Head of Digital & Ecommerce

Washington, DC
May 23, 2022
Jun 23, 2022
Full Time
Job Description

The Washington Post is seeking a digital marketing leader to join our subscriptions team and lead all our global digital and ecommerce efforts. You will report directly to the Chief Subscriptions Officer and manage a global team of managers and specialists as well as an external media agency tasked to deliver new subscriber volume within our allowable subscriber acquisition costs (SAC or CAC, CPA). You will have a wide variety of responsibilities that includes (but not limited to) media strategy and execution, media attribution, conversion rate optimization, and team leadership.

You have experience analyzing current performance data, business objectives, data insights, and available resources, then creating and championing a clear, actionable strategic roadmap for your team. You will be passionate about performance marketing and experienced in coaching a team. Finally, you will be a champion for driving cross-functional collaboration across the Newsroom, Product, Analytics, Finance, and Creative Services to achieve our goals.

Responsibilities include:
  • Lead Media Strategy and Execution: You will work with Product Marketing and Analytics to leverage customer insights to better segment, target, and reach potential subscribers. You will work with our media agency to manage ad deliver and optimize subscriber acquisition cost under. You will work with our media agency and Analytics to report campaign performance with a focus on evolving our approach to paid media attribution.

  • Identify Test and Learn Roadmap: You will scope new channels, platforms, tools, and systems to improve performance. You will establish the right balance between testing new channels and scaling existing platforms. You will work with Product Marketing and Creative Services to develop hypotheses and perform A/B (or multivariate) testing to recommend creative and messaging optimizations.

  • Oversee New, Paid Subscriber P&L: You will be responsible to deliver our new subscriber P&L and will manage key metrics including SAC/CAC, CPA, CPI (cost per installation) and LTV (lifetime value) to CAC ratio. In partnership with finance, you will establish the performance targets and set acquisition targets for your team across offline and online channels. You will modify budgets within the year based on current performance to meet end of year goals.

  • Evolve Attribution Approach: In partnership with Analytics, Finance, and our media agency, you will evolve our approach to attribution. You will educate and gain buy-in with our wider organization to your approach. You will identify and manage any necessary external vendors to support our evolved approach.

  • Increase Conversion Rates across Touchpoints: In partnership with Product and Engineering, you will create and own a product testing and features roadmap optimized to achieve key ecommerce KPIs including paywall hits, registration rates, and conversion rates.

  • Grow Performance Marketing Team: You will manage and develop a team of performance marketing managers and specialists as well as provide regular feedback to our media agency to maintain ongoing performance.

  • 12+ years of experience in performance marketing in a consumer technology organization with a deep understanding of B2C/DTC marketing channels and funnels
  • Preference for experience promoting products with recurring revenue or subscription business model
  • Proven track record of recruiting, leading, and retaining high performers with both internal and external (e.g., agency) team members
  • Ability to work successfully in a quickly changing environment with entrepreneurial and mission driven spirit
  • Strong analytical and quantitative skills with the ability to use research, data, and performance metrics to challenge assumptions and gain alignment
  • Hands-on experience with in-housing media functions desirable

The Post strives to provide its readers with high-quality, trustworthy news and information while constantly innovating. That mission is best served by a diverse, multi-generational workforce with varied life experiences and perspectives. All cultures and backgrounds are welcomed.

The innovation doesn't end in the Newsroom - dozens of teams power The Washington Post. We are now hiring the next innovator - how will you Impact Tomorrow?


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