Aaa Washington - Bellevue, WA
posted 2 months ago
The Growth Marketing Manager - Retention at AAA Washington is a pivotal role responsible for developing and executing strategic marketing campaigns aimed at driving demand and creating a robust lead pipeline for the organization's membership, travel, and insurance sectors. This position requires a deep understanding of the market and the ability to create high-converting lead generation campaigns across various business lines. The manager will work closely with content marketing, brand marketing, and membership experience teams to ensure a seamless member acquisition journey. In this role, the manager will own the development, execution, and optimization of paid media campaigns that integrate membership, insurance, and travel services. This includes creating targeted approaches to drive new customer demand through channels such as digital advertising, webinars, and emails. The manager will collaborate with product marketing managers and sales leadership to monitor lead flow, review opportunities, and gather feedback to enhance the effectiveness of marketing activities. Additionally, the manager will partner with the centralized analytics team to measure and report on campaign effectiveness and return on investment (ROI). The Growth Marketing Manager will also be responsible for managing paid social, search, programmatic, and local media buys, with a focus on optimizing the digital lead funnel. They will help integrate lead ecosystems into a new CRM platform and shape marketing qualified lead (MQL) funnels for insurance, membership, and travel. Regular performance tracking and adjustments to improve key performance indicators (KPIs) will be essential. The manager will stay updated on industry trends and best practices for paid media acquisition, plan strategies to optimize lifecycle marketing programs, and work with email and growth product teams to execute a roadmap of experiments aimed at improving metrics across the funnel. A strong understanding of member needs will be crucial for designing campaigns that encourage engagement with ancillary business lines such as travel and insurance. The manager will implement lead scoring to prioritize leads based on their conversion potential and will regularly engage with the content team to provide feedback on sales promotions. This role requires a commitment to AAA's vision, mission, and values, fostering a positive team dynamic through respectful interactions and collaboration to achieve departmental and organizational goals.