• Director of Performance Media Marketing

    Location(s) US-PA-Malvern
    Posted Date 3 months ago(7/17/2019 2:56 PM)
    Job ID
    2019-7725
    Type
    Regular Full-Time
    Category
    Marketing
  • Overview

    The Director of Performance Media will play a critical role in the strategic direction and day-to-day management of CubeSmart’s multi-million-dollar performance media budget, driving results through effective media buying and end-to-end channel management. She/he will possess a keen understanding of the interdependencies of various marketing channels and will foster a testing culture that relies on analytics to inform strategy.  As a leader, she/he will guide a motivated and effective team of both internal resources and external vendors to achieve optimum results. 

     

    In this highly competitive field, CubeSmart is seeking an innovator with a creative mind that can craft new ways to gain market share through novel yet practical approaches while maintaining its best practice philosophy. The ideal candidate will have a proven track record for driving direct response marketing programs.

     

    CubeSmart (NYSE: CUBE) is a publicly-held, self-administered and self-managed real estate investment trust focused on the ownership, operation, acquisition and development of self-storage facilities in the United States. This complex, fast-paced, cutting-edge B2C company has developed innovative customer capture practices through its digital marketing platform and social media campaigns which have fueled its growth and made it a leader in the industry.

     

    Since many customers seek out storage when confronted by a life event, the company’s mission is to simplify the organizational and logistical challenges that accompany those episodes - through innovative solutions and genuine care. CubeSmart is intentional about culture and it is palpable everywhere from the mission statement of “genuine care” to the “It’s what’s inside that counts” tagline, to referencing each other as “teammates” rather than employees.  

    Responsibilities

    Functional Leadership

    • Develop, implement, and lead a customer acquisition strategy across paid media digital channels including Search Engine Marketing, Search Engine Optimization, paid social, display, affiliate, digital video, industry directories and other emerging channels, as well as out-of-home and direct marketing channels. Apply a keen focus on the interdependencies of the channels and ways to allocate spend efficiently.
      • Execute a deep-dive into paid media strategies and campaign management, with the goal of delivering immediate and continual recommendations regarding bid/spend adjustments, ad copy testing, and more sophisticated initiatives.
      • Provide critical leadership, utilizing internal and external resources, of day-to-day management of SEM & SEO agencies including providing strategic direction to a cross-functional team and ensuring a state of near-constant optimization and improvement.
      • Drive both internal and external team to apply innovative thinking to campaign management and omni-channel customer experience.
      • Manage assigned elements of departmental budget through detailed tracking of spend versus budget and with consideration of on-going growth and other independent variables.
      • Key contributor in creating a strategic plan to support long-term goals of paid search campaign management, determining resources needed to effectively manage campaign optimizations, including leveraging internal resources.
    • Assume ownership of CubeSmart’s corporate website and blog, providing strategic direction to internal and external teams, including development resources and integration partners.
      • Working with analytical resources, define and implement a testing strategy that results in near-constant on-site testing to continuously improve conversion rate optimization.
    • Oversee the marketing technology stack as a key stakeholder in current and future product implementations.
    • Define and champion a testing culture that places research and analytics at the core of its methodologies; liaise with analytical resources to deliver a strategic approach to campaign management with a focus on obtaining and applying actionable insights.
      • Systematically review paid media campaigns to ensure conversion optimization throughout the funnel; working with peers, where appropriate, to test landing page ad copy and design through A/B and/or multivariate testing.
      • Be aware of the confluence of paid media and Search Engine Optimization to leverage and apply learning bilaterally across channels, where applicable, and to deliver a consistent customer experience and message.
    • Have a visionary mindset coupled with a strong desire to innovate; positioning CubeSmart as an industry leader in the digital marketing space.

     

    People Leadership and Management

    • Provide critical leadership and development of internal resources to manage paid media channels including, as necessary, building/rebuilding internal team and defining the roles needed to support the fast-paced growth of the organization.
      • Inspire direct reports to deliver their best work while encouraging personal and professional development and growth.
      • Responsible for mentoring a team and guiding completion of team and individual goals and objectives.  
    • Collaborate with peers and leaders within the department to deliver a best-in-class marketing department; building relationships to amplify this reputation throughout the organization.
    • Lead a high-performing team in an engaging and collaborative work environment wherein all team members are motivated to do their best work and are aligned around objectives and expected outcomes.
    • Ensure the team is equipped with the skills and capacity to deliver against the team’s goals, and the overall objectives of the company.
    • Be able to clearly articulate complex paid media campaign management to all levels of the organization. At a high-level, recognize and communicate the relationship between business results and tactical day-to-day strategies and optimizations.
    • Champion the efforts of the marketing function throughout the company and capitalize on opportunities for marketing resources to contribute expertise throughout the functional areas of the company.

    Qualifications

    Education, Training and/or Experience

     

    Bachelor’s Degree is preferred with minimum of five years’ experience working in a marketing department or a digital agency, preferably with experience in a business-to-consumer environment. Prior experience managing paid search strategy either directly or in conjunction with an external agency is a must. Experience working for a retail business with geographically dispersed locations is a plus.

     

    Knowledge, Skills and Abilities

    1. Ability to work well under pressure, meeting deadlines consistently.
    2. High degree of initiative and independent judgment and discipline.
    3. Skilled at leveraging analytics to inform business decisions.
    4. Strong problem-solving skills.
    5. Creative thinker with a strong focus on innovation and desire to achieve constant improvement.
    6. Superior oral and written communication skills.  Must be able to communicate effectively with individuals at all levels in the organization, from the CEO to the local property manager.
    7. Organized and able to juggle competing priorities.
    8. Ability to manage complex, cross-functional initiatives within budget.
    9. Experienced leader adept at motivating teams to perform their best work.
    10. A sophisticated user of the Microsoft Office Suite.
    11. Promote and support CubeSmart VALUES.

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