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Director, Marketing, Vehicle Data Products - Automatic
Sirius XM
New York, NY, United States
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Position Summary:
The Director of Marketing, Vehicle Data Products, will be responsible for the development and execution of Automatic product marketing strategy and corresponding marketing plans with a focus on customer acquisition, engagement and retention. The goals of this position are to grow consumer awareness and understanding of the current product offering to increase enrollment; provide a seamless onboarding experience; drive engagement during trial period; and offer frictionless paths for trialers to convert to self-paying customers. In addition, the role supports marketing objectives for enterprise customers.
This team member will collaborate with Product, Brand, Creative Services and Legal teams on the creation and approvals for assets, positioning, copy and other marketing content. This position will be responsible for working with Marketing Operations and Business Intelligence teams to build, manage and execute marketing campaigns.
The ideal candidate has extensive experience in digital marketing, a deep understanding of direct response marketing and a history of strong performance based on data-driven insights.
Duties and Responsibilities:
• Establish and drive the customer acquisition and engagement strategy across digital channels and develop corresponding marketing programs.
• Manage the execution of marketing initiatives from idea through launch, while setting and continuously managing the right expectations with all relevant stakeholders.
• Develop product positioning and messaging that differentiates our Automatic product and offering in the market.
• Develop innovative omni-channel digital plans to execute best-in-class consumer marketing experiences across all touch points.
• Establish success metrics (enrollment, conversion, engagement); track, analyze, and communicate all program key performance indicators (KPIs) and performance to goal, and present weekly action-driven plan to impact those drivers.
• Develop deep understanding of customer segments, audience insights and consumer personas; be able to anticipate and build programs to customer needs to increase acquisition.
• Work closely with Product, Brand, Creative Services, Finance and Legal teams to deliver acquisition programs.
• Build a roadmap of strategic marketing initiatives, quantify business impact, and partner with various departments to implement the initiatives.
• Embrace test-and-learn innovation while continuously creating and evolving marketing plans to optimize results.
• Manage and/or utilize a portfolio of customer insight tools including analytic platforms, testing tools, survey tools, usability tools and social media monitoring tools.
• Determine the changes to product and/or system/business practices necessary to capitalize on improvement opportunity, balancing resources, speed to market, and operational complexity.
Supervisory Responsibilities:
• There are no supervisory responsibilities associated with this job.
Minimum Qualifications:
• Bachelor's degree in marketing or related field or equivalent, relevant experience. Master's degree preferred.
• 10+ years in digital and direct response marketing.
• Proven success building scalable, broad reach email and other digital acquisition programs, as well as the supporting onboarding programs to maximize engagement.
• Experience developing strategies and executing marketing tactics focused on application downloads, consumer registration process, and conversion (purchase) flows.
• Demonstrated performance through digital optimization and testing, with an emphasis on purchase funnels, improving conversion rates and reducing friction through registration and onboarding processes.
• Knowledge and experience in both B2C and B2B.
• Ability to communicate with Marketing, Product and Finance Teams.
• Comparable/related industry (automotive industry or automotive aftermarket, traditional direct marketing, internet services, mainstream subscription services, or cellular services) preferred.
Requirements and General Skills:
• Ability to prioritize multiple tasks, be flexible and work with a sense of urgency in a changing, fast-paced environment.
• Ability to work independently and in a team environment.
• Willingness to take initiative and follow through on projects.
• Customer-first orientation and strong passion for delivering quality programs in service to customer needs.
• Ability to think and write creatively.
• Spelling, grammar, proofreading and editing skills.
• Knowledgeable about digital marketing solutions.
• Effective verbal and written communication skills; ability to communicate with all levels of the organization.
• Strong quantitative and strategic skills.
• Interpersonal skills and ability to interact and work with staff at all levels.
• Ability to pay meticulous attention to details; strong organization skills.
• Ability to problem solve and effectively meet deadlines.
• A deep passion to learn about the latest trends in digital marketing and technology.
• Must have legal right to work in the U.S.
Technical Skills:
• Thorough knowledge of MS-Office Suite (Excel, PowerPoint, Word) and G Suite business applications.
• Varied usability, qualitative and quantitative testing experience with knowledge of A/B and multivariate testing tools, Adobe Analytics, Google Analytics or similar analytics platform along with survey platforms and social media monitoring tools.
• Mobile app optimization and understanding of mobile payment capabilities and limitations a plus.
Equal Opportunity/Affirmative Action Employer - Minorities/Females/Protected Veterans/Disabled.
The requirements and duties described above may be modified or waived by the Company in its sole discretion without notice.