Sr. Director of Growth Marketing, Memberships & Subscriptions

The Growth team at Forbes accelerates and drives strategic priorities around audience, user engagement, B2C and B2B paid products.

As key member of the team, you will own full lifecycle marketing for digital memberships and will primarily focus on scaling acquisitions from organic and paid marketing sources. As part of this role, you will participate in critical product development conversation and get an opportunity to shape the future of this subscription strategy at Forbes. This is a highly visible role working with multiple stakeholders across the organization. The role will report into the Sr. Director, Digital Strategy and Operations.  

Responsibilities:

• Formulate and execute a robust growth strategy for Forbes’s flagship membership product.
• Drive user acquisition and accelerate growth of our paid digital memberships through organic channels including Forbes.com, newsletters, email marketing, SEO, product enhancements and paid channels including search, social and other channels.
• Strategize, ideate and execute marketing campaigns and activations across all marketing channels.
• Write highly effective marketing copy across multiple channels that appropriately reflects Forbes’ voice and improves user acquisition and conversion
• Fully own email marketing strategy and drive month-over-month paying subscriber growth by developing and executing email strategies to convert known users (registered non-paying users and newsletter subscribers) into paying customers
• Build, develop and scale user acquisition strategy from paid acquisition on social, search, display and other offsite channels. Own the LTV to CAC model for paid digital membership, continually seek to optimize ROI on marketing spend across all paid channels
• Drive profitable user acquisition through performance marketing on social platforms such as Facebook, Twitter, LinkedIn, Snapchat, Instagram, TikTok, search platforms including Google – Search, Display, Discovery, YouTube, Shopping, Bing, and Apple as well other channels, including Pinterest, Tumblr, Quora, Reddit, and other emerging channels including Influencer Networks
• Build channel specific paid strategy for multiple products and drive efficient ad spend across a number of digital and offline channels in order to impact customer acquisition KPIs such as CPA, CPL, CPC, CPM.
• Segment, target, acquire, re-target and optimize consumer acquisition across a coordinated growth strategy through all marketing channels and sources
• Implement robust A/B testing implement thoughtful experiments that create a seamless user journey, and continually drives improvements in acquisitions and CACs
• Lead the selection and implementation of third-party tools, data, and other services that can help make performance and measurement more effective
• Collaborate with design team on developing creative assets for ads, landing pages, and broader email marketing campaigns
• Partner with business intelligence team in building out robust reporting and analytics around membership marketing
• Partner with product team in implementing growth programs on Forbes.com including new product development, creating new onsite acquisition strategy and other product enhancement with aim of improving user acquisitions
• Assist the division lead in building out the annual budgets and spending plans

Requirements:

• 7+ years of experience in a growth function, ideally focused on email marketing and paid user acquisition for subscription and ecommerce-based consumer products
• Proven track record of driving subscriber growth and revenues in an entrepreneurial capacity, a consumer startup, or with an established digital publisher.
• Experience in media planning, buying, and campaign management across major ad platforms (Facebook, Google, LinkedIn, Apple, etc.)
• Have a thorough understanding of ad attribution and implementation of tracking pixels
• Proven experience working with creative teams to put out high-quality and creative advertising campaigns that drive growth
• Experience working with product and engineering teams to test and optimize products for growth
• Excellent strategy and execution expertise
• Strong experience with A/B testing leveraging sophisticated measurement techniques and attribution models
• Robust understanding of subscription monetization and metrics such as LTV and CACs

At Forbes we pride ourselves on our #OneTeam approach, which values a culture of teamwork and collaboration. We believe true success is where everyone succeeds. As a member of the team, you will be expected to live and champion these values every day.

The annual base salary range for this role is $140,000 - $160,000

Forbes has estimated the compensation range set forth above in good faith.  The compensation range is what we believe we will offer, and ultimately pay, a successful candidate.  In determining this range, we consider the experience, level of education (if applicable to the role), knowledge, skills, and abilities required to be had by a successful candidate as well as the budget and the company’s pay rates, generally. This said, we may have to make changes to our compensation estimates and job descriptions from time to time and we expressly reserve the right to do so.  Should we make any such changes, this advertisement will be revised to reflect such revisions.  We encourage you to occasionally re-visit this advertisement to ensure that you are abreast of any changes.  Thank you for your interest in joining Forbes!

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