Director, Marketing Planning And Strategy

This position is responsible for the operation of a department. An individual in this position will be expected to perform additional job related responsibilities and duties as assigned and/or necessary.

Essential Functions

An individual must be able to successfully perform the essential functions of this position with or without a reasonable accommodation.

Marketing Initiative Implementation and Management: Manages all aspects of a large, complex imitative or campaign. Identifies targeted customer segments and recommends steps to enhance sales and net profits for those segments. Develops plan for all communications (e.g., email, mobile, mail and social media) to ensure a consistent customer experience and brand alignment. Provides guidance and input into internal/external agency marketing plans, ensuring maintenance of brand positioning and that messaging is in alignment with the brand. Leads the development of enduring brand messages for a complex campaign or product, resulting in increased sales, brand loyalty and reputable customer experience.

Marketing Strategy: Tests new consumer concepts and leverages multicultural customer insights and analytics to provide input into new marketing or service strategies. Allocates resources to new marketing or service strategies and collaborates with multiple stakeholders (e.g., legal, merchants, finance/planning, tech groups) to garner support for the strategies. Creates brand development strategy, concepts and corresponding output (e.g., brand style guides, graphic treatment for apps). Actively participates in and represents marketing plans in cross-functional venues. Reviews customer and competitor insight data and makes recommendations on new/additional target audience segments (e.g., young mothers vs. customers in close proximity to the stores) and marketing channel priorities (e.g., Pinterest vs. Facebook, online vs. print including multicultural considerations). Develops criteria and approves modifications for targeted items based on customer insights, competitor and other new information. Continuously adjusts strategy and plans based on campaign ROI, real-time trends and other insights. Reviews performance trends and socializes recommendations regarding Walmart's brand position and ongoing maintenance plan to elevate Walmart's brand position.

Media Strategy and Planning: Drafts media investment strategy to optimize marketing spends and value (e.g., drive customers to the appropriate channels for the lowest cost to Walmart). Recommends new performance metrics to test effectiveness of existing or new marketing channels. Recommends allocation of AOP budget into various media components based on strategy, customer insights and external trends. Fosters relationships with key contacts at media channels.

Annual Operating Plan: Drafts annual operating plan (AOP) based on review of data sets and associated insights, researching trends, and identifying competitor strategic dynamics. Ensures AOP execution. Understands operational success and establishes operating requirements for implementation teams.

Budget Management: Prioritizes monitors and enforces complex campaign budgets and resolves concerns to ensure fiscal discipline aligned to overall marketing strategy. Approves budget tradeoffs and reallocation based on knowledge of other marketing/ branding priorities/initiatives. Researches and suggests performance-based marketing opportunities and associated plans (e.g., app install programming).

Creative Brief Development: Develops creative briefs for a large, complex initiative/campaign (e.g., holiday). Drafts direction and key messages to promote the desired behaviors (e.g. driving customers to additional channels or products). Reviews target audience, objectives, budget and timeline for all initiatives within for a large, complex campaign (e.g., holiday). Reviews and edits creative considerations (media, materials, tone).

Develops and leverages internal and external partnerships and networks to maximize the achievement of business goals by sponsoring and leading key community outreach and involvement initiatives; engaging key stakeholders in the development, execution, and evaluation of appropriate business plans and initiatives; and supporting associate efforts in these areas.

Provides overall direction by analyzing business objectives and customer needs; developing, communicating, building support for, and implementing business strategies, plans, and practices; analyzing costs and forecasts and incorporating them into business plans; determining and supporting resource requirements; evaluating operational processes; measuring outcomes to ensure desired results; identifying and capitalizing on improvement opportunities; promoting a customer environment; and demonstrating adaptability and sponsoring continuous learning.

Collaboration: Collaborates with cross-functional teams (e.g., Advertising, Digital Marketing, eCommerce Category Marketing, Creative, Operations, Category Management, Site Merchandising, Customer Service, Supply Chain, Analytics) to execute on complex campaigns and ensure consistent brand messages across all channels. Works with senior leadership to prioritize items, address barriers, determine plan and make cross-campaign decisions. Leads collection of and shares complex information (e.g., gathering and annotating product with the right info and intent) with key stakeholders and influencers.

