We are currently seeking to fill our brand new position of Vice President of Marketing (VPM). Reporting to the CEO, this is an on-site position located in our Gaithersburg, Maryland office.
ROLE SUMMARY / JOB PURPOSE
You will serve as our global Marketing Leader who will be responsible for managing and growing Lurn’s consumer brand and revenue domestically and overseas. Key priorities include:
1) Develop a strategic marketing plan that provides an effective roadmap to scale with the growth of the company.
2) Significantly increase customer acquisition by leveraging online and offline media channels.
3) Increase company LTV per customer through optimizing funnels and recommend new products and strategies.
4) Build, train, and lead a marketing team to implement all marketing and revenue goals using inbound marketing tactics such Facebook advertising, Google display, YouTube, native ads, email media, SEO, social media, P.R. and other offline marketing media.
The major objective for this role is to help our Company develop, administer and grow a new marketing strategy that will scale us past our current revenue levels. You will focus on building a community, attracting new audiences around the World and increasing the revenue value of each community member we attract.
MAJOR RESPONSIBILITIES & DUTIES
Strategy & Innovation:
•Create, adapt and fully maintain the required strategy to achieve revenue and EBITDA goals.
•Develop, execute and scale all company current online marketing strategies and action plans. This includes (but is not limited to) all channels such as web, A/B, SEM, SEO, Paid Social, retargeting, webinars, strategic relationships and onsite lead generation.
•Develop and execute offline marketing efforts to add a new channel of customer acquisition.
•Ensure qualified traffic is being driven to the website through online acquisition programs. Strong understanding of the numerous channels that drive traffic and conversion. •Lead Digital Marketing Specialists to optimize paid and organic search campaigns using tools such as Google Analytics, Google AdWords, Webmaster Tools, etc.
•Develop and implement strategy to increase customer value by stimulating existing customers to repeat purchase such as: upsells, cross-sells, and other company products and services.
•Recruit and manage a team of media buyers, funnel optimization specialists, affiliate managers, P.R. specialists, offline marketing experts and business analysts to launch new marketing channels, media and campaigns.
•Work closely with internal design and sales team to develop impactful, brand-building packaging for entire line of Lurn products.
•Measure and maintain all digital marketing campaigns and conduct split testing to improve conversions across all company funnels.
•Create and sync entire marketing team strategy (acquisition, branding, conversions and products) directly to the proposed budgets and ensure that all revenue and EBITDA goals are met.
•Keep up-to-date with the latest trends and best practices in online marketing and measurement.
•Collaborate with appropriate staff members to implement data collection tags and analytics tools to ensure that all digital experience efforts and programs are measurable and drive back to specific objectives that can be evaluated for efficiency and ROI.
Leadership & Collaboration:
•Manage the day-to-day activities of the marketing staff to include the hiring, development and performance management of the marketing team. Provide coaching and mentoring to staff to solve-problems and make independent decisions.
•Enhance teamwork and set clear direction and priorities and represent the marketing team across the business. Create and manage Marketing budget and team expenditures.
•Build, manage, and maintain relationships with vendors, third parties, and division leaders within the company to explore any new and effective ways to generate revenues and profits. •Socialize plans, learnings and next steps between Marketing, Finance, Operations, Analytics, C-level and IT and drive execution. •Build effective working relationships with others inside and outside the organization.
•Lead innovation through cross-functional teams to design, build, and optimize features, technologies, and expand digital channels
•Measure & report performance of all digital marketing campaigns and assess against goals (ROI)
Lurn, Inc. is an equal opportunity employer committed to employing individuals on the merits of their qualifications regardless of race, religion, gender, origin, age or other protected characteristics.
We offer a competitive compensation package to include a rich array of benefits such as, a choice of two medical plans (PPO and HSA), Dental, Vision, Life and AD&D, Long-Term Disability, paid vacation, sick, and holidays as well as a generous retirement savings plan, business casual dress, and a flexible work environment.
Email to firstname.lastname@example.org your resume, salary requirements, and upload a 2-minute video cover letter introducing yourself and telling us why you think you would be a good fit for this position
REQUIRED QUALIFICATIONS AND SKILLS
Education and Career Experience:
•MBA in Marketing preferred but will consider a minimum of 10 years’ experience in marketing with significant experience driving communications process improvements. •Min. of 3 years as a VP Marketing for a company generating over $50 million in annual revenue. •Min. of 5 years of experience in Digital Marketing. •Experience recruiting and managing high-performing teams at scale. •Extensive experience with Google and social channels such as Facebook, having managed sizeable digital media budgets in the past of $3,000,000 to $5,000,000 per month. •Built marketing plans and accurately forecasted opportunity and growth for business lines driven by those plans. •Extensive knowledge and experience of digital products technology and marketing including SEO/SEM/Facebook Advertising and sophisticated in digital and customer analytics. •Solid negotiation skills with experience developing contracts and partnerships. •Demonstrated strong business judgement and decision-making skills with the ability to identify, prioritize and articulate highest impact initiatives.
Customer Acquisition & Analytics:
•Successfully managed and scaled a multi-million dollar digital advertising ad budget (Facebook, Google, YouTube and others) of a minimum of $3 Million a month. •Strong acumen in data analytics and all relevant analytics platforms such as CRMs, Google Analytics, Google Tag Manager, Facebook Ads Manager and other relevant data platforms. •Specifically demonstrated an understanding of customer funnels for increasing both “at cart” value and customer value over 30 days, 60 days, 90 days and LTV. •Found, developed and successfully maintained an external marketing agency relationship, with a focus on maximizing ad spend, ROI and rigorous data analytics. •Successfully launched a new marketing channel and scaled ad spend in a relatively short-time frame (digital or offline media). •Intermediate proficiency with Microsoft Excel for managing data and performing quantitative analysis.
Organizational & Management:
•Shown full responsibility for company revenue and EBITDA – creating, managing, achieving and scaling the revenue goals. •Excellent organizational and prioritization skills with a proven ability to independently manage multiple projects and clients. Able to readily cope with changing priorities, while still meeting deadlines in a dynamic, deadline-driven, high stakes environment. •Demonstrated ability to create annual department budget with quarterly check-in and modifications. •Demonstrated the ability to build an entire marketing team from the ground-up, including both in-person and virtual staff members. •Successfully trained and mentored juniors who enter the marketing team and eventually are capable of owning an entire job function, department or function in the marketing team.
Lurn, Inc., is a digital marketing company based in Gaithersburg, MD that helps individuals start and grow their online businesses. We are the transformational home for entrepreneurs and provide educational services, technology, and training through course content, members areas and coaching. We are dedicated to opening the doors to prosperity and entrepreneurship through online business educati...on and the technologies that make it possible. This is where technology and learning join hands to deliver online education and information to anyone with an Internet connection… anywhere in the world empowering them to create their own profitable and sustainable web-based businesses.
We provide a range of products and services including online training courses and live events on a variety of online marketing topics, online communities and publications for internet marketers and e-learning technology platforms for educators of business and marketing professionals.
Anik Singal, founder and CEO of Lurn, Inc., is widely considered by the industry as one of today’s most successful digital publishing marketers. His specialties include profit-generating product launches, building backends and funnels, article marketing, search engine optimization, affiliate marketing and business management consulting.