VP, Growth Marketing
BET
Hollywood, CAThis was removed by the employer on 9/30/2019 5:55:00 PM PST
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Full Time Job
BET Networks, a subsidiary of Viacom Inc., is the nation’s leading provider of quality entertainment, music, news, and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and is available in the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading internet destination for Black entertainment, music, culture, and news; BET HER, a 24 –hour entertainment network targeting the African –American Woman; BET Music Networks – BET Jams, BET Soul and BET Gospel; BET Live, BET’s growing festival business; and BET International, which operates around the globe.
Overview:
BET is the new subscription VOD service from BET Networks, targeting African Americans and lovers of Black content. Launching fall 2019, BET will offer an array of premium content, including fan-favorite film, tv series, and specials and exclusive originals from Tyler Perry, Will Packer, Tracy Oliver, and many more.
We are seeking a creative, high performing and analytical talent who has a passion for growth marketing and will keep the brand top of mind. Reporting to the General Manager, the VP, Growth Marketing will be a hands-on, data driven marketer who can optimize current marketing initiatives and explore greenfield opportunities to grow the business.
Responsibilities:
• Own end-to-end acquisition strategy and implementation across multiple channels
• Monitor subscriber behavior - acquisition, retention and viewing - to identify trends and uncover insights that help drive subscriber growth and shape marketing strategy
• Drive acquisition product strategy and roadmap; work with cross-functional partners to prioritize initiatives based on expected impact and effort.
• Lead funnel optimization efforts in tandem with product and analytics. Design experiments to uncover and verify incrementality
• Define customer segmentation strategy to enable efficient customer acquisition across responsible channels. Create hypothesis prioritization and building experimentation roadmaps with and for programmatic buying partners
• Efficiently deploy acquisition budget to hit aggressive budget targets
• Collaborate with cross-functional team members (e.g. research, consumer insights, content) to align efforts and enhance group performance
• Work with Distribution Partners to drive content and service promotions
• Partner with internal teams to promote the service on O&O properties
Basic Qualifications
• Bachelor’s Degree in marketing, finance, engineering or related field preferred, or equivalent combination of experience and education
• Minimum 8 years growth marketing experience in high-growth companies
• Demonstrated track record in growth experimentation and funnel optimization
• Direct-response, performance marketing, and paid advertising background
• Expert in one or more of the following acquisition channels: Display, Social, SEO/SEM, mobile, and video
• Experienced with lifecycle marketing with specific focus on driving conversion from signup to paid
• Cross-functional leadership experience, working with marketing, product, engineering, analytics, creative and finance to drive performance
• Experience owning and managing a budget, creating forecasts and models for program performance and cost
• Highly analytical with experience pulling data, building reports and analyzing large sets of data
• Strong oral and written communication skills
• Poised under pressure and comfortable influencing colleagues and senior leadership even if they are not ''equal'' in title / status. Strong verbal communicator; thoughtful, clear writer
• Demonstrated passion for and knowledge of tv and/or film content