AARP Services (ASI) is an $1.1 billion for-profit division of AARP. ASI’s revenue is derived from 80+ top national brands that co-develop products leveraging AARP’s brand and market to its membership of 38M consumers. ASI provides marketing support services to these partners in the form of media services, creative QC, data management and governance, analytics and reporting deliverables, digital, and other marketing functions.
Additionally, in 2014 ASI launched a new direct marketing agency, Influent50, which is focused on reaching and engaging AARP’s 38M members, as well as the most valuable segment in the US, the 127M consumers age 50+. Influent50 provides a full suite of advertising and marketing services. Additionally, the agency manages a multi-media co-op program with an advertising budget of $40M+.
In addition to leading strategic efforts, this person will:
- Provide hands-on leadership to a world class data sciences and marketing team, and related vendors.
- Expand upon data partner ecosystem by evaluating new online and offline sources and create revenue share and other business constructs
- Drive new data product strategy through the integration of 1st, 2nd, and 3rd party elements to support our data product suite tailored for the 50+ audience.
- Lead business and operational effort of our Digital Audience Ecosystem to create a digital data co-op
- Expand upon our digital media partner ecosystem to optimize distribution of our audiences across digital and video display, paid search, and addressable TV.
- Interpret a wide and varied set of data and analytic outputs to derive actionable insights and prescriptive recommendations for clients.
- Collaborate with peers on big data management strategies using hosted and cloud environment.
- Responsible for meeting ongoing ASI and I50 client needs including on time/on budget delivery of client projects.
- Provide client and sales support. Create & present results and recommendations to stakeholders.
- 10+ years in data, direct marketing, marketing services, and/or digital advertising agency
- Expert level knowledge of marketing data and digital media buying strategies, their practical applications in multi-channel campaigns, including multi-variate test design and contact optimization
- Hands-on experience in advanced data sourcing, partnering and new product development
- Hands-on experience in digital media buys through platforms such as BlueKai, Krux, Google Display Network, double click, Facebook, LiveRamp, among others
- Proficiency in use of online/offline data for marketing and analytics, infrastructure and processes required to manage and mobilize data for audience purposes. Working knowledge of industry vendors.
- Ability to develop project plans, and manage strategic projects across internal teams and clients; motivate people to action
- Ability to build trust and achieve results through others in a matrix environment
- Solid presentation skills, ability to create content in Power Point, Word, and Excel. Able to articulate complex insights and interpretations in high level terms to non-technical colleagues, clients & vendors.
- Must be a self-starter with ability to take new work assignments with little supervision
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.