Customer Acquisition | Acquisition Marketing | Member Engagement (Marketing)

Here are some sample job advertisements for these types of roles…

Director of Customer Acquisition Marketing – B2C Tech Company

Russell Tobin, New York, NY

Desired:Acquisition StrategyPerformance Marketing

Our client, an online marketplace for outdoor adventures, is hiring an experienced Director of Marketing to drive customer acquisition. This company is venture backed and growing quickly! In this role you will work directly with the Chief Marketing Officer and be responsible for designing and executing growth marketing strategy, specifically on the B2C side.

We are looking for a strong skillset in marketing operations, performance marketing, A/B testing and optimization, and marketing campaigns to drive customer growth. We are looking for someone to focus on CAC, retention, LTV and delivering a great customer experience.

**This role has the ability to grow into a VP of Marketing in 2019**

Duties & Responsibilities

Optimize marketing strategies, including defining KPIs to improve customer acquisition
Design and execute A/B testing for optimization opportunities across various campaigns
Oversee key marketing campaigns
Use research to identify improvement areas for future campaigns
Stay on top of customer marketing trends and apply new innovations to our campaigns
Hire and manage a team of channel marketing managers
Collaborate with channel marketing leads (paid media, email, SEO, PR, events, etc.)

Requirements

5-10+ years of experience in consumer customer acquisition
Define and execute customer acquisition strategy
Channels: paid search, SEO, affiliate, content marketing, social media, email drip campaigns, press, inbound/outbound, direct mail, out-of-home, etc.
Experience with affiliate strategies and tools
Analysis: Excel, CAC: LTV by cohort, Google Analytics, funnel optimization, Keyword Planner, A/B Testing

What’s in it for you?

Full benefits (medical, dental, vision, 401k, commuter)
Competitive compensation package with stock options at a high-growth startup
Open vacation policy
Fantastic team in an inspiring office in Manhattan

Acquisition Marketing Manager

Betterment LLC

–

New York, NY 10013

Desired:Google AdWordsMarketingDigital MarketingSEMDoubleclickAttribution Modeling

About the right team member:

You get psyched about scaling customer growth because you believe in the power of marketing to introduce people to transformative technologies. You have an intuitive grasp of compelling creative and always use data to support your point of view. When the data isn’t there, you think creatively to develop hypotheses and solve problems. You focus on the details but are comfortable multitasking, and you manage your time toward achieving the bigger picture. Testing is in your marketing DNA. You’re a self-starter and a team player, able to rally colleagues around ideas while quickly pivoting as business needs evolve. You build strong internal and external relationships, and you roll up your sleeves to develop new skills. You use your experience to teach others and stay on top of the constantly changing media marketplace. And while you think and act like a performance marketer, you understand the value of building awareness and consideration.

At Betterment you will get to:

Efficiently grow Betterment’s customer base through digital channels, focusing on SEM, programmatic display, and multi-channel testing
Optimize marketing spend efficiency and own your channel’s progress toward increasing LTV/CAC, combining attribution and campaign reporting with a deep understanding of CPA dynamics
Perform ongoing campaign analysis to shape new campaigns and strategies

You will have direct responsibility for:

SEM: Own the channel’s strategy, budget, and test plans. Optimize and expand keyword sets, refine ad copy, build high-converting landing pages, improve Quality Scores, and manage bid strategies. Leverage segmentation and audience targeting capabilities where available. Use deep knowledge of the interactions between SEM and SEO – as well as knowledge of search behavior by device (especially mobile) – to boost performance of keyword, copy, and landing page tactics. Run campaign performance analysis, manage Search agency, and partner with the Product Marketing team on launches.
Display Support: Partner with Display Channel Manager to ensure flawless execution of key prospecting and retargeting campaigns, including ad trafficking, campaign tracking and reporting, and partnering on strategic display initiatives.
Mid Funnel Campaigns: Develop a test plan for mid-funnel campaign strategies and tactics that support longer-term growth, with a particular focus on driving cross-channel and cross-device synergies.

You will be effective if you have:

5+ years of work experience in a data-driven digital marketing role at a fast-paced workplace, with direct experience managing SEM and at least one other digital channel
Experience with SEM optimization and audience/targeting tools including RLSA
A cross-channel and cross-device mindset informing how you think about consumer interactions with different channels at different points in the customer lifecycle
Experience leading successful campaigns for products with a longer consideration and purchase cycle
Robust understanding of quantitative concepts around driving performance (e.g. deploying lookalike or response models) and measuring performance (e.g. last click vs. multi-touch attribution models, holdout controls, statistical significance)
Knowledge about different forms of attribution and how to apply them to cross-channel optimization and testing
Experience with Google AdWords and DoubleClick Campaign Manager
Experience with Excel/Google Sheets for analysis purposes, eager to develop/learn SQL skills
Deep familiarity with the broader digital media landscape (e.g. DSPs, DMPs, 3rd party data Providers)

About Betterment

Betterment is the largest independent online financial advisor with more than $15 billion in assets under management. The service is designed to help increase customers’ long-term returns and lower taxes for retirement planning, building wealth, and other financial goals. Betterment takes advanced investment strategies and uses technology to deliver them to more than 370,000 customers across its three business lines: direct-to-consumer, Betterment for Advisors, and Betterment for Business. Learn more.

Senior Director, Customer Acquisition

Blue Apron, New York, NY 10013

Desired:Performance MarketingMarketingDigital MarketingAttribution Modeling

WHO’S IN THE KITCHEN
——————–

Blue Apron is hiring a Senior Director of Customer Acquisition to join our rapidly growing Marketing team. In this role, you will lead Blue Apron’s acquisition marketing team, driving customer acquisition across our portfolio of products and brands, leveraging both paid and unpaid strategies to do so.

