Vice President, Growth Marketing Strategy - Noggin

Full Time Job
Nickelodeon's top-ranked video subscription service for preschoolers, NOGGIN. NOGGIN is an ad-free, video subscription service that features over a thousand iconic, full-length library episodes, short-form videos, educational content, music videos featuring preschoolers' favorite Nickelodeon characters, and more, with new content added weekly. Currently available for iPad, iPhone, Apple TV, Android, Fire tablet and Roku devices, NOGGIN has 36 series to date including the recently added Canticos, Dora the Explorer, Zack & Quack and Peppa Pig. Additional titles in the NOGGIN lineup include Yo Gabba Gabba!, Trucktown, Miffy and Friends, Teletubbies, Blue's Clues, Go, Diego, Go!, Franklin, The Backyardigans and Pocoyo. Nickelodeon and all related titles, characters and logos are trademarks of ViacomCBS Inc. (NASDAQ: VIA, VIAB).

Overview and Responsibilities

Noggin is a leading interactive learning service for families with young children. We help young kids develop skills, knowledge and passions through play with the characters they love. We also help parents help their kids thrive. A multi-platform direct-to-consumer offering, Noggin reaches families in the domestic market through standalone mobile apps, connected TV apps, and add-on channels. We are building a team of highly-motivated individuals who are eager to work in a start-up-like environment within a large media company. We need innovators and self-starters who are passionate about playful learning and comfortable working in a fast-paced, creative-led organization.

Responsibilities

• Define and implement Noggin’s marketing strategy to drive customer acquisition and retention
• Develop strategy to meet ambitious growth objectives, taking into consideration market segmentation, penetration and competitive positioning
• Manage paid and organic marketing efforts across digital, linear, and social to meet customer acquisition goals
• Implement value-enhancing strategies to improve customer retention
• Build Noggin’s brand
• In collaboration with Noggin leadership and Nickelodeon CMO, define Noggin’s brand positioning and creative voice
• Ensure Noggin’s brand is realized across marketing, product, and customer support efforts
• Increase Noggin brand awareness and affinity
• Manage customer lifecycle
• Manage the web payment funnel
• Identify and prioritize cross-functional efforts to increase lifetime value and reduce churn
• Oversee payment operations and ensure customer support is responsive and supported
• Own the data
• Lead Noggin’s efforts to analyze data and draw insights across the customer experience
• Build analytics capability, on the Noggin team and in the product
• Partner with other in-house analytics teams to gain the best possible insights for decision-making
• Define product requirements to support marketing efforts
• Define product marketing roadmap to ensure that Noggin’s product capabilities support growth goals and customer feedback
• Inform A/B testing strategy with tests to optimize customer acquisition and retention efforts
• Manage distribution partnerships
• Support EVP in managing relationships with Noggin’s distribution partners; manage Noggin’s day-to-day interactions with distribution partners as well as internal supporting teams
• Be a leader on Noggin’s senior team
• Represent Noggin internally and foster collaborative, accountable relationships
• Identify cross-functional issues and opportunities and drive them to efficient and effective resolution
• Lead with an experiment-orientation across all marketing efforts, including defining and implementing A/B testing and using data to inform strategic decisions and tactics

Basic Qualifications

• 15 years of professional experience in direct-to-consumer digital growth businesses
• Bachelor’s degree; master’s degree preferred

Additional Qualifications

• Demonstrated success in driving growth of a digital subscription service
• Demonstrated success in building a consumer brand; experience in child and family brands preferred
• Demonstrated ability to build an effective social presence to drive growth
• Experience managing third-party distribution partnerships
• Experience driving complex initiatives in large corporate and entrepreneurial contexts
• Experience managing teams effectively regardless of direct reporting lines
• Ability to think flexibly and multi-task in a fast-paced, evolving environment
• Ability to communicate goals clearly and drive coordination effectively and efficiently
• Sense of humor