Chief Marketing Officer

Found in: Appcast Linkedin GBL C2 - 2 weeks ago

The Woodlands, United States Conn's HomePlus Full time

Chief Marketing Officer

Must live in the Houston area or be willing to relocate


Overview: The Chief Marketing Officer will provide leadership and have accountability while driving the articulation of the brand and marketing strategy into every touch point of the customer (giving overall creative direction, etc.). This role will be personally engaged in and responsible for leading the creation, development, and implementation of the company’s corporate marketing strategy and function. Lastly, the Chief Marketing Officer will be a part of the company’s Executive Leadership team and will be-seen-as the standard bearer of the company’s brand and mission.



Key Duties & Responsibilities: The Chief Marketing Officers responsibilities include, but are not limited to:


  • Create integrated marketing plans and execution strategies for driving consumer awareness, customer engagement and sales in accordance with Conn’s brand positioning and profit objectives.
  • Work with the leadership team to develop and execute the company’s branding, digital, insights/analytics and activation strategies.
  • Create a marketing message that will excite customers and drive customer traffic into the stores.
  • Continue to position Conn’s as a respected industry leader and align the Conn’s organization around successful marketing strategies through communication, influence and business partnerships. Manage and maximize the long-term value, equity and performance of the Conn’s brand.
  • Build a clear and defined brand strategy that is focused on the customer with an ability to learn needs of different customers and adapt marketing strategies across all channels (TV, print, direct mail, etc.) to satisfy their needs, with a specific focus on the multi-cultural initiatives.
  • Drive multi-cultural marketing, particularly Hispanic marketing as a significant part of Conn’s HomePlus® customer base and a large part of their marketing efforts.
  • Determine the strategic direction with third party vendors and advertising agencies assessing their potential value to Conn’s.
  • Create the digital roadmap for how to leverage the increasing power of digital marketing (mobility, social media and personalization) to create deeper connections with the consumer.
  • Integrate micro marketing – Social networking, blogs, tweet approach.
  • Lead strategic plan for connecting customer data to market opportunity.
  • Lead the development of database marketing analytics such as statistical modeling, customer profiling, segmentation analysis and other analytical techniques to improve customer insights, retention and loyalty.
  • Lead Conn’s market research efforts, with the ability to present research findings and insights into organizational learning’s and marketing tactics including scrappy yet cost effective efforts to drive strong business results at the local level.
  • In partnership with third party and agency partners, provide the creative leadership to support the development of innovative and impactful marketing campaigns that reinforce the brand.Oversee the creative concept design process and execution of key marketing initiatives.
  • Ensure that messaging strategies are fully integrated across all media outlets including print, broadcast, social media, and digital strategies..
  • Identify, promote and support the communication and PR strategy for both internal communication efforts and external media relationships to optimize the company’s brand messaging in a proactive manner.
  • Coordinate communication with the field organization to ensure each store meets the needs of its consumer market through effective execution of in-store signage; store navigation, pricing/promotions, brand recognition, seasonal events and operational signage.
  • Drive budgeting process and the economic modeling for funding and tracking ROI of the various marketing programs.
  • Provide marketing direction that will leverage cost efficiencies to drive and improve store customer traffic, sales and profit with specific oversight and direction on the direct mail marketing program for Conn’s, identifying new growth opportunities and test strategies, while optimizing spend within the channel.


Required Experience

  • Fifteen or more years of marketing and advertising experience in retail and or credit, with the ability to translate research findings and customer insights into innovative brand/marketing strategies that drive business results in a retail setting.
  • Experience in all facets of retail marketing including loyalty programs, event management, multicultural marketing, and promotional program management in a 1.0B+ retail/ consumer business; a successful track record in the full spectrum of media to support the strategic marketing agenda:
  • Print Media: Monthly circular, pass outs, promotional planner (versioning, pricing, execution).
  • Digital Media: Website, opt-in e-mail, POS display, social networking/emerging media.
  • Target Marketing: Special programs to address unresponsive markets or segments.
  • In-Store Signage: Navigation, pricing/promo, brand, seasonal, and operational signage.
  • Credit Program: Consistent positioning, communication and targeted direct to consumer.
  • Experience in multi-cultural marketing, particularly Hispanic marketing. It is a significant part of Conn’s HomePlus® customer base and a large part of the marketing efforts.
  • Experience working in commissioned sales force environment a plus.
  • Experience working in sub-prime credit a plus.
  • Demonstrated creative mindset with prior experiences in problem solving, development and execution of test market programs to address market specific issues, new media programs, out of the box/imaginative plans that will continue to enhance Conn’s unique branded selection, service and credit for their customers driving increased traffic across all channels.
  • Demonstrated experience designing and using analytics to make fact based decisions that improve the effectiveness and the efficiencies of all marketing activities.
  • Expertise in managing agency relationships. Integrated communications experience, strategic alliance development and strategic planning.

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