Creates and delivers value to AARP members and consumers through mobile and new technology channels, while reaching enterprise objectives. Oversees thought leadership and strategy around how to integrate mobile and new technologies in AARP consumers’ lives. Owns the strategic marketing and management of AARP Now, which is the organization’s flagship mobile app, acting as the day-to-day lead of the development pod, utilizing a customer-centric approach. Oversees the marketing of AARP voice products, including the AARP Now News flash briefing and Raise Your Voice. Grows mobile and new technologies as platforms for delivering value from AARP business units (and products and services) to reach KPIs, researching, and developing solutions to meet consumer needs, driving product strategy, defining the value proposition, launching go-to-market strategies, and planning and executing acquisition and retention tactics through paid and owned marketing channels, developing insights for program growth, and managing reporting and optimization.
Define a product vision that exceeds consumer expectations:
- Identifies and assesses growth opportunities for mobile and voice products, acting as the key decision-maker using data, analysis, and insights.
- Demonstrates the value of AARP membership through mobile and voice products, collaborating with internal stakeholders and/or evaluating new or external opportunities.
- Assists in developing, refining, and prioritizing the implementation of new requirements and features based on needs of the consumer and enterprise objectives.
- Acts as the day-to-day lead of the AARP Now development pod.
- Oversees collection and analysis of customer feedback to develop insights into the customer experience and pain points.
- Defines, prioritizes, and achieves KPI’s in consumer experience, engagement, and enterprise objectives.
Consumer Engagement for Mobile and Voice Products:
Marketing acquisition, user base growth, and engagement:
- Integrates marketing planning with enterprise objectives, driving consumers to their desired outcomes and aligning with the social mission.
- Owns and manages the marketing forecast and budget.
- Develops strategic and data-driven go-to-market plans and ongoing acquisition and retention strategy for members and non-members, while monitoring and optimizing performance.
- Establishes the effectiveness and sizes the impact of marketing initiatives.
- Works cross-functionally to create, manage, and execute marketing campaigns through internal and external channels, such as search, e-mail, social media, and display.
- Identifies emerging and future opportunities to drive new user growth.
Product usage and retention:
- Develops and executes high-quality, high-scale mobile app and voice product marketing and re-engagement programs to demonstrate the value of AARP products.
- Analyzes and researches consumer usage behavior and identifies and targets audience segments to deliver actionable insights.
- Assists with cross-device personalization and attribution of marketing effectiveness.
User-Centric messaging and communications
- Ensures that the right voice and high-quality content are maintained in all messaging channels.
- Leverages personalization to send the right message to the right target at the right time.
- Develops standard processes and communications guidelines.
- Analyzes results to optimize user experience.
Reporting, deep dive analysis, and testing:
- Develops and monitors metrics to understand drivers of performance, providing regular reporting and insights to management.
- Creates action plans based on performance.
- Conducts formal A/B testing to optimize campaigns.
Other
- Supports omni-channel campaigns with mobile and voice technology.
- Stays abreast of the competitive landscape and develops new initiatives.
- Manages relationships with vendors.
- Works with internal stakeholders to highlight priorities and deliver insights on performance.
- 8+ years of digital marketing experience, 5+ years of mobile marketing experience developing and executing mobile strategies for brands, and 2+ years of experience in product management or product strategy preferred.
- Excellent communication, presentation, and project management skills.
- Proven ability to drive KPI's across platforms.
- Experience with mobile analytics tools.
- Experience with A/B testing.
- Experience managing budgets.
- Up-to-date with the latest mobile trends and best practices.
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.