Position: Director of Online Marketing

About the company: Lucky Day is a last-minute deal service for tourists. We enable spontaneous fun for the traveler, offering discounted tickets to events, tours, and other activities that allow the customer to simply click, purchase and go. For the vendors, Lucky Day is an opportunity to make money on the inventory that is currently expiring unsold—and in this multi-billion dollar market, over 30% of all inventory expires worthless. The company is based in Venice, California, and is currently closing a seed investment round.

Job description: The Director of Online Marketing (DOM) is part business strategist, part creative director and part technology leader. The key metric is Customer Acquisition Cost and how to reduce it. This will require constant experimentation with all aspects of online marketing campaigns. In addition to the goal of finding new customers, the DOM will be responsible for optimizing all touchpoints for existing customers, including the app, website, and email communications. The DOM will be responsible all marketing spend, the single largest line item in the Lucky Day operating budget.

Some questions the DOM should be asking:

Business Strategy

·      What are the optimal channels through which to find and retain customers?

·      What new partnerships would help build the Lucky Day brand and customer base, and how could existing partnerships be optimized?

Creative Director

·      How can Lucky Day deepen and strengthen its brand and branding?

·      Which images, video, language, and design best represent the Lucky Day brand and are most effective at reaching customers?

Technology Leader

·      Which ads, run on which platform at what times and aimed at what audiences perform best?

·      Which aspect of the customer acquisition funnel can be most cost-effectively improved, and how?

Much of the day-to-day work of the DOM is technical in nature. This includes running A/B testing, building and monitoring online campaigns, and constantly looking for more efficient, lower-cost online channels to find customers. The DOM should always be creating and testing hypotheses for customer actions, trying different ads, images, content, landing pages, etc. in an effort to improve customer acquisition metrics. Online channels include social media (Facebook, Twitter, and Pinterest), in-app marketing (e.g. advertising LD services within other tourist-oriented apps), partner marketing (e.g. deals with hotels and airlines to reach inbound tourists), SEM (e.g. advertising against selected keyword phrases), and SEO (optimizing content to be discovered organically).

Responsibilities

·       Manage the set-up, analysis, optimization of digital advertising campaigns

·       Constantly optimize customer acquisition funnel including search query mining, keyword expansion, improved creative and landing pages, etc.

·       Maintain a dashboard for reporting and ongoing analysis to keep management informed on performance, optimization, and overall results

·       Collaborate internally and externally to develop new capabilities and to test new strategies

·       Develop and communicate ideas for improving strategies, practices and approaches, and ensure the successful implementation of those ideas

·       Conduct competitive analysis, prepare reports on findings, and share the results with others

·       Work closely with external partners and vendors to maintain support and keep up to date on new features and product capabilities

Qualifications

·       Experience managing online marketing campaigns for customer acquisition

·       Strong quantitative, analytical and problem solving skills; must be very comfortable with data analysis and able to use data to make recommendations and drive decisions

·       Experience working with digital advertising and analytics software and tools including Google Adwords, Microsoft Adcenter, Google Analytics, etc.

·       Attention to detail and exceptional organizational skills

·       Ability to thrive in a fast-paced, results-driven environment

·       Able to adapt to changing business needs

·       Outstanding communication and interpersonal skills

·       BA/BS in marketing, economics, computer science or statistics required. Master’s degree is a plus

·       Background in travel, e-commerce and apps a plus.

Pay: Salary and equity based on experience.