Director of Segmentation Marketing Job in San Mateo 94401, California Us
Franklin Templeton Investments has been a leading global investment management organization for over 60 years thanks to our greatest assets - our employees. With over 8,000 employees working in 30 countries around the world to service over 240 financial products, we offer an exceptional range of diverse career options. Our corporate values reflect the best of our employees. We believe in putting clients first, building relationships, achieving quality results, and working with integrity. We strive to bring a balance of work and life to our employees.
Essential duties and responsibilities include:
We are seeking an experienced individual to serve as the Director of Segmentation Marketing for the US Retail channel. The Director of Segmentation Marketing is part of the Advisory Marketing Services team within Franklin's Global Marketing Services group. This position is responsible for strategic planning, campaign development and messaging direction for marketing aimed at U.S. retail financial advisors and registered investment advisors. In close partnership with Sales Management and the Campaign Analytics team, the Director of Segmentation Marketing will drive segmentation marketing strategies that will increase the sales metrics of different financial advisor segments.
You will be responsible for:
o Oversee the Segmentation Marketing Team, including segmentation managers and specialists. o Drive marketing strategy for various financial advisor segments, from tenured, high producing advisors to advisors who are new to the business. o Segmentation Strategy: Identify, Deliver and Measure Actionable Segmentation-Specific Insights o Campaign development: Develop strategy for marketing and sales campaigns and guide tactical execution o Advisor Segments: Identify characteristics advisors have in common that make their needs and mindsets distinct from other advisors o Product analysis: Understand differences in fund flows within and across segments, and evolve how we position product suite within segments o Planning: Instill discipline around how marketing resources are allocated for segments and measure the effectiveness of those resources against objectives o Messaging Governance: Provide cross functional leadership team to provide ongoing governance to ensure messaging includes Clear objectives, Targeting to specific segments as appropriate, Integration across all vehicles as appropriate, Measurable metrics; Drive discussion around balance, and volume to ensure we are maximizing messaging potential
Requirements:
oThe ideal candidate has at least 15 years of marketing/MarCom experience in financial services; with eight or more years of specific experience with investments/mutual funds.
oThe candidate should have good insight into financial advisors' business models and marketing preferences, and be able to craft marketing campaigns to engage them based on this knowledge coupled with data from our analytics group.
oThe candidate should have very strong written and verbal communication skills, excellent interpersonal and relationship-building skills, and be highly organized and detail-oriented.
oB.A or equivalent is required.
oSeries 24 or 26 licenses are strongly preferred.
