Step 2 - Marketing Careers: Segment Management

Some profiles of existing jobs and what you need to qualify for one

Segment Management

Roles
Top responsibilities
Key objectives
Main challenges
Interaction
Qualifications

 

Roles:

  • Acquisition Marketing
  • Loyalty and Retention
  • Take to Market (Wholesale)

Manager, Associate Director and Director-level segment marketing positions exist in the Consumer, SMB, Enterprise and Wholesale (Carrier Services Group) segments in Bell.

 

Top responsibilities:


Acquisition Marketing employees are responsible for delivering new subscribers through market share gains and/or market growth, in order to meet corporate revenue, EBITDA and market share objectives.

Loyalty and Retention functions focus on maintaining and strengthening existing customer relationships. These positions involve the design and implementation of customer retention, upgrades and revenue stimulation programs.

Take to Market role is a role that focuses on bringing new and existing product/services within the organization and into the market place The role includes developing and documenting new processes; providing updates between product and sales organizations; and development of product collateral for customer facing groups .

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Key objectives

 

Market Analysis Skills

  • Identifies customer needs - develops hypothesis to drive and deliver algorithms and evolution rates
  • Uses needs-based segmentation, perceptual mapping tools, focus group data and testing to understand segments, corresponding product configuration and price elasticity

  Strategic Market Planning

  • Uses value chain and competitor analysis to develop and execute strategies to attack competition and optimize the channels' sales efforts.
  • Develops branding strategies and targets

  Marketing Fundamentals

  • Uses target marketing, and interprets advertising and sales promotion response  
  • Understands price elasticity

  Marketing Profitability

  • Understands profit impact of customer satisfaction

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Main challenges:

  • Adapting to a constantly changing competitive environment
  • Working in a dynamic technology-based industry with changing customer needs
  • Prioritizing objectives and programs to maximize effectiveness of company resources

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Interaction

  • Product Management
  • Business Development
  • Marcom
  • Customer Service
  • Market Research
  • Finance
  • Billing
  • Bell Systems & Technology (BST)


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Qualifications

Management level

 

Education:

  • University degree in Marketing
  • University degree in Business/Commerce
    (MBA)

Knowledge of:

  • Telecommunication industry; business market and technology
  • Customer value perspective
  • Segment portfolio knowledge
  • Product(s) and Service(s) Management
  • Channel Management and Channel Mix
  • Pricing

Marketing Leadership skills

  • Develops high performance tactical plans - solutions-driven, results metrics and decisive accountability
  • Understands team dynamics and develops high performance teams, feedback and EVI
  • Big picture mapping and workforce planning skills
  • Establishes employee performance measures and development plans

Business and Project Management

  • Speed and execution skills - plans and manages priorities and change effectively - delivers on budget on time, and defines measure of success
  • Optimizes the marketing systems and marketing processes available
  • Possesses a developed business acumen - skills in finance, project, time and crisis management, and contingency planning skills
  • Performs strategic planning and innovative solution mining
  • Conducts business reviews

Communications Skills

  • Builds and maintains good communications - informing, delivering on commitments and resolving conflict
  • Customer relationship skills - defines relationship, profitability and touch time
  • Establishes and leverages business networks
  • Clearly and concisely speaks, presents and creates

 

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