Vice President, Digital Strategy - Influent50

Washington, DC
Oct 13, 2017
Oct 16, 2017
Full Time
Business Unit DescriptionAARP Services, Inc. AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the US Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP BulletinASI is a service organization managing the licensing of the AARP brand and related assets and overseeing the provider relationships that deliver products and services to the 50+ population.ASI's mission is to inspire new and innovative business practices, guide consumers to make informed choices, and deliver products and services that better fulfill life-stage needsInfluent50 is a full-service marketing agency wired with a deep understanding of how to communicate with 50+ consumers, how to design products and services that fit their lives and how to connect with them on a personal level. We not only help you identify who you want to reach, but also identify with them - their likes, dislikes, emotions, goals, dreams and everything else that influences purchasing decisions. Summary StatementOversee and provide leadership to create strategy for digital technology, product, marketing, operations, analytics and content that helps increase brand visibility, traffic, content consumption and penetration of product and services. We are looking for an experienced digital marketing team leader to help manage, support, and grow our marketing team and oversee client accountsLead a team of specialists that operate both as an in-house digital team and supports client engagements for Influent50, AARP Services direct response agency.. Oversees operations in the rapidly changing digital sectors like mobile applications, e-commerce, as well as web-based information management and marketing. Specifically responsible for managing the digital experience and technology for AARP branded products and services in all digital channels. Oversees the management of all digital properties, defining and managing the technology strategies, product and operations. Uses digital expertise and knowledge of technology to deliver impactful digital programs and experiences for clients.Responsibilities Oversee the vision, strategy, development, operations and ongoing evolution and maintenance of products and services digital experience across the organization. Secure company-wide commitment - Getting everyone on board with the digital vision is a major endeavor task with multiple internal priorities and an ever-changing digital landscape. Support agency operations by developing and executing innovative marketing programs across owned and paid digital channels for clients Lead the strategic plan and vision for digital platform development: website content, ecommerce, personalization, testing, community development (eg blogs), marketing, and digital technology for all digital channels - web, mobile, e-mail and social. Grow and upgrade organizational capability in the digital area and seamlessly integrate digital marketing into each marketing platform. Lead the integration of digital platforms and build new platforms across the organization Work with the AARP Digital Strategy, Member Experience and external partners to develop and maintain a strong online value proposition and positioning and ensure that all experiences are "customer centric." Develop an ongoing web, mobile and e-mail strategy to increase member engagement. Connecting digital investments to enterprise KPIs in order to achieve positive digital transformation Recommend and lead appropriate marketing research initiatives to support digital objectives Serve as counsel to and partner with business program, distribution, operations and marketing teams on digital and technology strategies. Lead, inspire and develop dedicated digital team as well as overseeing a cross-functional team of technology and operations contractors. Actively partner and collaborate with cross-functional partners including key stakeholders to ensure a consistent message and focus across all consumer touch points. Requires the ability to establish a vision and strategy, and deliver against that vision. Serves as an integral member on digital technology, product development, product launches, and partnership management. Is an innovative and entrepreneurial leader capable of translating ASI business objectives into digital medium. Drive innovation and evolution of the channel, partnering and developing a successful cross-channel strategy; work closely with marketing, account, operations, distribution, legal and program teams. Able to interact with all levels of the organization; must be able to articulate a vision and develop and deliver supporting digital plans. Strong relationship builder both within the organization and with external partners. Comfortable working with ambiguity and change .Must be able to work in a fast pace environment.Requirements BS/BA in Technology, Marketing, Business, or Communications; Master's degree a plus Knowledge and/or hands on experience within the cloud based marketing technology platforms including - personalization, content management, data and analytics, ecommerce, CRM, Mobile and collaboration tools. Able to collaborate effectively with the Line of Business and Function leaders (Operations, Marketing, Legal), while providing thought leadership and strong direction to teams. Understands the next gen customer with a history of driving digital strategies that engage audiences and drive revenue.. Proven experience in building innovative, proactive, high-impact digital channels; utilizing all relevant channels, and aligning strategies with business goals in order to drive revenue and customer engagement. Data driven; ability to develop credible forecasts for the mobile and the online channels. Understand the variables that affect online sales results and effectively communicate the root causes of either exceeding or missing forecasts. Technically savvy; proven experience managing the requirements for application development and design/UX. Proven success developing a cross-channel strategy with specific examples of driving operational excellence across marketing, sales, and customer service. Track record of launching new digital marketing initiatives. Substantially improved strategy (SEO, SEM, etc.), with a measurable increase in brand awareness and new customer acquisition. Experience in successful development of a new ecommerce product or service offering, or led the entry of the business into a new market. Experience across platforms, including web, mobile and social. Demonstrated experience with implementing digital marketing initiatives that will scale to support the requirements of a growing organization with multiple brands. Deep understanding of the digital environment and evolving tools and platforms used to improve online presence with excellent working knowledge of social media outreach strategies. Able to translate trends into brand right business opportunities. Strong leadership and consensus building skills, with a willingness to continually embrace personal and professional development. Prior experience leading and developing a team of professionals, as well as working across indirect reports and cross functional partners. Ability to consult on the business needs and the strategies or tactics for utilizing a digital channel to deliver quantifiable business value. Current expertise with latest technologies and trends including, marketing technology, cloud platforms, web services, data security Expertise in content management, metrics, search technologies, online marketing mobile technology, responsive design and customer experience, etc. Well-developed leadership and team building skills Proven track record for develop digital marketing and technology strategies to meet business objectives and goals. Ability to build cooperative, productive relationships with internal clients and vendors and interact effectively with all levels of management Strong leadership capabilities that help to continually develop staff and enable situational management style throughout the department. Experience managing third-party relationships and matrix management. High emotional intelligence and appreciation for constructive debate and positive tension within a matrix environment Engaging and energetic to keep staff motivated and innovative Strong verbal and written communication skills and the ability to clearly communicate critical facts, plans and progress to various constituencies. Critical thinker and creative problem solver with a combination of good intuitive judgment and strong analytical skills. Excellent writing and communication skills. Detailed awareness of client business issues, industry and consumer trends, promotional resources, market status and competition Complete knowledge of all aspects of Digital Media, Search, SEO, SMM, Mobile, etc. Previous management experience highly preferred Ability to manage multiple projects, set priorities and drive results in a fast-paced environment Demonstrates strong leadership but is willing to jump in to get the job done if neededBenefits Offered AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.Equal Employment OpportunityAARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.*LI-TS