Director, Partner Marketing
Posted on Jun 1, 2020 by Intersections
The Director, Partner Marketing is responsible for the marketing launch and monetization of the product through our partner channels. This role helps BD during pre-sales shaping the deal, the product and the user experience in a way that maximizes company and partner goals. The Director serves as the marketing liaison for partners for launch and through the lifetime of the partnership. This role is responsible for the success of the partnership by (i) leading the marketing efforts to deliver on revenue and customer goals for each partnership; (ii) ensuring that the partners are enabled and engaged with marketing campaigns, message and optimization of the user funnel; and (iii) the proper infrastructure and process are put in place to support co-marketing efforts. This role works collaboratively with the BD, Partner Engineering, Corporate Marketing, Consumer Marketing, and Partner Product teams.
The goal is two parts. Externally, the goal is to inspire and engage the partner and partner's customer with every element of brand expression, messaging and communications to deliver widest top of funnel, engagement, usage, conversion and retention. Internally, the role's objective requires collaboration and communication with a team of consumer and digital marketers, creative and design professionals, and product teams to bring this to fruition. This resource is a consummate consumer marketer excited about developing and executing a comprehensive marketing strategy across, online marketing, customer acquisition, retention and content-driven marketing utilizing all the assets and tools available through partners.
The right candidate will have experience driving strategic activities involving partner management, product launch, holistic marketing strategy development, competitor displacement plans, building a loyal customer base and developing marketing best practices that can be used in other channels. This role requires deep understanding of the customer experience funnel, free and freemium models of customer acquisition and maximizing Customer Lifetime Value (CLTV).
This role is critical to developing long-term plans, in collaboration with the partner and partner management team, on defining the Aura business and marketing strategy, the potential and target by channel and by partner, and the investment required in order to maximize results in order to meet the 1-3-5 year targets, marketing budget, and personnel resourcing.
Thirty to forty percent travel is required.
Position Aura's privacy app within the partner offer (pre-sales), explaining benefits for partner and for partner customer, and generate interest/get buy-in for online privacy across partner's functions to facilitate deal closing and help define the partner GTM strategy
Engage with Aura BD, BI, marketing and partner product teams on business model assumptions and revenue expectations to ensure the deal KPIs are achievable and that the necessary customer touch points, marketing actions and monetization activities are put in place. Specifically, for each partnership, agree on full funnel metrics set (ie OEM shipments, trial/free adoption, paid conversions/renewals, ASPs and discount levels)
Align with partners on such KPIs, in particular the ones owned by the partners (shipment volumes, shipment timing and country distribution, machine models and OS), and work with BD on getting the necessary commitments for the information to be shared with Aura and the targets to be met
Continuous optimization. Work with partner and Aura product teams to ensure the end-to-end customer experience maximizes app download and activation, as well as continuous engagement, and that the relevant KPIs are measured and reported, and targets are met. Also audit the experience continuously and ensure the necessary improvements are put in place on both sides
Draft joint partner marketing plans with partners so they put in place the necessary communication, discoverability and promotional activities on their side, and invest any agreed MDF funding on the agreed plan to meet the KPIs. The plan would include cross channel activities (retail/online, on the partner website and customer communications, ATL/BTL, PR, call center, and may be owned by the partner worldwide or regional or country teams). While leveraging partner media, the plan may require a commitment on the partner side on audience size and frequency of communication or access to a certain audience (ie call center training)
Provide partner with localized launch kits for such activities targeted to the specific audience (internal, external, online, retail, call center) and ensure these are socialized and fall through all relevant channels
Participate in pre-sales, pre-launch and quarterly meetings to review strategies, plans and results
Work with legal teams to ensure the partner contract covers the marketing commitments (this may include MDF provisioning and usage, marketing responsibilities on their side, agreement on user experience and communications choices relevant to partner marketing and monetization and KPI alignment)
Product and marketing responsibilities:
Work with Aura product teams on designing the full lifecycle communication plan to match with the agreed end-to-end user experience and the KPI targets, with all the necessary communication touchpoints for engagement and purchase and across multiple platforms (PC, Mac, mobile)
Ensure the necessary platforms are enabled to support the above plan and that the proper contextual and subscription triggers, dynamic content and agreed pricing is put in place (cloud messaging, email, E-commerce with localized payment methods, card on file for trial conversion and freemium) and support multiple platforms (PC, Mac, mobile) and that support easy testing and adjustments for maximized results
Customer and partner communication responsibilities:
Work with product marketing, communication and PR teams to create a category and generate demand for online privacy app, ensure partner assets are in line with the high-level strategy and messaging - engage in direct and partner activities to maximize noise and share of voice
Work with product, marketing and PR teams to ensure app gets best rankings and quality reviews as well as the direct teams on ASO to optimize app store keyword, rank, reviews and downloads
Required experience and knowledge
Bachelors degree; MBA preferred
Minimum of 6-8 years of experience as a partner-facing marketing executive in B2C
Minimum of 5-6 years of experience with a consumer-based, subscription model product or service
Demonstrated success developing and executing marketing strategy
Experience in defining and launching marketing programs and promotions
Excellent written and verbal communication skills
Excellent teamwork skills
Proven ability to influence cross-functional teams
Must be able to travel 30-40% of the time
Experience working with C-level executives at Fortune 100 companies
Experience building and leading global marketing teams
Experience collaborating across Sales, Marketing, Legal and Management teams
Experience managing consumer, client-based security software or downloadable software
Experience working with other marketing partners and agencies
MBA a plus