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Director of Service Development
2 months ago
About the Role
Cinque Ports Vets is seeking a highly experienced and innovative professional to lead our service development and pricing strategy. As Head of Brand and Digital Strategy, you will be responsible for driving growth and profitability through the development and execution of innovative propositions and pricing strategies that resonate with consumers, differentiate, and deliver results.
Key Responsibilities
- Strategy Development: Define the overall strategic direction and roadmap for our service offerings, including our approach to pricing and services portfolio. Develop a compelling and achievable vision and 'promise' based on insights and analytics, and work with leadership peers to ensure buy-in and operational execution.
- Proposition Development: Lead the end-to-end process, from concept to launch, working closely with cross-functional teams including Digital, Finance, Operations, Medical, and Legal.
- Pricing Strategy: Develop and implement pricing strategies that deliver value-for-money for customers while supporting revenue and profitability targets, while maintaining competitiveness. Oversee the analysis of pricing models, market dynamics, and customer insight to optimize pricing structures across all services.
- Market Analysis: Conduct thorough market research and analysis to identify emerging trends, customer insights, and growth opportunities, and inform brand and pricing decisions. Use data-driven insights for decision-making and to validate pricing strategies and proposition concepts.
- Proposition Design: Develop compelling propositions that address key customer pain points and deliver clear benefits. Define USPs and competitive advantages that differentiate our offerings, including subscription models, digital technology, and customer service.
- Product Positioning: Define the positioning and messaging for each proposition, ensuring consistency across all channels and touchpoints. Work with Brand & Comms to craft persuasive narratives that resonate with target audiences and drive engagement.
- Go-to-Market Strategy: Develop comprehensive go-to-market strategies for new propositions, including pricing and promotional plans.
- Performance Monitoring: Track performance and success of pricing strategy and propositions post-launch. Analyze performance data to identify areas for improvement.
- Stakeholder Management: Build strong relationships with internal stakeholders, including the Executive Team. Communicate pricing and proposition strategy, progress, and results effectively to ensure alignment and support.
- Team Leadership: Set up a newly formed team to create a high-performance, positive, and development-led culture aligned to the company's values.
Requirements
To be successful in this role, you will need:
- Experience of a multi-site, operational business and delivery of topline growth.
- Degree or professional qualifications.
- Experience of leading teams with excellent results.
- Exceptional stakeholder management and relationship-building skills across the business.
- Developing customer insight-led propositions, brand, and commercial strategy.
- Knowledge of proposition, brand, and pricing structures, setting them up as well as ongoing development and optimization.
- Understanding of B2B and B2C market dynamics and brand, propositions, and pricing variances.
- Understanding of service sectors and how to create differentiation through consumer orientation.
- Ability to bring together data points, insight, and analytics from multiple sources (internally and externally).
- Storytelling with data to build a case for change, drawing on data and analytical techniques where appropriate, and communicating this to a business audience.
- Adept at clearly communicating your plans with the audience's priorities in mind, bringing people along with you to deliver to the highest standards.
- Skilled at working cross-functionally to optimize marketing performance and delivery of budgeted targets.
- Governance and process management to drive momentum, quality, and marketing rigor.
- Building partnerships and trust across the business.
- Customer obsession – we start and end with the customer. Everything we do is based on customer and user demand.
- Ambassador for talent – grow, develop, and share talent and future leaders across the business. Role model leadership standards.
- Curious and thinks big – create and communicate a bold direction that inspires results. They think differently and seek diverse perspectives to create new.
Desirable
Experience within a scale-up service, healthcare, or digital-led setting. Knowledge of various veterinary business types: primary care, referrals.
