Director, Segment Marketing

About the Role
Morningstar serves a complicated market with multiple audiences while providing them multiple solutions. We're looking for candidates who can cut through the complexity to simplify customer problems and build stories showing how Morningstar can uniquely solve those problems. You'll be expert working across segments, such as: asset owners, advisors, fin techs, wealth managers. These segment strategies will be used to inform CEO communication platforms, media outreach, sales enablement, marketing campaigns, and ultimately empower investors to be more successful.
Job Responsibilities
Messaging Strategy: Co-create and render the cross-product / cross-firm marketing strategy at the segment level, creating a resonant, brand-aligned voice across key segments that aligns to product-level marketing strategies. The segment strategy serves to enhance core brand narratives and product go-to-market objectives, while making it easier for customers to quickly navigate all of the great products and services we offer. Work closely with a design partner to bring key strategic concepts to life.
Sales Enablement: Tell a compelling story through the development of segment and sub-segment level marketing messages and materials to enable our sales teams. This includes discerning key messages and levels of specificity for the different audiences and personas within the subsegments of the advisor, fintech, and asset manager markets and connecting high-level segment marketing messages to specific offerings and products. Leverage high-level narratives, product messaging and materials to create compelling and engaging content for field engagement. Work with product marketers to align key segment messages across business units.
Training: Work with the sales and services training teams to ensure a strong training curriculum focused on the nuances of the segment, sub-segment, and personas, developing improved seller credibility as segment experts and enabling a consultative selling experience.
Segment Playbooks: Partner with the segment solutions leads, portfolio marketing, product marketing, brand systems, and marketing operations to standardize segmentation and nomenclature for the firm. Work with these teams to ensure that we are scaling our cross-firm knowledge of key segments, optimizing user journeys on our digital experience, and creating best practices for content, design, and messaging development on our Brand System Center.
Customer Research: Help to develop the learning agenda for the advisor, fintech, asset manager, and asset owner segments in partnership with market research, product marketing and the segment solution leaders. Ensure agenda drives recommendations for product and marketing strategy.
Public Relations: Partner with the communications team to create an executive visibility plan for the solution leaders and, over time, partner with the solution leaders to create a second layer of segment brand ambassadors within Morningstar.
Qualifications

• 10-15 years of industry marketing experience
• Proven track record developing clear, accessible messaging and enabling the enterprise across sales, product, and product marketing
• Knowledge of the financial services industries/segments, traditional and modern marketing ecosystem, industry event landscape and regulatory/legal trends
• Must be data-driven and understand how to translate marketing metrics into opportunities for action.
• Deep appreciation for the role of creative and design in marketing effectiveness
• Significant experience working with dynamic teams and internal stakeholder groups
• Bachelor's degree is required; MBA or other advanced degree/accreditation is strongly preferred

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