Director, Digital Marketing & Growth

The Position:

The Director, Digital Marketing & Growth will own the growth and retention strategies for the streaming service, Topic – growing its subscriber base and launching new AVOD opportunities. Responsibilities will include development, execution, and optimization of a full-funnel marketing plan including: integrated acquisition, retention, win-back campaigns, and brand-level marketing efforts to drive growth. In addition, this role could support performance marketing efforts for The Intercept, Field of Vision, and other First Look Media initiatives.  The Director will also focus on keeping the subscribers engaged and active across all touch-points, with the intention of optimizing LTV. Responsibilities will include monitoring and analyzing CPA, subscription retention metrics, and ongoing testing of ways minimize churn. This is a unique chance to help shape a vital community and loyal brand following using data-driven strategy and tactics.

Reporting:

This position reports to the VP Marketing and has two direct reports – Manager, Growth and Manager, Email Marketing. The Director will work in collaboration with teams across the organization to identify and implement strategies to increase subscribers and LTV. The Director will manage agency relationships and contractors as needed.

Responsibilities:

• Understand the position of our brand and develop an in-depth understanding of the Topic user to inform strategy that drives LTV and other established KPIs
• Understand the two business models (SVOD and AVOD) and develop strategies and plans that grow both lines of business and meet their discreet goals.
• Develop highly efficient performance driven media plans that effectively promote our brands, content and streaming service to grow subscribers (SVOD)/viewership (AVOD). Utilizing a mix of platforms and placements including Facebook, Instagram, Twitter, and Google (YouTube, AdWords, Paid Search), Amazon, Roku, Hulu, Search, and more.
• Lead innovation regarding new media opportunities. Evaluate, recommend and implement new media strategies and formats that will help deliver on business goals.
• Work collaboratively with the Director of Audience Engagement to develop integrated marketing strategies and plans for key tentpoles and initiatives.
• Lead, in collaboration with the Director of Audience Engagement a robust retention strategy that will increase LTV and create advocacy for the brand.
• Lead efforts to define and improve lifecycle marketing strategy across email, push notifications, and other programs to increase retention and LTV on all distribution platforms.
• Guide and collaborate with the internal marketing and creative teams to prepare all aspects of executing the paid media campaigns from brief writing to copy correction.
• Work with SEO consultant to develop strategy and manage execution across the team.
• Analyze user behavior and performance by product, geography, platform, programming, and other factors to understand usage, LTV, and churn.
• Establish and conduct tests for new strategies to keep subscribers engaged or win them back following inactivity or churn. Scale successful pilots and optimize through iteration.
• Report out on overall acquisition, engagement and retention rates (and key drivers) to stakeholders and senior leaders. 
• Collaborate with Product team to ensure a seamless, on-brand experience throughout the end-to-end customer experience.
• Partner with Research & Analytics team to build and refine retention dashboard and analyze campaign performance.
• Ensure consistent end-to-end messaging and test full funnel strategies.
• Manage and mentor direct reports.
• Other appropriately related projects/duties as assigned

Secondary Responsibilities:

• Work with Analytics and Research team to identify and develop audience segments and testing, present quantitative and qualitative insights to inform campaign creative and positioning of the Topic streaming service in the market.
• Collaborate with the Sales team to help fulfill commitments and increase partnerships.
• Manage affiliate agency and promotions to drive trial acquisition.
• Work with programming to identify platform promotion opportunities.

Background & Qualifications:

• 7+ or more years in a relevant role driving acquisition and retention efforts, preferably in entertainment (TV/film/digital), media or publishing.
• Media planning and buying and Martech knowledge is a plus.
• Experience overseeing campaigns on social/advertising platforms including: Facebook Ads Manager, Instagram, Twitter, Google Adwords, etc.
• Experience developing broadcast media plans and promotional marketing on ad-supported platforms.
• Experience developing paid media campaigns for SVOD platforms (Amazon, Roku, Hulu etc.)
• Experience working with editorial, product, creative, analytics and technical teams.
• Ability to develop and execute paid media campaigns in-house.
• Demonstrated proficiency in internal web tracking solutions (Google Analytics), native social media measurement tools (Facebook Insights, Twitter Analytics, YouTube Analytics, etc), business intelligence tools (Wicket, Tableau, etc.) and social media measurement experience (Sysomos, ListenFirst, CrowdTangle, etc.)
• Strategic thinker with excellent analytical, written, and verbal skills with an eye for creating engaging presentations and simple reports.
• Experience working with customer-centered business goals (e.g. subscription, e-commerce or membership).
• Analytical mindset with ability to translate data and trends into actionable insights and execute against them.
• Ability to work independently and collaboratively across teams.
• Experience managing others.
• Inquisitive and strategic thinker with excellent analytical, written, and verbal skills with an eye for creating engaging presentations and simple reports.
• Proactive, entrepreneurial approach, can-do attitude, and adaptability
• Ability to thrive in fast-paced start-up environment

About FIRST LOOK MEDIA

First Look Media is a new-model media company devoted to supporting independent voices, from fearless investigative journalism and documentary filmmaking to smart, provocative entertainment. Launched in 2013 by eBay founder and philanthropist Pierre Omidyar, FLM was founded on the fundamental belief that freedom of expression and of the press, and the power of storytelling, are vital to both a vibrant culture and a thriving democracy.

