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Senior Manager, Retention Marketing
CBS
New York, NY, United States
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ABOUT US:
CBS Interactive is a premier online content network for information and online operations of CBS Corporation as well as some of the top native digital brands in the industry. Our websites dive deep into the things that people care about: business, entertainment, games, news, sports and technology. With more than 290 million unique visitors each month, CBS Interactive is a global top 10 web property and one of the largest premium content networks.
DESCRIPTION:
We are searching for an experienced senior manager of retention marketing to manage customer retention and engagement efforts for CBS All Access. We’re looking for someone who is passionate about media, has strong analytical skills and is interested in working in a dynamic, fast paced environment.
The role requires expertise across disciplines, most importantly data and analytics, digital marketing, and retention. This position will work closely with cross-functional teams from within CBS.
Key Responsibilities:
Segmentation, Engagement, CRM and Loyalty:
Drive strategy behind segmented customer communications to subscribers to increase engagement leveraging multiple channels; e.g. email, on-site communications, push notifications, etc.
This will include communications around
• New products or new features launches
• Subscriber benefits and exclusives
• Content
Develop communications across the full customer lifecycle for CBS All Access, including creative development, targeting, segmentation, and performance analysis.
Build testing plans and manage tactics for each channel and segment to ensure continued innovation and optimization for engagement and retention.
Build and grow loyalty programs to increase retention, driving strategy and testing various benefits and rewards.
Renewals and Winback:
Manage marketing programs for customer renewals and winback marketing.
Develop winback segmentation and testing strategies to optimize response and conversion metrics.
Customer Service:
Work closely with the Customer Care team to meet retention objectives.
Manage relationship with Customer Care supervisors to review weekly reporting on KPIs and provide guidance on the implementation of best practices.
Manage the "Save the Stop" program via the Call Center.
Retention Trend Analysis, Reporting and Forecasting:
Partner with Business Intelligence team to develop/update reporting that tracks KPIs and business metrics to uncover actionable trends, insights and forecasts.
Analyze marketing campaign performance and trends. Produce and present reports to understand effectiveness and ROI; provide recommended courses of action.
Develop forward looking research and analysis to help inform retention strategy.
QUALIFICATIONS:
Bachelor’s Degree required.
5+ years of marketing experience in a fast-moving consumer-facing business
Minimum 5 years of digital marketing experience, particularly email and digital marketing.
Strong project management and interpersonal skills, with ability to take initiative in a challenging, fast-paced environment of multiple priorities.
Strong critical thinking and analytical capabilities, particularly in customer segmentation and modeling
Demonstrated ability to think strategically and creatively while applying sound business judgment and quantitative analytics.
Strong understanding and experience with AB/MVT testing
Self-motivated and results oriented with a high regard for attention to detail
Excellent oral and written communications skills
Must successfully pass a background check
Preferred:
MBA a plus.
Minimum 5 years managing retention programs for a consumer subscription product.
E-commerce experience preferred
Entertainment experience a plus
In addition, CBS will be guided by applicable federal, state and local laws when considering for employment qualified applicants with criminal histories.
EEO STATEMENT:
Equal Opportunity Employer Minorities/Women/Veterans/Disabled