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Director Digital Audience Acquisition
Gannett
Mc Lean, VA, 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.
Job Description: Director of Digital Acquisition – User Behavior & Paywall Strategies
The Director of Digital Acquisition will be an integral part of driving Gannett’s consumer revenue growth across 109 regional news publication brands and the national news brand USA TODAY, with responsibility for the strategy development and implementation of digital marketing programs and new technologies to drive audience growth, lead generation, registration and subscriptions.
The ideal candidate will have a proven track record in audience development, paywall testing, subscriber acquisition and/or ecommerce, with experience in media planning, social and mobile. S/he will possess strengths in relationship management, innovative thinking, planning, organization and execution. S/he must have a strong sense of urgency and be highly analytical, fast moving and an operationally oriented marketer. The Director will be a dynamic individual, technically proficient, and have a passion for keeping up with evolving digital trends and technologies. Specifically, s/he will be a leader in acquisition, user behavior, A/B testing and developing deeper relationships with users on with the ultimate end goal of driving acquisitions.
Responsibilities:
• Leverage your unique blend of data, technology and marketing knowledge, to develop
innovative and sustainable solutions that can be presented to the user across
platforms.
• Define audience segments and associated value propositions for prospective subscribers
ensuring that they are unique and innovative to drive results.
• Work with the prospective parties around consumer data collection and analysis; align
with partner teams who can implement audience targeting, as well as serve online targeting using a self-serving tool; all while carefully crafting customer journeys for key user segments.
• Identify value proposition and key messages, write creative briefs to ensure we produce
best-in-class creative. Work with research, product, external partners to execute.
• Manage and implement all consumer execution/ marketing operations, including setting the marketing strategy and priorities.
• Develop key metrics and deliver insights about our business performance, working
closely with business intelligence and finance, to establish forecasts and
communicate progress.
• Act as primary advocate for revenue/marketing considerations in all
cross-functional discussions, and make recommendations and influence partners
in Product, Design, etc.
Qualifications:
• 8+years in marketing, strategy, acquisition and operations
• Ability to problem-solve across multiple teams and stakeholders
• Experience working with product and marketing teams on road mapping and setting priorities
• Experience executing multi-channel digital acquisition for web and mobile products, with
associated budget management.
• Experience directing media strategy, building revenue models and assumptions and evaluating
plans against objectives
• Effectively communicate insights in the presence of senior leadership.
• Experience in financial modeling and using analytical tools
• Experience designing and executing A/B tests to drive revenue / conversion optimization.