Overview

The Director of Retention will lead our lifecycle marketing by building out multi-channel programs and personalization at scale, with the goal of boosting subscriber tenure and lifetime value.  This position will be responsible for the end-to-end subscriber lifecycle that includes creating daily usage habits immediately post-purchase, engaging subscribers throughout their journey to develop deeper relationships and build greater loyalty, as well as winning back lapsed customers. This is a newly created role that is a part of our growth marketing team focused on expanding our digital subscriber base and driving healthier customer lifecycles.

Tribune Publishing is a media company rooted in award-winning journalism.  Headquartered in Chicago, Tribune Publishing operates local media businesses with titles including the Chicago Tribune, New York Daily News, The Baltimore Sun, Orlando Sentinel, South Florida's Sun-Sentinel, Virginia’s Daily Press and The Virginian-Pilot, The Morning Call of Lehigh Valley, Pennsylvania, and the Hartford Courant.  In addition to award-winning local media businesses, Tribune Publishing operates national and international brands such as Tribune Content Agency and The Daily Meal and is the majority owner of the product review website BestReviews.

Responsibilities

• Own the subscriber lifecycle marketing roadmap and drive year-round activities to engage digital subscribers along their journey, using a range of marketing channels including email, own & operated platforms and media, paid media, push notifications, etc.

• Leverage data, including churn model and subscriber scoring, to build a thoughtful segmentation strategy to deliver personalized marketing programs and pricing approach
• Identify, innovate, and regularly promote the benefits of subscription, including exclusive editorial contents and added-value membership program, with particular focus during subscriber on-boarding and initial trial period
• Define OKRs (objectives and key results) to measure and analyze efficacy of marketing activities in delivering subscriber retention outcomes
• Partner across product, engineering, operations/customer service, and marketing teams to deliver solutions, including onsite experience, retention approaches for at-risk subscriber segments, and an ongoing cadence of meaningful subscriber engagement
• Identify and maintain a healthy pipeline of tests to iterate on lifecycle marketing programs, highlighting patterns to source opportunities in delivering retention results

Qualifications

• 10+ years of Marketing experience, with 5+ years in consumer lifecycle marketing including building strategic roadmaps, multi-channel initiative (digital and offline), customer segmentation, and personalized trigger campaigns
• Bachelor's Degree, MBA preferred
• Demonstrated ability in driving results in a fast-paced, dynamic environment with a bias for action
• Strategic thinker with ability to translate quantitative and qualitative data into strategy and tactics
• Have held leadership roles and built/developed high-performing team
• Experience in working effectively in a matrix setting across business teams and driving testing cadence to deliver solutions