Marketing Manager (1738)

New York
Jan 25, 2013
Feb 24, 2013
Hearst Recruiter
Full Time
The Marketing Manager will be responsible for the planning and implementation of Hearst Book's direct marketing business. This involves turning budgets into operating plans, managing creative and promotion schedules, building promotion plan p&l's, being the point person on execution of promotions, monitoring fulfillment, and helping with promotion analysis.

This is a new business channel for Hearst, so the Marketing Manager should be oriented toward helping it grow through successful development and execution of marketing plans AND opening up and developing new marketing sources of business.

Build budget models (or P&L plans that get turned into budgets) and translate budget into an operating plan that includes creative development schedule and promotion schedule in all direct marketing sources (print ads, e-mail, online, etc). Communicate plan and schedule to key constituents (Promotion, Production, Online, etc).Drive the development of creative promotions and manage execution. This includes developing the creative strategy for marketing all products in accordance with budget (product positioning, premium selection, creative guidance, etc), developing and managing creative schedules, providing guidance and materials to creative teams, routing and trafficking creative for review, ensuring files delivered on time to Production. Also make contributions to the review and critique process in an effort to maximize promotion response.Build promotion plan P&L's at the source and segment level for all promotions and create promotion schedules. Manage execution of promotion plan and serve as point person for Production, Database, Operations, and Online teams.

Translate promotion plans into the instructions necessary to set up fulfillment processes. Monitor fulfillment, customer service and drive initiatives to improve both. Primary contact with CDS/ANET for day-to-day order processing and fulfillment for direct market sales including creation of ancillary materials (shipping cartons, envelopes, billing series), component & kit builds and pricing, campaign set-up and reporting, inventory review and reprints, and customer service issues. Collect estimates and maintain budget for order processing and fulfillment activitiesMonitor and report on promotion results reports, tracking front end response rates and back end pay rates across marketing channels (including email, print, online ads and editorial, and other campaigns). Analyze results and determine action plans based on results. Manage Circules marketing campaign key creation requests and ensure that appropriate information is carried through correctly to CDS reporting systems.

Monitor inventory and provide data for sales forecasts to support inventory management for products and premiums and other components.

Drive strategic efforts to open up new marketing sources for the Hearst Books direct marketing business including editorial integration, e-mail acquisition, e-mail marketing, outside marketing sources, and database development.

Specific Points on Fulfillment and Distribution

The Marketing Manager needs to:
Make sure marketing plans and product development plans are aligned so that product and premiums are in warehouse when promotions hit.Provide product and premium shipment forecasts based on detailed marketing plans for inventory management.Make sure marketing plans are accurately communicated so all fulfillment set up is done on time and is correct.Identify ways to improve percentage of business going on to credit card. And improve billing series letters and creative to increase pay of bill me business.Look at opportunities for credit screening as a way to improve pay up.Advocate improving processes and taking steps to improve delivery time of products to customers.Look at all customer touchpoints in the fulfillment process to make sure customer experience is excellent and to identify opportunities for upselling and cross selling.Monitor customer service statistics in an effort to reduce and/or manage complaint issues. Make sure customer service has appropriate knowledge of product and marketing plans so they can provide quality service to customers who contact via phone, letter, or e-mail.

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