Vice President, U.S. User Acquisition and Growth
Company: Ingenio
Location: San Francisco
Posted on: August 7, 2022
Job Description:
Vice President, U.S. User Acquisition and GrowthBefore we get
started:Here at Ingenio, we'd love to talk with you regardless of
your qualifications or years of experience. If you believe you'd be
a great fit for this role, we invite you to apply even if you do
not meet all points on the job description.Who we are:Ingenio is
the industry-leading collection of online destinations, some of
which include: Astrology.com , Horoscope.com , Keen, and
PsychicCenter. Our global brands provide spiritual and emotional
guidance on love, relationships, careers, health, and life. We are
passionate about connecting people with the world's best advisors
(including psychics, tarot card readers, life coaches and more) and
content to empower everyone to live happier lives.Our growing team
of over 100 employees is powered by our diverse perspectives and
company core values:
- We are humble. We believe the best result is achieved by
leveraging others' perspectives
- We think like owners. We make decisions that optimize for the
greater good of the organization
- We challenge limiting beliefs. We are at our best when we
identify and shatter status quo expectationsThe Opportunity: The VP
of User Acquisition and Growth for U.S. Marketplace will be
responsible for owning, defining strategy and plans for, and
overseeing execution of new customer acquisition for Ingenio's U.S.
Marketplace brands - primarily Keen.com, as well as the Barges
brands (i.e., Purple Ocean, Purple Garden, and Purple Tides.) The
key measure of business success for this leader will be a
demonstrated track record of driving continuous growth in prospect
traffic that converts to high quality new customers and new
customer revenue. Reporting to the Chief Marketing Officer, this
role will oversee a team of 8 acquisition marketers across multiple
U.S. brands and will be a member of the Keen Marketplace senior
leadership team. Given its growth focus, this role will have strong
dotted line reporting relationships to the Keen and Barges Brand
Presidents and will also require strong cross-functional
partnerships with key functional leaders, especially Product,
Engineering, and Data & Analytics. This includes playing a strong
co-leadership role within the cross-functional Acquisition Pod
team, which sets and executes strategic acquisition initiatives
quarterly. In addition, this leader will need to closely partner
with the Keen Director of eCommerce to ensure that prospect traffic
converts at a high rate to new customers on keen.com, as well as
the Customer Retention to ensure the quality of new customers
translates into significant lifetime customer value. What you'll be
doing:
- Define long-term new customer growth strategies and translate
into actionable acquisition plans and initiatives, taking into
consideration current and nascent acquisition marketing trends and
competitor strategies. Identify new channels and innovative
opportunities to drive greater acquisition marketing efficiencies
over time.
- Set aggressive but achievable tops-down new customer growth
plans monthly, quarterly, and annually for the U.S. Marketplace, in
close partnership with Brand Presidents and Chief Marketing
Officer. Reconcile tops-down plans with bottoms-up channel-level
plans developed by acquisition channel leads.
- Manage U.S. Acquisition Marketing team ongoing across multiple
offices and brands to meet or exceed acquisition targets monthly
and quarterly within planned budget, optimizing and shifting
marketing investment as needed across channels and brands.
- Facilitate Acquisition Marketing best practices sharing across
channels and brands.
- Own monthly and quarterly new customer traffic goals and share
ownership of new customer count and new customer revenue goals with
eCommerce. Partner with eCommerce to continuously test and improve
website and landing pages for conversion rate optimization.
- Track and report acquisition goals progress on a regular basis
to senior management. Write and deliver compelling presentations to
senior leaders, including C-suite and Board of Directors as
needed.
- Play a strong partnership role with VP of Product within the
cross-functional Acquisition Pod team
- Partner with Finance and Data & Analytics teams to build
periodic financial reforecasts
- Build and maintain strong, trusted cross-functional business
partnerships with key stakeholders, including U.S. Brand Presidents
and leads of Product, Engineering, and Data & Analytics.
- Be a strong people manager of the Acquisition Marketing team.
Support Acquisition Marketing team members as needed to build
career development plans and identify and facilitate opportunities
for team members' professional growth goals. Determine hiring
strategy to support future growth, and be responsible for new team
members. What you'll need to be successful: The ideal candidate
will be a deep subject matter expert in customer acquisition best
practices with a demonstrated track record of regularly setting,
owning, and delivering against new customer acquisition goals,
preferably in a multi-brand environment. S/he is a strategic
thought leader and a strong influencer to knock down institutional
barriers quickly and drive action. S/he is also a strong
collaborator with key business partners to define and deliver on
shared goals and is an excellent people manager - someone who is
able to provide direction to the team but equally comfortably
getting into the details and being hands-on as needed. In addition,
the ideal candidate will have experience in the following areas:
- 10+ years experience owning new customer acquisition growth
goals, ideally in a B2C marketplace environment
- Strong thought leader, who has consistently defined and
translated strategies into highly actionable goals and plans.
Overall, has shown high level of comfort operating both
strategically and tactically in a high-energy, fast-paced
environment.
- Collaborative, trusted business partner who is persuasive,
compelling, and respected, while also motivated by what's best for
the business rather than pre-conceived agendas
- An outstanding manager of people, ideally in remote
environments and across multiple brands
- Strong executive presence and comfortable engaging and
presenting with the most senior levels of management
- Worked with and managed external agencies
- Exhibits strong love of numbers and data insights.
- Strong problem-solver with a demonstrated ability to identify
and solve ambiguous problems.
- High degree of organization and ability to manage multiple,
competing priorities.
- Consumer ecommerce, retail and / or marketplace experience
required.
- Friendly, talented, collaborative and entrepreneurial team
- Competitive and comprehensive benefits and perks
- Generous holiday and PTO policies
- 401k matching program
- Lunch
- Training and development opportunities and allowance
- Fun and inclusive digital, and (in the future) in-person
events
- Employee groups - DEI committee, fun committee, wellness group
and moreIngenio is an equal opportunity workplace and is an
affirmative action employer. We are committed to equal employment
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Keywords: Ingenio, San Francisco , Vice President, U.S. User Acquisition and Growth, Executive , San Francisco, California
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