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Director of Mobile Marketing
Gannett
Washington, DC, United States
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Gannett Co., Inc. (NYSE: GCI) is an innovative, digitally focused media and marketing solutions company committed to strengthening communities across our network. With an unmatched local-to-national reach, Gannett touches the lives of more than 110 million people monthly with our Pulitzer-Prize winning content, consumer experiences and benefits, and advertiser products and services. Gannett brands include USA TODAY NETWORK with the iconic USA TODAY and more than 100 local media brands, digital marketing services companies ReachLocal and SweetIQ, and U.K. media company Newsquest.
Director of Mobile Marketing
The Director of Mobile Marketing will be an integral part of driving USA TODAY NETWORK’S digital mobile acquisition strategy across all distribution channels to drive growth for both USA Today’s new AD Free product and across all 109 of our local Apps. The ideal candidate will have experience developing dynamic digital mobile marketing strategies with a proven track record of effectively developing and instituting processes and best practices to generate positive results. You will work closely with internal departments (product, data and finance teams) and coordinate on business objectives. You will also be responsible for driving mobile results and maintaining engaging and productive vendor relationships. This position can be based in New York, NY or McLean VA.
Job Duties:
• Lead mobile marketing, drive clear decision making and alignment with key stakeholders and senior management.
• Plan and execute acquisition marketing campaigns to drive subscriber growth across direct to consumer performance-based online marketing channels with a primary focus on creating, managing, and optimizing mobile marketing campaigns.
• Develop marketing calendar and go-to market strategies to grow mobile app downloads and conversions.
• Execute plans to optimize response rates and media budget by actively testing different variables including price, offer, copy/messaging, targeting, segmentation, creative, meters
• Evaluate and enhance performance measurement approach to improve attribution and drive growth. Deliver ongoing product marketing analysis, making recommendations to continually refine marketing strategies around user acquisition, engagement, and retention for mobile campaigns.
• Establish KPI goals and ensure team is executing to effectively meet targets.
• Develop view of marketing landscape and roadmap, deliver improved efficiency and growth. Work closely with Product, News, Brand and Analytics teams to improve user experience and brand consistency for mobile.
• Effectively manage ad agencies and partners to help maximize ROI on marketing campaigns.
• Analyze and report on campaign results, conversion rates and other KPIs.
• Utilize data as a key means for developing new marketing strategies and implementing new tactics.
• Be at the forefront in understanding new trends for mobile and explore new marketing opportunities.
• Regularly provide key stakeholders with campaign plans and findings.
• Manage relationships with media, creative agencies and technology vendors.
Requirements:
• BS/BA required
• 8+ years of digital marketing experience as a strong marketing leader driving cross-functional collaboration.
• Experience in mobile advertising platforms - Facebook, Google, Twitter, Apple Search Ads and in-app advertising platforms.
• Passionate and knowledgeable about mobile marketing vertical.
• Strong strategic planning, oversight on execution and optimization.
• Must be effective in communicating (written and verbal) to provide concise, timely and accurate updates to management.
• Strong analytical and reporting skills.
• Forecasting and budgeting experience required
• Ability to multi-task and prioritize in a fast-paced and dynamic work environment.