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Senior Director, Onboarding & Engagement Strategy

Sirius XM

Sirius XM

Sales & Business Development
New York, NY, USA
Posted on Tuesday, November 21, 2023
Who We Are

SiriusXMand its brands (Pandora, SXM Media, AdsWizz, Simplecast, and SiriusXM Connected VehicleServices)are leading a new era of audio entertainment and services by delivering the most compelling subscription and ad-supported audio entertainment experience for listeners -- in the car, at home, and anywhere on the go with connected devices. Our vision is to shape the future of audio, where every one can be effortlessly connected to the voices, stories and music they love wherever they are.This is the place where a diverse group of emerging talent and legends alike come to share authentic and purposeful songs, stories, sounds and insights through some of the best programming and technology in the world.Our critically-acclaimed, industry-leading audio entertainment encompasses music, sports, comedy, news, talk, live events, and podcasting. No matter their individual role, each of our employees plays a vital part in bringing SiriusXM’s vision to life every day.

SiriusXM is the leading audio entertainment company in North America, and the premier programmer and platform for subscription and digital advertising-supported audio products. SiriusXM’s platforms collectively reach approximately 150 million listeners, the largest digital audio audience across paid and free tiers in North America, and deliver music, sports, talk, news, comedy, entertainment and podcasts.

Pandora, a subsidiary of SiriusXM, is the largest ad-supported audio entertainment streaming service in the U.S. SiriusXM's subsidiaries, Simplecast and AdsWizz make it a leader in podcast hosting, production, distribution, analytics and monetization. The Company’s advertising sales organization, which operates as SXM Media, leverages its scale, cross-platform sales organization and ad tech capabilities to deliver results for audio creators and advertisers. SiriusXM, through Sirius XM Canada Holdings, Inc., also offers satellite radio and audio entertainment in Canada. In addition to its audio entertainment businesses, SiriusXM offers connected vehicle services to automakers.

How You'll Make An Impact

SiriusXM is seeking a self-motivated, passionate, and results-oriented Senior Director with strong leadership qualities to join our rapidly growing “Customer Acquisition” Marketing team. This role is heavily focused on direct response marketing strategy.

As a key member of this team, you’ll report into and work closely with the Vice President of Onboarding to transform the “onboarding experience and engagement” of new vehicle purchasers that have a SiriusXM trial subscription. The individual should have significant experience as an “end-to-end marketer”. This includes: the hustle of a growth marketer, the taste level of a brand marketer, the project management of an ops marketer, the tactical savvy of a channel marketer and the conversion obsession of a performance marketer.

Your end-to-end marketing background will enable you to make a direct and significant contribution to conversion through the development of new strategies that drive early engagement with trialers, leverage data to personalize the customer journey and improve performance through enhanced segmentation and targeting. You’ll have the opportunity to build something from the ground up, truly own your craft and lead high profile initiatives with high leadership visibility. It’s an exciting time to join our team!

What You'll Do

This is both a leadership and a hands-on program implementation role. The ideal candidate will be responsible for supporting all marketing efforts across the first 30-days of the customer journey. This includes the following:

  • Lead a high-performing marketing team (3 Direct Reports), providing guidance, mentorship, and professional development opportunities to enhance individual and collective performance.
  • Lead the development and implementation of marketing strategies and multi-channel programs (Email, Social, Direct Mail, Inbound/Outbound Contact Center, Mobile and more) that improve engagement and conversion among SiriusXM trial subscribers.
  • Own and optimize trialer onboarding communications stream, including further segmentation and targeting strategies, reach, creative, messaging, testing, measurement/performance, and ROI.
  • Monitor performance and share learnings: The role will also be accountable for monitoring the health of marketing programs. This person will have a proven history of data-driven decision making and a deep understanding of digital marketing analytics. They will be adept at analyzing performance reports and communicating any immediate optimizations and improvements as needed.
  • Partner with multiple cross-functional SiriusXM teams including (but not limited to) Channel Marketing, Call Center, Digital Experience (online), Social Media, Call Center and Legal, to develop and implement cross-channel marketing initiatives.
  • Innovate new methods of leveraging audience data to better personalize the customer journey, deepen engagement, and increase conversion.
  • Work with Marketing Operations and other teams to leverage new technologies (text, in-vehicle messaging, digital) to expand marketing reach and impact.
  • Participate in program planning, including development of quarterly and annual marketing plans, roadmaps, and prioritization of initiatives.
  • Participate in key stakeholder meetings and executive presentations, including preparing and presenting content.
  • Work with Strategic Analytic and Tech leaders to significantly expand the use of customer data and new capabilities in campaign design and decisioning.
  • Stay abreast of industry trends, market dynamics, and competitor activities, conducting regular market research and competitive analysis to identify opportunities and inform marketing strategies.

What You'll Need

  • 12+ years of direct response marketing experience in a Digital, Mobile and/or Email channel.
  • 5+ years of leadership experience
  • Strongly prefer candidates with a marketing agency background in “Account Management” (i.e. Group Account Directors, VP of Client Services, etc).
  • Bachelor's degree with focus on marketing or related field, or equivalent, relevant experience.
  • Leadership Skills: You’re a people manager who has experience leading teams. You’re someone that has a clear vision and strategy for your org. You know how to effectively communicate department goals to your team, as well as motivate and support your people in meeting those objectives. You always put your people first – you listen, inspire and coach.
  • Entrepreneurial: You’re a self-starter who gets excited at the chance to run initiatives end-to-end with full ownership and autonomy. You have no problem getting down in the weeds but can also pivot to be strategic and provide thought leadership support.
  • Results-Oriented: You are someone that drives outcomes with a demonstrated track record for improving results in business performance. You take a focused approach towards action and rapid testing. You know how to extract learnings from both wins and losses.
  • Analytical & Intensely Curious: You have a strong aptitude for data and reporting. You are familiar with and embrace tools of the trade including Tableau or similar BI platforms (Adobe reporting, Google Analytics, etc.). You are constantly analyzing all available data. You’re always building a roadmap of hypotheses and experiments to test to improve results for the business.
  • You’re a Facilitator: You are acutely aware of all the moving pieces necessary to build campaigns and can collaborate with other groups to execute.
  • You have a creative streak: A keen eye for top performing creative and the ability to work with multiple stakeholders and design and copywriting teams to develop best in class creative executions.
  • Exhibit strong verbal and written communication skills, public speaking, presentation skills and excellent interpersonal skills.
  • Demonstrate excellent attention to detail, time management skills, and an ability to prioritize multiple tasks in a highly fluid, fast-paced environment.
  • Thorough knowledge of MS-Office Suite (Excel, PowerPoint, Word, Outlook).
  • Must have legal right to work in the U.S.

At SiriusXM, we carefully consider a wide range of factors when determining compensation, including your background and experience. These considerations can cause your compensation to vary. We expect the base salary for this position to be in the range of $151,000 to $195,000 and will depend on your skills, qualifications, and experience. Additionally, this role might be eligible for discretionary short-term and long-term incentives. We encourage all interested candidates to apply.

Our goal at SiriusXM is to provide and maintain a work environment that fosters mutual respect, professionalism, and cooperation. SiriusXM is an equal opportunity employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, national origin, ancestry, alienage or citizenship status, age, disability or handicap, sex, gender identity, marital status, familial status, veteran status, sexual orientation, or any other characteristic protected by applicable federal, state or local laws.

The requirements and duties described above may be modified or waived by the Company in its sole discretion without notice.