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Director, Digital & Mobile Acquisition Marketing
Entertainment & Media Industry Company
Philadelphia, PA, United States
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Summary
The Marketing Communications team is seeking an experienced Director of Digital (Online Video and Mobile) Acquisition, reporting to the Executive Director of Digital Acquisition. This is a high impact role with the mandate to help transform the way that Company acquires customers via digital advertising. The Director will be responsible for developing innovative and impactful strategies that follow the customer journey from the online video and mobile advertisement to the landing page experience. This individual will be responsible for driving significant growth in one of the top online channels to achieve the business goal of increasing online orders. In addition, this role partners with Direct Sales marketing to enable high-impact XFINITY Communities & XFINITY On Campus digital marketing strategies and tactics that are targeted at both the B2B and B2C audiences.
The successful candidate will be a seasoned digital marketer, who is best in class in terms of prospect & customer acquisition. This individual will have a track record of successfully managing multi-million-dollar display advertising programs which are holistically optimized with media, offer & creative insights. This individual will have an understanding of customer lifetime value (CLV), recurring revenue & subscription-based business models. They will also need to be nimble, creative and influential to evolve and push the business forward. The ideal candidate will have experience in roles combining marketing, customer insights & creative analysis in a digital environment.
Core Responsibilities
-Translate the vision of the organization into actionable, quantitative plans. Design & deploy campaigns to achieve KPIs (acquisition, revenue, CLV).
-Collaborate with agencies, business units, Division partners and MarComm teams to ensure campaigns on consistently representing the goals of each appropriately
-Manage our creative agencies in design, execution, analysis & optimization of all digital video and mobile advertising efforts for our Acquisitions campaigns.
-Partner with media agencies and partners to develop digital forward OLV and Mobile strategies that are native to their respective platforms.
-Measure and report performance of digital marketing campaigns against goals
-Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
-Plan, execute, and measure new digital Acquisition tests.
-Standup digital creative dashboard for creative cataloging and review for executive leadership
-Serve as digital champion and SME for MarComm department and agencies.
-Develop merchandising tactics (i.e. video, mobile executions) to drive sales on Company website
-Identify digital trends and insights and provide insight-driven recommendations for creative optimizations
-Evaluate emerging technologies. Provide thought leadership and perspective for adoption as appropriate.
-Brainstorm new and creative growth strategies.
-Lead high-visibility, cross-channel projects often with minimal project definition.
-Partner with the Direct Sales organization on developing strategy and execution for B2B marketing tactics targeting for building owners and property managers for Xfinity Communities.
-Provide thought leadership to Direct Sales organization to develop and enable digital marketing tactics for Xfinity Communities (B2B and B2C).
-Develop B2B marketing for Xfinity on Campus focusing on campus administrators to drive growth of the program.
-Manage creative agencies to develop resident-facing tactics (B2C) for Xfinity Communities to drive sales from the channel
-Oversee branding, messaging, and creative production for Movers marketing, including retention and acquisition creative. Partner with DM team to ensure alignment across channels.
-Collaborate with Loyalty team to develop creative for Refer-a-Friend to drive program engagement.
-Manage and develop a small team of direct reports
Education and Experience
Education Level- Bachelor's Degree or Equivalent
Field of Study Marketing, advertising, media or related field
Years Experience Generally requires 10+ years related experience
Other Specific skills:
-Track record in developing digital acquisition strategies to drive traffic and conversion. Proven working experience in digital marketing both in B2B and B2C environments.
-Demonstrable experience leading digital advertising campaigns for major client / company. Ability to handle multiple projects and to prioritize as needed in a fast-moving environment.
-Able to set compelling long-term acquisition goals while delivering positive growth in the short term.
-Highly creative with experience in devising digital campaigns that engage, inform and motivate action to buy.
-Experience with A/B and MVT testing. Ability to analyze insights, and develop actionable recommendations.
-Up-to-date with the latest trends and best practices in online marketing and measurement.
-Working knowledge of website analytics tools (Omniture, WebTrends, Dynamic Creative Platforms). Working knowledge of ad serving tools (DART) and attribution platforms (Google 360)
-Strong combination of creative thinking & analytical skills that drive digital orders.
-A self-starter who conveys a sense of urgency, drives issues to closure, and gets things done
-Advanced influencing skills and ability to persuade to get things done across a large, complex organization.
-Courage to confidently express an independent point of view.
-Advanced PowerPoint skills a must. Working knowledge of Excel.
Disclaimer:The above information has been designed to indicate the general nature and level of work performed by employees in this role. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job
Company is an EOE/Veterans/Disabled/LGBT employer