SMB Catalog & Direct Marketing Manager

Description HP is a leading global provider of products, technologies, solutions and services to consumers and business. The company's offerings span IT infrastructure, personal computing and access devices, global services, and imaging and printing. Our $4 billion annual R&D investment fuels the invention of products, solutions and new technologies so we can better serve customers and enter new markets. We invent, engineer and deliver technology solutions that drive business value, create social value and improve the lives of our customers. As the SMB catalog & direct marketing manager, you will be responsible for setting the goals, objectives, strategy, priorities and measures of success for HP's SMB direct marketing program with an intense focus on catalog marketing.  
You will need to have a deep understanding of customer needs, preferences and usage characteristics for interacting with a traditional hard copy catalog as well as other direct marketing vehicles.  You will need to understand the information gathering sources, practices and tactics employed by customers in order to drive the greatest efficiency within the catalog and how it fits into the overall direct marketing mix as well as the marketing mix in general.  You will serve as a guiding expert in the area of marketing research to identify and develop key research projects to improve the overall catalog program and drive a better customer experience while enhancing catalog ROI.
You will be responsible for the development of an internal and external list strategy to achieve the right balance of reach and frequency across our installed base and pools of prospective customers.  The direct marketing manager is responsible for development and communication of the catalog and direct marketing roadmap including messaging themes and customer focus while ensuring alignment and support of the overall SMB segment themes.  You will be responsible for determining the requirements for, managing and maximizing the efficient use of budget dollars.  You will be responsible for negotiating service level agreements (SLAs) with other HP business units including the Technology Solutions Group and the Imaging and Printing Group for sufficient cross organizational funding to support goals and objectives.  This also includes securing and using available dollars from HP's ecosystem of alliance partners such as Intel, AMD, Microsoft, etc.
As the direct marketing manager, you will determine the pagination of the catalog including the order and the number of pages per product offering.  You will be responsible for managing the virtual team of catalog content providers ensuring their needs are met while adhering to predetermined design, strategies and tactics.  You will be responsible for coordinating and communicating catalog timelines and deadlines as well as timelines and deadlines for other direct marketing projects.
As host of the SMB catalog for all of HP, you will be required to interface with TSG and IPG as appropriate to ensure alignment on goals, objectives, strategy, priorities and ROI measures.
It will be your responsibility to develop new, creative ways to enhance HP's catalog experience for our customers integrating with other GTM activities and media types.

Requirements Education and Experience Required:
 

Business Analyst (BA) or Bachelor of Science (BS) in Marketing or related field; Master of Business Administration (MBA) preferred

7+ years marketing experience

Industry, sales and/or channel experience

Frequent senior management, partner and/or customer interface

Frequent cross-functional/cross-organizational interaction on strategic and tactical issues
 
Knowledge and Skills Required:
 
To excel in this role, you should have expert knowledge and experience in the following areas.

• Direct marketing principles, practices, tactics and tools. 
• You will likely have managed a successful catalog marketing program, preferably in the high-tech industry. 
• You should have an in-depth knowledge of the industry and the SMB customer segment. 
• You should understand promotional offering strategies and demand generation techniques. 
• You should have a base framework and understanding of the value added reseller channel and how the indirect and direct models tie together to deliver sales and revenue for HP. 
• You should have excellent written and oral communications and analytical skills accompanied by excellent interpersonal skills and ability to build and manage virtual team. 
• You should be able to drive negotiations with key players and stakeholders with regards to budget, content, messaging, strategy, etc. 
• You should have experience and the ability to interface effectively with all levels of management and functional disciplines and be able to influence and build consensus across the team.