VP, User Acquisition

VP, User Acquisition

The VP, User Acquisition assumes all responsibility for strategies and plans to acquire good quality users who will generate revenue. This person will manage all marketing channels to maximize volume while keeping acquisition costs within target. Additionally, this person is responsible for developing new business with marketing partners who can provide distribution. This role reports into the CEO & Founder and reflects the need of the business to develop large scale and measurable acquisition activities in the US and UK to support ambitious growth plans over the next few years. There will be one direct report to help manage agencies, suppliers, and partners.


Responsibilities:

• Build and establish action plan to accelerate growth of the user base
• Develop, own and lead user acquisition planning and strategy across all markets
• Understand the drivers of profitable acquisition and translate this throughout the business to drive change across the company if required
• Leverage the existing user base to ensure continued engagement while encouraging growth through word of mouth
• Build, maintain and follow-­up with a pipeline of prospects for partnership activity
• Set volume and cost targets per channel and ensure they are being achieved
• Be the champion of user acquisition and the point of reference for any potential changes to strategy, product design and site functionality
• Annual and quarterly forecasting and budgeting
• Flawless & timely execution and optimization of strategies and plans
• Oversee  the customer journey from initial touch point through to conversion for all channels
• Manage the marketing budgets and sign off spend
• Measurement, tracking and reporting capability
• Develop reporting and documentation of campaign results
• Establish a culture of campaign testing and evaluation, learning and optimization
• Ensure operational capability to manage user acquisition
• Line management; goal setting; conducting quarterly reviews
• Select and manage the most appropriate agencies and suppliers to ensure best performance; negotiate contracts and fees; set goals; conduct quarterly reviews
• Reporting of management information as per the requirements of the founder and board members
• Monitor industry best practice in acquisition and ensure our internet solution is best of breed
• Smooth day-to-day running of the NY office

Key Performance Indicators:

• Weekly growth of user base
• CPA
• Spend vs. budgets
• LTV

Skills:

• 5 8+ years experience
• Senior person in a consumer acquisition role
• Experience with direct ownership of significant budgets
• Can talk fluently in strategies across key online channels - PPC, email, display, as well as social, partnerships, etc.
• Well versed in PR (capable of signing off on PR strategies)
• Will take a proactive role in identifying and contacting prospective distribution / marketing partners and negotiate terms
• Hands-on delivery of campaigns with the ability to articulate the overall vision
• Has a very good appreciation of what makes for strong creative and copy
• Is analytical and can consume large amounts of data to aid in decision making
• Comfortable setting strategic priorities, forecasting and delivering against commercial targets
• Excellent communication skills to quickly establish strong relationships at all levels of the business
• Can operate efficiently in a fast paced, rigorous culture and work well within a small team
• Must be able to work with spreadsheets and presentation software
• Navigation of Google Analytics a Plus
• Working knowledge of German a Plus