Remote - VP, Acquisition & Performance Marketing
About the position The Vice President of Acquisition & Performance Marketing is responsible for developing and executing comprehensive strategies to drive customer acquisition, brand awareness, engagement, and revenue growth. This role will oversee all performance marketing initiatives, including SEM, SEO, display advertising, paid social media, direct mail & win back, and performance-based Television and OTT campaigns. The VP will play a pivotal role in managing our agency partnerships and optimizing marketing investments to maximize efficiency and impact. As a key leader in the organization, the VP of Acquisition & Performance Marketing will collaborate with cross-functional teams, leverage data-driven insights, and implement innovative marketing strategies to ensure the company's continued success in a competitive and evolving landscape.
Responsibilities
- Develop and implement a holistic acquisition strategy that aligns with company goals and growth targets.
- Lead digital performance marketing efforts, including SEO, SEM, display, paid social, and affiliate marketing.
- Oversee the management and optimization of paid media channels to maximize ROI and optimize customer acquisition costs.
- Work with an external agency to manage and optimize the performance-based Television and OTT advertising program to drive new account growth.
- Lead the direct mail acquisition program, ensuring effective targeting, creative execution, and performance measurement.
- Directly manage external agency relationships to drive execution of TV, OTT, and TV-related digital marketing strategies.
- Ensure agencies meet performance goals and continuously optimize campaigns for cost efficiency and effectiveness.
- Manage marketing budgets effectively, balancing investment across channels to maximize returns.
- Oversee content marketing efforts to align with business objectives and strengthen brand positioning.
- Develop engaging, high-quality marketing materials across digital and offline channels to enhance brand visibility.
- Leverage strategic partnerships to expand brand reach and credibility.
- Implement and refine lifecycle marketing strategies, leveraging CRM and marketing automation tools.
- Develop omnichannel campaigns that enhance customer experience and improve lifetime value.
- Utilize analytics tools to track, measure, analyze, and optimize marketing performance.
- Establish KPIs and use data-driven insights to refine strategies and improve conversion rates.
- Conduct A/B testing and performance analysis to continually optimize campaigns.
- Partner with the Product Group to provide strategic input on product features and benefits that enhance customer acquisition.
- Identify opportunities to improve value propositions that increase marketing efficiency and conversion rates.
- Collaborate with the FP&A team to develop detailed acquisition forecasts and long-range planning.
- Regularly update and communicate key performance indicators and marketing contribution to growth.
Requirements
- Bachelor's or Master's degree in Marketing, Business, or a related field.
- 10+ years of experience in acquisition marketing, digital marketing, or performance marketing roles.
- Proven experience managing direct response marketing channels, including TV, OTT, and direct mail.
- Strong expertise in paid media, SEO, SEM, email marketing, social media, and marketing automation.
- Hands-on experience with Google Ads, Meta Ads, Affiliates, Direct Mail, and other digital advertising platforms.
- Experience managing external agencies and optimizing performance-based marketing programs.
- Strong analytical mindset with experience in data-driven decision-making, marketing measurement, and campaign optimization.
- Excellent leadership, communication, and cross-functional collaboration skills.
Benefits
- Diversity and equal opportunity for all applicants and employees.
- Reasonable accommodations for candidates on request.
- Respect for applicants' privacy rights.
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