Enterprise Lead, Digital Customer Winback
User engagement and retention is a core focus area for Gannett | USA Today Network, especially as the organization is pursuing an ambitious multi-year goal for subscription led growth. As a part of the broader Growth Organization, this team is responsible for customer onboarding, engagement, loyalty, and churn mitigation.
The retention team works with several stakeholders esp. in product, technology, analytics, and marketing to help build strategies for meaningful and sustained net subscription growth. This team leverages subscriber lifecycle marketing, automated email journeys, onsite assets deployment, subscriber benefits & value strategy, online experience optimization as well as customer service and support communications to help retain subscribers.
The Enterprise Lead, Digital Customer Winback will be a key member of the user retention team, driving subscription led net growth at Gannett | USA Today Network. This role will lead our enterprise level efforts focused on winning customers back, leveraging cross-channel marketing strategies.
The ideal candidate will excel in a fast-paced environment, have a thorough understanding of a subscription business model, know how to leverage data for decision making, and will be able to continuously learn from results.
Duties and Responsibilities:
Lead winback initiatives for core users that have an upcoming stop or have stopped their subscription
Focus on efforts winning customers back within first 60 days after stopping
Own the winback messaging across platforms, esp. email and social media
Build and scale an onsite winback program, leveraging innovative pricing strategies and customer incentives
Design engaging customer facing campaigns, that improve overall winback conversion rate
Collaborate with Acquisition teams to ensure optimal strategies based on customer response to winback campaigns
Partner with the Data Science & Analytics teams to form insights that help drive winning decisions
Collaborate with Research & Insights, Customer Support as well as Brand teams to understand and monitor the voice of customer; develop strategies to address any existing or potential issues
Bachelors degree or equivalent in Business Administration, Psychology, Economics, Science, Engineering, or a related field
5 to 7 years of overall experience in customer retention
7 to 10 years of overall marketing experience
Preferably hands on experience in developing winback strategies & tactics
Experience in developing and executing cross functional retention strategies
Ability to understand analytics & partner closely with data science
Expertise using data and analytics - from customer satisfaction scores, web/mobile analytics, ROI and churn prediction models to support recommendations and strategies for engagement & retention
Efficient in MS Office Suite, most notably PowerPoint and Excel
Hands on experience with an ESP (Salesforce, etc)
Masters degree or equivalent in Business Administration, Psychology, Economics, Science, Engineering, or a related field
Leadership level experience in a customer winback role