People Development: Builds and leads a team to execute on business area or category objectives. Ensures associates are receiving learning and development opportunities (e.g. training, mentoring) for the good of the associate and Walmart. Coaches team members and provides feedback to enhance skills, knowledge, and work performance. Conducts performance and career development conversations. Mentors less experienced associates and managers.

Develops and implements strategies to attract and maintain a highly skilled and engaged workforce by diagnosing capability gaps; recruiting, selecting, and developing talent; supporting mentorship, workforce development, and succession planning; and leveraging the capabilities of new and existing talent.

Cultivates an environment where associates respect and adhere to company standards of integrity and ethics by integrating these values into all programs and practices; developing consequences for violations or non-compliance; and supporting the Open Door Policy.

Key Skills

The following key skills are required to perform one or more essential functions of this position.

Marketing Strategies, Cross-Functional Team Leadership, Brand Management, Budget Management, Marketing Planning, Analytics

Leadership Expectations

An individual must be proficient in each of the competencies listed below to successfully perform the responsibilities of this position

Respect the Individual: Builds high-performing teams; seeks, and embraces differences in people, cultures, ideas and experiences; creates a workplace where all associates feel seen, supported and connected through culture of belonging so associates thrive and perform; drives a positive associate and customer/member experience for all.

Respect the Individual: Creates a discipline and focus around developing talent through feedback, coaching, mentoring, and developmental opportunities; builds the talent pipeline, fosters an environment allowing everyone to bring their best selves to work, empowers associates and partners to act in the best interest of the customer and company, and regularly recognizes others’ contributions and accomplishments; supports

strategies and drives initiatives that attract and retain the best talent.

Respect the Individual: Builds strong and trusting relationships with team members and business partners; works collaboratively and cross-functionally

to achieve objectives; and communicates and listens attentively, with energy and positivity to motivate, influence, and inspire commitment and action.

Act with Integrity: Maintains and promotes the highest standards of integrity, ethics and compliance; models the Walmart values and leads by example

to foster our culture; supports Walmart’s goal of becoming a regenerative company by taking action to advance opportunity, sustainability, community, and integrity (e.g., creating fair opportunities for associates and suppliers, driving local giving efforts).

Act with Integrity: Ensures that teams follow the law, our code of conduct and company policies; promotes an environment where associates feel comfortable sharing concerns and models our culture of non-retaliation; listens to concerns raised by associates and takes action and enables others to do the same; holds self and teams accountable for achieving results in a way that is consistent with our values.

Act with Integrity: Acts as an altruistic servant leader and is consistently humble, self-aware.

Serve our Customers and Members: Delivers expected business results while putting the customer/member first and consistently applying an omnimerchant mindset and acting with an Every Day Low-Cost mindset to drive value and Every Day Low Prices for customers/members.

Serve our Customers and Members: Adopts a holistic perspective that considers data, analytics, customer/member insights, and different parts of the business when making plans and implementing strategies.

Strive for Excellence: Consistently raises the bar and seeks to improve; demonstrates curiosity and a growth mindset; seeks feedback, asks thoughtful questions, and fosters an environment that supports learning, innovation, learning from mistakes, and intelligent risk-taking; and exhibits resilience in the face of setbacks.

Strive for Excellence: Drives continuous improvements, supervises the adoption of new technology, and supports digital disruption in line with Walmart’s business model.

Physical Activities

The following physical activities are necessary to perform one or more essential functions of this position.

Reads information, often in small print.

Visually verifies information, often in small print.

Communicates effectively in person or by using telecommunications equipment.

Creates documents, reports, etc., using a writing instrument (such as a pencil or pen) or electronic device.

Enters and locates information on electronic device.

Presents information to small or large groups and individuals.

Observes associate, customer, or supplier behavior.

Travel

Traveling is necessary to perform one or more essential functions of this position.

Travels domestically to and from multiple facilities or work-sites requiring an overnight stay.

Entry Requirements

Minimum Qualifications

• Bachelor's degree in Business, Marketing, Communications, or related field and 4 years' experience in marketing or related field OR 7 years' experience in marketing or related field.
• 1 year's supervisory experience or experience leading cross-functional projects.

Preferred Qualifications

• Master's degree in Business Administration.
• 5 years' experience in marketing or related field.
• 2 years' supervisory experience or experience leading cross-functional projects.

Walmart doesn’t charge any recruitment or similar fee in the recruitment process including but not limited to interview, offering and onboarding.