A seasoned multicultural marketing professional who can design programs to positively impact consumer perception (primarily Hispanic markets) of the Charter brand while balancing the need to drive sales through promotional campaigns. Emphasis is on improving consideration to develop new customer relationships, and reinforcing benefits to maximize up sell and retention. Work in close partnership with the cross-functional teams within the sales and marketing organizations to develop and drive multicultural efforts to evolve Charterâs presence in market. Responsible for ensuring that Brand, Competitive and Digital marketing efforts across the organization are aligned and executed to drive value and ROI.
MAJOR DUTIES AND RESPONSIBILITIES
Actively and consistently support all efforts to simplify and enhance Charter brand perception and competitive advantage across Multicultural Households
- Develop/execute Hispanic and African American communications strategies, messaging calendars and creative briefs for quarterly campaigns
- Manage creative development for Brand, Product, competitive and cross-channel campaigns
- Partner with cross-functional Digital teams to develop MCM Social Media content strategy and creative assets
- Manage Digital creative development (Digital Videos, Emails, Banners, Landing Pages, Pre-rolls) and manage the Spanish Website Buyflow in regards to Spanish content, offers and URLs
- Manage Competitive/Claims analysis in partnership with Strategy team
- Guide SEO and Display Banners marketing strategy in partnership with Digital team
- Work Plan/track Co-op Partnership programs and develop necessary creative assets
- Support customer education and retention programs across the Multicultural customer lifecycle
- Manage/issue monthly creative rotation calendars for all tactics managed by team
- Budget Management and reporting
- Understand/optimize plans based on key performance metrics and volume drivers
REQUIRED QUALIFICATIONS
Skills /Abilities and Knowledge
Ability to read, write, speak and understand English
Ability to be solutions-oriented thinker with a “can do” approach
Ability to think creatively and strategically
Education
BA or BS degree required in Business, Marketing, Communications or related field
PREFERRED QUALIFICATIONS
Skills/Abilities and Knowledge
Proactive leadership and effective communications abilities in a matrix organization
Exceptional written and oral presentation skills
Strategic mindset and ability to evaluate creative concepts presented by our adverting agency
Knowledge of the development of customer metrics and measurement tools (qualitative and quantitative) â ability to synthesize complex data and distill relevant insights and corrective actions especially across digital performance metrics
Strong interpersonal and inter-department collaboration skills
Strong organizational skills
Strong agency management skills
Ability to effectively manage resources
Ability to build and effectively manage multicultural marketing budget
Ability to manage multiple projects at one time and to prioritize and organize effectively
Ability to lead, manage and develop a high performing team
Ability to motivate others to drive revenue while ensuring customer satisfaction
Ability to influence across the organization, particularly at the senior levels
Ability to link strategies to financial plans and effectively manage budgets
Ability to make decisions and solve problems while working under pressure
Ability to maintain high levels of energy and develop staff to consistently create a positive environment
Ability to be a highly efficient, strong solutions-based thinker and data-driven in decision-making.
Ability to manage all phases of a large project from beginning to end with significant autonomy
Ability to use personal computer and software applications (i.e. word processing, spreadsheet, etc.)
Ability to work independently
Ability to clearly articulate ideas and feedback in a constructive way in both English and Spanish
Knowledge of program testing, tracking, profiling, targeting, metrics and analysis
Knowledge of cable and telecommunications products and services (e.g., Cable/High Speed Internet/Telephone)
Education
Masters degree preferred
Related Work Experience
10+ years: Multicultural marketing experience
Industry experience in consumer technology or related industries
Direct experience in brand management and overseeing production with major advertising campaigns, including TV
Traditional and online/social media planning experience
Management or account team leadership experience
National brand experience, either in-house or agency work for major brands
Brand research development and analysis experience
Experience managing national advertising programs at the strategic and creative level
WORKING CONDITIONS
Office environment
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