Digital Marketing Specialist - Lead Generation, Hearst Newspapers
Be part of a dynamic sales team where you will have the opportunity to apply your digital marketing expertise to building our base of users and customers
As the Digital Marketing Specialist, Lead Generation you'll be working collaboratively with marketing, operations, editorial and technical stakeholders across Hearst newspapers to develop and deploy a sophisticated lead generation and user engagement strategy that leverages all of our external digital advertising channels and content to capture and develop high quality leads for digital newspaper products.
You'll be part of a central team but work closely with local marketing, newsroom and circulation teams, with a focus on identifying new lead generation initiatives, as well as increasing the scale and results of current initiatives by identifying gaps and applying your expertise.
What will you do?
Develop and execute a lead generation strategy that utilizes best practices with a goal of increasing engaged users through various external advertising channels, including social media, search, sweepstakes, interactive content, as well as vendors or agencies.
Execute social campaigns for lead acquisition in each of the newspaper markets.
Develop content promotion strategies with agencies and vendors designed to engage user segments and convert to paying subscribers. You will focus on increasing volume at the top of the funnel, while also developing cross-channel engagement journeys that best support conversions for digital subscriptions.
Build and promote sweepstakes and interactive content, designed to generate leads and brand engagement, in partnership with local marketing, newsroom and circulation teams.
In collaboration with the central and local teams, help oversee and exploit new lead generation initiatives that specifically support digital subscription growth.
Work with Digital Marketing Specialist, Consumer Revenue to ensure lead generation efforts support successful digital ad campaigns for subscriber acquisition.
Collaborate with market digital consumer revenue managers to ensure consistent collaboration and efficiency in deploying digital campaigns across all markets.
Partner with engagement managers and editorial teams on newsletter growth strategy and engagement analysis to ensure the effectiveness of campaigns and improve the onboarding journey of new users.
In collaboration with the analytical and research team, analyze consumer data to help identify and target new customer segments per market.
Ensure we are using best practices and testing to continually improve campaigns and tactics.
Oversee performance metrics related to lead generation campaigns. Report findings to management team and provide recommendations based on program effectiveness.
Oversee performance metrics related to lead campaigns. Report findings to management team and provide recommendations based on program effectiveness.
Continually research and learn from others in subscription business and/or newspaper industry on new ideas and best practices.
What will it take to be successful?
Bachelor's degree or equivalent in digital marketing.
3-5 years experience in digital marketing and/or lead generation for a subscription based business.
Excellent collaborative management skills.
Comfortable working across all parts of the newspaper business from editorial to circulation to advertising.
Highly organized and detail-oriented with a proven ability to effectively juggle multiple tasks.
Demonstrate success working in a deadline-driven environment.
Expertise managing campaigns through social and digital ad platforms, such as Facebook and Google Ads required.
Expertise in email marketing platforms, such as Sale Force Marketing Cloud and Sailthru, a plus.
Ability to collaborate with a variety of different people, internally and externally.
Remote work is acceptable, though occasional travel to markets is required.