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Digital Acquisition Strategist
2 weeks ago
At Highlights for Children, our mission is to help children become their best selves by publishing and creating experiences that engage, delight and foster joyful learning. We are dedicated to cultivating our best selves in our workplace and strive to hire talent that strives for excellence while doing the work they love.
Position Summary
The Digital Acquisition Strategist plays a critical role in shaping and activating paid acquisition strategies to reach and engage new families, driving transformative growth for Highlights Consumer Business. This includes daily management of new channel testing and affiliate marketing, including campaign planning, analysis, and ongoing performance measurement. The ideal candidate is a seasoned performance marketer who can think strategically, dream big, activate plans, and grow with data-driven insights.
Key Responsibilities
- Support the Director, Paid Acquisition in outlining, executing, and reporting on new channel testing, making smart recommendations on channel mix marketing and roadmap prioritization.
- Contribute to seasonal campaign and media plans to support paid media testing to drive traffic, engagement, and productive growth, inclusive of offers, pricing, audience targeting, learning agendas, etc.
- Collaborate with internal and external partners to flawlessly execute, monitor, measure, and optimize campaigns for new paid media channels and build on existing affiliate channel strategy.
- Coordinate channel planning with peer Specialist, Digital Acquisition on existing programmatic, paid social, and paid search campaigns.
- Monitor and regularly report out on channel performance, promote shared learning, identify areas for improvement, and implement data-driven recommendations.
- Elevate thinking and actioning of digital tactics, such as test plans, optimization, and success measurement.
- Propose new channel and/or growth opportunities driven by collaborative analysis and financial modeling with analytics and finance.
What You Should Bring
- Understanding of paid media and digital marketing channel best practices.
- Understanding of full-funnel marketing performance, attribution models, and measurement.
- Understanding of ecommerce benchmarks.
Within Your First Month
You'll begin to learn the Highlights brand ethos, editorial philosophy, and business strategy. You'll build relationships with internal and external partners, immerse yourself in the current state of business performance and operations, analyze performance and tactics, and make optimization recommendations.
Qualifications
A Bachelor's degree or equivalent education and experience. 5+ years of paid acquisition experience in a modern DTC, retail e-commerce environment; subscription model experience a plus.