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Director, Growth Marketing

3 weeks ago

Singapore The Economist Newspaper Limited Full time

Introduction:
We are looking for a dynamic individual to head our Subscription Business. The person will be responsible for proactively growing our consumer subscriptions, across all APAC markets through acquisition, retention and partnerships. This role will set the go forward strategy and be accountable for the execution of the strategy to deliver net subscriber growth, revenue growth, and lifetime value. The role will drive all aspects of the digital subscriptions business in cross-functional cooperation with Product, Marketing, Retention, and Partnerships. This role will have a close partnership with the global product and subscriptions teams and be expected to contribute accurate and meaningful forecasts. The role will report directly to the SVP, Asia Pacific.

The Director of Growth Marketing will be **responsible for developing and executing our growth strategy**, encompassing both customer acquisition and retention marketing. You will help build and drive efficiency and effectiveness of the customer funnel by setting the roadmap and through constant testing.

Accountabilities:
**How you will contribute**:

- Build the overall strategy for the Consumer Subscription Business across APAC markets to drive user acquisition across all relevant media channels
- Develop and execute the plan to identify, reach, convert, and retain subscribers
- Responsible for achieving sales and revenue goals; planning and execution of campaigns that support The Economist’s growth initiatives while meeting budget requirements
- Grow market share in the financial news, current affairs subscription category and achieve target of subscriber goals
- Ensuring best possible spend optimisation by continuously optimising campaigns based on learnings from multiple A/B tests across creatives, targets and other strategies
- Delivery of acquisition plans to drive new conversions to subscriptions - via Paid Media, Social as via 3rd party partnerships
- Managing full-cycle execution of campaigns with varying objectives across paid and unpaid media channels
- Have a data-driven approach to make informed decisions while optimising campaigns and improving effectiveness in all paid and unpaid media channels
- Ensuring proper tracking, attribution, automation, and optimisation
- You will manage a budget, allocate a proper spending across all channels, continuously working on enhancing the ROI
- Align with product roadmap and define technology stack needed to execute against vision and goals including fulfilment
- Work with internal product teams to set APAC market relevant pricing & promotions strategy
- Build relationships with our subscribers through CRM tools, customised features, products, and other member benefits
- Reporting & Analysis: Regularly updating internal stakeholders on performance and needs for the subscriptions business

Experience, skills and professional attributes:
**The ideal skills for this role are**:

- Relevant business experience in digital or performance marketing in a high-growth environment, running a consumer-facing subscription service, including background in mobile apps and web properties
- Knowledge of the full subscription funnel including all financial elements (i.e. payments, taxes, etc)
- Ability to manage effectively in a fast paced, matrixed environment
- In-depth knowledge of performance campaign execution with special focus on: Social Media, Programmatic platforms, systems and advertising and socials in the digital media landscape (Google, Facebook etc), with proven track record of successfully executed campaigns
- In-depth knowledge of affiliate networks and SEO, with proven track record of successfully executed campaigns
- Technical expertise in digital analytics tools (Google Analytics, Amplitude, Google Data Studio, etc.)
- Strong experience building a marketing machine at various stages, leveraging both paid and unpaid strategies to drive growth
- Solid understanding of digital data analytics in the media space
- Top-notch organisational skills and attention to detail