Growth Marketing Manager - Retention at AAA Washington in Bellevue, Washington

Job Description:

Growth Marketing Manager - Retention

PRIMARY FUNCTION:

This role is responsible for developing and executing strategic campaigns that drive demand and create a lead pipeline for AAA WA's membership, travel, and insurance businesses. Creates high-converting lead generation campaigns across business lines, measuring their success and optimizing spend. Partners with content marketing, brand marketing and membership experience team members for a connected member acquisition journey.



ESSENTIAL DUTIES/RESPONSIBILITIES:

• Own the development, execution, and optimization of paid media integrated membership, insurance, and travel campaigns, creating a highly effective and targeted approach to help drive new customer demand and pipeline across various channels including digital advertising, webinars, emails, and more.
• Partner with product marketing managers and sales leadership to monitor lead flow, review opportunities, and gather feedback to optimize impact of marketing activities.
• Partner with AAAWA centralized analytics team to measure and report on campaigns and demand generation efforts for effectiveness and ROI.
• Own paid social, search, programmatic and local media buys with specific emphasis on the ability to optimize our digital lead funnel.
• Help integrate our lead ecosystems into a new CRM platform and help shape our MQL funnels for insurance, membership and travel.
• Track performance on a weekly and monthly basis and adjust improve target KPIs.
• Function as the expert across channels and stay up to date on industry/competitive trends and technologies, betas, and best practices for paid media acquisition.
• Plan and develop a strategy to optimize and scale our lifecycle marketing program. Partner with our email and growth product teams to create and execute a roadmap of experiments that improve metrics across the funnel.
• Develop a strong understanding of our members and their needs. Design campaigns that help members penetrate into our ancillary business lines of travel and insurance.
• Implement lead scoring to prioritize and route leads based on their conversion propensity for each business line.
• Regularly engage with the content team to share feedback on sales promotions, assessing client reactions to content and formats provided.
• Contributes to a positive team dynamic through respectful interactions, positive contributions, and active collaboration to achieve department and organizational goals.
• Incorporates AAA's vision, mission and values in day-to-day activities and behaviors; guides and motivates others to remain committee to AAA's vision mission and values.

SUPERVISORY RESPONSIBILITIES:

• None

MINIMUM QUALIFICATIONS:

• Bachelor's degree (BA) in marketing, business or related field or equivalent experience
• 4+ years' experience in product marketing or growth marketing roles
• 2+ years managing paid media budgets with emphasis on digital channel spend

PREFERRED QUALIFICATIONS:

• • Experience in assigned business-line industry
• • Experience in related industries using multiple sales channels

CERTIFICATES, LICENSES, REGISTRATIONS:


• None



KNOWLEDGE, SKILLS, ABILITIES:

• Competent in Microsoft Office and navigating the internet.
• Proficient in marketing automation technology, such as Salesforce
• Ability to use analysis to make data-driven decisions regarding growth of department.
• Ability to innovate and drive change while pushing for continuous improvement.
• Ability to become knowledgeable of AAA products, services, and procedures.
• Ability to adjust style and approach to suit situations that involve rapidly changing tasks, shifting priorities, and simultaneous demands.
• Ability to communicate clearly and professionally both verbally and in writing, including effective use of listening skills
• Ability to make timely and sound decisions and convey the necessary authority and confidence in all interactions.
• Ability to notice discrepancies and inconsistencies in available information.
• Ability to establish and maintain cooperative working relationships.
• Skilled in establishing rapport and gaining the trust of others.
• Ability to lead others, guiding them toward individual and organizational goals, and able to coach for performance.

WORK ENVIRONMENT & PHYSICAL DEMANDS:


• Hybrid work from home and office required


• The physical environment is typical of a standard office space. It requires the employee to work inside for the duration of work. Must be able to remain in a stationary position, sitting for more than 50% of the time. This position will require occasionally moving about inside the office to access equipment, cabinets, etc. May work around office equipment which could be noisy, such as copiers and fax machines.



OTHER:

• Equipment used: computer, phone, various virtual technologies
• Travel: Minimal travel (< 25%) may be required.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required.


DISCLAIMER:

Position/Job characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


Salary Range: $96,700 - $111,200



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