About Topic Studios

Topic Studios, the award-winning entertainment studio from First Look Media, develops, finances and produces provocative and entertaining content for all platforms including theatrical, streaming, television and podcasts. From Kevin Macdonald’s legal thriller The Mauritanian, starring Jodie Foster who won a Golden Globe® for her performance, Tahar Rahim nominated for a Golden Globe® for his role, Benedict Cumberbatch and Shailene Woodley (STXfilms), and the Academy Award® winning Spotlight; to documentaries The Fight, co-released with Magnolia Pictures and Mucho Mucho Amor on Netflix; to television with the Film Independent Spirit Award® nominated docu-series Love Fraud and the Emmy Award® winning and Peabody Award® nominated 16 Shots, both on Showtime; and the upcoming surfing documentary series, 100 Foot Wave on HBO/HBO Max; as well as pioneering podcasts (the return of Politically Re-Active with W. Kamau Bell and Hari Kondabolu on Warner Media Podcast Network; the IDA Award® winning investigative podcast, Somebody, with iHeartMedia); and The Messenger, on Audible Plus. Films from Topic Studios include Pablo Larrain’s Spencer starring Kristen Stewart as Princess Diana, currently in production, with NEON: Michael Angelo Covino’s The Climb (Sony Pictures Classics); Euros Lyn’s Dream Horse, starring Toni Collette and Damian Lewis with Bleecker Street; and The Nowhere Inn (IFC Films), written by and starring Carrie Brownstein and Annie Clark (aka St. Vincent). Topic Studios is also ramping up its scripted television division, having set up two premium dramas arising from their previous first-look deal with Tracy Oliver (Girls Trip), including the adult thriller Savannah with PKM Productions for Amazon Studios; and is developing an English-language adaptation of the critically acclaimed Israeli HOT comedy, Nehama, among other projects.

About TOPIC

Topic features North American premieres and programming from around the world, complemented by a diverse slate of Originals including documentaries, scripted comedies and dramas, discussion shows, and more. With exclusive TV series and films that take you to more than 40 countries, Topic showcases an unparalleled diversity of creators, perspectives, and experiences. We prioritize bold storytelling, champion underrepresented voices, and believe that entertainment should expand your view of the world.

Topic’s Original productions include the Sundance 2021 docuseries Philly D.A., Call Center Blues (directed by Geeta Gandbhir), The Letter Room (directed by Elvira Lind and starring Oscar Isaac), Chris Gethard’s Beautiful/Anonymous, and Release (created/directed by Joe Penna & Ryan Morrison).

Topic is available to US and Canadian audiences on topic.com, AppleTV & iOS, Roku, Amazon Fire TV, Android, and Amazon Prime Video Channels, with more coming soon.

About Press Freedom Defense Fund

The Press Freedom Defense Fund provides essential legal support for journalists, news organizations, and whistleblowers who are targeted by governments, corporations, or other powerful figures because they have tried to bring to light information that is in the public interest and necessary for a functioning democracy. The Fund also provides legal resources for operational needs of reporters and news organizations through a pro bono law firm, and provides training and education programs to an array of journalists, lawyers, and nonprofit organizations.

The Press Freedom Defense Fund fearlessly and relentlessly dedicates itself to protecting the First Amendment. Free speech should be regarded as a right, investigative reporting a duty, and whistleblowing an act of bravery.

The Press Freedom Defense Fund Advisory Committee includes Jameel Jaffer, Tom Rosenstiel, Sandy Rowe, Dave Schulz, and Nabiha Syed.

About The Intercept

The Intercept is an award-winning nonprofit news organization dedicated to holding the powerful accountable through fearless, adversarial journalism. Its in-depth investigations and unflinching analysis focus on surveillance, war, corruption, the environment, technology, criminal justice, the media and more.

About Field of Vision

Field of Vision is a filmmaker-driven organisation that commissions filmmakers and artists with developing and ongoing stories around the globe. Field of Vision is committed to advocating for the rights and needs of filmmakers, and supporting cinematic innovation and representation. Recent projects have included the Oscar®-winning feature AMERICAN FACTORY, the Oscar®-nominated features STRONG ISLAND; HALE COUNTY THIS MORNING, THIS EVENING; and Oscar®-nominated shorts A NIGHT AT THE GARDEN and IN THE ABSENCE, as well as the Emmy-winning feature CRIME + PUNISHMENT, and Emmy-nominated short THE SURRENDER.

Founded in 2015 and led by Co-Founder and Executive Producer Charlotte Cook, Field of Vision has commissioned, produced and/or supported more than 130 films - 45 features, 5 episodic series, and 85 short films. Field of Vision has an ongoing commitment supporting innovation and diversity and as such 54% of Field of Vision-supported films have been directed by women and 43% by filmmakers of color. This work has premiered at Sundance, Cannes, Toronto, Berlin, SXSW, Hot Docs, Tribeca, and IDFA, among many other festivals, winning multiple Grand Jury and other awards and nominations.

Distribution partners represent a wide range of media, from publishers the New Yorker and The Intercept and Teen Vogue; distributors NEON, Showtime, BBC, PBS, Hulu; and, exhibitors New York's IFC Center and London's Institute for Contemporary Arts.

We are an Equal Opportunity Employer--people of color, people with disabilities, women, and LGBT candidates are strongly encouraged to apply; we are committed to a diverse workplace, and to supporting our staff with ongoing career development opportunities.