Consumer Marketing Lead at Roadie
The Consumer Marketing Lead is responsible for customer acquisition and retention on both sides of Roadie’s two-sided marketplace, including consumer senders and drivers. This individual is a performance-driven marketer with strong experience planning, executing and measuring a variety of acquisition and retention campaigns, including marketing and engagement automation, digital advertising, and re-marketing programs to continually improve CPA, churn and LTV metrics. The Consumer Marketing Lead owns all B2C marketing communications strategies and programs aimed at attracting, retaining and growing our consumer segment, including paid media, social media marketing, content marketing and User onboarding and engagement.
Develop go-to-market plans to build, measure and scale Roadie’s consumer marketing engine, including management of all web properties, digital campaigns, content programs, marketing automation and engagement platforms
Manage the day-to-day workflow of all B2C acquisition and retention initiatives, building key relationships with cross-functional teams, agency partners and supporting teams
Develop, optimize, and scale paid campaigns on Google AdWords and Facebook to drive installs and activations
A/B test various ad platforms, messaging and creative to continually improve CPA and other KPIs
Develop and implement effective SEO & CRO strategies to drive quality consumer web traffic and convert that traffic into valuable downstream actions
Work with cross-functional teams and agency partners to define, manage and grow our marketing analytics and automation programs to improve CPA, LTV and churn metrics by segment
Develop driver segmentation profiles and perform cohort analysis to improve messaging and campaign performance
Oversee all aspects of end-User onboarding and educational programs to improve customer satisfaction and retention; and minimize inbound support touchpoints
Oversee the planning and execution of our social content calendar focused on relevant, original, high-quality content that re-engages consumer audiences
Define and track marketing OKRs, and communicate consumer marketing performance to key stakeholders, as needed on a weekly, monthly and/or quarterly basis
Use storytelling to create engaging, high-quality content successfully reflects Roadie’s unique brand voice and positioning in the market
Improve departmental processes, communication and efficiency.
BA/BS in Marketing or related field
5+ years of experience in digital marketing, including 2+ years people management
High degree of organization and ability to manage multiple, complex and rapidly-iterating marketing programs, with budget responsibility.
Experience with consumer digital products and the challenges of omni-channel customer engagement
Demonstrated ability to operate both strategically and tactically in a high-energy, fast-paced environment.
Demonstrated analytical and quantitative skills; ability to use hard data and metrics to back up assumptions and develop business cases.
Expertise in Analytics, Marketing Automation and Engagement Automation required, including hands-on experience with Google Analytics, Google Search Console, Hotjar, Iterable, Braze, Amplitude and/or similar toolsets.