As the Director, User Planning you will define and help drive user-led opportunities for inbound and outbound marketing, reporting into Sr. Director, User Planning.
Our products are daily habits used everyday worldwide. As a leader in the Marketing team, your goal is to drive growth in key metrics: reach, retention, referrals, and revenue, by re-imagining and transforming these daily habits.
From developing consumer insights and hypotheses; to guiding marketing/product innovation; help build Yahoo’s products into the most personalized, inspiring, and entertaining experiences that everyone uses everyday and everywhere – across their devices worldwide.
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You get people. You have a unique blend of skills in developing deep consumer insights, competitive intelligence, and product innovation to deliver the right experiences for peoples’ daily lives that achieve our goals to acquire, engage, and retain them.
You get growth. You are a consumer-focused, data-driven, growth-driving, and creative leader who has lead strategies, roadmaps, scrums, and final product rollouts, across analytics/insights, acquisition/referrals, activation/onboarding, and adoption/retention.
You get mobile/digital. You have significant product experience – and a strong understanding of the mobile/digital ecosystem – from apps to advertising and analytics. You have successfully applied the latest mobile/digital tools to grow user reach, retention, referrals, and revenue.
You get it done. You have demonstrated success working with analytics, product, design, engineering, marketing, and partnership/distribution teams to execute effective product marketing and consumer marketing strategies.
Role/Responsibilities
You are aligned to Yahoo’s primary products and their respective Product Marketing leads (Search, Content, Communications). As the leader of this team, you are also responsible for a cross-network view of the Yahoo users.
You own the application of user segmentation and need states, helping define and design the consumer journey for the business to unlock product and marketing opportunities, both in growth product marketing and for marketing communication channels.
Your key partners on this journey to user-first marketing are Product Marketing, Consumer Insights, Marketing Analytics, Marketing Automation, and Marketing Communications. It’s a fast-paced role and requires comfort in driving results despite ambiguity.
You are an experienced, user-led marketer with a communications or media planning background. You are able to leverage insights with a bias for business impact. Analytics and interpretation to create insights and drive innovation are key success drivers.
While the go-to-market activations are primarily U.S. focused, you will influence products that reach people globally. It’s a senior role and once the function is established, this role is targeted for increased responsibility. To start, you will:
Assess the user journey (Web/Mobile) and help us target and deliver the right programs against friction areas to drive full-funnel growth: Acquisition, Activation, and Adoption.
Analyze user needs and identify/prioritize the problems, pain points, and pleasure points for Product Marketing (via analytics, behaviors, blogs, feedback, surveys, etc.).
Build strong relationships across analytics, insights, design, product, engineering, and marketing teams to guide them in defining new experiments/experiences for testing.
Contribute to User Planning vision, strategy, roadmap, requirements, research, schedule, and capabilities to drive usage and user growth.
Define the plan and create the methodology to iterate fast and release new programs for testing and, if successful, rollout to all teams and users globally.
Execute with cross-functional teams by feeding insights into scrums and standups, gaining consensus for appropriate reach, retention, referrals, and revenue tradeoffs.
Focus the marketing plans (and product roadmap) on achieving the metrics that matter, making ruthless decisions about what to do (and what not to do).
Generate and go deep on consumer insights and competitive intelligence to help guide and drive product innovation and iteration – become a trusted advisor.
Help teams understand/internalize consumer insights, choices, and preferences – and how these influence the positioning/product/testing roadmap to drive growth.
Identify engagement barriers and drivers of attachment and revenue – and inform executives and stakeholders on performance, plans, and progress towards metrics.
Jumpstart new growth opportunities (e.g. international markets, new products, comarketing partnerships, distribution partners).
Manage and optimize user experience in collaboration with Product Marketing, Product Management, and Marketing Communications.
Requirements/Qualifications
Minimum of 10 years in research/marketing for consumer-focused websites and apps
Significant experience, proficiency in, and passion for Mobile and Web technologies
Ability to drive cross-functional collaboration and consensus without clear authority
Track record of proactively establishing and following through on commitments
Blend of consumer insights, competitive intelligence, and technical knowledge
Demonstrated use of analytics, metrics, and benchmarking to drive decisions
Excellent interpersonal, organizational, creative, and communications skills
Team player in driving growth results combined with a positive attitude
Strong work ethic and strong core values (honesty, integrity, creativity)
Problem solver who never stops thinking about ways to improve
Self-motivated, results-driven, and team-oriented leader
Killer consumer instincts and design sensibilities
Demonstrated success in previous roles
Passion for Yahoo and cool products
CRM, DMP, and Marketing Automation experience a plus
Bachelor's or Master's Degree
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