Market Manager

VSP Vision Care is a leading provider in the vision care industry, and they are seeking a Market Manager to develop and manage marketing strategies and initiatives that align with company objectives. The role involves collaborating with various business areas, analyzing market trends, and executing campaigns to enhance brand presence and customer experience.

Responsibilities:

• Initiate, develop, lead, and manage marketing strategies, positioning, initiatives, and programs in support of company objectives
• Develop marketing strategies for specific customer segments (brokers, clients, consumers, providers), working with partners such as sales and product development
• Measure results of marketing plans, including return on investment
• Identify segment expectations, needs, behaviors, and attitudes through primary and secondary research
• Develop and manage marketing and advertising campaigns, including working with the internal creative team and external agencies. Campaigns include a range of tactics such as digital advertising, print advertising, direct mail, and email campaigns
• Collaborate with communications managers to ensure positioning and promotion are aligned and effective
• Partner 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 the 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 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 the company 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 the 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

Requirements:

• Bachelor's degree in Marketing, Business, or related field, or equivalent experience
• 4+ years of marketing experience, preferably customer-focused experience with specific market segment
• 4+ years of demonstrated experience with program management and leadership skills including the ability to recommend strategic direction and influence change
• 4+ years of 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