Vice President, Customer Acquisition, Direct-to-Consumer
Location: New York, New York
Function: Marketing & Communications
Specialty: Digital Marketing, Web Production
Level: Manager (Supervisor)
Duration: Full Time
Salary Description: competitive
Develop strategy and marketing campaigns focused on acquiring a quality, engaged user base for the D2C service to meet short-term and long-term business goals and objectivesOwn several paid marketing channels including paid social, search, programmatic display, digital video, mobile and podcastOwn campaign end-to-end operationMonitor, optimize, and report on performance of campaigns on an ongoing basis with a nimble mindset that will allow for pivoting based on insightsOversee and manage campaigns from end-to-end with a focus on always-on performance marketing campaigns that drive customer acquisitionDefine baseline and advanced KPIs around customer acquisition and set goals for success against all of those measuresPartner with key members on the decision science team to create dashboards that track the effectiveness of acquisition campaignsAnalyze data to make recommendations to improve existing campaigns and develop new strategiesCollaborate with insights and research team to design research plans, interpret results and synthesize insights in order to develop new acquisition strategies and identify new audiencesManage relationship with performance marketing agency (or agencies) ensuring a strong partnership and execution of all campaignsPartner with finance and trading teams to create budgets and forecasts that will help achieve acquisition goalsWork closely with retention, engagement and partner marketing teams to ensure alignment of campaigns and grow a meaningful active user baseCollaborate with brand team to meaningfully communicate product value proposition and brand through acquisition campaigns and channelsChampion and lead A/B test targeting, content, copy & creative among other strategies to continually improve performance and ROAWork closely with data and analytics team to ensure tracking needs are met to build and analyze ad-hoc and recurring reports
NBCUniversal, the global media company that brought you some of the world’s most iconic television and film franchises, including: The Tonight Show, Saturday Night Live, Keeping Up With The Kardashians, The Real Housewives, Mr. Robot, The Voice, This Is Us, The Fast & The Furious, Jurassic Park, Minions, and more - is launching an all-new direct-to-consumer streaming service. It will seamlessly bring together the breadth and depth of NBCU’s broadcast and cable television series, movie titles, premier sporting events, and renowned news reporting... all in one destination… all in one app.
We are building a world-class team of smart, hungry and fearless professionals who are energized by the possibility of working at the epicenter of content, technology and culture. Join us if you would like to be a part of this exciting initiative.
The PositionThe VP, Customer Acquisition, D2C Marketing will define, implement and execute campaigns and strategies aimed at acquiring high-value engaged users to its new Direct to Consumer Streaming Video Platform. This position will serve as a key member of the D2C Marketing launch team and have the opportunity to create and lead our entire customer acquisition strategy. This will include the selection of a Performance Marketing Agency of Record and the selection of tools and measurement strategies that help us effectively target prospective users.
She/he will manage a team of media buyers and affiliate/influencer managers as well as several media agencies to execute omni-channel digital strategies aimed at growing our customer base. Utilizing a mix of always-on and campaign-specific performance marketing, these strategies will be driven heavily by data and audience segmentation in order to deliver targeted messaging to the right customer at the right time to drive efficient acquisition to the platform.
Reporting to Senior Vice President of D2C Marketing, the VP, Customer Acquisition, D2C Marketing will be a key leader on the D2C marketing team and closely partner with the Engagement and Retention Lead to develop full funnel campaigns aimed at acquiring, engaging and retaining customers. This role will also work very closely with the brand team to deliver subscribers to the service by utilizing key brand campaigns.
Responsibilities include, but are not limited to:
• 10+ years’ experience developing and driving the strategy of complex digitally focused acquisition marketing campaigns ideally for a direct to consumer product
• Expertise with all digital ad networks including Google Ads, Facebook Ads, Snap, YouTube Advertising and Programmatic networks is required
• Ability to analyze, interpret data and use insights to inform marketing campaigns and make recommendations
• Hands-on experience with developing and reporting on metrics and KPIs for business goals, process improvement projects, and campaign management
• Strong understanding of customer segmentation and how it can feed into acquisition marketing channels in order to identify and acquire high-value users
• Ability to effectively influence and communicate cross-functionally with all levels; exceptional presentation, verbal and written communication skills
• Ability think strategically and execute tactically
• Excellent team player with a positive attitude and ability to work collaboratively to drive projects to successful completion
• Bachelor’s degree and/or relevant experience
At NBCUniversal, we believe in the talent of our people. It’s our passion and commitment to excellence that drives NBCU’s vast portfolio of brands to succeed. From broadcast and cable networks, news and sports platforms, to film, world-renowned theme parks and a diverse suite of digital properties, we take pride in all that we do and all that we represent. It’s what makes us uniquely NBCU. Here you can create the extraordinary. Join us.