VP, Digital Marketing

General Description

Ideally the person would be based in Boca Raton, Florida, the VP of Direct to Consumer (DTC) Marketing will play a critical role in fulfilling Cinch Home Service's vision and achieving the ambitious revenue and profitability growth objectives. This leader is responsible for setting the strategy, optimizing resources and talent, and driving the growth and overall business performance of the DTC channel, which is expected to be a critical, 9-figure business segment for Cinch Home Services.

KEY RESPONSIBILITIES

The Head of Direct-to-Consumer Marketing is a high impact and highly visible role in the organization with the mandate to help transform the way that Cinch Home Services acquires and retains customers. S/he will be responsible for developing innovative and impactful omni-channel acquisition strategies using contemporary and traditional direct-response marketing techniques. Utilizing growth marketing principles, this leader will optimize performance across digital media, including search, social, email, mobile, display and affiliates, and tv, radio, print, sponsorships, and tele-media to drive the requisite scale and diversity. The individual will leverage their relationships and experience to build and scale the organization while partnering internally and externally to deliver integrated campaigns to drive subscriptions and profit, while strengthening consumers' relationships with the Cinch Home Services brand.

The Head of Direct-to-Consumer Marketing will work to direct or indirectly to:

• Work closely with the Chief Marketing Officer to formulate a multiyear DTC growth strategy, operational plan and financial outlook, serving as a trusted advisor.
• Develop the overall DTC marketing strategy, objectives, success metrics, talent needs and technology requirements.
• Assume overall responsibility for the DTC financial and operational performance of customer acquisition, and shared accountability for the overall DTC channel profit and loss performance.
• Act as a change agent in developing an omni channel, agile, performance marketing culture while advancing the companies digital transformation.
• Build world-class talent base with a digitally native mindset, an appropriate mix of internal generalists and specialists, and careful use of external resources reflective of growth stage.
• Ensure strong enterprise cross-functional collaboration for optimal context, decisions and speed.
• Optimize product features, intangibles, price and offers coordinating with Product Management and Finance that delivers strong customer value and fulfills the brand promise and vision.
• Ensure a healthy, diversified media mix supported with strong qualitative and quantitative performance marketing analytics, attribution and modeling.
• Generate sales with sharp focus on acquisition costs (CPAs) and unit economics, yet favor iteration, agility and cycle time.
• Drive robust creative iteration across all DTC media with a team leveraging diversity in style and approach while incorporating industry best practices
• Lead SEO content, cadence and technical needs that serve DTC and other Cinch channel requirements along with corporate brand objectives.
• Work with Digital Products team to establish an ongoing A/B testing plan across all forms of media, that includes expected outcomes and timelines for rapid test and learn campaigns.
• Build world-class campaign execution capabilities across all digital media, tv, radio, print, tele-media and other emerging channels in concert with strategic and financial objectives.
• Ensure Cinch DTC and Digital marketing capabilities from strategy through execution mature and expand and maintain industry leading diversity and depth.
• Determine and sponsor the necessary technology investments to optimize DTC success including facilitating optimal individual customer journeys, marketing attribution, and tools for analytics, data, testing, outsourcing and collaboration.
• Develop, leverage and expose dashboards and reporting to drive results, facilitate governance and build organizational awareness and performance transparency
• Partner with adjacent marketing teams to maximize company-wide marketing effectiveness and optimal horizontal channel and marketing support efficiencies.

YEAR ONE CRITICAL SUCCESS FACTORS

• Develop a compelling three-year strategy and road map which is board-presentable which will include the following:
  
  • Growth targets, product and media strategy, marketing investments and KPIs to drive revenue growth and build market-leading unit economics
  • Plan and trajectory for achieving threshold CPAs by media
• Talent plan, timeline and progress, including internal and external resources that facilitate growth expectations at stage appropriate levels
• Technology roadmap, including platforms and tools that reflects investment requirements, ROI, timing and priority
• Implementation of omni channel, iterative, cycle time conscious operating principles with a disciplined performance marketing culture and reporting

PROFESSIONAL EXPERIENCE/QUALIFICATIONS

The Head of Direct-to-Consumer Marketing has demonstrated success and thought leadership growing direct to consumer businesses to scale as a native digital marketer while driving distribution across a variety of media. Ideally, the leader would have achieved the success building subscription businesses either in the home services sector or adjacent industries. S/he has a proven track record of achieving their business objectives by developing innovative DTC marketing strategies and executing tactics that drive high growth across a variety of media, including digital, direct mail, DRTV, and social. This role leads and develops a team of DTC marketing experts and partners by providing vision and strategic expertise as well as direct, hands-on guidance drawing on progressive career experience and successes from prior roles. Combining experience and thought leadership across creative testing, revenue generation, consumer analytics, content, and social engagement, this person will lead the development and implementation of integrated marketing initiatives and build a $100M+ annual revenue business in three years.

• Minimum 15 years of experience in progressed, similar direct to consumer marketing roles with P&L ownership, including revenue and margin growth, and media investment management.
• Experience in building direct to consumer businesses for products and services that are subscription/recurring revenue based. Preference for experience with marketing homes services, or adjacent industries like telecom and security.
• Bachelor's in business, Marketing, or related field; MBA preferred
• Excellent written and verbal communication skills for reporting and interacting internally at all levels and with customers
• Extensive digital marketing, eCommerce, and online experience required
• Traditional marketing and corporate strategy experience a plus
• Knowledge of ecommerce website platforms, and experience launching digital experiences including re-platform and redesign
• Excellent analytical skills - ability to formulate logical, data-driven business insights and test new ideas to drive growth
• Strong leadership presence and management skills
• Comfort interacting with C-level Executives and Board members and working collaboratively across multiple departments.
• Documented success driving DTC revenues with a digitally native vertical brand
• Expertise in marketing strategy including business case development and prioritization.
• Well-rounded knowledge of performance marketing with operational expertise
• Outstanding analytical skills and a creative, performance-driven, entrepreneurial mindset.
• Experience developing annual, quarterly and monthly business performance and implementing plans to achieve those goals.
• Experience in coaching and developing a team with different areas of expertise and skill

Skills Required

• Proven track record of driving business results across channels, driving scalable growth. Deep knowledge and experience with digital/online channels independently and ability to bring connects across channels to yield optimal results.
• Demonstrate strong analytical acumen with data-driven view of performance, ability to dig deep into details that explain growth drivers, bring an intellectual curiosity to challenge hypotheses and results, and have the courage to ask the hard questions in order to optimize impacts across channels to improve performance for the whole organization.
• Proven track record as a leader and builder of self-organized teams in which employees are encouraged to make decisions and can thrive and be creative, finding conditions that allow them to develop into high-performing professionals.
• Experience in collaborating with a broad global team to share successes, learnings and best practices to drive both brand and broader-company success.
• Experience in working with multiple stakeholders, including executives and board members, bringing both digital/analytical skills coupled with emotional intelligence to each interaction in order to influence investment decisions.
• Experience in working within a complex organizational environment and driving change across the organization, not just within the department.

EDUCATION

Bachelor's degree in Marketing or related field preferred. MBA a plus

COMPENSATION

A competitive, comprehensive compensation package will be offered to the finalist candidate.