Digital Media Senior Marketing Manager

Job Overview

Intuit’s Consumer Group (CG), a team serving the needs of over 20+ million US consumers to file their annual tax returns, is looking for a Senior Marketing Manager for the Referral program. This role will develop and implement product and offsite marketing strategies for the friend and expert referral programs, delivering on the overall referral program strategy and fiscal year forecast targets. This role is an exciting opportunity to scale the existing customer platform, while developing a brand new capability in service to the Assisted tax offering.

As a driver of user acquisition and retention goals, you will play a key role as an essential player to innovative referral strategies and deliver on our deep passion for customer obsession, innovation and revolutionizing how consumers prepare and file their taxes. This role is ideal for someone who is customer obsessed, passionate about unlocking WOM and is a rock star at organization and helping teams execute plans. The Referral Senior Marketing Manager will report to the Group Marketing Manager of Digital Media Strategy based in San Diego, CA.

Qualifications

• Referral Program Marketing expertise; you are a digital native and expert in referral marketing, with focus in paid media who can inspire and drive a team to do the best work of their lives
• Demonstrated ability to execute large-scale digital marketing strategies, including increasing conversions that drive revenue growth, measuring cost per acquisition and a strong understanding of the referral and digital technology landscape
• Strong prioritization and organization skills necessary to drive and lead cross-functional initiatives, and to be effective in a highly matrixed, distributed and extremely fast-moving environment
• 5+ Years as a Referral Marketing Strategist. Must have experience leading with high impact results
• Minimal travel for industry networking, media, conferences, and related events
• BA / BS degree required
• Hybrid Role: 2 days in office / week

Responsibilities

Proactive & Strategic Self-Starter

• Strategic mindset with the ability to tell a great story both written and verbal, articulating referral strategy and plans to x-functional teams as well as senior and executive leadership
• Ability to influence & partner with key internal stakeholder teams: senior and executive leadership, product marketers, program and product managers, marketing channel leaders, analysts, procurement and finance to ensure shared vision and drive initiatives forward
• Highly-analytical, stats junkie, problem-solver, and creative thinker with the ability to draw key insights from analytics to make key business decisions
• Learner’s mindset, with drive towards continuous innovation, improvement and a highly proactive bias for solutions-oriented outcomes

Sound Business Acumen

• Drive forecasting and deliver 1-year marketing goals
• Distill key channel insights and data to the most critical elements to influence differentiated value proposition, messaging, and optimizations
• Drive cross-functional teams and partner to ensure go-to-market and communications strategy alignment and plan delivery
• Champion decisions that deliver the customer benefit across teams and segments to increase loyalty and lifetime value, and achieve True North Goals
• Integrate insights from a broader macroeconomic outlook, as well as competitive and customer trends to inform long-term planning and business models
• Embrace failures and sustain long-term goals to drive innovation through speed

Key Responsibilities

Drive TurboTax Friend and Expert Referral Marketing Programs

• Responsible for extreme ownership focused on Referral performance outcomes to develop a x-marketing strategy that accelerates the growth of TurboTax and TurboTax Live against the market opportunity, key insights and fiscal year financial goals
• Make investment recommendations across the referral program, create and present media plans, business forecasts, discount strategy and investment scenarios, ensuring x-functional teams understand the intended outcomes, and the resulting recommendations are assessed against business goals to ensure a winning season strategy
• Accountable for deployment of referral program, providing guidance on in product and offsite marketing, spend targets, and ensuring technical program deliverables are clearly prioritized, articulated and actioned by the x-functional team in partnership with vendor
• Provide ongoing support across referral, and related work. This includes, but is not limited to, assisting in driving projects in cross team coordination, campaign and creative launches, data and analytics requests, end of month budget reconciliation, and projects with outside vendors and agencies
• Responsible for ownership of the referral team playbook to ensure team, vendors and agency stakeholders understand and execute media plans, related tech and creative, ongoing test plans, learnings and implications while ensuring all requests are prioritized with clear timelines and owners
• Brainstorm and create test plans to learn and grow friend and expert referral capabilities to increase referrals & drive the program to scale

Drive x-Functional, One Intuit Partnerships

• Collaborate across a diverse portfolio of stakeholders including, but not limited to; strategy, program managers, product managers, architects, developers, agencies, vendors, as well as the CG marketing teams
• Closely partner with extended Digital Media team in creative, trafficking, martech, adtech and regularly educate the team in latest referral tech, and innovation
• Work across Media Channels (CRM, Digital Media) to outline our holistic referral media strategy and GTM plan including building out an onsite and offsite campaign plan, starting with strategy, brief and working on executing and measuring performance
• Partner with referral vendors and media agency in order to translate onsite and offsite media plans into GTM launches, providing detailed instructions for in-market launch
• Partner with business, digital channel & analytics teams to identify insights to apply to referral campaigns and evolve our marketing strategies
• Partner with analytics and finance to support performance forecasting and results attribution

Drive Analysis & Optimization for the Referral Program

• Monitor and track business results, report out insights regularly to senior leadership in season, provide media recommendations/actions, as well as track and input into learnings and implications for mid and end of season reporting
• Drive data driven-decision making that will institutionalize the use of consumer-driven analytics in campaign planning
• Analyze performance to provide marketing insights to improve performance, conversion rates, and lifetime customer value; Exceptional analytical capability, able to rapidly and independently arrive at campaign insights such as driving advocate shares, increasing advocate and referral conversion rates, and testing and optimization of new and existing in-product and landing page experiences.
• Transform performance results, customer behavior insights, and learnings into actionable strategy and planning, plus in-season optimization direction to media agencies to proactively suggest continual campaign performance improvement and drive a system of campaign excellence
• Own ongoing channel test plans documentation and test insight optimization recommendations
• Drive market and competitive intelligence GTM analysis efforts, with internal and external partners

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