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Director, Gross Add Manager Winback Marketing

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We are looking for a Director of Winback Marketing for a contract position that will last indefinitely. The right candidate will have experience with Winback Marketing campaigns in a Subscriber based company. This is a Director level position send qualified resumes that reflect Subscriber winback marketing experience to rhmartinez@aquent.com

Position Summary:
Contributes to the marketing strategy and strategic initiatives to “re-acquire”/win back former subscribers. Designs, launches and manages quarterly or on-going WinBack campaigns. The position has 2 main objectives: first is meeting/exceeding specific campaign and Gross Add Winback sales goals and second is developing, building, executing major strategic initiatives for improving overall Winback metrics. Accountability components of the position include: performance to specific quarterly campaign sales goals, improvement in WinBack overall metrics and completion of assigned strategic initiatives. Tactics used are traditional (DM, e-mail, inbound response) and progressively more digital (targeted advertising, social media) to complement traditional DM.
Duties and Responsibilities:
• Construct the short and long term strategy for “winning back” former subscribers or trialers with consideration towards the lifecycle of these contacts and their previous exposure to communications. Execute this strategy in the form of quarterly, stand-alone or on-going campaigns.
• Lead cross-functional strategic projects to move the Winback line of business forward (i.e. online channel development) and improve on all overall metrics
• Apply “best-in-class” direct response marketing techniques (traditional and digital) within the strategy to achieve production efficiencies and yield targets for campaigns
• Pilot and build digital marketing channels to identify/ attract additional win back contacts to re-subscribe as well as to reinforce direct mail/ email communications
• Lead stakeholders across the organization (and external) in campaign development and management. Core team for campaigns includes: Marketing Business Intelligence, Listener Care, Brand, Creative Services, Legal, Broadcast Operations/Conditional Access, Interactive, Finance Strategic Analytics, creative agencies, direct mail house, email blast vendor, etc. Develop and maintain strong relationships with all stakeholders.
• In conjunction with the internal Brand group, the internal Creative Services group, and external creative agencies, develop campaign themes that are based on and best execute the Winback strategy
• Identify and employ high quality vendors (i.e. creative agencies, direct mail houses, etc.) that best support Winback objectives
• Partner with the Director of Winback Marketing Strategy & Analytics and the Finance Strategic Analytics team to continually test new ideas/ concepts within campaigns with the goal of improving results
• Identify, analyze and understand campaign trends. Explain trends internally and build on or address them (if negative)
• Understand the different customer segments and their behavior within the target population of campaigns. Accurately identify these segments for list creation and possibly specific communication touches or cadence
• Achieve CPGA goals by designing economical creative and working efficiently with print and email vendors
• Project-manage campaigns by creating/owning a milestone timeline for deliverables, matrix managing stakeholders to support the project/program as needed, making due dates, and delivering as expected or, explain risks/ new developments as they come up
• Review all direct mail and email communications, scripts, test plans and program plans to ensure accuracy and completeness
• Track, monitor, analyze, and report out on results of all marketing efforts and tests
• Responsible for achieving sales and CPGA goals as identified
Supervisory Responsibilities:
• There are currently no supervisory responsibilities associated with this job but potential to add one team member.
Minimum Qualifications:
• BA in related area
• Advanced degree strongly preferred
• 10-12+ years in direct response marketing within comparable/related industry required (mainstream subscription services, automotive industry or automotive aftermarket, traditional direct marketing, internet services, entertainment, satellite television, credit card services, or cellular services).
Requirements and General Skills:
• Experience developing strategy and implementing digital media direct response tactics is preferred
• Outstanding and proven direct response, analytical, and project/campaign management skills
• Strong people and relationship-building skills
• Strong orientation to detail
• Customer relationship marketing and segmentation marketing experience required
• Excellent oral and written communication skills; must be able to communicate clearly and credibly across all levels of the organization
• Self-motivated, proactive team player and independent worker
• Ability to work on multiple projects and set priorities
• Knowledge/interest in pop culture and mainstream entertainment a plus
• Must have legal right to work in the U.S.Ability to project a professional image over the phone and in person
• Spelling, grammar, proofreading and editing skills
• Pro-actively willing to take initiative and to follow through on projects
Technical Skills:
• Thorough knowledge of MS-Office Suite (Word, Excel, PowerPoint, Access)

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