Marketing Executive, Audience Conversion

Job Locations China-Hong Kong
ID
2021-7361

Introduction

The Economist magazine logo

 

We are bolstering our investment in acquisition marketing and in particular, we are investing more heavily higher up the funnel. Aligned to this shift we have created a new role within our acquisition team; Marketing Executive, Audience Conversion. The role will be based in Hong Kong and will report into the Marketing Manager, Audience Conversion.

The goal of this position is to increase the number of new subscribers to The Economist Newspaper. As the Marketing Executive, you will assist the Marketing Manager with the coordination of a number of direct response performance marketing channels, which will include (but are not limited to) Paid Search (Asia), Retargeting (Global) and Affiliate marketing campaigns (Global). 

Accountabilities

How you will contribute:

 

You will work with the Marketing Manager and with our media agencies to

  • Ensure the audience conversion team hits its weekly/monthly/quarterly and annual subscription targets
  • Ensure our paid media conversion channels meet monthly/yearly subscription targets
  • Ensure our paid media channels are properly tracked via conversion tracking and goal completions in our analytics platforms
  • Ensure the correct landing pages, UTM coding, prices and offers are used
  • Work closely with colleagues across other areas of the subscriber funnel and acquisition channels especially in the area of content promotion to bring new prospects into our ecosystem and engage them with our journalism
  • Provide regional insights into new products and / or platforms where we can reach new audiences and customers
  • Be an active participant in brainstorming sessions within the team
  • Strive for constant innovation and creativity 

 

Main responsibilities:

 

  • Assist with media agency management and communication 
  • Outline the agency and The Economist’s weekly tasks & prioritisation as needed
  • Ensure activity is implemented on time and to budget
  • Ensure the media agencies deliver timely campaign reports and A/B tests set ups through daily and weekly status updates
  • Organise quarterly meetings with the media agencies, Google representatives and the wider Acquisition team
  • Perform regular health checks (eg. URL redirections, ad copies, internal reporting via FCX and other platforms)
  • Compile results for APAC specific campaigns and using local expertise to provide additional insight into performance
  • Source translations and creatives for landing pages and ad copies
  • Keep up to date with search engine innovations, reports and betas
  • Implement audience insights from internal research within the APAC market

Experience, skills and professional attributes

The ideal skills for this role are:

 

  • Proven experience in delivering marketing campaigns for either of the following industries is ideal: news, telecommunications, entertainment, tech
  • Proven experience having programmed and monitored paid search performance-led campaigns - agency side and/or client side desirable
  • Experience with Shopping, YouTube and native ads is preferable
  • Strong agency management skills (from briefing, to day-to-day management) are preferable
  • Experience of multi-country and/or multi-region campaign planning, analysis and reporting
  • Organised and analytical approach to tasks and take pride in problem-solving
  • Proactive and have the ability to manage priorities and meet deadlines
  • Good communication, presentation and negotiation skills
  • A team player who is flexible and committed to reaching team goals and targets
  • Cross-cultural sensitivity and the ability to perform effectively in an international environment
  • Fluency in a second language such as Mandarin, Korean or Japanese would be preferable

 

 

Desirable tech competencies:

  • Advanced knowledge of Excel, PowerPoint, Google Suite (Docs, Slides etc.)
  • Basic Photoshop and/or Imgur knowledge would be appreciated
  • Experience with analytics, tracking, attribution and bid management technologies (GA, SA360, Google Data Studio)
  • Strong working knowledge of several search engines with working knowledge of Google Adwords (at least Adwords Fundamentals and Search Advertising) and Bing Ads
  • Desirable knowledge of (but not essential) certifications include:
    • Yahoo Native
    • Baidu, Sogou, Haosou
    • Naver, Daum
    • Yahoo Japan

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