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Associate Director, Marketing and Sales (Retention and Acquisition)
NYFA
New York, NY, United States
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Position Title: Associate Director, Marketing and Sales (Retention and Acquisition)
Classification: Exempt
Department: Marketing
Reports to: Vice President, Marketing & Customer Experience
The Associate Director is a Marketing leader with proven success in lifecycle marketing including subscription retention, acquisition, and win-back to meet sales goals, marketing objectives and elevate brand experience.
RESPONSIBILITIES:
•Develop both short- and long-term improvements across all contact points to deliver quick wins and longer-term strategic roadmap to convert along audience segmentation, increased personalization and communication/messaging strategy.
•Partner with cross-functional teams to deliver core subscription campaign and deliver highly personalized experience across touch points to increase conversion, reduce churn and increase lifetime value of customers.
•Elevate customer segmentation plan using internal data (channel, date, activity and offer).
•Track customer profiles and engagement to develop segmented, multi-channel customer communications strategies across email, web, mobile phone, etc. to increase NYPS, retention rates and life time spend.
•Provide strategic input on the digital UX (conversation path, onboarding, subscription management, and renewal) for subscription pages and conversion paths.
•Develop and execute an overall CRM strategy and communications plan for subscription sales, leveraging all marketing channels (direct response, direct mail, telemarketing, email, mobile push, social, programmatic, etc.).
•Direct and implement all subscription campaigns: Curated renewal and acquisition; CYO renewal and acquisition; Young People’s Concerts renewal and acquisition.
•Direct lead management strategy for the department and act as the marketing liaison for direct response vendors.
•Define and document project briefs, creative briefs, business rules and procedures for lifecycle marketing campaigns.
•Conduct ongoing tests to measure, optimize and increase the effectiveness of CRM efforts.
•Work with analytics and IT and teams to improve the data intelligence available for relevant, personalized, real-time marketing.
•Manages budget for all subscription activity.
•Active marketing and sales lead for Telemarketing Campaign.
•Act as marketing liaison for Tessitura Governance Committee for subscriptions.
•Act as marketing liaison for Customer Engagement and Customer Service for subscriptions.
REQUIREMENTS: Bachelor’s Degree in marketing, business or related field. 5+years of direct marketing experience including direct mail, direct response, CRM marketing, personalized triggered campaigns, etc. Knowledge of best practices in direct response and promotional messaging. Strong knowledge and experience in digital marketing: paid, email, programmatic, social, search, content. Proven track record of executing CRM initiatives to generate revenue. Strong initiative with ability to work independently as well as within a team environment. Experience with Tessitura strongly preferred. Excellent verbal and written communication skills with ability to present complex data, influence others and build relationships. Strong analytical skills and a data-driven approach to problem-solving. Ability to work collaboratively with cross-functional teams and operate in a fast-paced environment.