SUMMARY

We are looking for a best-in-class performance marketing expert to drive growth and engage our SVOD subscriber base across a variety of media platforms and channels. As a leader of the direct-to-consumer marketing team, you will help drive the acquisition strategy across multiple platforms including paid media, acquisition partnerships, and Hallmark-owned platforms.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Oversee the subscriber acquisition strategy and execution through ownership of the paid media and partnership plan, alongside close collaboration with other Hallmark leaders to drive acquisition through owned platforms and earned media.
• Be the subject matter expert on our customer segments and constantly optimize the plan to ensure the business is reaching the right customer in the right location at the right time.
• Own the acquisition marketing budget and develop strategic recommendations for marketing investment and performance media planning, detailing recommended tactics and budgets for the full marketing funnel.
• Work with the media agency to develop best-in-class paid media campaigns to drive Hallmark SVOD growth and engagement, including setting clear objectives and KPIs, and developing measurement and tracking plans for all campaigns.
• Partner with the agency to track campaign measurement and determine in-market optimizations for live campaigns, utilizing dashboards and MTA to optimize intra- and inter-channel to drive towards key KPIs including efficient CPAs, subscriber goals, and CLV.
• Work closely with the Creative team and media agency to define and organize creative testing across channels to ensure there is a feedback loop on what creative is performing the best and why.
• Work with Data, Research and Insights, and Finance to develop forecasts based on recommended media plans, report on performance against forecasts, and re-forecast based on in-market data.
• Review insights and make recommendations for future testing/optimization, testing variables including offer, copy/messaging, targeting and segmentation, creative, and platforms.
• Identify opportunities to use first and third-party data to inform decisions, and partner with Insights and Data teams to identify and activate against key cohorts.
• Collaborate with Product and MarTech teams to ensure that any MediaTech roadmap items are sized and prioritized, with clear ROI outlined for any tech investment required.
• Build strong relationships directly with media platforms for innovative testing opportunities that can drive scalable acquisition profitably on these platforms.
• Serve as subject matter expert by fostering a network of connections at peer companies to stay up to date with tools and trends and evangelize data-driven media best practices throughout the organization.

BASIC REQUIREMENTS

• Minimum of 10 years of experience in performance media strategy and execution, with a strong focus on direct-to-consumer and subscription products.
• Extensive experience developing data-driven media strategies with a deep understanding of how to balance a media mix between brand and acquisition campaigns to meet subscriber and user goals.
• Extensive experience working with media agencies and developing a 2-way dialog and partnership with them.

OTHER REQUIREMENTS

• Demonstrated experience driving customer acquisition and revenue growth through the implementation of digital and traditional media strategies.
• Exceptionally up-to-date on media and consumption trends.
• Strong track record of experience interacting and working with multiple stakeholders and partnering collaboratively with consumer insights, content, product, acquisition, and retention marketing teams.
• Exceptional project management and interpersonal skills, with the ability to take initiative in a challenging, fast-paced environment of multiple priorities.
• Highly analytical (particularly in customer segmentation and modeling), commercially minded, and proactive individual with strong presentation skills with the ability to step back to see the bigger picture and simplify the complex.

The salary range for this job is between $166,600- $233,000. The salary rate will take into consideration several factors including location.

Hallmark Media is an equal-opportunity employer. All qualified applicants will be considered for employment without regard to race, color, religion, sex, age, pregnancy, national origin, physical or mental disability, genetics, sexual orientation, gender identity, veteran status, or any other legally protected status. Principals only, please.