Senior Engagement Growth Manager

Senior Engagement Growth Manager Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and Roku TV(TM) models are available around the world through direct retail sales and licensing arrangements with TV brands and pay TV operators. The Role: Overview The Senior Engagement Growth Manager will be responsible for driving the growth of subscription and ad-supported audiences on the Roku platform, including for The Roku Channel, the #5 channel on the Roku platform.  Reporting to the Director Engagement Strategy and Analytics, this role will develop strategy, oversee execution, and establish key performance indicators (KPIs) for campaigns that drive first time viewers, returning visits, retention, and win back. Campaigns will reach users on the Roku platform using email, Roku's owned advertising network, and various Roku properties (Roku.com, the Roku mobile app, etc), as well as off platform on other OTT platforms and in other emerging digitalchannels.   Campaigns will harness powerful customer data to build highly relevant, targeted, personalized campaigns and will be measured to understand their contribution to viewer and viewing growth.  This role is highly collaborative and relies on strong organization and communication skills. The role is based on Los Gatos, CA or Santa Monica, CA.   Primary Responsibilities   The Senior Engagement Growth Manager will partner closely with many key functions to conceive, develop, track and optimize high-performing campaigns. Key activities include: Work with Director of Engagement to develop campaign strategies to meet audience growth goals Develop campaigns that employ best practices of customer lifecycle marketing (LCM) to drive first-time visitors and streamers, trials, conversion, engagement and retention, and win back of lapsed and churned viewers Design campaigns tailored to customer lifecycle stage, content affinity, and other targeting parameters Executecampaigns across a number of media, with careful consideration of frequency caps and media mix: Roku-owned display and video inventory on Roku devices Email Roku mobile app Paid media, including display, search, and other OTT platforms Other owned, earned and paid touch points Develop promotional calendar aligned with editorial tentpole marketing moments With the Analytics and Customer Insights teams, build an understanding of target audiences using data and customer research and insights to inform targeting and testing strategies Work with Analytics team to develop measurement plans to measure the impact of media for campaign as a whole, as well as by customer segment Work with Analytics team to develop test plans to continually enhance performance by target segment, creative, multi-channel combination, exposure frequency, etc. Work with Campaign Manager and Creative team to produce finished assets, including still images, copy, and video Work with Ad Ops and Analytics teams to collect performance reports and synthesize for exec presentation using Excel, Tableau, and Looker Develop insights about the performance of the user conversion and retention funnel, including drop off points, and identify opportunities to improve Track the ROI of media based on understanding of lifetime value of a subscriber as well as cost to acquire and retain Guide strategic discussions with partners about promotional goals, strategies and promotional plans, and results achieved  Experience and Qualifications 8+ years' solid experience in digital marketing of a consumer-facing content business (video or gaming strongly preferred) Strong understanding of leading edge methodologies for attribution measurement, AB testing, and measurement of incremental impact of marketing campaigns on business KPIs Proven track record of using funnel metrics and customer segment metrics to optimize performance of the acquisition and retention funnel Experience driving engagement via mobile app notifications and other mobile-based customer interactions Strong organization skills to manage a complex set of campaign objectives, execution tactics, reporting sources, analytics efforts Skilled at working cross-functionally across operations, analytics, creative, marketing, and partner teams Ability to glean customer insights from quantitative and qualitative research in order to identity opportunities to enhance customer experience and campaign performance Demonstrated in-depth knowledge of campaign analysis or business analysis using Excel, Tableau or Looker, and of tracking user click paths in Google Analytics or similar web tracking suite Experience working with creative agencies a plus  
Salary Range: NA
Minimum Qualification
8 - 10 years

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