Director, Marketing Strategy

Intuit is a global platform company that is on a mission to power prosperity around the world for consumers, small businesses and the self-employed. Across our leading brands

• Turbo Tax, Credit Karma, QuickBooks, and Mailchimp

• Intuit serves over 100M customers and is one of the few companies in the world to have both a thriving consumer and small business ecosystem. Intuit is known for its innovation track record, customer centricity, and its consistent recognition as a top place to work.

At TurboTax, we are currently looking for a bold and visionary leader of Marketing Strategy. In this role you will guide a group of highly talented marketing professionals as you determine, craft and bring to life bold and disruptive marketing strategies powerful enough to meet our go-forward business goals. This is a highly critical role in our overall marketing organization and requires a leader who is fearless in how they will drive our business into the future.

Role Overview

Reporting to the Vice President of Marketing, Consumer Group, the Director of Marketing Strategy is responsible for the bold strategic vision and cross-organizational collaboration around how we take the TurboTax portfolio of services to market. In this role, you will be tasked with the creation and implementation of the marketing team's holistic go-to-market strategy, the end-to-end positioning and readiness of our product marketing strategy, and the analysis and reporting around the team's active campaigns. This role requires both a high degree of knowledge around product and multi-channel marketing, as well an innate ability to work cross-functionally and drive consistent and impactful business results.

Responsibilities

Go-To-Market Strategy: In this role you will serve as the central point for our annual go-to-market strategy development and process, collaborating with a host of internal partners to land our annual plan. As part of this work, your responsibilities will include:

• Drive deep insights, in collaboration with our business strategy, research and analytics teams, to shape and create our team's overarching go-to-market strategy for each year

• Define and own the strategy around what segments we will focus on, and how they create the largest marketplace opportunity for our portfolio of products and services

• Own the holistic strategy around retention and maintaining growth with prior year filers, viewing this through a product and data-backed lens

• Identify unmet or underserved customer needs and discern how those factor into our overall business growth and how they will drive our annual plan

• Beyond creating a bold and disruptive plan, you will also guide its implementation by working hand in hand with our core marketing channel leaders, ensuring that our strategy is being optimized and assessing the success of the strategy across areas such as media, strategy, creative, CRM, etc. throughout the lifecycle of the campaign

• In addition, you will work closely with our Business Strategy team on overall financial and unit level forecasts, and ensure that we are not only meeting but exceeding our goals on an annual basis

Product Marketing Strategy: This role is also accountable for taking inputs from all parts of the business and team to build a coherent product marketing strategy that can bridge various products, consumer segments and marketing channels in a way that drives acquisition and retention for our business. This is critical work that includes:

• Defining our customer proposition and, with laser-focused detail, ensuring that is seen through from "promise to pay off" in our portfolio of products and marketing

• You will be obsessively focused on the customer experience and work hand-in-hand with our product team to ensure that we are delivering our bold consumer propositions throughout the experience in our product

• In turn, you will shape and guide how our consumer segment insights and strategies come to life within the service, collaborating with product management teams on experiences that best suit those cohorts

• Furthermore, you will be highly aware of the competitive landscape and overall consumer trends, translating marketplace needs into compelling product innovations in partnership with teams across the organization

• You will also work in close collaboration with the Brand Marketing team to shape the positioning and messaging around product features and superiority both on and off-property

• Finally, you will be tasked with the launch planning of marketing driven product builds ensuring channel enablement and readiness across all relevant teams

Analysis and Reporting; Throughout the course of the year (i.e. both pre- and post-season), this role will serve as a key centralized function in terms of communicating the progress and effectiveness of our go-to-market strategy, using data and insights to guide all of the necessary teams around this work. In turn, your responsibilities in the area will include:

• Driving the necessary data gathering as well as creating and coordinating the necessary read outs regarding our go-to-market's progress and effectiveness

• As part of this you will work hand-in-hand with both the data and analytics team as well as the market research group to identify opportunities and risks to best deliver analysis and action plans

• With these read-outs, you will be tasked with ensuring that action is being taken and that all needed information is being communicated broadly to the right parts of the organization

• In addition, you will drive discussions and critical decisions around key activities and will often work directly with executive leadership to communicate plans and gain buy-in for strategic initiatives

Success Metrics

Success for this role will be determined by how this role's overall strategy and its overall implementation drove the organization to achieve its annual as well as long-term business goals. Critical to this success will be determining how we have achieved these goals from both a consumer and product standpoint, as well as the organizational benefit that this role drove from an analysis and reporting standpoint. Notable areas include:

• Defining and ensuring marketing is delivering on all financial goals

• Delivering an increase in key segments and customer cohorts

• Increasing retention and return rates on previous year filers

• Increase in overall product and trial based on on-property precision of marketing

• Better productivity and performance of channel partners (based on analysis and reporting)