Vice President, Consumer Marketing Pricing and Analytics
Vancouver, BC, CA Calgary, AB, CA Edmonton, AB, CA Montréal, QC, CA Toronto, ON, CA
Description
An exciting senior leadership opportunity awaits a strategic and innovative leader with the ability to shape a robust multi-product pricing strategy representing the breadth of TELUS’s expanding Consumer products.
The Vice President of Consumer Marketing Pricing & Analytics reports to the TELUS Consumer Solutions (TCS) Chief Marketing Officer. They will head a critical 'center of excellence' function supporting the broader TCS marketing team, guiding short and long-term financial decision management with a focus on driving enterprise value (NPV) while balancing customer nets, EBITDA, and other near-term financial commitments. He or she will lead strategic problem framing, identify alternatives, and create business cases to evaluate options and trade-offs. This role is crucial in innovating initiatives to improve profitability and optimizing initiatives against identified constraints and customer/financial objectives.
What you will do
- Provide decision support for the commercial teams through strategic problem framing, identification of alternatives, and evaluate options and trade-offs with innovate initiatives to improve profitability, as well as support for prioritizing and/or optimizing initiatives against identified constraints and customer/financial objectives
- Scope includes support for promotions, programs and new product launches
- Support for finance partners to integrate program implications into forecasts
- Develop pricing innovations leveraging data-driven insights to discover new value opportunities
- Conduct quarterly post-mortems for critical pricing changes, promotions, programs, and new product launches that evaluate customer and financial outcomes
- Perform in-mortem (near-term) performance evaluation for key pricing changes, promotions, programs and new product launches to assist commercial partners in deciding if they should modify, extend or end activities
- Develop and publish standardized performance metrics, decision criteria, and processes & tools, including CLVs and media mix/attribution models:
- Across relevant segmentations including channel and product
- Calculating and publishing per unit economics (ARPU/AMPU) for portfolio of products across Mobility & Home
- Responsible for media mix measurement model development and maintenance, as well as support for the optimization process that this model feeds
Key Accountabilities
- Commercial decision support framework, including performance metrics and business case methodology
- Performance measurement and optimization through pre-launch, in-market, and post-launch analysis
- Advanced analytic support to generate data-driven insights for select executive questions
Key Performance Indicators
- Executive team assessment of decision support provided, including:
- Clear identification of trade-offs and alternatives to support informed decision-making
- Flexible business cases that appropriately identify and model key value drivers enabling leaders to understand trade-offs from critical assumptions and design decisions
- Balanced support between accuracy and timeliness
- Timely insights from in-mortems and post-mortems for executives and commercial partners
- Regular publishing of CLVs by relevant segments
- Development and maintenance of attribution capabilities (e.g., media mix model)
- Ability to address critical executive questions through deep dive analysis
What you bring
- Strategic Thinking & Vision: ability to align pricing strategy with broader goals & mapped against market dynamics, consumers & competitors
- Financial & Analytical Acumen: expertise in pricing analytics, elasticity modeling & margin optimization
- Change Management: evangelize new models and lead behavioural change across the organization and at all levels
- Influence through relationships: able to expertly influence, debate and navigate within a highly-complex matrix organization
- Critical Thinking: be able to see problems from multiple sides and apply a logical framework to evaluate risks and generate options for recommendation
- People Leadership: Ability to attract, recruit and build a high-performing team of top talent
- 7+ year’s experience in senior leadership roles
- Bachelor’s Degree or equivalent experience