
This role is eligible for remote work up to two days a week.
City:
State:
Community / Marketing Title:
Vice President - Head of Global Marketing Intelligence
Company Profile:
Location_formattedLocationLong:
Maryland, US
CountryEEOText_Description:
Commitment to Diversity, Equity, and Inclusion:
We strive for equity, equality, and opportunity for all associates. When we embrace the power of diversity and create an environment where people can bring their authentic and best selves to work, our firm is stronger, and we create greater value for our clients. Our commitment and inclusive programming aim to lift the experience for each associate and builds allies for our global associate community. We know that a sense of belonging is key not only to your success at the firm, but also to your ability to bring your best each day.
Benefits: We invest in our people through a wide range of programs and benefits, including:
• Competitive pay and bonuses as well as a generous retirement plan and employee stock purchase plan with matching contributions
• Flexible and remote work opportunities
• Health care benefits (medical, dental, vision)
• Tuition assistance
• Wellness programs (fitness reimbursement, Employee Assistance Program)
Our policies may change as our working lives evolve. Yet, our commitment to supporting our associates’ well-being and addressing the needs of our clients, business, and communities is unwavering.
T. Rowe Price is an equal opportunity employer and values diversity of thought, gender, and race. We believe our continued success depends upon the equal treatment of all associates and applicants for employment without discrimination on the basis of race, religion, creed, color, national origin, sex, gender, age, mental or physical disability, marital status, sexual orientation, gender identity or expression, citizenship status, military or veteran status, pregnancy, or any other classification protected by country, federal, state, or local law.