Download Job Description – Fusion Trainer

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Head of Marketing, Law & Finance
Nick del Rio (Interim MD, Law & Finance)
Law & Finance
ASAP
London
JOB PURPOSE
To lead the Informa Law & Finance marketing group, responsible for developing and
implementing global marketing strategies and plans for the Law & Finance portfolio of
subscription and non-subscription products, in order to:
 Identify and target the most commercially attractive target markets and customer segments.
 Create strong value propositions and compelling messages that influence purchasing
decisions and win business.
 Sustainably grow profits by adopting strategic pricing processes that maximise product
value.
 Create comprehensive channels strategies and tools that maximise market penetration,
customer reach and influence, and profitability, using direct and 3rd party sales channels as
appropriate.
 Create promotional strategies that enable the creation of integrated campaign plans
effectively targeting all points along the customer lifecycle and product conversion funnel.
 Create (with publishing & product groups) new products and services that fulfil market
needs, solve customer problems and deliver new, profitable revenue streams.
ROLE AND RESPONSIBILITIES
Result area
Key responsibilities & activities
Leadership and
management
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Marketing
strategy and
planning
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Lead a marketing team of 5-6 marketers at different role levels, providing
ongoing performance management, coaching and development.
Create and manage processes to increase the effectiveness of the team and
create greater efficiencies.
Provide regular reporting of marketing activities across multiple variables,
including campaign activity, spend and results, to the MD and wider business
Help define the group’s target markets (e.g. by industry, geography,
sector) and analyse the segments you plan to pursue, evaluating market size
and potential value. Work with Editorial, Sales & Market Research teams to
discover market problems, validating urgent problems to show their
pervasiveness in the market, and evaluating willingness to pay
Identify and evaluate alternatives/competitors in the market, and develop a
strategy for winning against them; identify and articulate our unique ability to
deliver value to the market, ensuring this is also factored into decisions about
new product offerings or product enhancements.
With sales and publishing partners, select appropriate market strategies (e.g.
penetration, market development, product development), ensuring these
then align to your marketing strategies.
Segment your target markets into key customer types, evaluating size, value,
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Portfolio
strategies
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Pricing
strategies
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Sales channels
and partners
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Marketing
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workflows, requirements and problems / pain points for each. Create
personas for each key Buyer and User type and identify the different
marketing strategies and propositions needed for each segment.
Create a strategic marketing plan for the portfolio that exploits the
market opportunities identified, delivers the market strategies, and leverages
our distinctive ability to compete in each segment. Ensure this is translated
into a robust tactical plan that achieves the objectives for each customer
segment.
Identify customer, market and competitive intelligence needed to deliver
the strategy, working with the market research group to commission research
projects that deliver actionable insight. Provide strong input into market
intelligence projects and product user testing.
Ensure strong and consistent go-to-market plans are in place for all new
product launches, working with all relevant sales channels to ensure the sales
plan can be delivered.
Create positioning statements for internal use, and customer messages for
external use, that articulate how the product solves customer problems and
enable sales teams to sell the value of the product, for all key User and Buyer
types.
Ensure strong communication strategies are in place for aggregating or
converging products, and on eliminating unprofitable or non-strategic
products, with minimal disruption to the customer.
Work with publishing partners to drive the development of the portfolio in
alignment with the changing needs and demands of the customer, and meet
expectations of functionality, quality and service. This includes the platforms
through which our products are delivered and accessed.
Work with Publishing partners to develop strong product brands, ensuring
that brand design, logos, attributes and identity, and key brand messages are
all clearly defined and consistently applied through all customer touch points.
Input into pricing for the portfolio, ensuring that prices and business models
align with the product value proposition and competitive position.
Manage promotions (e.g. sales & marketing discounts, launch offers, bundling,
flexible / seasonal pricing) as part of an integrated campaign strategy.
Work with publishing partners to create pricing and payment models for new
and enhanced products, using all relevant pricing research tools (e.g. conjoint
analysis, discrete choice modelling, van Westendorp) to market-test models.
Create and implement a distribution strategy for the portfolio, in order to
optimize customer reach and routes to market, and drive product awareness
and sales to all target markets. Distribution strategy should incorporate both
direct (internal) sales channels (e.g. sales teams, e-commerce), as well as use
of any 3rd party distributors, retailers, aggregators, affiliates and sales agents.
Oversee the delivery of sales tools and collateral to enable sales to effectively
position and sell in the portfolio. Tools can include positioning & training tools
(e.g. product positioning statements and grids, competitive grids), sales
toolkits (e.g. customer presentations, demo scripts, promo collateral) and
customer evaluation tools (e.g. product trials, samples, testimonials, demos).
Identify key partners with whom to develop affiliations, fostering relationships
that create new/better routes to market and generate actionable insight.
Map out all stages of the customer journey along the product conversion
funnel (from prospect to sales to advocate), identifying all product, marketing,
communications
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Customer data
and CRM
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Budgeting and
measurement
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sales and operational activities and touch points along the way. Identify and
alleviate pain points, fill communication gaps and optimise all activities in
order to increase customer conversion and retention rates.
Oversee the creation and delivery of promotional plans for the portfolio,
covering both new customer acquisition and retention & growth.
 Ensure that promotional plans tie in with sales campaigns and activity.
 Ensure that plans map to the customer journey/conversion funnel, and
that specific activities are planned to influence all stages of the customer
decision-making process (awareness, interest, desire, action, loyalty).
 Optimise the use of the promo mix and marketing tools at each stage.
 Drive efficiency and effectiveness through a standardized, template-based
approach to campaign management.
Work with Operations to manage the capture, storage, integrity and use of
customer data, ensuring campaigns are managed from a single customer view
perspective.
Ensure optimum adoption of CRM system and tools within the group.
Implement plans to enrich existing customer records and grow the database,
in order to improve both conversion rates and new customer acquisition.
Propose and agree the annual marketing budget with the MD and FD.
Contribute to annual and monthly budgeting/forecasting exercises.
Ensure that all key campaign costs and metrics are recorded, extracted and
reported on in a consistent way, and work with team to analyse results against
targets, using results to improve future campaigns and activities.
Regularly analyse and report on marketing activities, revenues and profit
against budget, in order to provide clear demonstrations of marketing ROI.
EXPERIENCE & SKILLS
 Bachelor’s level education or equivalent.
 Strong proven commercial experience of working in a senior product marketing role, ideally
within the B2B legal market, and able to provide industry-level view of best practice.
 Strong leadership skills – able to instil vision through personal drive, building enthusiasm and
commitment in order to implement well-defined strategies and pursue long-term goals with
energy and tenacity.
 Change management experience
 Strong people management and coaching skills.
 Robust strategic thinker – able to formulate and achieve challenging strategic objectives,
based on understanding of market trends, customer needs and business imperatives.
 Excellent understanding of marketing theory, including the marketing mix and the
promotional mix, with extensive experience in implementing all aspects of both.
 Excellent influencing and negotiating skills – able to develop strategic working relationships
with sales, publishing, design and web teams, and mediate, conciliate and negotiate in
difficult circumstances, in order to achieve business objectives.
 Proven project management skills; ability to manage the entire lifecycle of multiple projects
with competing demands for limited resources, on time and within budget.
 Results-driven – ensure that marketing strategies drive the required business results,
persistently seeking to improve business performance, with the energy and tenacity to
address bottlenecks and barriers.
 Data-driven, with strong analytical skills.