Segment Marketing Manager
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The Segment Marketing Manager creates and executes segment marketing plans & strategies, sales & marketing campaigns to grow volume, revenue, and profit within targeted segments. He/She is required to collaborate with other groups to ensure the right messages get to the consumer through all communications channels. This position identifies targeted markets, researches buying behaviors, and translates buying behaviors into value propositions for customers. He/She supervises others in the department.
This person will be reporting directly into APAC Healthcare Marketing Organization and collaborate strongly with UPS region marketing to ensure effective commercial programs roll out initiatives.
Marketing Plans & Strategies Development
Develops annual sales and marketing programs to determine the most efficient way to present initiatives to customers (e.g., direct sales force, web, thought leadership programs, etc.)
Provides subject matter expertise to build groups to ensure marketing plans are on target, to clarify product positioning issues and make changes to the plans when necessary
Develops business case to establish baseline for opportunities and challenges to gaining market share
Analyzes marketing research information to develop a value proposition that clearly articulates UPS's positioning against the competition.
Conducts brainstorming sessions with internal and external groups within areas of UPS Healthcare’s strategic focus to identify new concepts or enhancements to UPS Healthcare products and/or programs.
Manages the revenue growth and profitability of products and services within defined initiatives to ensure effectiveness of initiatives.
Works with corporate teams to develop comprehensive marketing materials and collateral.
Implements measurement plans to ensure effective tracking of program or product deployment (e.g., enrollment, activations, etc.).
Reports planned versus actual segment performance and opportunities to monitor the effectiveness of marketing plans.
Market Segmentations & Targeting
Conducts market research to understand the needs of customers and to define the scope of new offerings.
Uses financial analyses of projected growth in targeted segments, products, or program groups to determine future target markets.
Reviews segment sources (e.g., periodicals, financial reports, field reviews, etc.) to stay current on trends and issues that impact customers.
Visits customers, talks to association contacts, and challenges team members, peers, and leaders to expand customer knowledge and stay apprised of current customer needs and issues.
Conducts projected growth analyses of target markets to forecast financial success of initiatives and marketing efforts.
Identifies and analyzes segment trends that will significantly impact UPS Healthcare and/or customers to develop projections of customer needs and potential solutions.
Develops business case models of targeted markets to support development of new offerings within defined markets.
Collaborates with customers and sales force to gain insight on competitive advantages and disadvantages to develop business cases for marketing to strategic industries and customer segments.
Analyzes and synthesizes market research to identify target markets based on size, opportunity, profit, and ability to win business.
Conducts primary research to understand customer needs and identify opportunities to enhance the value proposition of UPS Healthcare.
Analyzes competitors’ messages (e.g., advertising, trade show sponsorships, marketing campaigns, etc.) to understand their market position and make strategic recommendations for UPS offerings.
Analyzes product share position by volume and revenue to determine the competitive position of UPS offerings in the marketplace.
Identifies strategic implementation opportunities of key customer issues to develop alternatives in incentive plans, product repositioning and new approaches to the marketplace.
Reviews annual situation assessment (i.e., SWOT [strengths, weaknesses, opportunities, and threats] analysis) to understand past performance of products and services.
Analyzes product volume and revenue performance (e.g., monthly, bi-monthly, quarterly, annually, etc.) to report any variances to plan.
Presents findings on key issues to stakeholders to gain departmental approvals for new products and services.
For product launch, he/she needs to conduct meetings with internal stakeholders to explain benefits for new offerings, and how to position new programs and offerings in the marketplace
Manages project lifecycles, including project scope, resources, schedule, initiation, start-up/design, building, and deployment to see projects from beginning-to-end. Preferred Competencies
Develops project plans (i.e., detailed plan, milestones, and work breakdown structures) and assigns tasks to resources to ensure that the project will be completed on time and according to specifications.
Ensures affected functions or groups are identified and works with them to negotiate process changes, ownership of processes, and to manage project impact.
Designs and implements communication plans to ensure those affected by projects are informed and updated.
Follows up with assigned resources formally (e.g., status meetings, etc.) and informally to continuously manage the productivity of the team, project timelines, and deliverables.
Maintains regular communication with internal commercial stakeholders (e.g., sales force, segment managers, pricing region and field marketing managers, Business Information Analysis, etc.) to gain insight into the needs of customers.
Balances multiple projects and deployment schedules to meet stakeholder goals and expectations.
Forwards project documents to stakeholders to obtain sign-off, agreement on project cost, and needed resources.
Demonstrates a working knowledge of techniques for soliciting and gathering information; identifies appropriate sources of information.
Demonstrates understanding of implementation objectives, project plan, and one's role within a project; participates in the implementation of a project; provides timely, thorough, and concise updates for area of responsibility; identifies areas of risk and properly communicates them to their Manager.
Recognizes the basic impact of technology on UPS business, services, and processes; identifies technological barriers in achieving desired objectives; maintains appropriate breadth and depth of technological knowledge for current work assignment.
Experiences in business development and sales is an advantage
Experiences in running marketing activities from online to offline programs
Possess at least a Bachelor/Master’s degree in marketing with experience in Strategic marketing, market research, product marketing, marketing communications
Healthcare experience or Healthcare supply chain experience is required
Excellent knowledge of data analysis
Strong organizational skills
UPS is committed to providing a workplace free of discrimination, harassment, and retaliation.