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Senior Mobile Marketing Manager

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The Senior Mobile Marketing Manager is a key member of Online Marketing team within Digital Strategy & Membership. This person will report to the Director of Digital Marketing.

The Senior Mobile Marketing Manager is responsible for owning the go-to-market strategies for all of the organization's mobile offerings – apps and beyond. S/he will also develop the launch, growth, engagement, and retention strategies of multiple apps as well as drive growth for current mobile web users. Using both owned and external channels, s/he will also be responsible for tracking, analyzing, and communicating results and insights to share within the organization. The Manager will also oversee a junior manager.

S/he will work cross-functionally with members of the Product and Development teams, Membership, Analytics, and other internal stakeholders.


RESPONSIBILITIES:
- MARKETING ACQUISITION, USER BASE GROWTH & ENGAGEMENT
• Marketing acquisition, user base growth, and engagement
• Manage and own the mobile forecast and marketing budget
• Develop strategic and data-driven go-to-market plans and acquisition strategy for members and non-members, maximizing ROI
• Establish and size the effectiveness of mobile marketing initiatives
• Work cross-functionally to create, manage and execute marketing campaigns through internal and external channels such as search, email, social media, and display
• Test marketing messaging and landing pages to optimize experience and engagement for mobile audience
• Use personalization and segmentation to deliver the right message to the right audience at the right time
• Deliver best in category mobile search
• Optimize for app store, including ratings and reviews
• Identify emerging and future opportunities to drive new user growth
• Monitor channel performance and recommend timely actions to optimize campaigns

- APP ENGAGEMENT
• Develop and execute high-quality, high-scale mobile app marketing and re-engagement programs
• Develop ongoing innovation plan, including initiatives to drive membership conversions
• Assist with cross-device personalization and attribution of marketing effectiveness
• Lead business use cases for new mobile developments
• Grow and maximize revenues from our mobile apps
• Drive mobile app re-targeting efforts

- USER CENTRIC MESSAGING & COMMUNICATIONS
• Ensure that the right voice and high-quality content are maintained in all messaging channels
• Leverage personalization to send the right message to the right target at the right time
• Develop standard process and communications guidelines
• Analyze results to optimize user experience

- REPORTING, DEEP DIVE ANALYSIS & TESTING
• Develop and monitor mobile metrics, providing regular reporting to management
• Report strategic insights and action plans based on performance
• Work with mobile marketing platform partner to analyze performance and understand drivers behind app performance
• Identify any needed measurement solutions
• Conduct formal A/B testing to optimize campaigns

- OTHER
• Support Omni-channel campaigns with mobile technology
• Stay abreast of the competitive landscape and develop new initiatives
• Manage relationship with vendors
• Work with internal stakeholders to highlight priorities and deliver insights on performance

REQUIREMENTS:
• BA/BS or equivalent and 6 – 10 or more years of job related experience
• 5+ years of Mobile Marketing experience developing and executing mobile strategies for brands, with 2+ years of Mobile App Marketing
• 8+ years of Digital Marketing experience
• Excellent communication, presentation, & project management skills
• Proven ability to drive KPI's across platforms
• Experience with mobile analytics tools
• Experience with A/B testing
• Experience managing budgets
• Up-to-date with the latest mobile trends and best practices

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