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Director, Digital Subscription Acquisition Marketing
tronc
Los Angeles, CA, United States
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Overview
The Director, Digital Subscription Acquisition Marketing is responsible for overseeing a team of digital marketing channel managers and supporting resources in the execution of campaigns, programs and projects, across a range of channels, to drive digital subscriber acquisition for tronc’s portfolio of news brands which includes the Los Angeles Times, Chicago Tribune and New York Daily News.
Responsibilities
• Grow subscriber acquisition via key channels such as email, paywall, native display ad units and on-site marketing solutions.
• Manage and grow customer acquisition through additional sales channels such as Apple News, eReaders, Amazon, mobile apps, partnerships and more. Also manage and guide the digital campaign execution in these channels.
• Lead efforts to evolve a dynamic paywall on tronc’s news sites and convert more users with highly targeted offers based on specific user attributes.
• Lead and champion the marketing campaign calendar for tronc’s digital subscription products, such as Unlimited Digital Access and premium newsletters, by developing a robust slate of offers and marketing activity for each product.
• Develop creative briefs that initiate the campaign process and lead the marketing voice in campaign planning and creative discussions.
• Manage and drive the performance of key digital marketing vendors/solutions, acting as the internal product champion for these solutions while also assessing potential vendors, recommending testing and adoption where suitable.
• In conjunction with tronc’s Data team, discover and surface insights that inform and guide subscriber acquisition strategy, also leveraging analytics from tools such as Google Analytics, Omniture, Tableau, Ensighten and a range of vendor platforms.
• Lead working groups comprising development, technology, product and operations stakeholders to deliver marketing programs, while also developing the project briefs to guide these groups and initiatives.
• Compose digital acquisition reporting and analysis for executive stakeholders and presenting to stakeholder groups within the organization.
Qualifications
• BA/BS in marketing, communications, journalism or related field. MBA a huge plus!
• 10+ years in digital marketing and/or campaign roles
• 3+ years in eCommerce
• 3+ years experience in managing digital marketing teams/staff
• Highly proficient in web analytics (Google Analytics, Omniture/Site Catalyst, etc)
• Deep experience with website marketing/advertising technology vendors and solutions
• Sound knowledge in key digital marketing spaces such as email, paid media, display advertising, email capture and signup/conversion funnels
• Experience in reporting and presenting to senior executives (C-suite level)
• Excellent written and verbal communication skills; project management experience a plus
• Highly organized and detail-oriented; able to manage multiple projects simultaneously
• Highly proficient in MS Word, Excel & PowerPoint
• Strong analytical skills; able to interpret and present data to provide insightful, tactical recommendations