Senior Director of Marketing, Membership & Subscriptions

Job description

This remote role can be located in the United States or Canada.

About Us: Recently named a Best Place to Work Chicago, EnsembleIQ is a North American business intelligence company delivering insightful information and actionable connections. Using our market expertise throughout the entire path to purchase in retail, retail technology, consumer goods, healthcare, and hospitality, we help professionals make informed business decisions and gain a competitive advantage. We offer creative solutions that connect suppliers and service providers with our business-building communities. Through our diverse capabilities, we provide our markets with unrivaled digital, social, event, research, marketing services and strategic print offerings. Click here to learn more about our culture and to learn more about our company visit

About The Role

This position will be a key business partner to the SVP, Membership & Subscriptions and will help define the strategy for new membership and subscription launches across the organization. You will be responsible for the go-to-market launch of new products and post launch engagement programs, along with the development of member acquisition and engagement marketing plans for EnsembleIQ’s existing membership and subscription businesses. The successful candidate will be a strong, polished, customer-facing marketing communications professional with deep membership experience, whose core focus is to maximize member acquisition, satisfaction and retention.

Key Role Responsibilities

  • Leverage past experience with online membership communities and subscriptions to develop effective multi-channel marketing strategies for all new product launches including - online, email, social media, internal and external partnerships, etc;

  • Launch new offerings with a highly detailed and thoughtful testing approach;

  • Propose and manage your annual membership marketing budget, focused on delivering a positive ROI and LTROI;

  • Strategize, design and implement successful campaigns to increase member acquisition, satisfaction, and retention; increase conversion of non-members to members and promote community programs, benefits and experiences;

  • Review and collaboratively refine the marketing strategies and execution roadmaps to ensure programs achieve key business and product goals, including:
    • New membership and subscription product launches;

    • Existing EnsembleIQ membership programs - including the Path to Purchase Institute, Restaurant Technology Network, Canadian Healthcare Network, etc;

  • Deeply understand our key audiences and where we have opportunities to help them grow their businesses and careers--and to make their jobs easier;

  • Work closely with the Audience Development team to identify targeted audiences and segments for product roll-outs/campaigns;

  • Personalize experiences, marketing content, digital campaigns, etc. to appeal uniquely to various types of members;

  • Collaboratively ideate, develop and review brand identity and communication assets - ensuring that all assets are strong, with messaging that engages the recipient and drives response;

  • Work with shared services marketing and design managers to continually evolve marketing efforts based on performance data, A/B testing;

  • Own the day to day relationships with the Digital Operations team, briefing them on all memberships campaign initiatives to ensure timely execution;

  • Develop demand generation and lead nurture programs that drive awareness and engagement with products - leading to either an eCommerce transaction or creation of qualified membership sales leads;

  • Work closely with the Membership Sales team to ensure that robust marketing lead flow processes exist and be able to report back on sales performance from marketing generated leads;

  • Liaise with marketing peers across EnsembleIQ to identify and leverage cross/upsell opportunities from our media brands, events, webinars into new members;

  • Define and establish key membership and subscriber routines and touch points along entire user journey, with particular focus on first 30/60/90 days, and the full year experience;

  • Develop metrics and dashboards to provide insight and transparency about the effectiveness of communications, campaigns and other marketing activities, including:
    • Membership growth, engagement and renewal;

    • Channel performance and associated ROI;

    • Lead generation and nurture - top and middle of the funnel;

    • Identification of audience trends for new verticals;

    • Ideation of sponsorship revenue opportunities

  • Develop a management reporting suite that is focused on:
    • Sharing topline numbers weekly with the management team;

    • Measuring and managing campaign costs, channel efficiencies and drive ROI;

    • Analyzing and identify actions to drive improved performance;

    • Produce monthly reports, with optimization and recommendations, for the management team

Job requirements

  • 10+ years digital marketing experience, with a deep understanding B2B membership and subscriptions models and proven success in developing them;

  • Possess a robust understanding of digital products, experience design, martech and customer technology, customer data, and how to bring these elements together to deliver seamless, personalized experiences;

  • Data fluency - Use data to solve problems, identify opportunities and invent and use new metrics to learn and make decisions;

  • Exceptional writer and articulate, quick-thinker / presenter;

  • Technology savvy, experienced with Google Suite (esp Slides & Analytics), CMS and CRM platforms, marketing automation, etc;

  • Ability to run the show operationally & keep multiple projects running smoothly simultaneously;

  • Ability to multi-task and evolve with the role, take on new challenges as they arise, with the desire to own the marketing communications membership function;

  • Bachelor’s degree in marketing, digital marketing, communications or equivalent experience;

  • You have a balanced analytical and creative mindset - you synthesize complex information, connect ideas with data, and present in digestible, easy to understand format;

  • You think strategically and with a sense of urgency, creativity and curiosity to define new opportunities and refine and enhance current strategies;

  • You look to own and drive outcomes - you find ways to build impact and wins;

  • You don’t accept “because that is the way we’ve always done it”.

Check out what it's like to work at EnsembleIQ.

EnsembleIQ is an equal opportunity employer and committed to diversity and inclusion. We provide accommodations at all stages through recruitment and employment in accordance with Human Rights and accommodation legislation upon request.