The Acquisition Team supports the department's goals of driving aggressive digital subscription growth and optimizing channel strategy to sustain the print subscription base. This team drives all subscription types (print and digital) for 200+ local Gannett markets, USA TODAY, and add-on products. Job Purpose
This role reports to the VP, Acquisition and Revenue. It is responsible for creating, executing, and optimizing marketing growth strategies to support revenue and subscriber growth across our portfolio of digital products, including local subscriptions, USA TODAY, USA TODAY Play, the eNewspaper and more.
*This is a 100% remote position, with a preference for candidates based in or able to work within the Eastern Time Zone.
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Duties and Responsibilities
• Develop, implement, and execute comprehensive subscriber marketing growth strategies to maximize lifetime value, increase subscriber revenue and volume for local properties, USA TODAY and add-on products (existing and to be developed)
• Analyze zero, first, second, and third-party data and customer behavior to identify opportunities to expand audience targeting, personalize messaging, and create dynamic experiences for acquisition prospects
• Develop personas to bring to life each target audience and recommend specific messaging for each product and audience, identifying channels and strategies to get them to convert
• Create marketing growth strategies for new add-on products like the eNewspaper (a digital replica of the print paper, plus enhanced features), identifying known audiences and new audiences for this product, compelling value propositions to generate conversions from each audience
• Partner with acquisition channel leads - briefing them on the cross-channel growth strategy for each product, the way-in with each target audience, and the expected outcomes (new subscriptions, revenue)
• Continuously seek and overcome challenges, driving the program to exceed targets and proactively identifying solutions to work around roadblocks
• Continuously test and learn, creating testing roadmaps and plans for each product, aligned to business goals, to continually innovate and find new areas of growth
• Ensure all marketing growth strategy activities align with overall business objectives and goals
Qualifications
• 10+ years' experience in growth marketing
• Proven track record of developing and executing successful subscription growth/monetization strategies for a large enterprise
• Strong analytical skills and experience with performance data analysis
• Excellent communication and relationship-building skills
• Highly organized with strong time management skills
• Thrive in a fast-paced, results-driven environment
• Proven ability to solve problems and pivot quickly
• Expertise in CRM systems and marketing automation platforms (mParticle, Salesforce Marketing Cloud experience a plus)
Preferred Qualifications
• Bachelor's degree in marketing, business, communications, or a related field
• Experience with project management platforms (Asana experience a plus)
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The annualized base salary for this role will range between $100,000 and $125,000. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable.