Director, Conversion Strategy

Dotdash Meredith•New York, NY

11d•$110,000 - $140,000•Hybrid

About The Position

People Inc is seeking a Director of Conversion Strategy, to lead conversion strategy across PEOPLE onsite and in-app marketing. The Director will determine how Martech platforms fit into the acquisition roadmap for newsletter, app, subscriptions, and paid memberships. Reporting to the Senior Director, Audience Conversion, this role is responsible for driving audience conversion across the customer journey—from converting anonymous site visitors to known users, to increasing paid subscriber acquisition through strategic upsell initiatives. This role owns the onsite conversion strategy, user journey optimization, and performance across subscription products, leveraging marketing technology platforms and data-driven experimentation to maximize revenue and audience growth. Working cross-functionally with Email, Product, App, Data, and Editorial teams, the Director develops and oversees experiences that guide users from onsite engagement, to newsletter acquisition and/or in-app activation and ultimately to paid subscription. This role will oversee the Campaign Manager of Conversion. Remote or Hybrid 3x a week - (New York City) In-office Expectations: This position offers remote work flexibility; however, if you reside within a commutable distance to our main office in New York, the expectation is to work from the office three times per week. About The Team | The Team and/or Brand. This role is part of our centralized Growth and Audience Relationship team, responsible for growing direct relationships between our brands and consumers, operating People Inc. brands' newsletter, notification, lifecycle and onsite marketing programs and delivering best in class experiences to millions of subscribers. About The Positions Contributions Accountabilities, Actions and Expected Measurable Results Own the conversion strategy across the customer journey. Develop and optimize user journeys from onsite experiences through in-app engagement, creating seamless pathways that increase activation and subscription conversion. Responsible for: Converting anonymous site visitors into known users. Newsletter list growth Free-app downloads Upsell from free-app users into paid subscribers. Gating strategy Develop strategy for moving users from free to paid experiences: Define how marketing technology platforms, like Piano and Digioh, support and enable the customer acquisition roadmap across newsletters, app, and paid subscriptions. Develop audience segmentation strategies to determine the right offer for the right user at the right time and how those should be implemented. Own the onsite experimentation roadmap, including A/B testing, gating, and user journeys. Monitor, analyze, and continuously optimize conversion performance across channels Establish KPIs and reporting frameworks to measure funnel performance and subscription growth.

Requirements

Bachelor’s degree or equivalent experience in Marketing, Platform Ops, Growth Marketing Operations, Product, or a related field.
10+ years of experience in marketing, growth strategy, conversion optimization, subscription marketing, or customer acquisition.
Proven success developing and optimizing conversion strategies for newsletters, app, and paid subscription businesses.
Experience designing customer journey experiences.
Strong understanding of onsite marketing strategies and best practices, free-to-paid conversion journeys, ad gating strategies.
Hands-on experience with marketing technology platforms such as Piano, Digioh, or comparable Martech platforms.
Proven track record of managing multiple projects at once, driving timelines and deliverables with an agile framework.
Strong analytical skills with experience using experimentation and performance data to drive optimization.
Demonstrated ability to influence and collaborate cross-functionally.
Experience partnering with marketing, product, and engineering teams.
Excellent communication, strategic thinking, and stakeholder management skills.
Experience managing and mentoring a direct report.

Responsibilities

Own the conversion strategy across the customer journey.
Develop and optimize user journeys from onsite experiences through in-app engagement, creating seamless pathways that increase activation and subscription conversion.
Convert anonymous site visitors into known users.
Drive newsletter list growth.
Increase free-app downloads.
Upsell free-app users into paid subscribers.
Develop strategy for moving users from free to paid experiences.
Define how marketing technology platforms, like Piano and Digioh, support and enable the customer acquisition roadmap across newsletters, app, and paid subscriptions.
Develop audience segmentation strategies to determine the right offer for the right user at the right time and how those should be implemented.
Own the onsite experimentation roadmap, including A/B testing, gating, and user journeys.
Monitor, analyze, and continuously optimize conversion performance across channels.
Establish KPIs and reporting frameworks to measure funnel performance and subscription growth.