Growth Marketing Director

El Segundo, CA, United States

Join the hundreds of talented and innovative team members who are making an impact every day at California Times, incorporating Los Angeles Times. Whether you love to tell compelling stories or want to drive our award-winning powerhouse in new directions, the Los Angeles Times team is the place to be.

Job Description Summary

The Los Angeles Times is looking for an experienced and driven Growth Marketing Director to join our team! The Director of Growth Marketing will lead all customer acquisition strategies across the full funnel.

In this role, the Director will be responsible for creating our channel expansion and optimization strategy, building out our efforts to deploy the budget against customer/subscriber acquisition goals and refining our attribution modeling. You will inherit and continue to build out a team that focuses on both customer acquisition as well as engagement and retention activities. There will be particular emphasis on using the company's rich content to attract and retain customers in more innovative ways.

Job Description

Planning and Analysis

Lead the development of the annual subscriber growth marketing plan that includes but is not limited to the following:

Benchmarking of best practices in the content subscription space

Strategic initiatives that drive digital subscription growth and improve engagement and retention metric

Lead analytics across all channels and own the performance of all relevant KPIs (LTV, CAC, contribution margin, channel ROAS, retention, etc.)

Using dashboards as a jumping point, assess performance and suggest optimization efforts on an ongoing basis

Partner with Data team to determine whether relevant data is available for the purposes of marketing analytics

Work with team to report and analyze campaign performance on a daily, weekly, and monthly basis; develop insights that can be turned into new initiatives

Budget Management

Develop and manage the marketing budget, allocating resources effectively to achieve the desired ROI and meet business objectives

Build and deliver monthly forecasts, including subscriber acquisitions, cost and CPA, and proposals for meeting goals

Marketing Strategy and Optimization

Develop and manage customer acquisition campaigns across various channels, including digital advertising, content marketing, SEO, SEM, social media, and partnerships.

Optimize the customer journey and conversion funnel, identifying areas for improvement and implementing strategies to enhance conversion rates at every stage.

Implement effective retention strategies, such as referral programs, loyalty initiatives, and personalized communication, to increase customer lifetime value.

Build and evolve testing framework to expand our volume and pace of learning across the business

Implement a multi-touch attribution model that will allow us to better allocate our budget ($) and resources (people)

Create a consumer data strategy that will increase ability to target, personalize and further develop lead generation strategies

Proactively develop initiatives that mitigate future risks (e.g. cookie deprecation), bringing a deep understanding of the media landscape

Propose enhancements to processes across Consumer Marketing to increase the efficiency and effectiveness of team activities

Research and Consumer Insight

Partner with Data team to create consumer segmentation framework that will allow for better targeting and engagement

Stay up to date on consumer research produced by partners and participate in re-tooling any research

Continuously analyze market trends, customer behavior, and competitive landscape to identify opportunities and refine marketing strategies.

Team Management

Create annual and quarterly goals for team members, ensuring that each is reaching his/her potential

Manage performance on a real-time basis, ensuring that team members receive performance feedback and coaching

On an ongoing basis, look for opportunities in uplevel performance and coach team members to learn new skills required to keep pace with best-in-class standards. Actively direct workload and efforts, constantly prioritizing most important projects and activities

Identify opportunities for training and development

Proactively solicit feedback on areas where team can support broader mission of the organization

Job Requirements

8+ years of digital marketing experience heavily focused on customer acquisition

Experience with membership/subscription marketing lead generation/demand generation/growth marketing

Analytic and quantitative skills including a strong understanding of online marketing, with experience in rigorous performance data environment and desire to test and learn (significant experience with A/B testing required)

Both upper and lower funnel experience

Both direct response as well as branded campaign experience and having driven meaningful results in both

Engagement and retention experience

Expertise in Excel/Google sheets

Experience in Google Analytics

A strong understanding of paid media and SEO landscape

Agency management

Experience and clear point of view on attribution models

Preferred Qualifications

MBA

Experience managing large teams across digital, email, content

Experience working in a highly matrixed organization

The L.A. Times is an equal opportunity employer and welcomes expressions of interest from people with diverse backgrounds and perspectives. Explore our company history, achievement, values, mission and more on our career site.

The pay scale for this position is $145,000-$165,000. This is the pay scale range the Company reasonably expects to pay for this position at the time of this posting. Compensation will be determined based on skills, qualifications and experience of the applicant along with the requirements of the position. Please visit our career site to view the benefits available to our employees.

The Company is a mandatory vaccination employer for COVID-19 and its variants. The Company requires that its employees be fully vaccinated as of their start date. If you require a medical or religious accommodation, we will engage in the interactive process with you. Proof of vaccination will be required prior to start. If we make you an offer and you are not yet vaccinated, we will accommodate a delay in start date.

Thank you for your interest in joining our team at the Los Angeles Times! We look forward to reviewing your application.

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