Job Description

Company Description
The Toronto Star is Canada\xe2\x80\x99s largest daily newspaper and is read in print and across desktop, mobile and tablet platforms by more than 6 million readers every week. Online, thestar.com is one of the most-visited newspaper websites in Canada. The Toronto Star\xe2\x80\x99s mission is to profitably grow by delivering and engaging each paying customer with trusted news, information and content that is the most relevant to their personal passions, needs and desire for positive change in our communities and businesses Our goal is to bring on customers with high lifetime value across all platforms and channels. This role will lead the customer lifecycle from onboarding to engagement, retention and winback in order to retain high value customers and support our recurring revenue goals. The Toronto Star has tremendous content, a large regional audience with both digital and print advertising properties. Leveraging these assets, you will design and execute marketing plans to retain customers, staying within budget, while meeting/exceeding goals Our Commitment To Diversity
We strive to be a leader in building and cultivating an employee community framed around fairness, support and opportunity. We believe that what makes us different, makes a difference. And as a team, the diversity of our backgrounds, interests and experiences is what enriches our work, and our workplaces. We welcome all, and we strive for an inclusive culture that allows individual growth and shared success.

• Develop strategies to reduce customer churn and increase lifetime value by designing and executing marketing programs such as:
  • Create an optimal early lifecycle onboarding experience and continuously enhance it to make the subscriber aware of what is available at the right time and place to move new subscribers from the promotional/trial price to full price
  • Create a contact strategy through segmentation, testing and learning and personalization across multiple channels
• Lead the design and execution of marketing programs to increase adoption and satisfaction amongst digital subscribers in order to achieve key performance goals measured by Customer Churn and Lifetime Value
• Own and champion the customer experience by understanding the user flows, challenging existing design, and driving innovation in the customer journey across touch points
• Monitor performance and strategies of key competitors and other digital subscription companies
• Benchmarking and identifying leading best practices, and prioritize initiatives based on benefit and highest return on investment on our site experience
• By leveraging our award-winning journalists breath of unique content, collaborate closely with our content marketing to develop subscriber exclusive value adds which may include Newsletters, Content, Rewards and Events
• Accountable for prioritization of the Product and Data roadmap for retention, aligned with our strategy and business goals covering Research, Segmentation, Predictive modelling and Triggers
• In partnership with our customer call center, lead the Save strategy and guide the call centre in how to promote our value proposition \xe2\x80\x93 includes offers and tools to improve save rates

Qualifications

• Bachelor\xe2\x80\x99s Degree required, preferably in Marketing, Advertising or Business Administration
• 8+ years\xe2\x80\x99 experience in a subscriber marketing-related role, including experience with direct-to-consumer marketing and digital marketing and in a recurring-revenue business
• Experience with leading, managing and mentoring a team
• Demonstrated experience in developing and implementing business strategies that meet organizational objectives
• Ability to be the internal advocate or \xe2\x80\x9cvoice of the customer\xe2\x80\x9d
• Strong understanding of consumer customer segmentation and one-to-one marketing offer testing principles
• Demonstrated analytical and problem-solving skills and the ability to make data and analytics driven decisions
• Thorough understanding of all aspects of marketing including the 4 P\xe2\x80\x99s, CRM, market research, database marketing, etc.
• Strong ability to communicate across various mediums and with all levels of the organization

Additional Information
This role has 2 direct reports:

• Engagement Manager
• Retention Manager

AODA
We are committed to providing an inclusive and barrier-free recruitment process ensuring equal access to employment opportunities for candidates, including persons with disabilities. In compliance with Accessibility for Ontarians with Disabilities Act and Ontario Human Rights Code we will endeavour to provide accommodation to persons with disabilities in the recruitment process upon request. If you are selected for an interview and you require accommodation due to a disability during the recruitment process, please notify the hiring manager upon scheduling the interview of your requirements.