This position is responsible for improving the digital experience for members/prospects joining or renewing digitally on .ORG. Improved user experience results in higher rates of conversion, as more members complete their online transaction. As the digital marketing industry is becoming increasingly competitive (i.e. expensive), improving conversion is critical to continue growing digital as a channel for both acquiring and renewing members.
This role will promote and deliver post click designs/enhancements for prospective members visiting .ORG to join AARP via desktop and mobile devices. This role is responsible for understanding user behavior and developing solutions to simplify the front-end experience while working with IT and Digital Operations on the technologies to allow for a faster, simpler, and less error-prone experience when joining/renewing online.
The User Experience/User Interface manager will play a critical role in achieving AARP's goal of significantly increasing the share of memberships acquired and renewed through digital media. This role manages the execution of a prospect/member’s digital experience to increase conversion rates for AARP membership. This includes the development, testing and optimization of landing pages, join and renew forms, and the experience on AARP digital properties – to the end of increasing conversions.
This role will report to the Director, Digital Channels.
Responsibilities include:
- Manage execution of tests to optimize a prospective member’s digital experience from paid campaigns – including paid search, display and social marketing – to increase membership conversion.
- Manage execution of tests to optimize join and renew forms on AARP.ORG to increase membership conversion.
- Assess, optimize, and recommend new strategies for membership marketing on digital AARP properties including AARP.ORG, email subscriptions and mobile.
- Responsible for analytical assessment and reporting of testing and optimization, as well as determining new analytical needs, working with AARP’s Data Analytics and Performance Management team, including reporting from Adobe Test & Target, Analytics, DoubleClick and BI platforms.
- Responsible for monitoring and managing throughput of transaction forms to troubleshoot identified issues.
- Work through membership pod to manage development workflow and ensure the timely execution of digital marketing assets (including landing pages and join/renew forms).
- Develop and maintain best practices guide for digital experience including messaging, creative and prospect/member flow.
- Liaise with Membership Experience to ensure overall prospect, member experience and retention strategies are coordinated and provide a seamless member experience.
- Experience and knowledge of multivariate testing of landing pages, web page, preferably utilizing digital tools such as Adobe Test & Target.
- Excellent project management and organizational skills and comfortable with working in a matrix management structure.
- Excellent communication skills and demonstrated ability to coalesce teams towards achieving stated goals.
- Experience in managing website development and content creation using a CMS tool (Content Management System). Basic or intermediate knowledge of design programs preferred.
- Familiarity with quantitative analysis skills including experimental designs and understanding of trending and forecasting.
- Good oral/written presentation skills; proficiency in preparation and presentation of proposals, analytical reports, and documents regarding programs’ operational status, achievement and performance.
- Demonstrated efficiency and creativity in budget and resource management.
- UX experience required.
AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.