• VP, Growth Marketing

    Location : CityStateForPosting Hollywood, CA
    Brand
    BET
    Job Locations
    US-CA-Hollywood
    iCIMS ID
    2019-12445
  • Overview and Responsibilities

    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

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