Senior Director, Omni-channel Marketing

Senior Director, Omni-channel Marketing

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Learning Ally is a leading nonprofit education solutions organization that transforms the lives of struggling learners by delivering proven literacy solutions that help students reach their potential. Its mission is to radically change education, transforming the lives of children by providing reading interventions and solutions to help them succeed academically, build self-confidence, and thrive in school and beyond.

Today, Learning Ally reaches over 2,400,000 students, 650,000 educators, and 24,000 schools across the country and continues to expand its reach. With a continued commitment to supporting students who learn differently, Learning Ally has joined researchers and neuroscientists from renowned institutions, including UCSF and MIT, to better understand and address learning issues. You will find that our culture is one that is mission-driven, innovative, and committed to professional growth, diversity, equity, and inclusion.

Purpose of Position:

Learning Ally is on a journey to transform our go to market strategy to one that is marketing lead and strategically implemented to drive growth in our school business while increasing the level of impact we have on K12 students who struggle to read.. Each opportunity that we close allows us to deliver our solutions to more students that struggle to read. This role will lead the marketing and communication strategy for our B2B and B2C channels.

Responsibilities:

• Develop and supervise the execution of the “go to market” strategy to achieve the business results, growth strategy.
• Develop and refresh brand and product messaging and value proposition.
• Be the Brand steward. Enhance and reinforce the brand strategy and value proposition for the brand and its line extensions.
• Develop marketing campaigns to minimally maintain and optimally improve School and Household subscription renewals.
• Leverage the customer journey to increase conversion, “word of mouth” and build market share. Help the team better understand the customer journey and determine where there are need gaps, areas to upsell or cross sell.
• Cross-Channel Campaigns: Develop cross-channel campaigns to support integrated messaging for our Audio Book Solution, Dyslexia Training, and other cross-sell, upsell programs.
• Create customer segmentation based on customer benefit/solution driven messaging. Develop email campaigns around thought leadership, in-market successes, tailored offers. Utilizing external resources, build customer database and segments based on new, current, lapsed and those who rejected the company/solution.
• Performance Marketing Strategy: Develop and lead the strategy and execution of all performance marketing campaigns and channels tied to customer acquisition, leveraging paid media to achieve aggressive District growth targets. Ensure the business is meeting KPI targets: MQL/CPL/CPA/TACOS/MER.
• Drive business results via optimizing or course correcting channel KPI’s and performance, media mix and spend levels and ensure continuous market insight feedback loop between all channels Manage and optimize all channels of customer retention (primarily email, potentially SMS, and direct mail).
• Product Launches: Create product launches/re-launches based on market opportunity customer segmentation.
• Customer and Market Insight & Research – capture and utilize user and market data to enhance insight on customer needs/problems to increase school district penetration.
• Create “test and learn” programs to find new pathways for incremental growth via customer segments, District hierarchy, international markets.
• Budget Management: Own and manage the performance marketing acquisition budget, including forecasting and testing, with a focus on delivering against KPI business metrics. Create simple, repeatable reporting mechanisms that outline performance and budget allocation (performance tracker).
• Partner with Sales, Impact, Philanthropy to ensure organization-wide unified messaging in pursuit of revenue and impact goals.

Minimum Experience Required

• Bachelor’s degree or equivalent knowledge in marketing, Business, or related field
• Requires 10+ of experience in B2B SaaS tech marketing strategy, customer acquisition and retention (up-sell, cross-sell, renewals)
• K12 Ed-tech required with a specific focus on products marketed to K12 district and school leadership
• 5 years’ experience building and leading a marketing team.
• Experience developing and implementing customer journey strategy
• Performance Marketing experience managing, tracking and working closely with digital media agencies and vendors.
• Subscription based business, non-profit or PE owned also a plus
• Demonstrated success with creating and implementing a testing and learning culture

Knowledge / Skills / Abilities

• Results-oriented with a focus on driving growth and meeting business objectives
• Collaborative work style with Sales, IT, and other divisions such as Fundraising and Gov Relations
• Strong analytical and problem-solving skills with proven ability to make data-driven decisions.
• Excellent written & verbal communication skills
• Marketo, Netsuite preferred

Learning Ally is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.