Director, Marketing Strategy

San Diego, CA, United States

Overview

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.

What you'll bring

High degree of experience leading marketing or product marketing teams to year-over-year growth

Strategic and analytical thinker with exceptional business acumen as well as a drive for execution and results

Deep customer obsession with a passion for understanding our consumers and how we better enrich their lives through our work

Proven ability to work seamlessly across multiple teams (Marketing, Business Strategy, Analytics, Research) to create a cohesive go-to-market strategy

Experience working with product organizations and highly technical teams, while still anchored in the ability to drive action through collaboration and influence

A high level of experience and understanding of the marketing channels that our strategy will come to life in, including traditional media, performance media and email/CRM

Excellent overall communication skills with a background in data driven assessment and cross organizational story-telling

Strong project management skills with the ability to multitask and meet tight deadlines in a fast-paced environment

As a leader, you will need to be able to attract, energize and retain the best, diverse talent while championing a culture of inclusion and innovation

The leader of this team will also embody Intuit’s five core values, which are:

Integrity without Compromise: For us, integrity without compromise means that we strive to speak the truth and assume the best intent. We value trust and do the right thing – even when no one is looking.

Courage: Courage means being bold and fearless in how we think and act, relentlessly holding a high bar for performance, and valuing speed, learning and action.

Customer Obsession: Being customer-obsessed means that we fall in love with our customers’ problems, not our solutions. We sweat every detail to deliver delightful and meaningful customer experiences.

Stronger Together: We’re passionate about creating an environment where all employees feel a sense of belonging, and where everyone feels like they can bring their whole selves to work. We believe in creating a workforce with an inclusive environment representative of our diverse customers.

We Care and Give Back: When we think of our mission of powering prosperity, we don’t limit ourselves to solving challenging financial problems. As stewards of the future, we are committed to causes like caring for our environment, supporting the communities around us through our Prosperity Hibs, and providing opportunities for everyone to prosper.

How you will lead

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)

EOE AA M/F/Vet/Disability. Intuit will consider for employment qualified applicants with criminal histories in a manner consistent with requirements of local law.