Principal Marketing Manager

Job Overview

Intuit’s Consumer Group (CG), a team serving the needs of over 40+ million US consumers to file their annual tax returns, is looking for a Principle Marketing Manager to develop a unified GTM strategy for experiential and grassroots campaigns for TurboTax local activation strategy. This role will focus on developing and executing local marketing campaigns to promote TurboTax's new 500+ retail store presence delivering on the overall local marketing team strategy and fiscal year forecast targets. The Principal Marketing Manager will oversee the strategy planning, execution, and evaluation of marketing initiatives aimed at increasing in-person engagement at our locations.

We're looking for a local activation marketplace expert with a passion for innovating, great collaboration skills, a test and learn mindset, and growth mindset. At Intuit, we're looking for people invigorated by our mission, values, and bring prosperity to the world. This position is ideal for an individual with a passion for community building, a talent for event planning, and a proven ability to translate local marketing strategies into measurable results. The GTM Field Marketing Strategy Principle Marketing Manager will report to the Director of Media & Performance Marketing based in San Diego, CA.

Responsibilities

Drive TurboTax local experiential and grassroots experiences to drive foot traffic to our key local stores

• Develop, coordinate, and implement an integrated field local strategy including experiential and grassroots campaigns, starting with strategy, brief and working on executing and measuring performance to engage the community and drive in-store traffic.
• Lead, manage and support the media AOR in developing strategic media plans & Go-to-Market Campaign Planning. Leverage consumer/market insights and media trends to develop hypothesis-driven strategies and GTM tactics to deliver on business objectives.
• Ensure media execution is in line with media strategy. Manage strategy and development of media and communications plans for 360-degree campaign activation
• Partner with our events agency to deliver results oriented media investment decisions (how much, where, when, which channels, etc…)
• Transform performance results, customer behavior insights, and learning into actionable strategy and planning to drive a system of media excellence for the TurboTax brand
• Competitive/Market Analysis — Track competitive local creative messaging and media activity, draw implications about business strategy, and establish contingency and action plans. Work with business partners to determine the impact of competitive intelligence on broader business plans.
• Partner with business leaders to align to key local marketing strategic priorities and develop amazing plans to deliver growth for our local stores

Drive x-Functional, One Intuit Partnerships

• Closely partner with Business and Channel leads to ensure integrated strategy across teams and alignment in the overall strategy
• Partner with our brand, earned, owned and paid channel teams to encompass our local field strategy and ensure opportunities are extended into their areas
• Partner with business, digital channel & analytics teams to identify insights to apply to our campaigns and evolve our marketing strategies
• Partner with analytics and finance to support performance forecasting and results attribution

Drive Analysis & Optimization

• Monitor and track business results, report out insights regularly to senior leadership in season, provide media recommendations/actions, as well as track and input into learnings and implications for mid and end of season reporting
• Work closely with analytics teams to standardize KPIs, automate standard reporting and optimize the sharing of data driven insights.
• Drive data driven-decision making that will institutionalize the use of consumer-driven analytics in campaign planning
• Transform performance results, customer behavior insights, and learnings into actionable strategy and planning, plus in-season optimization direction to proactively suggest continual campaign performance improvement and drive a system of campaign excellence
• Drive market and competitive intelligence GTM analysis efforts, with internal and external partners

**Intuit provides a competitive compensation package with a strong pay for performance rewards approach. The expected base pay range for this position is:

Bay Area California 197000-266500

Southern California 183000-247500

This position will be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits).

Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing pay equity for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

Qualifications

• 7+ Years experience in a strategic leadership role in local channel marketing or agency/consulting. Focus on Experiential and Grassroots Strategist. Must have experience leading brands with high impact results
• Bachelor's degree in Marketing or a related field.
• Proven success in planning and executing local events that drive foot traffic
• Demonstrated ability to effectively engage media agencies and collaborate with cross-functional teams to develop strategic plans and insights
• Strong understanding of hyperlocal digital marketing tools and offline promotional tactics.
• Exceptional project management and organizational skills
• Ability to work collaboratively with internal teams and external partners.
• “Test & Learn” mindset with a track record of innovation. Ability to translate customer insights into marketing activities that achieve tangible results
• Strong prioritization and organization skills necessary to drive and lead cross-functional initiatives, and to be effective in a highly matrixed, distributed and extreme fast-moving environment
• Excellent communication and interpersonal skills
• Flexibility to work evenings or weekends for events as required
• Familiarity with CRM platforms, foot traffic analytics tools, and social media ad managers.
• Travel for industry networking, media, conferences, and related events
• BA / BS degree required
• Hybrid Role: 3 days in office / wk