Nationwide AVP, Cross IPS Marketing in Columbus, Ohio
Lead marketing strategy for Nationwide Financial Network and Nationwide Business Solutions Group to drive sales. Lead marketing strategy to participate as a business leader in the start-up of direct to consumer sales capabilities within Nationwide Financial, including building direct response marketing capabilities within Nationwide Financial. Champion target segment (Guidance Hunter) needs within the business segment and drive business results. Ensure collaboration and strategic direction of messaging across IPS Marketing functional marketing teams is consistent and clear. Drive marketing innovation and play a key role in shaping IPS business strategy and cross-IPS product development efforts.
Strategic Marketing leadership -- Includes active participation in overall Nationwide Financial Network, Financial Services Direct and Nationwide Business Solutions Group business strategies. Serves on the leadership team of these groups to develop marketing strategies and plans to enable those strategies. Leverages primary and secondary market research and data analytics to inform a disciplined decision making approach to solutions development. Offers strategic council to drive credibility, consideration and purchase. Drives creation of Go To Market Plan for Individual Product Solutions (IPS) Marketing and leads team's work to build marketing strategy holistically.
Deliver On Your Side Experience: Oversees the development of a superior experience for major stakeholders (consumers, affiliated agents, members, prospects) online and offline that drive loyalty, sales and persistency. This includes advertising, digital, training, support, product support and all other marketplace touchpoints with centers of excellence. Champions target segment (guidance hunters) and drives consumer marketing messages for financial services consistently. Builds an editorial board to drive consistent messaging and alignment across business development, sales and marketing for all IPS products.
Deliver Results: Leads the innovation and refinement of Marketing programs that drive profitable affiliated, direct and business life sales and delivers on key Marketing metrics including Return on Marketing Investment and Marketing Acquisition Cost per LTV. This includes leadership of the development of Marketing acquisition, retention and cross-sell strategies. Drives retention for cross-sell of life insurance into affiliated channels. Tests and learns to drive funnel metrics through consumer direct. Ensures a disciplined approach to marketing measurement. Improves marketing plans and initiatives by employing a test and learn philosophy.
Lead marketing strategy innovation and cross-IPS solutions development work: Leads work with the cross-Nationwide-Financial business development team tasked with driving innovation within financial services. Playing an active role in the solutions development process, leading ideation and concepting, as well as lifecycle management for innovative opportunities within IPS, NFN, NBSG and through direct.
People and Organizational Development: Work within their team and as a member of the IPS marketing leadership team to manage talent, coach, build technical Marketing expertise, and build a market-driven culture. Creates highly collaborative partnerships with Business Development, Sales and Marketing partners. Understands and advocates the voice of the customer and partner and leverages marketplace understanding to drive strategy and execution.
Typical Skills and Experiences
Education/ Certification/Licenses: Undergraduate degree required, preferably in marketing. MBA preferred. Series 6 and 26 required.
Experience: 1) Direct marketing and digital marketing and web capabilities to direct to consumer platform
2) Metrics and results orientation to drive business and assist in building business strategy
3) Collaborative leadership with Business Development, Sales and Marketing partners
4) Market-driven mindset (competitive intelligence, SWOT, etc.) and the ability to translate that intelligence into effective Marketing strategies
Overtime Eligibility: Not Eligible (Exempt)
Working Conditions: Normal office environment. Some travel may be required
ADA: The above statements cover what are generally believed to be principal and essential functions of this job. Specific circumstances may allow or require some people assigned to the job to perform a somewhat different combination of duties.