The Competitive Intelligence & Consumer Insights Director is a key member of the Marketing team responsible for identifying and proactively tracking competitive activity and industry trends. In this role the resource will focus on acquisition marketing by competitors.
The Director will partner with team leaders across headquarters and Divisions to facilitate the Competitive Governance process to identify and align on competitive priorities for the Frontline.
The Director will act as the key point of contact and the internal expert for competitive intelligence and consumer insights for the organization. In this capacity the Director will be responsible for all data-gathering, analysis and internal communications related to our competitors. This person is expected to develop deep expertise in video, internet, phone and intelligent home and home security products and continuously monitor any competitive developments that might impact our business. This person must continuously monitor and assess local and national competitors' offerings, capabilities and strategies and form a point of view on the resulting opportunities and challenges for Comcast. In addition, this position will identify best practices and strategies to build new offers/promotions targeted to the existing residential customer base.
Core Responsibilities
Continuously monitor competitor pricing, products, offers and promotions.
Conduct daily monitoring of designated industry websites to ensure latest developments are captured, understood and appropriately incorporated into communications
Develop and maintain closed loop management on competitive offers for new and existing customers
Act as the central point of contact for targeting/setting up & collecting information from existing customers via surveys and focus groups
Translate complicated, abstract information into clear insights
Proactively communicate and present competitive intelligence / hypotheses through summaries, formal presentations, and informal meetings to business partners at all levels of the organization.
Research, recommend and implement unique competitive marketing strategies by performing SWOT analysis which meet the company's strategic and financial goals
Manage the centralized competitor intelligence database.
Prepare executive-level analysis, reports, project status overview and presentations for senior decision makers in the company.
Work closely with the national sales channel operations, training and executive leadership teams in order to implement initiatives/solutions with effective measurements and compliance
Research, analyze and write talking points and product value propositions used for both new customer acquisition as well as customer retention
Analyze complex data sets and create meaningful and relevant talking points.
Partner with vendors who provide competitive intelligence information to ensure timely delivery of accurate and useful content
Manage vendor relationships, including statements of work (SOWs) and master service agreements (MSAs) in the areas of:
Technologies and tools used to track competitive products and offers
Competitive Analytics and Industry Analysts
Manage the Competitive Intelligence Portal (CIP) which acts as the vehicle for communicating to management teams across the organization, including:
Access the administration site on a daily basis to upload new content for the organization.
Creation and upload of the "Weekly Digest"
Create Competitive "Stack Up" documents showing a comparison of the features, functionality and offers of a competitor alongside the equivalent Comcast products and offers
Job Specification
Seeking 10+ years of experience
Knowledge and understanding of the telecommunications, wireless, and / or media market places a plus
Demonstrated ability to works willingly and effectively with others in and across the organization to accomplish team goals.
Demonstrated use of sound project management skills to stay on top of a high volume tasks and requests
BA/BS in marketing; MBA in a related area is a plus
Demonstrated writing and presentation skills
Strong technical skills including demonstrated proficiency in Microsoft Office (Word, Excel and PowerPoint)
Ability to manage multiple priorities and tight deadlines
Pass it on for Referral Bonus. Not the right role for you, but know someone we should meet? Share with him to earn $1,000 referral bonus.
Posts
