Marketing Mgr Mobile & New Tech

Washington, DC
Aug 13, 2019
Sep 12, 2019
Full Time
Business Unit Description

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 U.S. 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

Integrated Communications and Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.


The Marketing Manager of Mobile & New Technologies is responsible for delivering value to AARP members and consumers through mobile and new technology channels. Additionally, this position is responsible for thought leadership and strategy around how to integrate mobile and new technologies in AARP consumers' lives.

With a customer-centric approach, this position will be responsible for the strategic marketing and management of AARP Now, which is the organization's flagship mobile app, acting as the day-to-day lead of the development pod. They will also be responsible for marketing AARP voice products, including the AARP Now News flash briefing and Raise Your Voice . Responsibilities include helping business units amplify their programs on mobile and voice products, understanding consumer needs and experience, driving product strategy, defining and articulating the value proposition, refining go-to-market strategies, and planning and executing acquisition and retention tactics through paid and owned marketing channels, and reporting and developing insights for program growth.

This person will report to the Director of Digital Media & Programs.

  • Define a product vision that exceeds consumer expectations
    • Identify and assess growth opportunities for mobile and voice products
    • Demonstrate value of AARP membership through mobile and voice products
    • Assist in developing, refining, and prioritizing the implementation of new requirements and features based on needs of the consumer and enterprise objectives
    • Act as day-to-day lead of AARP Now development pod
    • Collect and analyze data to support any key decision
    • Oversee collection and analysis of customer feedback to develop insights into customer experience and pain points
    • Understand the app's flows, logic, and various use cases
    • Define, prioritize and achieve KPI's in consumer experience and engagement

  • Consumer Engagement for mobile and voice products
    • Marketing acquisition, user base growth, and engagement
      • Integrate marketing planning with enterprise objectives, driving consumers to their desired outcomes and aligning with social mission
      • Manage and own the marketing forecast and budget
      • Develop strategic and data-driven go-to-market plans and acquisition strategy for members and non-members
      • Establish and size the effectiveness of 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 and voice product audience
      • Use personalization and segmentation to deliver the right message to the right audience at the right time
      • Optimize for discoverability, e.g., through 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

  • Product usage and retention
    • Develop and execute high-quality, high-scale mobile app and voice product marketing and re-engagement programs to demonstrate value of AARP products
    • Analyze and research consumer usage behavior and identify and target audience segments to deliver actionable insights
    • Assist with cross-device personalization and attribution of marketing effectiveness

  • 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 and 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 and voice 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

  • BA/BS or equivalent and 10+ years of related job experience
  • 8+ years of Digital Marketing experience
  • 3+ years of Mobile Marketing experience developing and executing mobile strategies for brands
  • 2+ years of experience in product management or product strategy preferred
  • 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

Benefits 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 Opportunity

AARP 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.

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