About the Role:
The Vice President, Growth Marketing, will drive revenue growth with an entrepreneurial mindset bringing bold ideas and an experimental (lean/analytical) process. This role will oversee all Performance Marketing and CRM responsibilities within the company. This role will drive customer acquisition, engagement, retention and reactivation through SEO, Paid Search, Paid Social, Affiliate, Display, Podcast, Radio, Video, Out of Home, Email, Loyalty and other top-of-funnel awareness-driving programs. This position will develop and drive sales and marketing plans for multichannel market penetration, growth and expansion; and will be responsible for building and managing all related expense budgets. This role will lead the contact strategy, list scoring and modeling, forecasting, new name acquisition strategy and performance reporting and analysis. This VP will be an outstanding multi-channel marketer with deep knowledge of brand building, digital retail, and digital marketing best practices. The VP will develop and maintain effective partnerships with cross-functional teams to drive business results.
Specific responsibilities:
- Develop and manage the Health-E Commerce performance marketing strategy which includes acquisition, conversion, awareness, retention and loyalty of prospective and existing partners to grow top line revenue and increase operating profit.
- Leading a high-performing team to create and implement strategic marketing initiatives across various marketing functions including performance marketing, events, social media marketing, product marketing and partnerships.
- Creating and implementing the marketing plan in line with overall business objectives while striking a balance between longer-term strategic brand building activities, mid-term lead generation and nurturing, as well as quick wins to achieve targets
- Using data and analytics for decision making and measuring marketing effectiveness as well as creating a culture of structured experimentation and iteration to drive growth
- Building win-win relationships with new and existing partners
- Manage the marketing budget to drive sustainable bottom-line growth
- Partner with resources across the organization to build 1:1 personalization strategies against identified opportunities --- these strategies will include the use of all vehicles and all channels – e.g., email, campaigns, digital, B2B2C etc.
- Lead efforts to optimize marketing campaigns , improve the customer experience, enhance database infrastructure, leverage the e-commerce business, as well as improve data capture and customer interaction at all “touch-points.
- Oversee email campaign optimization, including overall segmentation strategy, targeted messaging, email acquisition, win back programs and other solutions to increase sales generated from email.
- Develop and coordinate all customer contact strategies. Provide new vehicles and determine the effectiveness of existing methods.
- Drive a cross-channel strategy for acquiring new registrants for the company’s database, and implement cross-channel initiatives that maximize their lifetime value to the company.
- Partner to build segmentation and analysis of web customers, offering recommendations to improve conversation, and retention.
- Optimize customer segmentation of the database; provide regular segmentation counts and ad hoc analysis for multiple channels.
- Create an operating environment and establish performance standards that result in industry-leading customer relationship marketing programs and procedures in a “test and learn” culture.
- Provide response analysis of all segment performance; summarizes all testing and provides post mortem analysis (Offer testing and reporting).
- Establish and implement best practices for database and email marketing processes, measurement, evaluation, data capture, segmentation, maintenance, and customer/ prospect list selection.
- Partner with Engineering to establish strategic direction for tools and technology to support the implementation and execution of the customer relationship marketing strategy.
What you’ll need:
- Bachelor’s degree in Marketing, Business Administration, or related field. MBA a plus.
- Minimum 10 years of experience in digital marketing, preferably at a retail company
- Digital marketing experience including Growth Marketing, Performance Marketing, Email Marketing and/or managing Loyalty programs
- Analytical, obsessive about optimization, and constantly looking for ways to optimize CAC, ROAS and LTV
- Love to test and iterate on new channel opportunities think creatively about new ways to scale
- A deeply collaborative team player with a hands-on mentality
- Resourceful (a true owner) and highly results-motivated
- A great presenter and communicator across all levels of the organization
- Ability to proactively manage multiple priorities and teams in a fast paced, change oriented environment
Compensation:
Compensation: $200,000 - $250,000
Discretionary Annual Bonus Eligibility: Up to 25%
What We Do
Health-E Commerce is a consumer health and wellness online retailer, comprised of four brands — FSA Store, HSA Store, WellDeserved Health and Caring Mill. Since 2010, we have launched direct-to-consumer e-commerce brands aimed at simplifying the U.S. tax-free healthcare market and helping everyday Americans and companies benefit better from workplace benefits, wellness and health spending programs.
We are passionate about helping consumers to improve their health and maximize their health savings through qualified shopping and education. Through our websites, eligibility lists, and content, we help consumers understand, manage, and use their benefits. We also advocate for the eligibility of important new product categories, such as OTC meds and feminine care, to increase the types of everyday products that are eligible.
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