Director-Marketing (Value Proposition Development)
Toronto, ON, CA, M5J 2V5
Description
As the Director, Value Proposition – Home Solutions, you will be the strategic architect of our product value propositions, responsible for defining and executing offer strategies that position TELUS as the market leader in connected home services. You’ll shape compelling value propositions for our Home Solutions portfolio — including Fibre Internet, Optik TV, Streaming, SmartHome Security & Automation, Energy Management, and Online Security — with a laser focus on household acquisition, retention, and customer value growth.
Key Responsibilities:
Insight-Led Value Proposition Development and Customer-Centric Offer Design:
- Lead the creation of differentiated value propositions for National Home Solutions, grounded in customer research, behavioural insights, and a deep understanding of customer needs and pain points
- Utilize market analytics, segmentation, and performance data to identify opportunities that drive acquisition, reduce churn, and support accretive base migrations
- Translate insights into compelling offers that resonate with customers and reinforce TELUS’ brand promise of simplicity, reliability, and innovation
- Partner with the Base Management team to design offers that are meaningful to customers at every stage of their journey, from new acquisition to plan upgrades and retention
- Develop promotional and pricing constructs that reflect the voice of the customer while maintaining margin discipline and competitive differentiation
- Work closely with the Pricing team to design innovative rate plans and offer structures that reflect customer value, market dynamics, and the TELUS brand position
Cross-Product Portfolio Integration & Bundling Strategy:
- Own and evolve the bundling strategy across TELUS Home Solutions, integrating services in ways that deliver enhanced value, convenience, and customer loyalty
- Partner with your peer in the Mobility Solutions Commercial team to develop innovative, differentiating and profitable bundled value props to drive Product Intensity in the customer base
- Drive programs that increase cross-product penetration and elevate the overall TELUS experience
- Partner with the Chief Product Office to drive product roadmap evolution in synchronization with the Value Prop strategy
Go-to-Market & Messaging Collaboration:
- Partner with the Marketing Communications team to bring value propositions to life through clear, impactful messaging that differentiates TELUS in the marketplace
- Ensure go-to-market plans are fully aligned with the customer insights, value proposition strategy, and competitive positioning
Market & Competitive Intelligence:
- Stay ahead of evolving customer expectations, emerging trends, and competitor value proposition evolutions to continuously inform and refine our offerings
- Champion a culture of experimentation, measurement, and continuous improvement
Qualifications
- 8+ years in product marketing, pricing, strategy, or commercial leadership roles in telecom, technology, or related industries
- Proven experience developing value propositions and offers in multi-product or bundled environments
- Strong understanding of home and connectivity services including internet, TV, home automation, and digital security
- Deep analytical skills and financial acumen; comfortable using data to drive decisions
- Excellent cross-functional leadership, influencing, and communication skills
- Strategic mindset with a passion for innovation and customer-centric design