Description
Crain Communications is seeking an Associate Director, Growth Marketing to join a dynamic and results-driven subscriptions team driving growth across the Crain portfolio of premium brands including Ad Age, Automotive News, Crain’s City Brands, Global Polymer Group, Modern Healthcare, and Pensions & Investments.
You will play a critical role in building and optimizing user journeys to engage and move prospective audiences through the conversion funnel. This could be a great role for you if the idea of leading data-driven initiatives that produce incremental order volume and revenue growth excites you. The role will manage a direct report as well as a vendor and, as a result, being adept at partnering with multiple internal and external teams to get things done is paramount to success.
If you are self-motivated, want to play an important role shaping the future of a subscription business, and have experience leading teams, this could be an exciting opportunity for you.
Responsibilities:
Customer segmentation:
- Partner with research and editorial teams to understand the unique value proposition of our brands’ subscription products and how they meet the needs of different audiences
- Partner with the pricing and analytics team to identify and target customer segments with acquisition offers and build marketing plans to deliver these offers based on their likelihood to subscribe
- Partner with onsite testing and marketing automation teams to build, test, measure, and continually optimize programs
Conversion optimization:
- Partner with research and analytics to identify subscriber conversion opportunities across audiences and the conversion funnel
- Partner with editorial, onsite testing, and marketing automation teams to test and optimize programs including engagement and conversion journeys
- Manage day-to-day relationship with our paid media agency with responsibility for messaging/creative, testing strategy, customer acquisition cost, performance, and budget pacing across brands and channels
Traffic and lead generation:
- Fill top of funnel and increase volume of registered users via paid media and on-site marketing efforts to fuel subscription growth
- Lead prospective subscriber engagement efforts in partnership with product and marketing automation teams across owned and operated channels
- Partner with brand marketing and events teams to collaborate on opportunities for lead generation and conversion for both individual and group audiences
Required Skills:
- Understanding of business goals, how marketing metrics and KPIs align with overall business objectives, and ability to translate data insights into actionable marketing strategies
- Experience directly executing or managing paid media programs, specifically search and social
- Experience with marketing technology including marketing automation platforms including ESPs (Sailthru preferred) and analytics programs and tools (Adobe Analytics, Google Analytics, Tableau)
- Understanding of customer data and experience implementing meaningful targeting, segmentation, and personalization
- Track record of developing testing agendas and activating A/B tests with measurable results
- Excellent oral and written communication skills; ability to work effectively across technical and non-technical stakeholders
- Willingness to collaborate in a multi-brand, cross-functional environment.
- Continuous learning and staying-up to date with latest developments in subscriptions, marketing, and data analytics
Other Qualifications:
- Bachelor’s degree, preferably in marketing, business, communications, or related field
- 7+ years experience, preferably in marketing or with a retail, ecommerce, or subscription business
- 2+ years managing direct reports or vendors
- Preference for working in Detroit, but open to remote work for the right candidate
This position is exempt under the Fair Labor Standards Act and is not eligible for overtime pay.
Pay Transparency Disclosure:
The estimated salary range for this position is $120,000 to $140,000.
The final salary offering will take into account a wide range of factors, including experience, accomplishments and location. The salary range provided should not be considered as a salary limit or cap. In addition to base salary, Crain also offers competitive benefits including retirement plan savings contributions and bonus opportunities based on individual and company performance.
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About Crain Communications:
Crain Communications is a leading business news and information company with a portfolio of 24 media brands that provide indispensable coverage and data for professionals globally and across sectors, including advertising, automotive, finance, healthcare, staffing, and workforce solutions. Many of Crain’s brands are the most influential media properties in the industries and communities they serve, including Ad Age, Automotive News, Pensions & Investments, Modern Healthcare, Staffing Industry Analysts, as well as Crain’s regional business brands. For more than a century, our dedication to deep sector expertise and journalistic integrity has enabled us to provide trusted insights across all our platforms, empowering today’s business leaders to make industry-shaping decisions. To learn more about Crain Communications, visit crain.com.
Environmental Demands
Where you work matters. The job posting will provide specific information on where and when your amazing work would be performed. Employee work location is determined by the needs of the specific team and may include on-site, hybrid or remote. Employee work location is subject to change.
- An “in-office” role would require the employee to come into the office most days with occasional flexibility to work remotely if tasks can be performed elsewhere and if the manager approves.
- A “remote” role would allow an employee to work from a home office that is in one of the states Crain does business in. We can only employ a remote / "work from home" employee if they reside in one of these states: AZ, CA, CO, FL, GA, IL, MD, MA, MI, MN, NV, NY, NC, OH, OR, TN, TX, VA, WA, WI, and Washington, DC.
- A “hybrid” role would be a mix of in-office and remote work. There may be a specified schedule for coming into the office or it could be at the discretion of the employee with the manager’s approval, subject to change.
- Employees who live within a reasonable commute distance from a Crain office are expected to work on-site 3 days per week.
Many positions will also include work done in “the field.” Depending on the role, this may include conducting in-person interviews, attending work-related events, meeting with sources or clients. Specifics will be noted in the job posting but are subject to change as a role evolves. Employees may be exposed to adverse environmental conditions, specifically during field work. Other typical job functions are performed under conditions such as those found in general office work.
Travel to cover news stories/events, meetings with clients, and to our geographically separated offices may be required. It is the nature of many positions to experience non-standard working hours and be on-call when needed for responding to email, meeting with clients, attending work-related events, story development or breaking news. Most employees perform work Monday through Friday, although early-morning, evening or weekend shifts may be required. Work schedule and travel requirements are subject to change as a role and needs evolve over time.
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of many Crain jobs and are subject to change.
Physical activities will include frequent in-person or virtual interactions. For most positions, it is essential to be able to remain at a desk/computer workstation for prolonged periods, perform computer-related tasks, and create/maintain documents within filing systems. Must have close visual acuity to perform an activity, such as preparing and analyzing reports and information, transcribing, viewing a computer terminal, or extensive reading. The typical physical requirements are light work—exerting up to 25lbs of force occasionally and/or up to 10lbs of force frequently and may include climbing, pushing, standing, hearing, walking, reaching, grasping, kneeling, stooping, and repetitive motion. Some positions will have additional physical requirements, including exerting up to 50lbs of force to move and/or carry equipment, supplies, files, or other materials as the role requires.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions and meet the environmental and physical demands of the role.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)
