How It Works

The Digital Marketing Manager will be responsible for creating targeted email programs that provide relevant programming information to drive engagement and add value to the customer experience. The talent will develop, implement and leverage Unica Campaign platform that delivers targeting schemas to provide customers with relevant content and messaging. The talent will be reporting to the Director of Communications/CRM. The Digital Marketing Manager will operate at both a strategic and tactical level.


The Digital Marketing Manager will be accountable for increasing customer engagement by:

· Producing results from targeted email campaigns with end to end responsibility for all aspects of the work (strategy, design, production, execution).

· Increasing email penetration of the subscriber base

· Increasing percent of customers with listening preferences

· Managing email and freelancer budget.

Duties and Responsibilities:

· Manages targeted alerts to communicate unique and special programming events to reinforce our client's value proposition and add value to benefit the subscriber.

· Works seamlessly with Programming, Brand and Interactive to publish targeted and non-targeted communications to our client's subscriber base.

· Manages engagement communications providing information on key programming events to drive engagements.

· Works closely with Programming and Promotions to identify best selection of events to promote

· Leverages dynamic versioning capability along with customer provided listening preferences and predicted preference to deliver a targeted content.

· Develops and implements programs and campaigns to drive email and listening preference penetration.

· Works with cross functional team to capture email and preferences at each stage of the customer life-cycle.

· Manages development of all engagement communications.

· Works across the extended CRM team to ensure strategies are consistent other stages of the customer life-cycle.

· Works closely with brand marketing and creative to develop materials and ensures that creative execution is consistent with strategy.

· Reviews all materials, ensuring accuracy and completeness.

· Ensures a good customer experience and financial feasibility.

· Continually monitors, evaluates and reports the effectiveness of strategies and tests. Looks for trends to identify marketing opportunities and areas for enhancement.

· Establishes and manages relationships with outside freelancers to develop and modify email communications as necessary.

· Monitors industry trends to identify new marketing approaches and opportunities.

· Explores new media

· Works cross-functionally to implement new initiatives.

· Ensures accurate and effective implementation of all strategies and programs by working closely with multiple resources including Project Management, IT, Listener Care, Email, Brand, Legal, Fulfillment Partners. Must be able to establish productive relationships across the organization.

· Supports Retention & Communication team with Senior Level presentation and other ad hoc projects.

· Must function with a high degree of autonomy; establish productive relationships with cross-functional departments; communicates clearly and credibly to colleagues in these departments and to senior management.

Minimum Qualifications:

· BA in related area

· Advanced degree preferred

· 7 or more years in related position within comparable industry - digital communications within the Entertainment Industry or Satellite Television

Requirements and General Skills:

· Strong e-marketing, analytical, operational skills.

· Extensive knowledge of email and digital marketing

· Strong people and project management skills

· Strong orientation to detail.

· CRM and Campaign management experience a major plus – Unica specifically though expertise in other campaign platforms is beneficial.

· Prior experience with list processing/developing list processing specifications for marketing campaign implementation.

· Understanding of segmentation and subscriber profiling for targeted marketing.

· Excellent oral and written communication skills; must be able to communicate clearly and credibly across all levels of the organization.

· Ability to communicate effectively cross functionally and at all levels of organization

· Self-motivated, proactive team player and independent worker.

· Ability to work on multiple projects and set priorities.

· Knowledge/interest in pop culture and mainstream entertainment a plus.

Technical Skills:

· Knowledge of MS-Office Suite (Word, Excel, PowerPoint)

Overview: The group is the Customer management team (web analytics) within the Consumer Media BU. They manage the audience for 17 customer websites. They work with various teams (production, design, development) and handle questions on user/audience. They then analyze and propose solutions back to the business.

Primary Responsibilities and Related Duties:
• Ability to process large quantity of web traffic data and extract relevant, actionable insights.
• Provide in-depth analysis of site performance and customer experience using various data sources.
• Update and deliver weekly and monthly reports, scorecards/dashboards and key performance reports (using Excel, BI tools, click-stream analytics).
• Perform quality assurance test on tracking implementations.
• Manage the reporting and analysis of A/B and multivariate tests.
• Evaluate business goals and objectives from multiple business teams and develop tracking/tagging strategies to allow individuals and teams to measure success.
• Support ad-hoc analytics requests from different business stakeholders - including editorial, site design, product development, business development, marketing and advertising sales.
• Recommend website and product changes based on insights drawn from analysis.
• Manage and fulfill report development for 200+ users globally.
• Support our client's global consumer media businesses, which includes teams in US, UK, Japan, China, India, Africa, Germany and Italy.

Education Required: BS/BA degree in Marketing, Business, Statistics, Computer Science or related fields.

Minimum Skills and Experience:
• At least three years experience using WebTrends or Omniture (or another major web analytics solution).
• Vendor experience within web analytics field (experience with websites – preference is media, specifically large sets of data i.e. Google).
• Expert in MS Excel, with experience building pivot tables, advanced formulas, using external data sources, and writing VBA macros. This role will extract the data and put it into simple English for stakeholders.
• At least two years experience in reporting and analyzing performance of online marketing activities, such as email campaigns or other user acquisition strategies.
• Excellent oral and written communication skills.
• Detail-oriented, well organized, and able to assume responsibility for specific project deliverables with limited supervision.
• Deliver results in a fast-paced, deadline-driven environment that requires ability to handle multiple tasks simultaneously.
• Strong interpersonal skills and a demonstrated ability to work effectively both independently as well as in a team environment.
• Demonstrated ability in identifying trends, “stories”, drawing conclusions and making recommendations from multiple and large data sets.
• Understanding of data relationships, sources of data, reconciliation issues, and uses of the data in order to provide the correct information to address the business need.
• Strong understanding of site tagging (implementation and maintenance)
• Understanding of A/B and multivariate testing principles.
• Good understanding of internet marketing business models and metrics as well as competitive and consumer research principles, web analytics, marketing analysis and statistical methods.
• Experience with and a strong understanding of HTML, JavaScript, and XML.

Additional Skills and Experience desired:
• Experience in online publishing – most important
• Familiar with SQL and database structures
• Experience using NielsenNetView, Comscore, and Experian Hitwise
• Understanding of Search Engine Optimization and Search Engine Marketing
• Able to leap tall buildings in single bounds a huge plus

Position Reports To: Manager, Audience Analytics