Marketing Manager, Digital Consumer Revenue - People

New York
Apr 23, 2013
May 23, 2013
Human Resources
Full Time
This is a unique opportunity for a highly driven, experienced consumer marketer to promote PEOPLE's first ever suite of entry level consumer revenue products. The manager will be responsible for acquiring new subscribers via both on and offline marketing campaigns at a cost efficient ROI.

By working closely with PEOPLE's Senior Manager of digital audience development, along with the editorial, product, tech and business teams, this individual will:
1) Aid in product creation
2) Develop and execute marketing plans for new product launches
3) Generate creative solutions to drive more product subscriptions
4) Increase user engagement with the entry level products
5) Leverage research and analytics to develop product findings and recommendations for digital teams and senior management

This individual will report to the Senior Manager who drives all aspects of audience development for PEOPLE, including search engine optimization, social media strategy, mobile marketing, site product marketing, and email newsletter subscriptions.

1) Product Launch Marketing Plans
a. Create and execute online media marketing plans across multiple products
b. Establish goals of campaigns along with reach and frequency targets by platform
c. Develop creative briefs to drive design
d. Test 1-2 new vendors per product
2) Ongoing Marketing and Conversion Optimization
a. Convert existing users into new customers
b. Integrate product hooks into channel optimization by working with product team on integration across web and mobile assets to drive conversion
c. Establish wave testing plans along with creative A/B tests
d. Establish impression thresholds for statistically significant results
e. Based on performance analytics, allocate budget to best performing placements
f. Optimize performance campaigns on Google, iAd, Facebook etc.
3) Performance Analysis
a. Work with insights and analytics to understand most popular content in order to improve how we promote the product
b. Create weekly and monthly reports to measure performance of media and creative placements
c. Present performance reports to Audience Development, Subscription, Edit, and Business teams on a bi-weekly basis
4) Budget Management

Overall Requirements:
The ideal candidates will possess the following skills and experience:
- 4-5 years of digital consumer marketing experience
- 1 or more years of web analytics experience
- Experience with Omniture Site Catalyst, and Facebook Insights required
- Experience running Google AdMob, and Apple iAd campaigns required
- Superior analytical and problem-solving skills, with the ability to think critically and deliver recommendations based on data and analysis
- Strong Excel skills
- Highly proactive, curious, and enthusiastic about the digital media space and the style/entertainment categories

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