Marketing Careers: Roles & Qualifications

Database Management and Data Mining

Roles
Top responsibilities
Key objectives
Main challenges
Interaction
Qualifications

Roles:

• Statistician/Predictive Modeller
• Market Analytics
• Campaign Execution Management

Manager, Associate Director and Director-level Database Management and Mining positions exist in the Consumer, SMB, Enterprise and Corporate Services Marketing segments in Bell.

Top responsibilities:

He/she assists in the development and execution of database marketing objectives, plans and programs. This involves applying basic principles in the collection, analysis and interpretation of data, including trends, consumer/customer habits, pricing, campaigns and advertising performance.

He/she is also responsible for providing support for the product marketing function through research and analysis of the company's markets, competition and product mix. This involves researching and making presentations on new market areas, analyzing the competitive environment and future trends, and making recommendations.

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Key objectives

Market Analysis Skills

• Interpreting outcomes of Marketing programs/campaigns through the analysis of market share, revenue and competitor reaction
• Developing data mining models and algorithms to work with the segments to develop hypotheses for customer needs based on customer profiles and segmentation
• Leveraging benchmarking assessments, competitive reports and market demand measures to execute strategic initiatives

Strategic Market Planning

• Focusing on critical strategic issues and identifying opportunities through perceptual mapping and trade-off analysis

Marketing Fundamentals

• Analyzing service quality performance, measuring DVI/customer satisfaction,
  and identifying market orientation and customer value indices

Marketing Profitability

• Profiling the profit impact of market-based pricing

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Main challenges:

• Predicting drivers of customer usage, retention and loyalty
• Being able to profile the holistic view of the customer
• Accessing information and data

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Interaction

• Segment Management
• Product Management
• Bell Systems & Technology (BST)
• Billing

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Qualifications

Management level

Education:

• University degree in Marketing
• University degree in Business/Commerce
  (MBA)
  
  

Knowledge of:

• Telecommunication industry; business market and technology
• Customer value perspective
• Segment portfolio knowledge
• Product(s) and Service(s) Management
• Channel Management and Channel Mix
• Pricing
  
  

Marketing Leadership skills

• Develops high performance tactical plans - solutions-driven, results metrics and decisive accountability
• Understands team dynamics and develops high performance teams, feedback and EVI
• Big picture mapping and workforce planning skills
• Establishes employee performance measures and development plans
  
  

Business and Project Management

• Speed and execution skills - plans and manages priorities and change effectively - delivers on budget on time, and defines measure of success
• Optimizes the marketing systems and marketing processes available
• Possesses a developed business acumen - skills in finance, project, time and crisis management, and contingency planning skills
• Performs strategic planning and innovative solution mining
• Conducts business reviews
  
  

Communications Skills

• Builds and maintains good communications - informing, delivering on commitments and resolving conflict
• Customer relationship skills - defines relationship, profitability and touch time
• Establishes and leverages business networks
• Clearly and concisely speaks, presents and creates
  

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