Job Description

Digital Marketing Executive:

DUTIES AND RESPONSIBILITIES

Growth Strategy

• Define the overall marketing strategy and vision to align with the company’s long- and short-term goals and growth objectives.
• Develop, execute, and oversee the overall marketing plan integrating brand, performance, and retention marketing activities to sustainability and substantially drive customer growth and revenue.
• Produce a subscription volume plan and allocate budgets effectively across digital and traditional channels to hit ambitious growth targets.
• Actualize, reconcile and refine plans regularly.

Brand Management & Evolution

• Lead the continuous development and evolution of the brand, ensuring it stays relevant, innovative, and aligned with customer needs and with the overall master brand.
• Create compelling AGI brand narratives and campaigns that drive brand awareness, customer engagement, and organic growth across all consumer touchpoints.
• Oversee the creation of engaging, platform-specific content and ensure brand cohesion across all channels.
• Measure brand health (e.g., brand awareness, perception, sentiment scores, customer loyalty) and, when warranted, take proactive measures to improve.

Performance Marketing

• Develop a digital marketing strategy, leveraging data-driven insights to drive traffic, engagement, and conversions while optimizing customer acquisition costs.
• Lead a team of marketing professionals to execute all marketing activities, including PCP advertising, social media advertising, email, SMS, SEO, and any other appropriate marketing opportunities.
• Continuously analyze and optimize marketing media mix and funnel to efficiently and effectively reach, acquire, and covert customers at scale with the greatest efficiency.
• Set and lead aggressive test-and-learn agendas to continuously experiment with new channels, creative approaches, and audience targeting to increase conversion, lower CPAs, and/or reduce churn.

Campaign Development & Creative Execution

• Lead the development of seasonal, event-based, promotional, and evergreen campaigns building upon prior success/learning as well as forging new territories.
• Drive a calendar of merchandising and marketing activities aimed at engaging with consumers throughout their journey with AGI in a relevant and timely manner.
• Oversee the creation of compelling marketing collateral that delivers a consistent visual appeal and value message to consumers.

Lifecycle Marketing

• Develop lifecycle marketing strategies, nurturing existing customer relationships to increase retention rates and maximize lifetime value (CLV)
• Drive subscriber retention and loyalty through targeted communications, promotions, and value-driven content to enhance customer satisfaction, increase lifetime value, and reduce churn.
• Optimize customer journeys by leveraging data to ensure seamless and personalized experiences that strengthen engagement and build long-term relationships.
• Define, maintain, and refine customer segments based on behavioral, demographics, and digital behavior. Leverage insights to drive personalization and engagement across all customer touchpoints.

Team Leadership & Development

• Lead and mentor a 7-person marketing team, fostering an outcome-driven and collaborative environment that encourages innovation and accountability.
• Set clear objectives and provide ongoing feedback to ensure the marketing team’s initiatives align with the company’s growth strategy, customer experience, and brand vision.
• Empower team members to take ownership of their work, providing clear direction, support, and opportunities for professional growth and advancement.

Cross-Functional Collaboration

• Surface insights regarding subscriber behavior shifts and trends to the leadership team; translate these findings into business opportunities and risks. Champion customer needs, preferences, and experiences to deliver maximum value and relevance.
• Support new product launches with marketing activities across relevant channels.
• Lead strategic partnerships with 3rd party agencies. Conduct regular evaluations of those 3rd parties and hold agencies accountable for delivering business results.
• Collaborate with Corporate Communications to ensure all marketing communications are compliant with corporate policies and meet governance standards in place to manage risk.

Market Trends & Innovation

• Utilize market insights and data analytics to inform strategic decisions, ensuring marketing efforts are optimized for performance and relevance.
• Remain well-informed of competitive practices, market trends, and new tools related to digital marketing for subscription-based business models.
• Continuously evaluates marketing tools for best-in-class, cost-effective options to utilize.
• Make recommendations for appropriate investments in new capabilities and product extensions based on consumer insights and trends.

Measure and Report Results

• Oversee the media budget, prioritizing spend efficiency and ensuring a high return on investment across marketing channels.
• Establish relevant performance KPIs (e.g., engagement rates, growth in paid memberships, CPA, LTV, retention rates, conversion rates)
• Develop robust and actionable reports to capture the impact of all marketing efforts. Provide regular reporting to key stakeholders with insightful analysis on performance.
• Ensure that marketing spend remains within the annual operating budget; proactively share recommendations for incremental spending along with projected benefits when the opportunity presents itself.
• As needed, provide marketing updates for business reviews with Leadership and/or Ownership.

You are right for the role if you are:

• Strategic Thinker: Able to see the big picture and develop long-term marketing strategies that align with business goals while staying agile in a fast-paced environment.
• Data-Driven: Strong analytical mindset with the ability to leverage data to make informed decisions and continuously optimize marketing efforts.
• Creative Visionary: Innovative and able to think outside the box, bringing fresh ideas to elevate the brand and connect with consumers on a deeper level.
• Collaborative Leader: Excellent team player who fosters collaboration across departments and inspires a culture of creativity and accountability.
• Customer-Centric: Always focused on enhancing the customer experience, with a deep understanding of customer needs and behaviors.
• Resilient & Adaptable: Comfortable navigating ambiguity and shifting priorities, with the ability to pivot and adjust strategies when necessary.
• Results-Oriented: Highly focused on driving measurable results, ensuring marketing efforts contribute to growth and brand equity.

MINIMUM QUALIFICATIONS:

The requirements listed below are representative of the education, experiences, knowledge, skills, and abilities needed for this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential duties.

Required Education:

• Bachelor’s degree in Business Administration, Marketing, or an equivalent field preferred

Required Length & Type of Experience:

• 15+ years in digital marketing
• 5+ years managing and developing a group of direct reports
• Proven track record of developing, managing, and executing marketing campaigns across a wide variety of channels (e.g., website, apps, social, email, affiliates, influencers, etc) that drove profitable revenue growth
• Expertise in performance marketing, brand strategy, and customer retention within a DTC business model.
• Experience setting and managing marketing budgets and leading data-driven decisions focused on growth and profitability

Experience with subscription-based business models required.

Experience in scaling companies and unlocking growth through strategic marketing, test & learn, and cross-functional collaboration.

Knowledge, Skills & Abilities:

• Working knowledge of performance marketing best practices, relationship management (CRM) systems, and analytics platforms
• Ability to plan, optimize and then scale the execution of marketing campaigns
• Ability to synthesize disparate sets of information and distill key insights from large data sets
• Ability to effectively manage one’s own time & resources to ensure multiple priorities are balanced and managed successfully
• Demonstrated leadership ability (e.g., ability to establish a vision, to communicate effectively, to make sound strategic decisions, to create a conducive environment or culture within which to work, to be honest and behave with integrity, etc)
• Strong working knowledge of a P&L, and the financial impacts of marketing decisions on that P&L
• Strong PC skills to include ability to use Microsoft Excel, PowerPoint, Word, and data visualization tools (e.g., Tableau, Power BI, etc)

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