WHAT’S ON THE MENU
——————

Responsibility for customer acquisition and winback across our product portfolio.
Leadership of a world-class team of acquisition marketers.
Channel strategy and ongoing channel management across the digital marketing mix, including search, display, paid social, sponsored content, influencer, affiliate, and email.
Ownership of our digital acquisition marketing budget including all advertising and promotional spend.
Ownership of all media agency relationships.
Ownership of marketing attribution capabilities incl. media mix modeling and multi-touch attribution as well as build out and advancement of these capabilities for use in planning and day-to-day channel management.
Primary marketing liaison to product and engineering teams to champion product and technology-led opportunities.
The ideal candidate will be a seasoned acquisition marketing executive, with experience across the entire digital marketing mix, as well as a track record of using breakthrough marketing strategies and tactics to drive transformative growth. You should be at once forward looking and strategic, with a comprehensive knowledge of the performance marketing ecosystem as well as a strong and collaborative team leader, excited to roll up your sleeves and dive deep to drive results with your team and colleagues.

NECESSARY INGREDIENTS

Bachelor’s degree from a top school with strong academic performance, MBA preferred.
12-15+ years in acquisition marketing, with a track record of creating, planning and executing customer acquisition campaigns to drive transformative business results.
Deep channel expertise across the entire marketing mix including offline and online channels.
Curious, driven and visionary; you’re inspired by the road less traveled and finding creative solutions that others haven’t considered.
Comprehensive understanding and application of marketing attribution methodologies, including MMM, last click, algorithmic/multi-touch, etc.
Excellent communication and presentation skills.
Exceptional organizational skills and attention to detail.
Ability to project manage/prioritize multiple projects simultaneously.
Self-starter who can power through ambiguity and thrives in a fast-paced, dynamic start-up environment.

Sr Mgr Customer Engagement & Retention

Discovery Communications, LLC-

New York, NY

About Discovery Golf

Discovery Golf is a new global venture from Discovery that will bring coverage from the best professional golf events to fans around the world. Discovery Golf is creating a new, innovative digital platform to deliver live content and special features that will change the way golf coverage is enjoyed.

The Role

The Sr. Manager Customer Engagement and Retention will drive the CRM strategy and customer lifecyle marketing for Discovery Golf. The role requires strategy setting, including customer segmentation and financial analysis, and tactical execution, including key CRM activity like email, push notifications, in-app messaging, and messaging in targeted web experiences.

Responsibilities

1. Create the strategic marketing plan for customer retention across a global audience
2. Own the customer journey from lead to new customer to ongoing active customer activities to return-from-churn and winback
3. Create customer segmentation to drive relevant and impactful marketing communications
4. Manage core CRM activity (Email, Push notifications, in-app messaging, targeted web messaging).
5. Develop and Maintain Marketing activation calendar
6. Project retention trends and key financial model inputs based on marketing and digital product release activities
7. Maintain close linkage to customer service leaders to ensure that we take important learnings from customer feedback and put it into action

Requirements

Deep experience working in direct-to-consumer (B2C) media companies with digital content. Familiarity with both subscription- and advertising-based business models would be ideal.
Deep understanding of, and strong success in, a business focused on the implementation of consumer acquisition and/or retention marketing tactics and plans.
Extensive familiarity with using customer segmentation and data, test, target and measure marketing campaigns and advanced, innovative digital strategies
Experience managing a CRM and data system to enhance a subscription and advertising business and more effectively communicate with and engage consumers.
Proven leadership of a multifunctional marketing and data organization, responsible for driving significant revenue impact.
Must have the legal right to work in the United States.

Sr Analyst- New Member Acquisition Strategy

American Express-

New York, NY

The New Member Acquisition (NMA) organization is responsible for driving card member acquisition for the U.S. Consumer Card business. This group sits within the broader Consumer Marketing Services (CMS) organization, which is responsible for marketing all consumer charge and credit products.

As the Senior Analyst, New Member Acquisition Strategy, you will be responsible for identifying, evaluating, prioritizing and implementing strategic initiatives within and across all NMA marketing channels. This will include analyzing data to extract insights about prospective cardmembers and to develop solutions for channel owners, as well as working closely with cross-functional partners within marketing, product, risk, tech, customer servicing, branding, and compliance.

The person in this role will have a unique opportunity to be part of a core team responsible for working on projects that touch a variety of key strategic initiatives for NMA and the broader CMS organization. Recent projects this team has worked on include the refresh and launch of the American Express Gold Card, and developing and implementing anti-gaming initiatives across the U.S. Consumer card business.

Key Responsibilities:

Leverage data, research, competitive intelligence and insights to identify strategic projects for NMA
Brainstorming and negotiating effectively with various stakeholders across channels and functions to execute on these strategic initiatives
Support Manager/Sr. Manager on strategic projects, including product refreshes and launches
Support the data and results reporting process for assigned projects

Qualifications

Bachelor’s Degree required
3-4 years of relevant work experience
Experience in marketing, consulting or acquisition preferred but not required
Excellent written and oral communication/presentation skills with attention to detail
Strong analytical skills with the ability to leverage data to inform business decisions
Strong relationship building skills and the ability to collaborate and work effectively across multiple cross-functional partners
Strong customer focus, including a passion for driving a premium experience for customers
Ability to prioritize and work under tight deadlines
Ability to manage multiple projects simultaneously

Employment eligibility to work with American Express in the U.S. is required as the company will not pursue visa sponsorship for these positions.