Roles in Tech. MBA Career Management. Dr. Sam Jones, MBACM Tech Team October 17, 2016

Transcription

1 Roles in Tech Dr. Sam Jones, MBACM Tech Team October 17, 2016

2 Agenda GOAL: Overview the major roles in tech companies and how they differ Roles Overview Product Management Marketing Strategy Finance Operations Corporate Development Business Development Sales Panel

3 MBA Roles in Tech Business Development Responsibilities: Partnerships identify new partners, negotiate deals; expand relationships with current partners Potential Titles: Strategic Partnerships, Corp. Dev., Strategic Partner Management, Partnership Sales Corporate Development Product Management Strategy Responsibilities: M&A identify target acquisitions or investments; oversee deals Potential Titles: Business Development, Corporate Strategy Responsibilities: Product Roadmap: requirements & features; work cross-functionally with engineers, marketing and sales Potential Titles are consistent; requirements for the job are not; Product Marketing Manager Responsibilities: Strategic Planning at the corporate or business unit level; understand and frame business problems Potential Titles: Corporate Strategy, Strategic Initiatives, Strategic Planning & Analysis, Business Ops, Strategy Manager

4 MBA Roles in Tech Marketing Responsibilities: Link the product to the market ; evangelize the products, identify competitive position, narrative and analytics Potential Titles: Marketing Manager, Product Marketing Mgr. Operations Sales Responsibilities: Support procurement, manufacturing, fulfillment, and other logistics for product lines Potential Titles: WW Operations, Sales Operations, Pathways Operations, Sales & Operations Responsibilities: Drive sales campaigns, develop product solutions for clients Potential Titles: Account Manager, Lead Enterprise Geographic Online (Google Maps), Sales & Marketing, Partner Sales -Often organized by SMB, Enterprise; or EU, Northeast Region Other Jobs in this bucket include: Corporate Finance General Management Analytics Leadership Development Programs Intel, Amazon, Box

5 Product Management

6 Titles and Companies Title Product Manager Product Marketing Manager Program Manager Company Amazon Eventbrite Electronic Arts Google Groupon Jawbone Quantcast LinkedIn Nvidia Spotify Symantec Salesforce VMWare Visa Zillow Zynga Apple Microsoft 6

7 Responsibilities & Deliverables Productrelated Strategy UX/UI Cross functional Customers and user feedback Strategy, Roadmap, Go-to market, Expansion, Launch Technical requirements, Requirements and specifications, Business requirements document, Prototype, Proposal, Prioritize product requirements Business plan for new product, Developed mockups and wireframes, Marketing plan, Developed strategy, Executed experiments, Time-to market Delivered prototype, Designed UI for product, Defined and create UX for mobile app, Designed user personas and UX flows Worked with software developers, Cross-functional relationships across reengineering, Work cross functionally across teams to create a unified program for implementing new products, Managed 7-person engineering team UX explorations and user feedback, Interviewing customers to understand pain points, A/B testing, Conducted over 25 interviews with sellers, Formulated hypothesis about usern behavior, designed and ran experiments 7

8 Marketing

9 Titles and Companies Title MBA Retail Digital Marketing Intern Strategic Marketing Manager Product Marketing Manager Global Marketing Solutions Product Marketing Manager, Monetization Intern MBA Marketing Intern Digital Marketing Intern Product Marketing Manager Global Brand Marketing Intern Product Marketing Intern Brand Marketing Intern Content Marketing Intern Product Marketing Manager Solutions Product Marketing Analytics Product Marketing Marketing Analytics Intern Product Marketing Manager Company Apple ebay Facebook Google Microsoft Nvidia Salesforce Venmo VMWare 9

