The VP, Account Growth Marketing is a global role that is central to the growth of the Company platform. It is the senior marketing partner fully dedicated to the Active Accounts business unit that expands Company’s customer base, primarily via the sales of streaming players and Company TVs as well as whole home audio products. Based in San Jose and reporting to Company’s CMO, the role will own the overall strategy and execution of product marketing, partner marketing, performance, web and ecommerce marketing, domestically and internationally. It will also direct dedicated consumer insights, creative, consumer PR and social resources – in coordination with functional leaders of those disciplines. As a key member of the leadership team, it will partner with cross-functional teams to drive marketing strategy and execution, including product launches, with the aim of getting more customers to buy Company products. The right candidate is an active evangelist internally and externally to educate and inspire the marketplace through strategic and tactical action.
The Role & Responsibilities:
Be a strategic business partner with the SVP/GM Customer Acquisition and his leadership team, working closely to create and execute an acquisition marketing strategy.
Act as a strategic thought leader for product marketing, analyzing industry, consumer and competitive trends and contribute to a compelling roadmap of innovative and successful new products.
Be the voice of the consumer in business discussions and partner with members across marketing, business, OS, product, and sales teams to keep the consumer top-of-mind for company workstreams, including product positioning, go-to-market activity, innovation pipeline, and an analytical approach to reflecting customer lifetime value in account growth programs.
Identify and contribute to the development of tent-pole features that will accelerate sales and attract valuable customers.
Own the customer acquisition marketing function, including demand generation, digital and offline marketing, packaging, partner marketing and performance marketing including web marketing, e-commerce, online channel marketing, and SEO/SEM.
Effectively communicate acquisition strategies and performance to the broader marketing team, cross-functional partners, and Company leadership.
Drive customer acquisition and multi-channel/multi-website demand through decision-informing analyses and a go to market framework utilizing specified objectives, targets, tactics and metrics.
Oversee ongoing website design and conversion funnel optimization efforts, include Company’s direct sales channel.
Collaborate with the sales leaders to ensure positioning, selling, and market awareness are closely aligned and that Company has exception presence in mass retail.
Identify gaps in our customer acquisition efforts and run experiments (A/B tests, landing page optimization) to ensure existing and potential new customers recognize the full value proposition of Company’s products and solutions for better streaming.
Optimize marketing data and analytics to plan, drive, and adjust strategy and marketing roadmap and continuously improve marketing tools and infrastructure.
Create a team culture that is excellent at attracting, retaining, and motivating a diverse group of top-quality marketers at all levels.
Implement new technologies, services and/or vendor solutions to continuously enhance Marketing’s capabilities and efficacy
Oversee acquisition-related marketing analytics initiatives, including reporting and insights into performance marketing and business metrics, and database marketing targeting and optimization.
Drive partnership and collaboration with internal teams and leaders across Marketing, Product, Engineering, Creative, Finance, Operations, Customer Service, and Legal.
15+ years in digital marketing, with demonstrated success of defining a vision, developing a strategy and achieving growth goals.
10+ years of experience in consumer electronics, retail product marketing, and customer acquisition marketing for an ecommerce technology company.
Strategic retail/e-commerce management experience, with the proven ability to develop and implement a successful production marketing and e-commerce strategy. Prior experience in all of the following areas is essential: consumer electronics, search engine marketing, web analytics, web merchandising and retail merchandising.
Experience leading and motivating an outcome driven team to drive business growth, acquisition and brand awareness.
Track record measuring voluntary/involuntary churn and developing product marketing efforts to improve retention
Proven track record of driving and accelerating revenue growth through lead generation to drive new customer acquisition.
Experience partnering with product teams to develop and evolve the direct marketing planning, delivery, reporting, and optimization technology stack.
Experience working with international markets and the ability to collaborate with international marketing colleagues to craft optimal marketing programs that reflect regional market opportunities and customer differences.
Outstanding communication and presentation skills with the ability to deliver impactful presentations at all levels of the company.
Ability to work collaboratively under pressure in a fast-paced environment, with proven experience working on complex domestic and international projects under tight deadlines.
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