SVP, Customer Growth

WWE Job Description

Role: SVP, Customer Growth

Reporting to: EVP, Marketing

WWE creates brilliant content which connects with fans all over the world and we need your help to get the right content, products and fan activation, to the right individual, at the right time, ensuring a premium digital experience for fans globally and increasing total customer value for the business.

The Role Is Highly Target Driven To

The SVP of Customer Growth is responsible for the creation and delivery of the customer acquisition, retention, loyalty, and value creation strategy across the WWE universe.

• Acquire new global audiences
• Re-engage valuable known audiences
• Support content franchises & Premium Live Events (PLE)
• Develop and execute paid strategies with selected platforms
• Develop strong and valuable partner relationships across fan activations, ecommerce and NFT’s
• Grow ecommerce & partner revenue opportunities
• Assist commercial & revenue partnerships in planning & execution

This role requires experience of digital transformation, a thorough understanding of performance and content marketing, CRM & consumer lifecycles, as well as e-commerce, fan activations and NFT’s. Working as an internal agency and a center of excellence you will be required to work across the organization, building relationships and working with Data & Analytics, CRM, Creative Writing, Live Events, International, Brand, Creative, Commercial & Partnership Sales, Ecommerce, Product, and Technology.The SVP will help shape the way our products and services are marketed to new consumers by driving innovation, challenging existing methods and defining any agency requirements to drive the global growth strategy.A deep understanding of global markets, data management, behavioral segmentation, engagement, and LTV are key as we seek to build a loyalty & revenue founded on quality audience insights.

Responsibilities

• Create and optimize an audience development strategy for known audience growth, acquisition, NFT’s, commercial and ecommerce sales.
• Develop clear and actionable audience characteristics, behaviors & insight that will help the business and Creative Writing teams shape effective audience development initiatives & campaigns.
• Define and grow audiences that have a propensity to purchase and become loyal customers, maximizing conversion throughout the funnel and efficient CPI’s.
• Proactively suggest innovative audience development mechanics and levers that challenge convention and improve performance.
• Oversee the discovery strategy (Display, PPC and paid Social) from an audience growth and sales perspective. Develop plans to constantly optimize the discovery strategy whilst managing within budget.
• Plan, execute and optimize all website conversion architecture reporting against key metrics.
• Develop efficient methods of testing propositions, channels and audience targeting techniques to deliver the optimal level of customer interactions and sales.
• Integrate the customer segmentation and content plan into the online experience, targeting bespoke offers and creative depending on customer attributes.
• Work closely with Product and Data & Analytics teams to optimize user experience, evaluating across multiple channels and fan touch points.
• With CRM and Data & Analytics, develop new data and creative growth strategies e.g., CDP/DMP for retention, cross sell and upsell across all assets.
• Oversee the development of an affiliate marketing program, taking a pro-active approach to building strategic business partnerships and developing innovative propositions.
• Initiate and maintain relationships with selected partners to establish valuable content links and influencer marketing. Monitor their Content and traffic for quarterly review.
• Management of key senior relationships with Google, Facebook, LinkedIn, and Twitter, alongside any agency.
• Work with Product and Creative Writing to ensure all digital platforms adhere to best practice for SEO, optimizing all WWE content for search engines. Establish KPI’s for evaluation.
• Nurture strong relationships with the Content, Media & Creative teams that allows the Talent & Content to be maximized. Develop quarterly plans to reflect the Content & Event schedule, Community and brand activity and use these to grow and engage CRM audiences.
• Develop quarterly plans to reflect the Content / team agenda, campaign and brand activity and use these to grow and engage with target audiences.
• Work with the Brand and Creative team on launches e.g., new talent signings or new platforms / partnerships and establish a ‘go to market’ process with the International team.
• Effectively manage any retained agencies and other third-party agencies/relationships to drive optimal performance and cost effectiveness. Ensure strategies & plans are defined, targets are in place & activity is regularly reviewed.
• Work with the Content team to deliver inspiring paid social creative. Work with Brand and Creative on all other creative executions.
• Create and optimize an audience CRM strategy for audience and revenue growth and partnership support.
• Develop clear and actionable audience characteristics, behaviors & insight that will help the business and Content team shape effective audience development initiatives & campaigns.
• Define and grow owned audiences that are most likely to purchase and become loyal fans or commercial partners, maximizing conversion throughout the funnel and efficient CPI’s.
• Integrate customer segmentation and content insights into the online experience, targeting offers and creative differently depending on fan attributes.
• Implement and manage segmentation models enabling the delivery of increasingly targeted CRM campaigns including the Customer Lifetime Value model and attitudinal segmentation overlay.
• Customer Value Management and base leadership, driving customers and partners up the value pyramid and incremental profit.
• Create and execute the business loyalty strategy, including development, definition and execution of the loyalty and VIP programs across all channels and with board agreement.
• Champion customer obsession taking an audience first approach to planning, defining strategy across channel mix and personalization plan.
• Working with the Global Sales Partnerships team, develop a best-in-class B2B support CRM program that generates leads, tracks sales history & account management and informs and entertains clients on WWE.
• Develop efficient methods of testing customer propositions, channels and audience targeting techniques to deliver the optimal level of engagement and revenue.
• Work closely with Product, Technology and Data & Analytics teams to optimize user experience, evaluating across multiple channels and fan touch points.
• With Product and Data & Analytics, develop new data and creative growth strategies e.g., CDP for retention, cross sell and upsell.
• Effectively manage any retained agencies and other third-party agencies/relationships to drive optimal performance and cost effectiveness. Ensure strategies & plans are defined, targets are in place & activity is regularly reviewed.
• Own the CRM end to end customer strategy for the business and accountable for all CRM marketing channels including app and push, direct mail, email, and transactional comms.
• Champions latest thinking in CRM across the business ensuring key updates, trends, new initiatives, growth opportunities and technologies are shared, and the benefit this has within the business.
• Assist in the management of the WWE Customer database, devising and implementing the strategy to drive growth, use and value.
• Manage the CRM budget including the accurate planning and forecast of key KPIs.
• Lead the development of the detailed channel plans, annual forecasts, and quarterly submissions in line with key performance metrics.
• Working with the VP Marketing Operations, ensure effective quarterly customer planning, supporting the events calendar and the QBR review process.
• Analyze campaign performance across channel mix optimizing to meet agreed targets.
• Identify platform and tool requirements building out business cases for increased investment.
• Establish leadership and personal development of the CRM team to drive a more commercial focus and adopt a ‘plan, do, review’ culture.
• Manage, develop, and encourage all staff, setting SMART PDR objectives aligned to strategic goals.
• Build the capability and capacity of individuals through insight and constructive feedback to enable team effectiveness.

