Head of Digital Engagement
Req #19677
Our current portfolio of media assets includes USA TODAY, local media organizations in 46 states in the U.S., and Newsquest, a wholly owned subsidiary operating in the United Kingdom with more than 120 local news media brands. Gannett also owns the digital marketing services companies ReachLocal, Inc., UpCurve, Inc., and WordStream, Inc., which are marketed under the LOCALiQ brand, and runs the largest media-owned events business in the U.S., USA TODAY NETWORK Ventures.
To connect with us, visit www.gannett.com.
Head of Digital Engagement
Department Purpose:
User engagement and retention is a core focus area for Gannett | USA Today Network, especially as the organization is pursuing an ambitious multi-year goal for subscription led growth. As a part of the broader ‘Growth Organization’, this team is responsible for customer onboarding, engagement, loyalty, and churn mitigation.
The retention team works with several stakeholders esp. in product, technology, analytics, and marketing to help build strategies for meaningful and sustained net subscription growth. This team leverages subscriber lifecycle marketing, automated email journeys, onsite assets deployment, subscriber benefits & value strategy, online experience optimization as well as customer service and support communications to help retain subscribers.
Job Purpose:
The Head of Digital Engagement will be a senior member of the user retention team, driving subscription led net growth at Gannett | USA Today Network. This leader will lead a cross functional team to develop innovative strategies that deepen customer understanding, and ensure we address changing customer expectations. This role will be our lead customer champion and will continuously strive to identify any existing or upcoming challenges with product, price, or experience.
The ideal candidate will excel in a fast-paced environment, have a thorough understanding of a subscription business model, know how to leverage data for decision making, and will be able to continuously learn from results.
Duties and Responsibilities:
- Enterprise lead for digital subscriber engagement
- Partner with content product, and user experience teams on developing customer centric tactics & strategic roadmap
- Steer the effort around the customer benefit mapping, optimizing overall value to the customer and as a result improving the customer satisfaction scores
- Leverage data and analytics (hands on) to monitor performance and derive actionable insights
- Manage the cross functional effort on customer journey tracking and optimization
- Lead the launch of the new customer loyalty program for our digital subscribers
- Collaborate with research and insights, customer support as well as brand teams to understand and monitor the voice of customer; develop strategies to address any existing or potential issues
- Oversee customer onboarding and activation program, for over 1.5 million digital subscribers
- Build lifecycle marketing campaigns, leveraging automated Salesforce Marketing Cloud
- Directly manage a team of 3 to 5 leads; lead an extended team working on customer engagement
Qualifications:
- Bachelor’s degree in Business Administration, Psychology, Economics, Science, Engineering, or a related field
- 10-12 years of total experience preferably in a new team / startup setting, leading customer engagement & loyalty programs
- 5+ years of experience in managing cross functional teams
- Expertise in lifecycle marketing, especially within email and social media
- Innovator within the space of customer advocacy and value maximization
- Expertise using data and analytics, for e.g. to understand customer satisfaction, web/mobile engagement, ROI optimization, churn prediction, social listening, A/B testing etc.
- Efficient in MS Office Suite, most notably PowerPoint and Excel; experience with Google Analytics, Salesforce Marketing Cloud, Tableau
Preferred Qualifications:
- Master’s degree or equivalent in Business Administration, Psychology, Economics, Science, Engineering, or a related field
- Leadership level experience in a customer advocacy role
- Hands on analytics experience, with experience in working with complex databases
Other details
- Job Family Marketing Operations
- Job Function Marketing
- Pay Type Salary