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Subscription Marketing Specialist at Los Angeles Times

Posted in General Business 30+ days ago.

Type: Full-Time
Location: El Segundo, California





Job Description:

Join the hundreds of talented and innovative team members who are making an impact every day at California Times, incorporating Los Angeles Times and San Diego Union-Tribune, two of the most iconic media brands in the nation. Whether you love to tell compelling stories or want to drive our award-winning powerhouse in new directions, the Los Angeles Times team is the place to be.

Job Description Summary

The Los Angeles Times and San Diego Union-Tribune are looking for a passionate, self-driven Specialist, Subscription Marketing, to join our team and support acquisition and retention marketing efforts.

In this role you’ll be expected to help drive new start volume from onsite, email and paid channels – focusing on efficiencies and quality of the new subscribers from each channel. In addition, you’ll support retention marketing efforts – getting our subscribers to stay subscriber for longer. All of the above requires a detailed understanding of the subscriber lifecycle, intellectual curiosity to guide A/B testing hypotheses and plans and a love of data. You will use data to support testing recommendations, creative brief writing, analysis of current tactics and optimization recommendations, in partnership with the rest of the subscription marketing team.

Job Description

This role will work closely with the marketing, product, engineering, customer service and data teams to identify opportunities for acquisition, retention and revenue growth from new and existing subscribers.  You’ll need a strong understanding of sustaining a digital subscription business while working across multiple teams throughout the organization to ensure success.

To excel in this role, you should always look for opportunities to improve current marketing strategies and create new ones to drive company-wide goals, in partnership with the Manager, Acquisition Marketing and Specialist, Retention Marketing.

Responsibilities:


  • Assist in the concept, development and implementation of acquisition and retention campaigns for digital subscribers.

  • Write creative briefs in support of acquisition and retention marketing tactics, that clearly outline the objective, measurement plan and strategic rationale for what you think this campaign will accomplish and why.

  • Build, maintain and expand relationships with subscribers – starting from the moment they come to the website – to drive long term retention using our paid, owned and earned channels to segment and message to audiences in a personalized manner.

  • Understand the subscription life cycle and assist with identifying friction in the check out process for prospects and reasons for churn among current subscribers.

  • Live and breathe data. Constantly be testing new ideas, obtaining measurable results that can be used to make business decisions, and partner with the data teams on strategies involving data models and machine learning solutions.

  • Regularly pull data for all subscription marketing campaigns to analyze, identify trends and make optimization recommendations by channel (email, paid media, website, mobile app, etc.).

  • Assist in the development of reporting and dashboards to provide visibility into subscription marketing performance for the rest of the organization.

  • Collaborate on the strategy for on-site and off-site acquisition and retention efforts for all consumer touchpoints.

  • Proactively communicate with the customer service team to alert them of new campaigns and initiatives, in support of a high-quality prospect and subscriber experience.

  • Help maintain and continually update the list of subscriber benefits, sharing out with the sales team, acquisition and marketing ops teams to ensure alignment across all consumer touchpoints.

  • Partner with events personnel, e-commerce teams, editorial and others to design subscriber-only experiences and benefits among their products and services that contribute to and further value to the prospects and subscribers.

  • Partner with the Newsletter product lead to identify opportunities to reach more newsletter subscribers who are not currently full Los Angeles Times or San Diego Union-Tribune subscribers, to drive improved conversion rates.

Qualifications:

Skills and Experience


  • 3+ years of experience in B2C subscription marketing for a high growth subscription or ecommerce organization.

  • 3+ years of experience with all aspects of campaign management, including creative brief writing, execution and measurement.

  • 3+ years of experience with email.

  • 3+ years of data analysis/reporting experience.

  • Excellent verbal and written communication skills.

  • Ability to clearly measure results and be data-informed in all key decisions and campaigns.

  • Experience running multi-channel campaigns.

  • Excellent time management, planning and organizational skills.

  • Experience with A/B and multivariate testing.

  • Experience working with data and market research to inform strategy.

Nice to Haves


  • Experience with mobile channels such as push notifications and SMS.

  • Experience using machine learning and AI in marketing channels.

  • An understanding of and direct experience with SEO.

  • Experience with Salesforce Marketing Cloud.

Thank you for your interest in joining our team at the Los Angeles Times!  We look forward to reviewing your application.





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