Job description
General Summary:
The Director of Customer Acquisition will be responsible for the development, execution, management and ongoing optimization of a comprehensive customer acquisition program to acquire and activate elastic customers. He/she will be accountable for meeting the customer acquisition and topline revenue targets for the payroll product.
Principal Duties and Responsibilities:
Develop a comprehensive integrated marketing program to achieve the customer acquisition and topline revenue targets
Develop and execute activation and utilization campaigns by payroll partner or employer targeting non-active and idle elastic customers
Develop, and ongoing manage, partner volume and penetration forecasting for new account acquisition, activation, and re-draw advances by payroll partner or employer, channel and marketing initiatives
Manage the implementation of the customer acquisition, activation, and utilization marketing programs
Provide cross-partner market insight and best practice sharing
Plan and execute annual benefits enrollment campaigns
Acquire customers at acceptable CPL
Participate in payroll service provider and employer calls and QBRs to discuss customer acquisition campaigns/initiatives, best practices and individualized results
Develop, forecast and manage to a customer acquisition marketing budget
Measure marketing campaign effectiveness and track KPIs (cost per loan, activation rate, utilization, etc…)
This position may lead a team of customer acquisition managers, and/or utilize 3rd party service providers in support of the above responsibilities. This position will work closely and collaboratively with several internal departments including product management, business development and marketing as well as with external payroll service providers and employers.
Some travel (<25% of time) may be required to meet with payroll service providers or participating employers. Desired Skills and Experience Experience and Education: Track record of results: 10+ years’ experience in product management or marketing with 3+ years focused on managing customer acquisition for a financial services or consumer product Strong academic background: BA in business management, marketing or related field; MBA preferred Must possess an understanding of, and relevant experience in, B2B/partnership marketing for a consumer service or product Experienced in direct, online, channel and promotional marketing and related strategies Experienced in developing and managing marketing budgets Experience in a fast-paced, entrepreneurial environment; start-up and/or small/high growth company experience is a big plus Proven ability to influence cross-functional teams and external partners without formal authority Required Skills and Abilities: Strategic thinker who has the ability to influence and collaborate with a diverse set of stakeholders Worked in changing, high growth environments; comfortable with ambiguity and working in matrixed organizations Communication and diplomacy skill necessary to guide, influence and convince others Strong written, oral communication and presentation skills. Self-starter who is highly motivated with a biases towards actions Ability to efficiently plan and manage numerous projects and tasks simultaneously Enjoys working under tight deadlines in fast paced, team oriented environment Strong attention to detail and organization High integrity and trustworthy Management experience of both internal employees and external partners a plus Experience in early stage, high growth companies is a big plus
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