10 Responsibilities & Deliverables Research Analysis Strategy Execution Conducted customer survey, Ran pilot project, A/B test to assess hypothesis, Consumer insights project, Focus groups, Marketing experiment to increase clicks and conversions, Conduct competitive analysis Analyzed customer data using SQL, Statistical modeling and machine learning on user behavior and survey data, Analyzed consumer, sentiment by analyzing consumer posts across social media Go to market strategy, Define value proposition, Recommendations to increase user adoption, Identify top market, Develop segmentation Targeting using customer data, Present project to CMO, Increase customer engagement, Customer targeting and growth strategy, Built customer personas, Created demo to illustrate the use cases Optimize user sign up process for customer data, Partnerships with resellers and content providers, Launch fb and marketing campaigns, Designed and executed online marketing campaign for the product, Social media campaign and it s performance, Performed first user segmentation, Worked with product marketing with PR, Privacy and PM team to develop messaging about the product Drove go to market strategy for product launch 10

11 Analytics/Data Science

12 Titles and Companies Title Data Scientist People Analytics Talent Analytics Product Analytics Customer Analytics Marketing Analytics Analytics Engagement Manager Business Intelligence/Business Insights Company C3IOT Facebook Orchard Platform Uber Wealthfront Google LinkedIn Microsoft PayPal Venmo Etsy ZocDoc 12

13 Responsibilities & Deliverables Growth Strategy Analyzed monthly acquisition spend data to optimize audience, creative and copy of campaigns; Conducted consumer research via surveys and user interviews and interpreted data to recommend changes to inventory mix, user experience, operations and marketing People Analytics Developed a predictive model based on data for 120,000 employees from 14 countries and created competitive positioning for Fortune 100 Best Companies to Work For award, Designed Excel optimization tool for quarterly talent planning to increase executive gender diversity by 50% within three years Marketing Analytics Led statistical modeling and machine learning projects on user behavior and survey data, Fit usage data on sample of users to Pareto/NBD stochastic model of customer lifetime value, Performed first user segmentation and built first data-based customer personas. Created segmentation through model-based clustering with demographic and behavioral data 13

14 Strategy

15 Titles and Companies Title Summer Intern, Corporate Strategy Industry Strategy & Marketing Strategy & Planning MBA Intern Corporate Strategy Manager Intern Corporate Strategy Intern Intern Manager, Corporate Strategy Consulting MBA Strategy Intern Summer Intern in Strategy for Agencies in LCS Intern, Global Business Strategy Google Fiber, Business Operations Strategic Operations Intern Intern, Global Product Consulting Intern, Business Operations Business Operations & Strategy Intern Master/MBA Intern Sales, Business Value & Strategy Rotation Sales Strategy & Ops - MBA Intern MBA Intern, Strategy & Business Development Strategy, MBA Intern Company Adobe Cisco Electronic Arts EMC Expedia Google LinkedIn NerdWallet Salesforce Samsung Strategy & Innovation Center Zillow 15

16 Responsibilities & Deliverables Product Revenue Operations Sales & Marketing Other Product strategy, Product launch, Mock products, Product specific pipeline analysis Revenue strategy, Evaluated market entry opportunity for new product vertical, Assess industry growth and economics, Implementing pricing strategies, Recommendations for pricing strategy Consumer operations, Developed value proposition for members and partners operations strategy to improve efficiency of internal processes, Assessed user issues and recommend 5 strategic initiatives, Operational changes that will raise customer satisfaction, Identified issues to be resolved based on interviews with key stakeholders and benchmarking on leading players Conducted competitive analysis, Supported sales team to develop action plan to improve relationship with strategic planning team in major agency, Analyzed full funnel performance metrics and developed go to market and pricing recommendations, White paper and thought leadership on trends in digital marketing, Defined competitive landscape, Led country level segmentation Developed cross-functional profitability mode assessing profitability of, individual advertising products at a country level, Identified global growth opportunities, Led b2b partnership strategy for small business, Ran A/B test to grow website traffic of small businesses, Analyzed international user growth, Create financial models, identify gaps 16

