VP Channel Marketing & Operations

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Date: Apr 19, 2019

Location: Toronto, ON, CA, M4W 1G9

At Rogers we’re for supporting you on a journey to a rewarding career. Whether you’re a developer, an analyst, or a customer care consultant, Rogers is the place where ideas become reality. We embrace change, and find ways to do better. And we deliver on that commitment by fostering an environment of passion and innovation for all people.

Wireless Business Unit




At Rogers, we recognize that success is determined by the strength and diversity of our people. We work together because we want to win together.  Every day, we strive to build a brilliant retail, digital, and multi-channel future for Canadians. We work as one team, with one goal – serve our customers better.


Reporting to the SVP, Consumer Channels, the VP Channel Marketing and Operations is responsible for driving the overall strategy and performance of the Consumer Sales Channels. This role will serve as key member of the Consumer Channels Senior Leadership Team by providing operational guidance to the channels organization and counsel to the SVP, Consumer Channels, in implementing organization objectives that appropriately reflect the company’s business goals.


Working closely with the Channel VPs, this role will be responsible for building long and short term sales strategy and channel priorities.  Leading the Marketing and Operations team to create and deliver channel tools, tactics and programs across all sales channels that optimize sales, and traffic to sales channels and conversion of sales.


Specific Responsibilities:


Build long and short term sales strategy and channel priorities:

  • Establish Sales and Service Strategy for optimal performance (1-3 year plan)
  • Develop short and long term channel mix for ideal COA, COR, Churn, ARPU and ultimately LTV
  • Set overall Sales and Channel priorities and associated governance
  • Collaborates with finance leadership to design, implement, and manage the sales forecasting, planning, and budgeting processes. Establishes high levels of quality, accuracy, and process consistency in planning, forecasting, and budgeting approaches used by the sales organization


    Management of all channels to deliver optimal Revenue, Churn, Cost, LTV and customer experience:

  • Establish and communicate sales targets for all channels
  • Management of gap closure programs for Sales, Revenue, Cost, etc.
  • Provide Sales leaders channel level results, insight and drivers of performance
  • Ensure channels are staying on strategy and aligned to priorities by monitoring performance 
  • Partners with Consumer Channels leadership to identify opportunities for sales process improvement.
  • Facilitates successful implementation of new programs through the sales organization by ensuring a well-defined, efficient GTM process is in place for launch
  • Fosters an organization of continuous process improvement
  • Provides consultation on the optimal deployment of sales personnel.  Makes recommendations for changing sales roles, coverage models, or team configurations in order to maximize sales productivity.


    Design compensation to facilitate optimal sales performance:

  • Develop internal and external commission structures to drive ideal performance
  • Ensure all compensation is aligned to priorities and strategy
  • Collaborates closely with human resources on sales organizational structure, tracking of sales team performance, and the development of sales compensation plans across a variety of roles
  • Collaboration with HR Compensation team to deliver against commissions plan


    Create and deliver channel tools, tactics and programs across all channels to optimize sales, traffic to sales channels & conversion of sales:

  • Deliver on channel marketing fundamentals around communications & messages
  • Optimize merchandising and retail store designs
  • Execute training and knowledge transfer across sales channels
  • Launch rewards/recognition/compensation programs across all the products that go-to-market
  • Ensure channel programming, tools & systems are optimized to enable channels productivity
  • With IT partners, drives the technology strategy and requirements for technology platforms, campaign management tools, and execution tools
  • Applies insights from attribution models and test and learn techniques to constantly optimize and improves campaign results
  • Leverages data-driven sales, operations and management strategies – including market mapping, territory creation, channel strategies, lead generation efforts, pipeline management and analysis, enablement and process management


    Align and translate brand and digital strategies into channel marketing tactics:

  • Measure the success of channel marketing initiated programming through the establishment of a culture of measurement and KPIs that support a drive to business results
  • Drive digital & seamless cross-channel journeys
  • Stand-up a Lead Gen & Management organization to optimize sales across channels which includes launching a new fulfillment option to assist with digital sales to develop and implement the demand generation strategy for new digital and offline leads that convert either via web or call center
  • Collaborate with Brand and CoHo Marketing operations on the development, management and measurement of shared sales/marketing processes (e.g. lead management)
  • Ensure programming has the metrics and financial acumen required to be best in class, repeatable and scalable
  • Embraces and drives a holistic customer experience across digital and non-digital touch points (marketing collateral, web, email, and phone)
  • Develop strategic planning, execution and analysis of all omni-channel consumer-marketing programs to maximize traffic / retail KPIs, drive customer loyalty and optimize promotional strategies
  • Lead pilots, including training, and monitor performance / roll out of new technology / applications improving the retail customer experience
  • LTR & Customer Journey feedback
  • Manage/liaison on all retail technology innovation projects, specifically in rapid application development


    Develop a world class channel marketing organization that positively impact business results:

  • Develop organizational capabilities that foster the delivering of channel marketing programming
  • Establish channel marketing as an organization across Rogers – be the voice of the channel marketing to the broader marketing organizations
  • Be the stewards of programs that reach the sales channels by ensuring it is on point, relevant and focused on driving sales
  • Provide the governance and structure to deliver on expectations


Key qualifications:


  • 15+ years of industry experience, including large complex organizations
  • Proven success in each of the key category areas with particular experience in sales, strategic planning and building a world class channel marketing and operations organization
  • Ability to communicate effectively at all levels of the organization with an open, honest and direct communication style that establishes an empathetic and effective relationship with front-line and mid-level personnel.
  • Strategic thinking: capable of providing clear, balanced advice/counsel on a broad range of strategic and complex management, product and go to market issues.
  • Strong leadership skills with success in leading and developing high performing teams
  • Metrics driven, with strong financial and analytical capabilities in situations of increasing complexity.
  • Strong critical thinking skills combined with concrete, disciplined execution, as well as decisiveness and an action orientation.
  • Established experiences of building relationships and influencing all levels across the organization to drive results and strategic business plans
  • Track record in leading innovative business improvements. Strong results-orientation, strategic skills and business acumen.
  • Very high ethics and respect for team, peers and clients alike.  Champions and exhibits the Company corporate culture.
  • Experienced with developing and managing variable compensation plans that motivate team and align objectives.
  • Business savvy and ability to think beyond sales results and act as a sound steward for the business.
  • Collaborative leader with demonstrated ability to impact and influence across various functions and groups at all levels of an organization.
  • Ability to execute against multiple priorities and excel in a fast-paced, results-oriented work environment
  • Solid communication and interpersonal skills; a demonstrated collaborator
  • High integrity individual who is a key contributor to our culture and has an insurgent mindset.
  • Obsessive attention to detail tempered by extraordinary prioritization skills – knows when to act and when to be patient.
  • High energy leader with ability to drive performance and engage people and clients alike
  • Attract, coach and retain high performance team members, empowering them to elevate their level of responsibility, span of control and performance creating an environment where individuals take initiative and push themselves.
  • Exceptional oral presentation and written communication skills
Work Location: 333 Bloor Street East (824), Toronto, ON 
Posting Category/Function: Marketing & Marketing Communication
Requisition ID: 150253
What makes us different makes us stronger. Rogers has a strong commitment to diversity and inclusion. Everyone who applies for a job will be considered.
We recognize the business value in creating a workplace where each team member has the tools to reach their full potential. At Rogers, we value the insights and innovation that diverse teams bring to work. We work with our candidates with disabilities throughout the recruitment process to ensure that they have what they need to be at their best. Please reach out to our recruiters and hiring managers to begin a conversation about how we can ensure that you deliver your best work. You can also reach out to our team at RogersRecruiting@rci.rogers.com to begin a conversation about your individual accessibility needs throughout the hiring process.
Posting Notes:  Marketing || Canada (CA) || ON || Toronto || No Selection ||


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