Knowledge, Skills, And Experience

This individual will be an expert in digital marketing, ideally across big brands / that use membership or subscription models. Analytical and strategic thinking must be combined with a creative and innovative mind-set willing to challenge the norm. The right candidate will be obsessed with all aspects of paid marketing and CRM, and who understands conversion throughout the marketing funnel and what it takes to grow loyal membership and consumer revenue. Strong experience of analytics tools and platforms is a must, as is your ability to turn data into insight for better decisions.

A team player who has a collaborative approach. Proven management experience, including delegation, motivation, and crisis management to drive a team to achieve targets. This individual must have exemplary interpersonal skills, and an ability to get the best out of junior staff and communicate across territories and borders. The individual must also be able to work across departments, including knowing how to manage stakeholders.

• Minimum Bachelor’s degree or equivalent with a minimum 5 years’ experience running a paid or agency marketing team, preferably within a membership or subscription media business / account.
• Knowledge of web 3 technologies and experience of metaverse projects.
• Expert knowledge of digital marketing channels across multiple revenue streams, media buying and compelling growth techniques with a target driven approach.
• Clear & knowledgeable strategic thinking that inspires innovative & effective work.
• Understanding of tools and techniques used in marketing and audience development.
• Expert understanding of SEO, SEM, affiliates, social & video for growing / engaging digital audiences.
• Solid knowledge of analytical tools, CD/DMP & CRM systems.
• Vast knowledge of Social Media platforms, as well as a knowledge of market specific social channels.
• First class program management skills and ability to balance short term delivery targets and marketing campaign requirements with longer term development of transformational change.
• Extremely strong communication skills, with the ability to work collaboratively with key stakeholders across a fast moving, multi-faceted organization.
• Strong negotiating and influencing skills, demonstrated both through relationships with internal stakeholders and third-party agencies.
• Proven experience of managing third party suppliers effectively over long and short term.
• Expertise in performance monitoring / tracking and budget management.
• Expert knowledge of CRM marketing channels, life cycle management, marketing tech and compelling engagement & growth techniques with a target driven approach.
• Clear & knowledgeable digital strategic thinking that inspires innovative & effective work.
• Understanding of tools and techniques used in marketing and audience development.
• Excellent budgetary skills demonstrating efficiency of spend & effectiveness.
• Understanding of econometric and attribution modelling across the marketing funnel.
• First class program management skills and ability to balance short term delivery targets and marketing campaign requirements with longer term development of transformational change.
• Extremely strong communication skills, with the ability to work collaboratively with key stakeholders across a fast moving, multi-faceted organization.
• Strong negotiating and influencing skills, demonstrated both through relationships with internal stakeholders and third-party agencies.
• A creative and critical eye for creative assets and used to working with creative teams.
• Ability to work under pressure and to tight timescales.
• Strong experience as a CRM, Performance Digital Marketing Specialist and the disciplines including base management, customer platform, HTML, contact and campaign strategy planning.
• Wider brand and marketing experience as an experienced and well-rounded marketeer.
• Technical knowledge of data structure, attribution & analytics.
• Leadership capability to drive high performing teams.
• Strong communication skills, able to build relationships and influence at all levels internally and externally.
• Excellent interpersonal and communication skills with an ability to communicate and present ideas/strategies to different audiences and a passion for finding solutions to enhance performance.
• Excellent stakeholder management skills. A good influencer with an ability to build and maintain strong relationships at all levels.
• Well-organized with excellent attention to detail and the ability to multi-task.
• Comfortable working in fast-paced, dynamic environment.
• Experience of the Sports Entertainment / Media industry is desirable but not essential.

About WWE

WWE, a publicly traded company (NYSE: WWE), is a multi-faceted media organization and recognized leader in global entertainment. The Company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience.

WWE is committed to family-friendly entertainment on its television programming, pay-per-view, digital media, and publishing platforms. WWE’s TV-PG programming can be seen in more than 900 million homes worldwide in 28 languages through world-class distribution partners including NBCUniversal, FOX Sports, BT Sport, Sony India, and Rogers. The award-winning WWE Network includes all live pay-per-views, scheduled programming and a massive video-on-demand library and is currently available in more than 180 countries. In the United States, NBCUniversal’s streaming service, Peacock, is the exclusive home to WWE Network. With more than one billion social media followers, the #1 sports channel on YouTube and content trending weekly on Twitter, WWE is one of the most followed and influential brands in the world.

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