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 opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. Do you acknowledge Ingenio's GDPR and CCPA Notice? *
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Keywords: Ingenio, San Francisco , Vice President, U.S. User Acquisition and Growth, Executive , San Francisco, California