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Director, Engagement & Retention Marketing
Hulu
Santa Monica, CA, United States
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Hulu is a premium streaming TV destination that seeks to captivate and connect viewers with the stories they love. We create amazing experiences that celebrate the best of entertainment and technology. We’re looking for great people who are passionate about redefining TV through innovation, unconventional thinking and embracing fun. It’s a mission that takes some serious smart, intense curiosity and determination to be the best. Come be part of the team that’s powering play.
SUMMARY
Hulu’s Subscriber and Content Optimization team is seeking a Director of Engagement and Retention (E and R) Marketing who will be an exceptional addition to our Engagement and Retention leadership team. As the Director of E and R Marketing at Hulu, you will responsible for strengthening our relationship with our subscribers throughout their lifecycle to drive high-value behaviors, help reduce churn and increase lifetime value. You will be leading the marketing strategy and development of all customer lifecycle, upsell/cross-sell, engagement, and retention initiatives. This is a new role with the opportunity to build out a team passionate about leveraging premium content, extensive data and targeting capabilities, and creative ideas to deliver the right creative/message, in the right channel, to the right customer at the right time. The ideal person for this role is a strong leader, Marketing and Tech savvy, data-driven, with proven hands-on experience working collaboratively with cross-functional teams in a fast and dynamic environment. If you are someone with an uncanny ability to understand the needs of customers, internal stakeholders, and the technologies required to deliver outstanding user experience, then this is a great role for you.
WHAT YOU’LL DO
• Drive strategy and execution of Engagement and Retention marketing to onboard, retain, and build loyalty by engaging subscribers with personalized, targeted and relevant marketing messages at every stage
• Design and implement a range of upsell and cross-sell efforts to ensure customers are in the right subscription plan with the right mix of add-ons to maximize lifetime value and customer satisfaction
• Develop and execute an overall CRM strategy and communications plan leveraging appropriate marketing channels (on-channel, email, In-App / Push, social, programmatic, etc.)
• Coordinate with the Content Acquisition, Content Marketing and other Engagement and Retention teams to create strategies and develop campaigns for marketing new content to existing subscribers
• Define and document briefs, business rules, data / tech requirements, system integrations as well as processes and procedures for all EandR marketing campaigns
• Collaborate with all relevant internal teams for creative design and approvals and channel-specific execution of campaigns
• Partner with Analytics team to ensure that all campaigns have clearly defined success metrics which are tracked and analyzed
• Conduct ongoing A/B testing to optimize and increase the effectiveness of marketing efforts
• Work with product, technology and data teams to define feature and data requirements to create new communication channels and improve the intelligence available for relevant, personalized, real-time marketing
• Drive buy vs. build decisions including evaluating, onboarding and integrating with new vendors and technology that move the business forward, simplify and speed up processes, and increase effectiveness of tactics / programs
• Serve as the lead Hulu representative with external partners for any collaborations including communications to existing Hulu subscribers and/or joint engagement and retention marketing efforts
• Hire and lead a team of four high-performing marketers
WHAT TO BRING
• 10+ years of marketing experience in all aspects of customer lifecycle management including personalized and broad-scale campaigns, loyalty programs, up-sell and cross-sell strategy, promotions and customer segmentation
• Demonstrated success at recruiting, leading, coaching and developing a high-performing team
• Proven track record of working at the strategic and tactical level to develop and execute innovative CRM initiatives
• Advanced experience working with product, tech and data teams for complex database marketing, data / tech requirements gathering and driving integration with CRM technologies (specifically including Salesforce / ExactTarget)
• Strong analytical and problem solving skills with data driven approach
• Positive attitude and ability to operate in a very fast paced environment with ambiguity
• Excellent verbal and written communication skills with ability to present complex data, influence others and build relationships
• Bachelor’s Degree/MBA in marketing, business or related field.