DVP - CMO Home Improvement

JOB SCOPE:
The CMO for Home Improvement is responsible for strategic planning and tactical execution of all brand, direct marketing and call center efforts across the Home improvement product & services portfolio. The primary focus of this role is the externalization of demand generation growth in 46 sales offices nationwide, to create leads and appts that match the staffing capacity by product . This position is responsible for enhancing the brand positioning, equity, content, creative execution, along with media mix optimization and aggressive growth in web channel revenues and local market presence. This is to be accomplished while improving the lead to sale conversion metrics through cost effective means with a focus on both ad ratio as well as lead costs in the call center and sales conversion impacts, to substantially grow bottom line profits.

JOB SUMMARY:
The Marketing CMO is responsible for managing the daily and long-term activities, strategies and policies of all marketing and branding related activities and objectives to ultimately drive YOY profitable revenue growth for the business. This position is responsible for budgeting planning,forecasting and implementing all marketing efforts to support the Company revenue and product margin objectives, including, but not limited to the direct marketing, in-store/field marketing, call center/appointment conversion, branding and associated Vendor management functions. Additionally this position oversees the development of the annual marketing strategy & plan based on return on investment (ROI) by source and by product and district.

JOB DUTIES/RESPONSIBILITIES:
* The CMO's primary responsibility is to generate profitable revenue growth by increasing sales through successful marketing for the Home Improvement organization.
* Provides Brand & Marketing Stewardship: serves as a passionate steward, advocate, evangelist and protector of the Home Improvements brand positioning in the marketplace. Champions an ongoing renewal and refinement of the Home Improvement products and HVAC repair services creative and brand positioning. Is responsible for and adheres to the brand guidelines across all customer facing communication including all media sources/channels and appointment center and sales channels.
* Directs marketing spend to achieve maximum Rerturn on Investment (ROI) while obtaining revenue goals by driving individual marketing source improvements, vendor negotiations, bi-monthly reviews of strategic, new source/channel development, content development and creative/offer testing across all marketing channels (including paid (SEM)/natural (SEO) search, online display, remarketing, affiliateslead aggregators, email, social media, print, local media, instore, event marketing).
* Drive Social Engagement Leads all Social Media efforts for Home Improvement, with the core objective of shaping and managing brand reputation through timely response and escalation as needed, to customer feedback (both the corporate brand, and all product brands), and driving traffic customer engagement to a variety of websites and landing pages. Creates or leverages interactive platforms through which individuals and communities share, create, discuss, endorse, and transact (including Twitter, Facebook, Instagram, Yelp, Home Related Blogs, and other Social outlets and experts). Generates exciting, edgy, breakthrough content that gets attention in the Digisphere, including editorial content for bloggers, content for the website, and web videos.
* Create and manage staffing plans to support the Home improvement call center for both inbound and outbound activity as well as the HVAC repair group. Optimize staffing needs based on forecasted lead flow and opportunities to drive incremental revenue in specialized call center groups (such as Member Recovery and inside sales team).

JOB DUTIES/RESPONSIBILITIES (CONT.):
* Create and manage staffing plans to support a team of in-store and event marketing associates who create leads that align to the Field marketing plans for Home Improvements by product and district. Develop new 3rd party relationships with other retail locations that enable the in-store team to externalize their reach to other customer bases.
* Manage call center expenses by maintaining goal cost metrics by call group and type while continuing to drive revenue per call metrics that will achieve maximum return on investment.
* Manage in-store and event marketing expenses on an ongoing basis at the event and store location level to ensure the deliverability of profitable revenue growth.
* Finds new business development opportunities to materially grow revenues and profits, identifies product development, distribution channel management and customer service opportunities to meet sales objectives. Seeks out new ways to deliver messaging, such as mobile platforms, video and social media.
* Works closely with the Finance team to forecast and deliver and solve for delivering on the quarterly and annual financial targets (revenue and contribution margin) for Home Improvements. Develops an integrated plan that requires new business pursuits, expanding business performance within existing assets, and seeks opportunities to enhance profitability.
* Focuses on the customer to improve the buying and service experience, growing market share through repeat/subscription purchases and loyalty programs.
* Proven ability to influence matrix and internal/external partners and build high performing teams.
* Data driven with demonstrated ability to develop the marketing strategy and plans to execute & report against marketing KPI s and deliver business results.
* Manages Agencies Performance and marketing Budgets. Establish and manages annual Marketing operating and capital budgets, and works with other business unit functions to ensure delivery of the forecast as well as aggressively pursues externalization of new opportunities & growth serving as the principal liaison with all external suppliers and agencies, which require constantly pushing for best-in-class solutions and value-based vendor pricing across all direct marketing, field marketing and appointment center vendors and partners.
* Works with direct & indirect reports, to develop plans of actions to meet and exceed the organizations goals and objectives. Develops metrics to measure organizational success against these goals and objectives, and measures the performance of direct reports and matrix report staffs.

REQUIRED SKILLS:
* Total of over 20 years of progressively responsible direct marketing experience, with a minimum of 10 years of specific direct marketing and 5 years home improvement experience with the associated Vendor management background.
* Experience in brand development, white label expansion, social media marketing and web channel marketing.
* Experience in building partner marketing relationships and programs.
* Experience in overseeing call centers.
* Experience in local and field marketing.
* Distinct knowledge and background in Profit and Loss (P&L) and financial analysis responsibilities.
* Highly collaborative, able to work effectively across departments and levels.
* Leadership through influence.
* Thought leadership, vision, prioritization and focus.
* An analytic, strategic and curious mind.
* Superior verbal and written communication skills.
* High personal accountability.
* Passion for Problem Solving.

PREFERRED SKILLS:
* Executive presence.

JOB REQUIREMENTS:
* Bachelors Degree.
* Over 10 years of related experience.
* 18 years of age or older.

Equal Opportunity Employer / Disability / Vet.