Head of Category Marketing
3 weeks ago
**About The Role**:
An exciting opportunity has become available for an experienced Head of to come on board our Walsall based Marketing Team. We are looking for a unique Head of that has the leadership qualities we would expect, combined with the ability to roll up their sleeves and get stuck into the delivery of the Marketing activity.
This role is a very hands on role and sits within the Customer, Repairs and Installations Marketing team. The Customer, Installations & Repairs team are responsible for the development and optimisation of the annual (and multiyear) strategic marketing and activity plan. Underpinned by Customer and market insight, prior performance analysis and audience led propositions. The team has overall accountability to ensure the activity delivers the commercial and Customer outcomes.
We are getting together once per week as a wider Marketing team in our Walsall office and once per month in Leeds. With that in mind you will be located within a convenient commute to Walsall and be able to get to Leeds too.
The department is made up of 2 teams, one managing the Repairs and Installations category and one managing HomeServe’s existing customer category
**Principle Accountabilities**
- Responsible for the development and ongoing optimisation of the (multi-year) annual category marketing plans for both Repairs and Installations
- To set category direction and build out the annual activity plan to deliver key business outcomes across Acquisition and Cross Sell
- Lead development and execution of insight led marketing plans - leveraging the full marketing mix to optimise results
- Work seamlessly and collaboratively with the Head of Insight, Planning and Analysis to ensure that category plan assumptions are effective, efficient and robust
- Accountable for the HSI annual proposition development plan to support business priorities and growth objectives
- Drive the development and execution of insight led marketing propositions to unlock new audiences and support new and existing Customer growth
- Harness data, insights and market research to create and drive marketing proposition developments that consumers want
- Breathe new life into existing product offerings - maximising impact and appeal through insight led positioning to support category annual objectives
- Work closely with Pricing & Product teams to HSI to develop product features to fulfil consumer need
- Develop proposals for each new proposition to take to the Director of Pricing and Product as HSI, who will work through the commercial aspects and achieve sign off from the HSI Managing Director
- Take overall responsibility for the delivery of world class, insight led marketing briefs against which the Marketing Communications function will deliver
- Own relationships with key business stakeholders (Product; Pricing; Partnerships; CS&S; Digital delivery teams) to drive priorities and requirements to deliver Category objectives
- Lead forecast updates and drive opportunities whilst mitigating/managing risk
- Define key audience strategies and insight requirements upon which to deliver Category growth
- Define test & learn plans to protect and improve marketing performance
- Produce presentations, lead meetings and support Directors with marketing strategy development
- Work with and influence internal stakeholders, including Marketing Communications, Compliance and Customer Sales & Service to ensure activity is well executed
- Lead / Attend meetings with internal stakeholders and affinity partners as required to support inputs into the Category plan
- Have expert knowledge on category performance and levers to improve metrics CPA and Pay back; price, segmentation, seasonality etc - working closely with Insight, Planning & Analysis team to lead inputs to forecast and annual budget
- Ensure activity adheres to HomeServe Membership’s financial requirements and enable us to grow value across all categories - whilst being in line with our low regulatory risk appetite and in line with industry good practice
- Ensure activities follow all required approval processes - including commercial approvals and submissions into Sales and Marketing Committee
- Raise the bar in People (team) performance, drive engagement and support Career Progression Framework development, demonstrate role model behaviour at all times
- Play an active part in the HomeServe leadership team. Operate effectively with senior stakeholders -deputising for Director of department where required
**About You**:
To be successful in this role you will need to have the following knowledge, skills and attributes:
Essential:
- Expert knowledge of best practice multi-channel insight led marketing, strong marketing planning, stakeholder management, presentation and communication skills
- Experience of marketing strategy development
- Highly numerate, comfortable with spreadsheets, calculations and ROI modelling
- Experienced marketing team leader - ability to set the pace a
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