17 Finance

18 Titles and Companies Title Senior Finance Analyst Worldwide Sales Finance Intern Apple MBA Finance Internship Strategic Finance Summer Associate MBA Internship in Finance Financial Planning and Analysis Intern Finance Intern Financial Operations Global Treasury Intern Finance Manager Intern Company Amazon Apple Airbnb Etsy Google LinkedIn Microsoft 18

19 Responsibilities & Deliverables Planning Analysis Reporting Other Predicated profitability of global expansion by region, Proposed business model based on internal transaction data and external market research, Provided financial analysis, business decision support, Budgeting, Forecasting, Collaborated with business to determine which products to invest in, Recommended resources allocation decisions for bottom line growth, Identified and prioritized core growth and emerging markets for 2017 planning Developed composite index of competitors for pricing benchmarks, Gross margin analysis, Identified key risks that could negatively impact cash flow, Analyzed financial impact of companywide cost reduction initiatives, Estimated size of inventory cross-listed on competitor platforms, Designed model to improve forecast accuracy for key product Developed standard internal definition for reporting revenue by product, Revamped reporting tool using Tableau, Build interactive revenue dashboard Streamlined key regulatory process by improving overall data management operations, Upgraded processes from spreadsheets to SQL, Recommended alternative to reduce risk exposure to high inventory levels, Modeled currency hedges based on EBITDA exposure to foreign currency 19

20 Operations/Supply Chain

21 Titles and Companies Title Pathways Operations Manager Intern Senior Product Manager, Prime & Supply Chain Systems Global Supply Chain Manager Worldwide Apple Online Store Fulfillment Operations Intern Retail Fulfillment Operations Intern Intern, Supply Demand Management MBA Intern, Service Delivery Management Supply Chain Intern Company Amazon Apple Google Toms 21

22 Responsibilities & Deliverables Analysis Models Pilot Negotiation Efficiency Analyzed resource utilization, performance assessment and process defect data, Analyzed same day delivery offerings, analyzed supplier profitability and capacity constraints for upcoming product launch cycle negotiations; Analyzed inventory accuracy Build operation model for delivery system to scale with greater efficiency with outsourced partners, established demand planning process, metrics and reporting for global division; Developed international pricing strategy for shipping costs in nine key markets Piloted implementation before network-wide roll out Negotiated cost savings through supplier selection and re-allocation, Negotiated vendor partnership terms Improved operational efficiency between fulfillment centers and sort centers, Reduced mass production lead times by 3 months 22

23 Corporate Development Business Development

24 Titles and Companies Title Corporate Development Business Development Company Adobe Amazon Cisco Electronic Arts Google LinkedIn Samsung Strategy & Innovation Center Adobe Alibaba Etsy Google Intuit LinkedIn Microsoft Salesforce Samsung Strategy & Innovation Center Spotify VMWare 24

25 Sales

26 Titles and Companies Title Project Manager Intern, Online Sales and Services US Agency Team US Sales MBA Intern MBA Intern, SMB Agency Sales Mid-Market Sales Operations MBA Intern Global Client & Agency Solutions GfW Sales Operations MBA Intern SMB Global Customer Experience SMB Sales Company Apple Facebook Google 26

27 Resources

28 7 Resources about Roles 1. Past Job Postings: spreadsheet of job titles on MBACM website Tech Page ( ) 2. Past Job Postings: job descriptions on CareerPath in Employer record under OCI and Job Listings 3. Intern Resumes: PDFs of WG16 & WG17 on MBACM website Tech Page 4. Offer Directory Summer Surveys: database on MBACM website with student evaluation of internships 5. Student Internship Memos: PDFs in CareerPath Resource Library 6. Alumni Interviews: PDFs in CareerPath Resource Library 7. Pod Casts: LearnEducateDiscover.com by Wharton alum 28

29 CareerPath Resource Library Step 1 Find Resource Library on left-side navigation Step 2 Choose Technology folder Step 3 Choose specific company folder

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