Vice President, Acquisition and Brand Marketing, CBS All Access

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Ref#: 32306
CBS Business Unit: CBS Interactive
Job Type: Full-Time Staff
Job Location: Burbank, CA, US

About Us:

CBS Interactive is the premier online content network for information and online operations of CBS Corporation as well as some of the top native digital brands in the entertainment industry. Our brands dive deep into the things people care about across entertainment, technology, news, games, business and sports. With over 1 billion users visiting our properties every quarter, we are a global top 10 web property and one of the largest premium content networks online.

 
Check us out on The Muse, Instagram and YouTube for an inside look into 'Life At CBSi' through employee testimonials, office photos and company updates.
Description:
Key Responsibilities

Drive brand awareness:
  • Set the go to market strategy for new original shows with cutting edge cross-channel launch campaigns that generate buzz and interest to tune in, partnering with cross-functional publicity, social, editorial and marketing teams.
  • Lead creative for branding CBS All Access product overall including segmentation and positioning CBS All Access relative to other services in the marketplace.
  • Lead launch of CBS All Access in new International markets
Subscriber acquisition marketing: 
  • Develop cutting edge cross-channel launch campaigns for original series and exclusive content.
  • Plan and oversee execution of acquisition campaigns to drive subscriber growth across direct-to-consumer online and offline marketing channels including, CBS websites, Email, Paid Search and Display, On-Air, Out-of-home,  Connected Devices, Events/Activations, Social Media, Mobile, and more. 
  • Develop new ideas to test and optimize response rates and P&L.  Strive to continuously improve online metrics across key sources of business (testing marketing variables including offer, copy/messaging, targeting and segmentation, and creative).  
  • Lead campaign creative asset development with internal or external creative teams.
  • Work with cross-functional team to optimize purchase flows for new series. 
  • Drive development of creative briefs to guide the marketing creative process and support alignment of internal marketing teams on goals and strategies of applicable new series.
  • Manage campaigns from development to launch to ensure flawless execution.
  • Collaborate closely with product development team to launch, integrate and customize originals campaigns within the core product.
  • Forecasting and Expense Management: Responsible for managing the marketing budget and expenses, and subscriber forecasting for Originals and exclusives, working closely with marketing managers and finance.  Closely track monthly subscriber and expense reports and analyzing trends.
Trend Analysis, Reporting and Forecasting:
  • Partner with Business Intelligence and Marketing Operations team to develop, update and improve reporting that tracks KPIs and business metrics to uncover actionable trends, insights and forecasts.

Thought Leadership:
  • Provide leadership and guidance to team
  • Serve as a thought leader on the team for marketing ideas, tactics, and best practices.
  • Seek and develop innovative testing ideas and strategies that leverage identified opportunities as well as changes in technology and consumer behavior. 
  • Be a champion for following design standards and web best practices to ensure high online engagement with our creative through the purchase flow
Qualifications:
What you bring to the team:
You have -
  • Bachelor’s degree, MBA a plus 
  • 12+ years marketing experience required, including leading brand and digital marketing for a global premium, direct to consumer product
  • Experience managing $50+MM dollar marketing budget for a $100+MM revenue business
  • Experience overseeing internal and external creative and media buying teams and agencies.
  • Digital performance marketing experience in the entertainment space.
  • Experience driving paid revenue from a subscription product highly preferred, specifically online subscription experience highly desirable
  • Track record for successfully driving digital audience/customer growth and revenue
  • E-commerce experience preferred
  • Strong project management and interpersonal skills, with ability to take initiative in a challenging, fast-paced environment of multiple priorities. 
  • Strong critical thinking and analytical capabilities, particularly in customer segmentation and modeling
  • Strong understanding and experience with AB/MVT testing.
  • Self-motivated and results oriented with a high regard for attention to detail.
  • Excellent oral and written communications skills, ability to communicate clearly and concisely. 
  • History of leadership and managing a team.
EEO Statement:

Equal Opportunity Employer Minorities/Women/Veterans/Disabled

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