The Hired Guns are seeking a seasoned subscription marketing pro who is aching to elevate his or her skills and natural aptitude in customer acquisition for our client, a well-known lifestyle-media company whose products have successfully navigated the divide between old-school publishing and the new world of paid content. This role can either be a freelance role or a full-time role, it’s your choice. (You’re in a good spot right now with your skill set because e-commerce companies and media companies alike are vying for your attention.) Foodies and nightlife addicts please apply!
“Lead-gen whiz kid” is how people might describe you around the water cooler. The right person for this role knows the tricks of the online acquisition trade—from email and social to SEM—and can encourage casual readers and hardcore fans into becoming paying customers with just the right nudge (or copy, or offer). The client is looking for someone with a good chunk of experience in digital direct marketing. You’ll need to be super-skillful with Excel, and have CPM, CPC, CPA, SEM, and SEO in your blood. This client uses Omniture for analytics, so knowledge of that would be a plus, but it’s not a deal-killer as long as you’ve mastered another analytics package (and can talk about what you know). If you’re especially gifted at getting consumers to open up their wallets and get their credit cards out using the marketing campaigns you’ve devised, then this might be the place for you.
Some of the best media companies and consumer brands in the world have successfully shown that customers are willing to pay for information and advice when it’s presented in a way that sets their offerings apart from the competitions’—think of ESPN Insider, Weight Watchers, the Wall Street Journal and most recently, the New York Times—which is just starting to hit paydirt in the second quarter with its paywall. You’re part of this: you love the “freemium” model and have a proven track record of making it work.
Your role will be to grow the number of free subscribers so that you can ultimately convert a higher portion of them into paid subscribers. Reporting to the Director of Marketing, you will devise the game plan for growth, establish and hit KPIs, and manage your budget. Using web and email reporting tools such as Omniture and Google Analytics, you will track the success rate of marketing campaigns, and also team up with Product Management to work out budgets and performance benchmarks, including those related to audience growth. The ideal person has mastered the ins and outs of creative A/B offer testing. If dreaming up creative campaigns and offers is in your DNA, our client wants to talk to you.
What they say is true—you look for a boss as much as you look for a job. You’ll be reporting to a true rock star in this already distinctive company—someone’s who’s known for being a real mentor.
If you like responsibility, the buck stopping with you, and a platform to show what you can do to help this company’s subscriber base grow by mastering the freemium model, then this is the job for you.