Director of Marketing (Incentives and Promotions)
OVERVIEW
Our marketing team is highly analytical, moves fast and is focused on delivering quantifiable results. In this role, you will be responsible for getting more people to shop for groceries and other items using Instacart.
We are looking for a Director of Incentives and Promotions to work with Instacart’s Marketing, Product, Engineering and Data Science teams to manage large-scale incentivization and promotion activities. Together you will jointly develop high level go to market strategy, craft operational plans and lead the flawless execution of Instacart’s customer incentives. The role is responsible for budget management of the multi million dollar incentive P&L, driving ROI efficiency and finding new ways and surfaces to incentivize customer behavior. This person will provide oversight for test setup, creative, quality assurance, security, legal requirements, customer care relationships, message delivery and reporting. This person oversees inception, ideation development, and execution of incentives, promotions, and programs and should infuse direct response marketing principles to drive meaningful outcomes.
ABOUT THE JOB
- Thought leader for incentives across Marketing and company leadership. Set learning agenda.
- In collaboration with our partners in product, data science and marketing analytics, build the incentives strategy, operating plans and roadmap.
- Own and manage budget and results (incentive P&L). Accountable for Incentive results and ROI. Constantly improving scale and efficiency.
- Leadership: As the director you will establish relationships by building trust with internal & external stakeholders and develop/execute strategies which meet business outcomes.
- Provide clear direction to the team on core priorities, strategic initiatives & ensure alignment with the broader business goals and vision.
- Drive executive conversations around investment and results
- Lead the team to provide consistent communication to stakeholder groups
- Foster environment for innovation to solve business challenges and increase customer engagement
- Collaborate cross functionally with other ares of the business such as Customer Care, Retailer/Business Development, Advertising , Marketing Analytics, Data Science and Biz Ops/ Finance.
- Drive incremental growth (sales or customer acquisitions) through maximizing and optimizing incentive guardrails and budget provided
- Identify new opportunities through new incentive ideas, distributing incentive through other means (eg. Marketing, product, gift cards, credit cards etc) to drive incremental results
- Collaborate with other marketing channels, retailers, CPG companies etc to leverage incentive as a lever in order to drive incremental results
- Execution: Manage end-to-end execution of select incentive campaigns, inclusive of:
- Gathering requirements and offer strategic guidance on offer details (audience, timing, offer, experience) to business partners
- Partner with marketing teams to identify specifics of resource support requirements including creative, data, channels, incentive setup, and experience needs
- Manage the end-to-end setup and reviews of campaign, including legal, ensuring the right reviews/inputs are being completed during the appropriate time in the process (legal, finance, marketing, partners, etc.)
- Use incentive requirements to ensure T&Cs are accurate for all campaigns, marketing assets are correct and representative of the experience. Test as expected during setup/QA
- Brief Customer Service on campaigns, receive feedback for continuous improvement
- Constantly test and understand incrementally and efficiency. Budget Management.
- Collect post-campaign insights and implement learning into future campaigns
- Provide ongoing marketing performance updates on incentive campaigns
ABOUT YOU
- 7+ years of experience in one or more marketing areas: direct marketing, promotions/incentives, loyalty, marketing analytics or general/category management
- Must be a self-starter and able to execute at both a tactical and strategic level with a strong attention to detail.
- Strong analytical acumen, superb business judgment, strategic negotiation skills, and a propensity to dive deep to solve complex problems.
- Experience with incentives and promotions required (e.g., coupons, loyalty programs, etc.)
- Strong sense of ownership and accountability to drive marketing campaigns with relative autonomy and efficiency; ability to deal with ambiguity and driving clarity/action independently
- Proven success in a fast-paced, matrixed work environment, as well as the ability to thrive in a dynamic, rapidly changing, and highly competitive industry
- Demonstrated Project Management experience; strong organizational skills, attention to detail, and ability to plan and prioritize
- Data-oriented, analytical and detail oriented, capable of using models for optimization purposes yet balanced with an ability to be able to step back from the data to draw out the right business approach for conclusion.
- A strong sense of accountability
- Track record of delivering results, setting strategy, and running a large volume and high profile business
- Highly polished communication skills - speaking, writing, presenting and negotiating
- Proven track record for identifying risks and implementing mitigations successfully
- Demonstrated customer focus – evaluates decisions through the eyes of the customer
- College degree required, MBA a plus
- e-Commerce experience preferred