Vice President, Marketing

Salary depends on experience
Posted on 10/06/17
Simsbury, CT
Salary depends on experience
Posted on 10/06/17

I. Purpose of Position 

Reporting to the President, the Vice President of Marketing is responsible for developing and executing a clearly defined product, marketing and communications strategy in a manner that supports consistent business growth and enhances brand equity and awareness. This position is responsible for planning, organizing, staffing, training, and managing all marketing functions (communications, product, & channel) to achieve the Company objectives of sales, growth, profitability, and visibility while ensuring a consistent marketing message and position consistent with the corporate direction.  Critical responsibilities included within this role are the following:

• Co-development and implementation of the corporate strategic plan

• Managing product lines, increasing profitability of existing products, and developing new products based on market requirements.

• Establishing & implementing strategic and tactical communications plans designed to capitalize on market opportunities and generate demand.

• Building a creative, integrated, multi-channel marketing department that builds brand awareness and reputation, provides a steady flow of sales leads, and measures the return on marketing program investments.

II. Key Responsibilities


• Co-Lead group strategy development with Executive team 

• Help build world wide teams and organizations to win and execute strategy

• Responsible for Policy Deployment objectives for the company

• Champion and drive execution of commercial Fortive Business System (FBS) tools and processes

• Top-grading, Coaching, performance appraisal and succession planning for team

• Foster high-level contacts and relationships at Major Oil Companies and other large Regional customers, as well as providing sales support on other major accounts to help deliver on the business goals.

• Work with the Leadership of POS/BOS and of Dispensers, VP Sales, and VP of Engineering to develop and market overall winning integrated solution and support to our customers world wide 

Product Management - Manage entire product lifecycle from strategic planning to tactical activities including but not limited to the following:

     • Seek new market opportunities by leveraging the company’s distinctive competence 

o Discover and validate market problems (both existing and future customers)

o Conduct market research, surveys, and customer/prospect visits to understand and specify business requirements for target market segments

o Analyze competitive offerings to identify differentiators, and set pricing

o Define user personas/use cases to gain understanding from each perspective

o Define and size market segments

     • Work with development, sales, and customer service to convert market requirements into products that meet standards of current/prospective clients

o Create Business Cases for new product developments to achieve sponsorship.

o Analyze partnership opportunities for products and/or integrated solutions

o Determine buy/build/partner decisions

 o Develop Product Requirements Documents (PRD) for each product line

     • Create and maintain the business plan including pricing

o Analyze product profitability and sales success

o Complete Win/Loss analysis to glean insight from previous salesexperience

o Document & report on product profitability and operational product metrics

Marketing - The creation and implementation of go-to market strategy for products and product mapping.  

• Create, manage, coordinate and execute all marketing strategies and implement tactical plans that meet and exceed company expectations

• Develop unique value propositions, business partnerships, category management, as well as call to action oriented advertising targeted toward key customer segments that increases brand awareness

• Lead and manage Direct Marketing, Public Relations, Advertising, Online Marketing, EventMarketing and Internal Creative Services

• Achieve targeted results and ensure timely and effective execution of marketing tactics and programs 

• Analyze, evaluate, plan and execute on both existing and potential marketing activities and strategies. Develop benchmark criteria to measure the efficiency and effectiveness of marketing programs

• Conduct and analyze market research to determine competitiveness 

• Measure the effectiveness of the marketing department and implement improvements as required

• Identify, interpret, and capitalize on marketing trends

• Managing a multi-million dollar marketing budget

• Coach, mentor, and raise the team's ability to deliver and exceed expectations while creating opportunities for succession talent 

• Develop and prepare key messaging and presentation material for senior management

• Research and analyze economic trends, buying habits and the demographic characteristics of consumers, their tastes and preferences for company products and those of competitors

• Work closely with Merchandising, Product Development, Sales and other Senior Executives to create demand and recognition for the Company and its products

• Determine the optimum channel strategy and distribution management 

Job Complexity

Lead the entire business strategy within a complex environment and matrix organization where leadership, buy in, focus, and cross-functional management are critical for success.  Determine own marketing practices and procedures and develop new objectives with a minimum of supervision.  Position provides a wide diversity of marketing situations, organizational alignment, and management of a complex, critical nature requiring creativity and ingenuity.  Solves complex problems requiring in depth evaluation of various factors.  Exercises judgment within broadly defined practices and policies.  Errors in judgment have considerable impact upon product deliveries, budgets, profit and Company image.  Directly manage various groups of people resources and indirectly responsible for the success of others.


Locations of Significant Responsibility

• North America 

• Europe

• China 

• Latin America

III. Relationships

Reporting to this position are: 

• Product Line Directors (3)

• Director of Marketing Communications

• Administrative Assistant, shared with two other VPs

Position reports directly to the President of Veeder-Root   

• Internal relationships (peers)

• VP Engineering

• VP Sales

• VP Operations

• VP Finance

• VP Business Development

• VP Human Resources

• Director Channel and Customer Care

• Other functional and regional leaders across the broader Gilbarco Veeder-Root organization

External Relationships:

• Customers / End Users with particular focus on Major Oil Companies 

• Agencies and PR Firms

• Legal firms

IV. Measures of Success

• Revenue and gross margin budget for the Company

• Business profitability and margin

• Creation and implementation of go to market strategy 

• On time product launch and specification

• Product launch at or below cost objectives

• Sales of New Products and standard margin

• Department performance to budget

• Long term winning strategies and execution

• Successful Team Building/Teamwork




 V. Background and Skill Requirements

• Demonstrated proficiency in time and project management 

• Customer focused and uses Voice of Customer to understand customer/market needs

• Strong marketing skills, especially. around go to market strategy development and product launch 

• Proactively promotes analysis of market

• Understanding of competitors and customer

• Incorporates best practices 

• Innovative

• Sense of urgency in solving problems 

• Results orientation, meeting project objectives

• Adapting to change 

• Entrepreneurial spirit.  Think outside the box for future growth

• Pulls team together with common objectives

• Conflict resolution 

• Technical Orientation

• Bachelor’s DegreeRequired.  MBA/Advanced degree strongly preferred.


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