This role is responsible for supporting strategic acquisition programs to create demand, fill the lead pipeline, and ultimately grow the AAA WA membership business. Key focuses include creating and optimizing high-converting marketing campaigns, building creative initiatives to support membership growth, and collaborating with the marketing and membership team to foster a connected member journey.
ESSENTIAL DUTIES/RESPONSIBILITIES:
Supports the development, execution, and optimization of membership acquisition campaigns to help drive new customer demand and feed a MQL pipeline in a new CRM platform.
Assists marketing leadership in monitoring acquisition flow, reviewing opportunities, and gathering feedback to optimize the impact of marketing activities across various channels including digital advertising, emails, direct mail and more.
Collaborates with team members to integrate brand initiatives within our paid media plan that support compelling product positioning and narrative to resonate with prospects and members.
Coordinates with AAAWA centralized analytics team to measure and report on campaigns and demand generation efforts for effectiveness and ROI.
Monitors growth program performance on a weekly and monthly basis and adjust to improve target KPIs.
Functions as the expert across channels and stay up to date on industry/competitive trends and technologies, betas, and best practices.
Assists in developing a strategy to optimize and scale our lifecycle marketing program. Partners with our email and growth product teams to influence a roadmap of experiments that improve metrics across the funnel.
Develops a strong understanding of our members and their needs. Help design and execute campaigns that increase member penetration in our ancillary Membership streams and increase revenue per household.
Helps implement prospect scoring to prioritize and route based on their conversion propensity for model decile.
Supports research on customer activity with competitors and analyze competitor sales materials.
Supports Membership paid media relationships and budgets as needed.
Contributes to a positive team dynamic through respectful interactions, positive contributions, and active collaboration to achieve department and organizational goals.
Incorporates AAA's vision, mission and values in day-to-day activities and behaviors; guides and motivates others to remain committed to AAA's vision mission and values.
MINIMUM QUALIFICATIONS:
Bachelor's degree (BA) in marketing, business or related field or equivalent experience
3+ years experience in corporate level product marketing or growth marketing roles
3+ years hands-on experience working with marketing tools and systems (ex: Salesforce CRM, Salesforce Marketing Cloud, Tableau etc.)
PREFERRED QUALIFICATIONS:
Experience in membership or loyalty programs
Experience in related industries using multiple sales channels
KNOWLEDGE, SKILLS, ABILITIES:
Proficient in marketing automation technology, such as Salesforce.
Ability to use analysis to make data-driven decisions regarding optimization and growth of campaigns.
Skills in organizing and executing deadline-driven campaign tasks.
Ability to innovate and drive change while pushing for continuous improvement.
Ability to become knowledgeable of AAA products, services, and procedures.
Ability to adjust style and approach to suit situations that involve rapidly changing tasks, shifting priorities, and simultaneous demands.
Ability to communicate clearly and professionally both verbally and in writing, including effective use of listening skills.
Ability to notice discrepancies and inconsistencies in available information.
Ability to establish and maintain cooperative working relationships.
Skilled in establishing rapport and gaining the trust of others.
WORK ENVIRONMENT & PHYSICAL DEMANDS:
Hybrid work from home and office required
The physical environment is typical of a standard office space. It requires the employee to work inside for the duration of work. Must be able to remain in a stationary position, sitting for more than 50% of the time. This position will require occasionally moving about inside the office to access equipment, cabinets, etc. May work around office equipment which could be noisy, such as copiers and fax machines.
OTHER:
Equipment used: Computer, phone, various virtual technologies and programs, other office equipment
Travel: Rarely Travel
SALARY:
The salary range for this position is $118,300 - $153,775 and is based on experience.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required.
DISCLAIMER:
Position/Job characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
