CBS Corporation Director, Acquisition Communications in New York, New York
Director, Acquisition Communications
CBS BUSINESS UNIT: Showtime
JOB TYPE: Full-Time Staff
JOB SCHEDULE: Full-Time
JOB LOCATION: New York, NY
The Director, Acquisition Communications will orchestrate consumer-facing subscriber acquisition communication tasks for owned, paid and partner activities, demonstrating the most relevant Showtime value proposition in the most impactful way to different audiences at different stages of the customer sales journey. The Director will provide customer-focused leadership and nurture productive relationships with in-house marketing, creative and media teams and external agency partners. You will define subscriber acquisition communications objectives, produce effective channel-specific messaging frameworks and tactical briefs and bring different teams and individuals together to ensure successful tactical implementation that develops brand resonance and delivers optimal impact. You will partner directly with digital channel experts to understand ecosystems and ensure our sales communications strategy and creative narrative feels connected to the Showtime brand voice. This position reports to the Vice President of Subscription Marketing and will work in lockstep with the team’s Subscription Marketing Director to execute the overall customer acquisition strategy and performance marketing campaigns to grow Showtime subscribers and corporate revenue.
Apply strategic rigor to communications and creative planning to effectively bring subscriber acquisition campaigns to life, ensuring flawless execution of ideas that builds stronger emotional connections with consumers and influences purchasing behavior across multiple digital touchpoints throughout the buyer journey - from first touch to sign-up to winback.
Oversee development of ongoing strategic multi-channel communications framework/matrix that articulates the comms tasks across various sales journey ecosystems that creative channel managers can use to produce tactical executions for paid media. Includes specific messaging collections that can be applied to real-time, dynamic ads leveraging DCO technology.
Be an integral part of the acquisition advertising process, working with marketing strategy, creative, media and analytics teams to translate cultural, behavioral and subscriber-rich data insights into hard-hitting sales messages that resonate with audiences and drives campaign impact and efficiency.
Draft communications briefs for creative teams to aid in the development of owned and paid subscription marketing tactics.
Keep and share an acquisition comms plan calendar that outlines the go-to-market approach, account for known and potential business drivers and stay 6-12 months ahead of current sales cycle.
Build and maintain a process to manage the implementation of the subscriber acquisition strategy through multiple work streams, improve creative workflow and connect different marketing programs (ex. program advertising) when appropriate to maximize sales impact.
Recommend messaging optimizations based on historical performance and create testing plans to iterate and provide more compelling creative that improves customer response.
Conduct consumer and market research with the help of internal teams to better understand Showtime value proposition and opportunities with key audiences.
Work closely with CRM/email marketing team to properly translate acquisition messages for sales prospects.
Drive innovation in connecting with consumers to sell Showtime across new channels and inventory, work with media planners to shape approach of where we target audiences and how they will experience our sales message.
Collaborate with distributor partner marketing teams (MVPD, video streaming partners) to support marketing campaigns, ensuring sales and promotional messaging is consistently working with Showtime direct-to-consumer (DTC) initiatives.
Ability to be a visual storyteller, create internal decks that tell a clear and concise account of subscription marketing communications plans.
Support growth marketing plans for key audiences including targeted campaigns to Millennial, Gen-Z, African American and LGBTQ+ markets.
At least 6 years of communications and digital channel planning experience at a creative or media agency or for an entertainment, media, publishing, subscription-based and/or eCommerce business.
Customer-centric decision-maker with a penchant for using analytics to guide business plans and inspire teams to deliver exceptional work.
Knowledge of direct marketing, subscription programs and cross-channel sales strategies and how to position sales messaging to diverse audiences.
Working understanding of digital channels and targeting capabilities, including social and programmatic advertising.
Team-builder with strong interpersonal and problem-solving skills who can be flexible and work effectively across silos to implement big ideas.
Action-oriented, ability to handle multiple projects and deadlines in a high-energy, rapidly changing environment.
Outstanding verbal and written communication skills and presentation skills.
On the pulse of cultural, market, digital and social trends with the ability to tap into consumer insights and apply them to sell Showtime.
Customer-obsessed and passionate about business, entertainment and the business of entertainment
SHOWTIME and its critically-acclaimed, award-winning original series continue to make their mark on the cultural landscape, with one of the most successful programming slates in all of television. With an impressive line-up of new and returning original series, the SHOWTIME hit dramas and comedies include HOMELAND, SHAMELESS, BILLIONS, RAY DONOVAN, THE AFFAIR, SMILF, THE CHI, KIDDING, ESCAPE AT DANNEMORA and BLACK MONDAY. Original series play a key part in the SHOWTIME programming mix, along with box office hits, comedy and music specials, provocative documentaries, and hard-hitting sports programming, including the flagship franchise SHOWTIME CHAMPIONSHIP BOXING® and the Emmy Award-winning veteran series INSIDE THE NFL. SHOWTIME is currently available to subscribers via cable, DBS and telco providers, and as a stand-alone streaming service through Amazon, Apple®, Google, LG Smart TVs, Oculus Go, Roku®, Samsung and Xbox One. Consumers can also subscribe to SHOWTIME via Amazon’s Prime Video Channels, DirecTV Now, FuboTV, Hulu, Sling TV, Sony PlayStation™ Vue, and YouTube TV. The network’s authentication service, SHOWTIME ANYTIME, is available at no additional cost to SHOWTIME customers who subscribe to the network through participating providers. Subscribers can also watch on their computers at  www.showtime.com and  www.showtimeanytime.com.
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