|Date Posted||September 02, 2020|
|Salary||$80,000 to $100,000|
Reports To: Chief Revenue Officer
Location: Santa Cruz, CA
Engagement and relationship-driven membership is key to Lookout Local’s sustained success. Our Growth Marketing Manager believes in this approach, and the crucial journalistic mission it supports, and has the strategic and tactical chops to bring it to life. The Growth Manager spearheads our full audience funnel strategy, from qualified audience traffic to repeat engagement to paying membership -- attracting, converting and retaining readers and putting us squarely on the path to rapid audience-supported growth.
Ideal candidates have deep understanding of digital marketing best practices and trends, coupled with audience development experience, to build campaigns that spur Lookout’s growth. You can strategically plan campaigns and initiatives, and then execute them with attention to detail, proactively finding new ways to increase audience/reader awareness, traffic, engagement and paid membership conversions.
The Growth Marketing Manager will have a critical seat at the table, working cross-functionally across the Lookout team to build strategies and tactics that help us thrive and grow, starting in our Santa Cruz launch market.
Candidates are highly organized, with the ability to turn data into insights that translate into actionable projects and optimization plans. A proven track record driving audience demand through paid and owned digital channels, managing budgets and generating reports is a must. Flexibility and collaboration within a fast-paced startup environment are key. A passion for Santa Cruz and a keen interest in local media are a plus.
About Lookout Local
Lookout Local is a new network of intensely local, community-centric, digital-only, mobile- first news sites, built for the way citizens and consumers read, act, and interact, in the 2020s. Dedicated to community betterment, Lookout Santa Cruz launches this fall.
We seek colleagues to form our initial, diverse team of 15. We’re looking for those who share our sense of mission, our can-do, entrepreneurial spirit, and our hard-headed realism that smart execution will quickly create a new, much-needed model for local news and community revival. Lookout Local’s for-profit, public benefit corporation is built to last, providing that foundation for multi-site network growth.
What You’ll Be Doing: Focus in Three Connected Areas
Digital Marketing and Membership Acquisition and Retention
Provide day to day leadership and ownership of Lookout’s member audience acquisition funnel and success metrics (KPIs: email subs, membership units and revenue, qualified audience traffic)
Own and lead digital marketing and campaign management operations
Create, coordinate and manage the execution of digital marketing campaign strategies including, but not limited to: paid search, paid social, search engine optimization, content syndication, as well as online brand building-led advertising and online/offline events and community forums
Manage relationships with key vendors to understand competitor strategies and new testing opportunities, ensuring our team is staying on the edge of innovation
Reporting and Optimization
Report on monthly and quarterly numbers for clicks, leads and conversions pipeline for all online campaign activity
Lead creative testing and strategy, working closely with stakeholders and design teams to ensure all our campaigns have the best chance of succeeding
Develop targeting and customer segmentation to personalize digital campaigns
Be a collaborative and engaged member of Lookout’s founding team, providing domain expertise in digital marketing (email newsletters, social media marketing, paid marketing programs, online and offline events, and other channels) and membership/subscriber development
Partner with editorial, revenue and creative teams to create campaigns and programs that grow audience and member/subscriber base
Encourage a collegial, creative and transparent marketing culture by sharing data, reports and audience understanding on a regular basis
3-5 years of experience in digital marketing at a direct-to-consumer or media company preferred with an emphasis on acquisition, including hands-on experience in paid campaign, newsletter management and member/subscriber conversions
Subscriber/membership acquisition funnel management
Experience in campaign management, specifically paid marketing management (display, PPC, social) for customer acquisition
Deep knowledge of digital acquisition marketing, audience targeting, social platforms, and paid media attribution
Hands-on experience in setting up, optimizing and scaling campaigns
Experience with mission critical technologies including subscription/membership management platforms, marketing automation, CRMs and ESPs preferred
Experience with events marketing (virtual and/or in-person) is a plus
Ability to build and document processes across departments and systems
Ability to build and foster strong relationships with internal stakeholders and external partners
High attention to detail and ability to manage multiple projects simultaneously
Excellent written and verbal communications skills
Excellent data analysis skills and a test-and-learn mentality
Experience creating offers and landing pages in a CMS or other platform; CMS experience is a plus
Google Publisher Suite (analytics, tag manager, ad server); Audience development experience is a plus (Google Analytics, Chartbeat, Parse.ly)
Mailchimp and/or other email service providers
CRM experience (Pico, HubSpot, Salesforce, etc.) preferred
Benefits and Application
Managing Editor is a full-time Lookout Local employee. We offer competitive employee benefits.
Lookout Local is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.