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Sr Director of Marketing - Franchise Businesses in Columbus, OH at Sears Home Services

Date Posted: 3/1/2019

Job Snapshot

  • Employee Type:
    Full-Time
  • Location:
    Columbus, OH
  • Date Posted:
    3/1/2019
  • Job ID:
    969327BR

Job Description

Req/Job ID: 969327BR
Employing Entity: Sears, Roebuck and Co.
Employment Category: Regular, Full-time
Job Function: Marketing/Advertising
Store ID:

Job Summary:
The Sr Director of Marketing, Sears Home & Business Franchises (SH&BF) will be responsible for strategic planning and tactical execution of all Brand and Marketing efforts across the Franchise services portfolio (Carpet & Tile Cleaning, Air Duct Cleaning, Garage Solutions, Maid Services and Handyman Services). The primary focus of this role will be demand generation growth serving more than 140 Franchise Owners nationwide. The Sr Director of Marketing position will also be responsible for enhancing the brand’s positioning, equity, content, creative execution, along with media mix optimization, and web channel performance with a laser-like focus on improving the bottom line. Success in this role will require building, leading and coaching teams; strategic vision and execution; excellent communication and relationship building skills.

Job Duties/Responsibilities:
• Brand & Marketing Stewardship – Serve as a passionate steward, advocate, evangelist and protector of the Sears Home Services brand and its marketplace positioning. As needed, champion an ongoing renewal and refinement of the SH&BF services positioning. Ensure SH&BF communications align to the Sears Home Services master-brand architecture. Educate, support and evaluate all Franchise Owner local marketing assets to ensure brand consistency.
• Focus on the Franchise Owner – The Franchise Owner is our primary customer. The Sr Director must be exceptional at communication, relationship building and service aiding the demand growth of our 140+ Franchise Owners. The Sr Director will establish a Marketing Advisory Council (key Owners as members) to improve Marketing communication, priority alignment, and marketing trials. The Sr Director designs and facilitates initial new franchise owner's Marketing training, provides initial and on-going Marketing consultation and guidance and implements franchise advertising co-ops as required.
• Drive Awareness, Consideration and Traffic – The Marketing team will use an arsenal of media assets to profitably drive customers to one of our franchise websites or telesales channels. To drive awareness, consideration, leads and traffic, the Sr Director will oversee the full range of tactical Marketing sources including Paid Search, Display, Retargeting, Affiliates, SEO, Content, Lead Aggregators, Email, Social Media, Print, Local Media, Events, PR and Owned Assets. These tools will be used to deliver brand and corporate messages, brand images, promotions, and a wide range of creative content, all working together in an integrated fashion.

Job Requirements