Director, Membership & Retention Marketing

Location US-CA-Los Angeles
Posted Date 4 weeks ago(1/22/2018 6:13 PM)
Job ID
2018-47804

Overview

The Director, Membership & Retention Marketing is responsible for reducing churn and driving ARPU among subscribers to tronc’s news brands including the Los Angeles Times, Chicago Tribune and New York Daily News. Key activities include shepherding marketing campaigns that foster a sense of community, brand loyalty and advocacy among these audiences; and serving as a champion and leader for our goal of treating subscribers as valued members of our community. In addition to installing membership initiatives, the candidate will manage an existing retention and engagement group and optimize its current programs.

Responsibilities

 

  • Create and execute programs which enhance the benefits of a subscription and resonate with the audiences of tronc’s news brands – delivering on the promise of a membership. Work here includes leadership of a member portal and member onsite/email communications that regularly promote benefits we deliver to subscribers.
  • Partner with events personnel, e-commerce teams, newsrooms and others to design member-only experiences among their products and services that contribute to and further these membership connections.
  • Advocate on behalf of subscribers across the company, ensuring all product interactions treat our members in extra-special, clear, customer-oriented, benefits-driven ways. Your review and input here include onsite and telephone customer service, marketing campaigns deployed on our sites and via email, and transactional emails that welcome and inform subscribers during their tenure.
  • Commission research projects that assess subscribers’ satisfaction, and lead programs that emerge from this discovery.
  • Define key performance indicators and measures to track the effectiveness of membership marketing initiatives.
  • Lead the marketing campaign calendar for tronc’s membership products and efforts, developing a robust slate of membership marketing activity.
  • Identify and manage key vendors that can enhance membership, loyalty and community development efforts.
  • Implement upsell and referral programs that not only drive additional ARPU among existing subscribers, but also enhance these members’ connections with and loyalty to our brands.
  • Drive subscriber retention through improved billing practices, devising retention approaches for at-risk subscriber segments and optimizing call center customer service communications.
  • Improve customer on-boarding and increasing subscribers’ engagement with our news brands and content.
  • Fostering greater digital activation and engagement among tronc’s print subscriber base.

 

Qualifications

 

  • BA/BS in marketing, communications, journalism or related field. MBA a huge plus!
  • 10+ years in digital marketing and/or campaign roles
  • 3+ years in membership program marketing, or customer loyalty/brand advocacy roles
  • 3+ years experience in managing marketing teams/staff
  • Highly proficient in web analytics (Google Analytics, Omniture/Site Catalyst, etc)
  • Sound knowledge in key digital marketing channels and spaces such as email, social media, and mobile
  • Experience in reporting and presenting to senior executives (C-suite level)
  • Excellent written and verbal communication skills; project management experience a plus
  • Highly organized and detail-oriented; able to manage multiple projects simultaneously
  • Highly proficient in MS Word, Excel & PowerPoint
  • Strong analytical skills; able to interpret and present data to provide insightful, tactical recommendations

 

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