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Senior Vice President, Customer Acquisition & Retention
Sony Pictures
Culver City, CA, United States
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Senior Vice President, Customer Acquisition & Retention - Crackle
Crackle, a unit of Sony Pictures Television, is the leading ad-supported OTT network. We handpick the best movies and shows for our audience to enjoy anytime, anywhere. We are a global digital brand, with distribution in the U.S., Canada, Australia, and Latin America—available on mobile, tablets, game consoles, smart TVs, and every other possible deviceVisit Crackle’s site at www.crackle.com. You can also or find Crackle on Facebook at www.facebook.com/crackle or follow Crackle on Twitter @Crackle for real time updates.
The SVP Customer Acquisition, Retention and Brand will oversee all marketing initiatives as it relates to cross-platform customer acquisition and retention for Crackle. As such, the individual will provide leadership to the Marketing team, responsible for acquiring, retaining, and driving repeat usage among customers. This group manages agency relationships, and also develops social marketing programs.
RESPONSIBILILTIES
• Drive a lifetime value (LTV) approach and a comprehensive vision for customer acquisition and retention
• Centrally manage Customer Acquisition, Retention/Communications, and Originals Marketing functions
◦ Customer Acquisition – oversee the media buying function focused on customer acquisition of lifetime value accretive customers using appropriate customer acquisition cost (CAC) methodologies
◦ Communications – oversee retention activities including CRM, notifications, on-air marketing, and social that maps back to LTV
◦ Original Marketing – build original programming franchises and brands and connect them to the Crackle brand in the market
• Oversee key data and intelligence for the organization
◦ Research around customers and brand
◦ Business intelligence
◦ Competitive intelligence
# Regularly update the marketing strategy/roadmap to reflect the latest innovations, changes in competition, and shifts in the market
# Produce and deliver actionable insights using technology tools and available dataset
• Provide a vision for the brand and built franchises and customer loyalty
• Drive registration initiatives to build the customer database
◦ Partner with product and technology teams to enhance capabilities and analytics
◦ Deploy strategies to build database of users that maps back to communications tools and activities
• Connect with experts in the organization and the broader industry, including Distribution, Programming, Technology, and Ad Sales
• Drive for tangible and measurable results, in line with the prioritized business KPIs
• Obtain buy-in and commitment for the marketing strategy across all stakeholders
• Define budgets and measurable goals for the marketing vision; own the marketing P&L
• Translate the marketing strategy into operational plans and a roadmap to incrementally build capabilities
• Ensure that marketing campaigns are optimized against data findings
QUALIFICATIONS
• 10+ years of general management experience in Lifetime Value (LTV), Customer Acquisition and Retention marketing
• 10+ years in business leadership roles with 5+ years in strategic leadership roles
• 5+ years of experience in collaborating, leading cross functional teams, and effectively managing multiple priorities and multiple teams
• Experience translating business strategy into operating plans and developing robust marketing strategies
• Experience with best-in-class strategy formulation and evaluation processes and techniques
• Experience using best in class marketing technology, which an understanding of managing technology driven processes
*Sony Pictures Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
• Sony Pictures - CA - Culver City Area & Studios