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Acquisition Marketing Manager at Professional Diversity Network in Chicago, IL

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Description

About Us

 

Professional Diversity Network, Inc. (NASDAQ: IPDN) is headquartered in the Chicago metropolitan area with branches in New York, Minnesota and China respectively. PDN went public in 2013 and the company has continued to grow, develop and prosper. Currently, PDN network is comprised of more than 15 million registered users and 180,000 paid members.

 

PDN offers comprehensive services that are jointly functioned to improve the life of others. Members can achieve their personal and career goals through numerous on line & offline tools, resources and opportunities offered by PDN.

 

International Association of Women (IAW) was funded in Chicago, Illinois in 2017, an online network tailored to provide diverse professionals in the United States with access to career building and social opportunities. IAW serves as an educational and social platform for its member in both the US and China by providing online education, exclusive industry content, and networking events to facilitate and ensure professional women’s success in their career and personal lives.

 

About the Role

IPDN is seeking a world-class customer acquisition manager obsessed with driving growth. This is a critical role where you define strategy, product and tactics for a new product and growth related initiatives. You will directly manage all campaigns and execution – this is a hands on position.  You’ll also manage a large marketing budget with responsibility for acquiring new customers efficiently, driving organic and paid channels, and improving conversion from different acquisition channels. You will work directly with senior team, and have a pivotal role in the growth of the company.

The ideal candidate will have deep comfort and expertise with performance based acquisition channels, site optimization/testing, and organic traffic generation. A data-driven mindset, good creative instincts and a solid consumer marketing perspective are also highly valued.

As part of your role, specific responsibilities will include:

1) Leveraging paid media to reach target customers

  • Manage marketing spend, creating overall paid media plan to acquire customers at a targeted CAC to weekly/monthly/yearly budget.

  • Create, setup and optimize online campaigns by segment and keyword to ensure efficient lead collection and conversion.

  • Develop direct response digital channels to increase reach, potentially including display retargeting, app store optimization, paid social etc.

  • Build brand awareness through direct mail, and other offline channels while maintaining targeted blended CAC.

2) Grow organic sources of traffic and manage internal levers to improve conversion to reduce overall CAC and enhance customer growth.

  • Working with Senior Editor and Digital Marketing , develop and execute comprehensive SEO content strategy leveraging all existing and new IAW platforms to help grow organic traffic

  • Create and execute marketing plan for owned social channels, including Facebook, Twitter, LinkedIn and Instagram

  • Provide weekly updates on all key metrics including CAC, new plans and bookings added, completed bookings, and more.

  • Develop e-mail program to maximize conversion and sales to improving media efficiency, including drips, ad-hocs, and servicing e-mails.

  • Analyze and refine referral program

  • Manage discounting strategy as a key component of acquisition for new and winback customers to improve growth within corresponding budget targets.

 

What We’re Looking For:

  • 7+ years of acquisition marketing experience with a focus on paid media performance, strategy and execution, ideally at an e-commerce startup, or technology, entertainment or lifestyle company.

  • Deep comfort and expertise with performance marketing channels such as SEM, Facebook, display, retargeting etc.

  • Strong project-management skills especially with  innovative digital advertising campaigns from concept through to execution, and you know how to optimize in real-time and measure for success.

  • Experience with e-commerce strategy and paid attribution modeling.

  • Deep, technical knowledge and experience with paid media vendors, analytics and data tools, and experience using data to make informed decisions, drive sales and grow audiences.

  • Familiarity with organic traffic generation and funnel optimization, with knowledge of referral programs and content marketing as a big plus.

  • Analytics fanatic - Robust analytic and quantitative skills

  • Creative Thinker – someone who is resourceful, obsessive about growth and finding new ways to attract customers

  • You’re always on the cutting edge of marketing best practices.

  • Excellent written and verbal communication skills, and a collaborative mindset.

  • You're cheerful and solutions-oriented under pressure.

 

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