Responsibilities

• Develops strategic marketing research plans that assist the business in meeting their acquisition, cross-sell, and retention goals.
• Provide overall management of the marketing research strategy and plan for designated product lines across multiple markets.
• Responsible for implementing marketing research plans across multiple disciplines (product development, communications, brand, customer experience, marketing, etc.), developing integrated marketing research plans, supporting lead generation goals, managing agency relationships, negotiating agency contracts, and meeting acquisition success metrics.
• Responsible for refining, developing new, or changing marketing research strategies and plans based on the needs of the business.
• Manage marketing research managers, marketing project leads, and marketing research analysts, to develop plans, execute against marketing research plans, manage vendors, manage budget, monitor market trends, identify targeted segments, design and implement new marketing research programs, track results, coordinate initiatives with sales and operations.
• Report findings and recommendations to senior management.
• Responsible for multimillion dollar budgets.
• Develop strategic marketing research plans and integration plans for designated products and for each marketing channel. Develop and implement integrated marketing research studies to inform campaigns with elements including print, web, outdoor, promotions and broadcast. Construct and manage marketing budgets including allocating funds strategically to integrated marketing plans and using discretion in making budgetary decisions (budget may be more than $5 million). Define marketing positioning based on targeted segments to drive appropriate acquisition, retention, and cross-sell results.
• Ensure strategic plans are delivered on time and on budget by managing long-lead planning, inter-departmental communications, vendors, cross-functional teams, and marketing research staff who oversee the implementation of day-to-day aspects of marketing projects and campaigns.
• Track, report and analyze marketing research results data and refine marketing research plans appropriately to meet service quality, acquisition and retention and marketing program and product development goals.
• Manage the development of the annual/monthly budget and forecast for Marketing Research Programs.
• Responsible for collaborating with sales, operations, and other teams to ensure marketing and research initiatives implemented with the appropriate resources in other departments to support service quality, retention and growth goals.
• Hire, train, and supervise staff. Develop goals and conduct performance appraisals. Approve and initiate salary increases, promotions, terminations, and other changes in employee status.
• Contribute to Club goals and objectives by accomplishing related results and completing special projects as assigned by management.
• Ensure integrating and leveraging brand standards across all distribution channels and marketing research activities across all products and all markets.
• Negotiate contracts and manage vendor and partner relationships to ensure vendors meeting Club expectations and needs.
• Understand the changing business needs and goals and be able to quickly make decisions and develop marketing research plans that will meet the goals of the business while meeting the success metrics. Makes decisions quickly and independently. The manager must also monitor the performance of their employees and assist or intervene when necessary. Responsible for anticipating potential issues and mitigating or resolving those issues by working with multiple departments and within multiple levels of the organization.
• Report findings and recommendations to senior management.