VSP Global Market Manager, VSP Retail in Rancho Cordova, California
VSP Global is comprised of five complementary businesses that combine high-quality eye care insurance, high-fashion eyewear, customized lenses, ophthalmic technology and retail solutions, with employees in over 23 countries. No matter the role, we’re all focused on a singular mission: to help people see. Learn more by visiting https://vspglobal.com/cms/careers/
Under general supervision, initiate, develop, lead and manage marketing strategies, positioning, initiatives and programs in support of company objectives.
Develops marketing strategies for specific customer segments (brokers, clients, consumers, providers), working with partners such as sales and product development. Measures results of marketing plans, including return on investment
Identifies segment expectations, needs, behaviors and attitudes though primary and secondary research
Develops and manages marketing and advertising campaigns, including working with internal creative team and external agencies. Campaigns include a range of tactics such as digital advertising, print advertising, direct mail, and email campaigns
Collaborates with communications managers to ensure positioning and promotion is aligned and effective
Partners with business areas to execute and gain adoption of programs in the field and at the account-specific level
Serve as a central resource for all brand related information and coordinate with business partners in creating and deploying brand-building programs. Educate business partners on brand related issues and opportunities.
Establish short and long term goals, competitive positions and strategies for market segment
Develop and deploy programs to maximize the distribution channels to market, increase business opportunities, and increase retention of current business in the market segment.
Identify segment expectations, behaviors and attitudes and use this understanding to develop initiatives that ensure that the customer’s experience delivers on the VSP brand.
Identify segment trends and opportunities to understand the changing marketplace and ensure that the needs and priorities of the segments are consistently taken into consideration in order to keep VSP competitive.
Identify strategies, develop plans and lead initiatives that meet the needs of the market segment. Set direction for project teams and influence stakeholders to ensure products, services and marketing programs meet the needs of this segment.
Establish goals and set targets to measure success of programs for the market segment.
Working with communication managers, identify and direct what needs to be communicated in the market segment, based on research, competitive positioning and value propositions, and delivered through marketing plans.
Partner with business areas to execute and gain adoption of programs in the field and at the account-specific level.
Typically has the following skills or abilities:
Bachelor’s degree in Marketing, Business or related field or equivalent experience
Five years marketing or health care experience, preferably customer-focused experience with specific market segment
Five years demonstrated experience with program management and leadership skills including the ability to recommend strategic direction and influence change
Five years advanced understanding of marketing concepts, theories and practices
Proven ability to problem solve manage multiple projects simultaneously, plan strategically and adapt to frequent change
Proven analytical and problem solving skills
Proven advanced presentation skills
Excellent written and verbal communication skills
Skill to effectively use a variety of communication mediums and customize content for targeted audiences
Ability to travel occasionally
Intermediate knowledge of email marketing systems (Eloqua a plus) and best practices, content management systems, information architecture, website best practices, HTML/CSS
Experience providing tactical support for website content changes, editorial calendar, moderating communitiesa
Working Conditions / Physical Demands
The working environment is generally favorable. Lighting and temperature are adequate, and there are no hazardous or unpleasant conditions caused by noise, dust etc.
The above information in this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.
VSP Global is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to gender, race, color, religion, sex, national origin, gender identity, sexual orientation, disability or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing.