Director of Digital Product Marketing
Job Details
Scope

The Director of Digital Product Marketing owns all marketing strategy and execution for Andrews McMeels digital products. This includes customer acquisition and retention strategies across paid, owned, and earned media channels. The ideal candidate is a passionate and experienced direct marketing and media expert, has a strong background in digital and paid media, excels at marketing analytics, and has a proven record of managing campaigns that drive direct revenue. They must be entrepreneurial in spirit, capable of contributing significantly to business planning, and able to deliver on aggressive targets.

The candidate will work very closely with other digital teams including product management, technology, production, operations, and creative to grow our portfolio of digital products. This position reports to the Chief Digital Officer and will build and manage an amazing team that will create the foundation for our growing digital business.

Responsibilities & Qualifications

PRIMARY RESPONSIBILITIES

  • Oversee the direction and development of the consumer marketing strategy and creative for the Andrews McMeel line of digital consumer products.
  • Be a thought leader and digital expert for the digital department, helping to shape and form strategies, plans, and processes while delivering marketing campaigns that help achieve business goals.
  • Identify key industry trends, perform competitive analysis, and evaluate impact for Andrews McMeel.
  • Collaborate with product teams to implement marketing features that continually improve product experiences, keep subscribers engaged, and prolong the average lifetime value of a subscriber.
  • Partner with internal and external teams to establish standardized and optimized processes for customer relationship management (CRM) program, manage marketing automation strategy for retention, renewal, and win-back tactics including email marketing, push, and in-product messaging.
  • Develop, measure and optimize customer lifecycle KPIs and identify target audience segments, key product benefits, and effective marketing communications to develop customer-focused marketing strategies for all stages of the purchase funnel.
  • A/B test and optimize campaigns and strategy based on data-driven insights to deliver maximum ROI.
  • Play a lead role in designing data reports that track key business metrics from multiple data sources and across all digital platforms.
  • Analyze marketing trends and patterns to strategically assess acquisition opportunities and current customer impact.
  • Work as part of a cross-departmental team to develop subscription models and long-term growth strategies.
  • Manage relationships with multiple agencies.
  • Establish and manage annual marketing budget, ensuring marketing investments can be effectively tracked and measured from initial engagement through conversion.
  • Socialize product positioning and subscription marketing strategy and best practices across all digital teams to align plans and coordinate integrated campaigns.

ESSENTIAL SKILLS

  • Familiarity with media industry, video games industry, and digital product development practices.
  • Outstanding verbal and written communication skills and presentation skills with sharp ability to simplify complex concepts and convey actionable solutions.
  • Flexible, strong manager that can think creatively, strategically and quickly, and thrive in a cross-functional capacity within a dynamic, high-energy, rapidly changing environment.
  • Ability to balance digital product goals with larger corporate goals.
  • Ability to handle multiple projects and deadlines, driving the definition of project scope and developing detailed project plans.
  • Knowledgeable and passionate marketer with strong interpersonal and problem-solving skills who keeps up with the latest digital trends and can identify short and long-term opportunities to advance core business goals.

MINIMUM QUALIFICATIONS

  • At least 10 years of digital direct-to-consumer marketing, preferably in entertainment, video games, media, ecommerce, or other subscription-based business.
  • Experienced data-driven marketer capable of concepting, developing, and executing performance-based marketing and advertising programs to achieve customer acquisition goals.
  • Digital media and advertising experience, including knowledge of drafting creative and media briefs and a deep understanding of various digital ad units across all digital platforms.
  • Ability to evaluate and critique creative content across all platforms including display, mobile, social, video, SEM/SEO and provide strategic feedback that will lead to effective advertising campaigns and marketing programs.
  • Sound qualitative and quantitative analytical skills and working experience with eCommerce, data management platforms, tag management systems, cookie and pixel implementation, and online analytics tools such as Google Analytics.
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