Director, Conversion Strategy

People Inc is seeking a Director of Conversion Strategy to lead conversion strategy across PEOPLE onsite and in-app marketing. This role determines how Martech platforms fit into the acquisition roadmap for newsletter, app, subscriptions, and paid memberships. Reporting to the Senior Director, Audience Conversion, this position drives audience conversion across the customer journey—from converting anonymous site visitors to known users, to increasing paid subscriber acquisition through strategic upsell initiatives.

This role is part of the centralized Growth and Audience Relationship team, responsible for growing direct relationships between brands and consumers, operating newsletter, notification, lifecycle, and onsite marketing programs for People Inc. brands.

About the role

Own the conversion strategy across the customer journey. Develop and optimize user journeys from onsite experiences through in-app engagement, creating seamless pathways that increase activation and subscription conversion. This role includes overseeing the Campaign Manager of Conversion.

• Converting anonymous site visitors into known users
• Newsletter list growth
• Free-app downloads
• Upsell from free-app users into paid subscribers
• Gating strategy

Develop strategy for moving users from free to paid experiences:

• Define how marketing technology platforms, like Piano and Digioh, support and enable the customer acquisition roadmap across newsletters, app, and paid subscriptions
• Develop audience segmentation strategies to determine the right offer for the right user at the right time and how those should be implemented
• Own the onsite experimentation roadmap, including A/B testing, gating, and user journeys
• Monitor, analyze, and continuously optimize conversion performance across channels
• Establish KPIs and reporting frameworks to measure funnel performance and subscription growth

Requirements

• Bachelor’s degree or equivalent experience in Marketing, Platform Ops, Growth Marketing Operations, Product, or a related field
• 10+ years of experience in marketing, growth strategy, conversion optimization, subscription marketing, or customer acquisition
• Proven success developing and optimizing conversion strategies for newsletters, app, and paid subscription businesses
• Experience designing customer journey experiences
• Strong understanding of onsite marketing strategies and best practices, free-to-paid conversion journeys, ad gating strategies
• Hands-on experience with marketing technology platforms such as Piano, Digioh, or comparable Martech platforms
• Proven track record of managing multiple projects at once, driving timelines and deliverables with an agile framework
• Strong analytical skills with experience using experimentation and performance data to drive optimization
• Demonstrated ability to influence and collaborate cross-functionally
• Experience partnering with marketing, product, and engineering teams
• Excellent communication, strategic thinking, and stakeholder management skills
• Experience managing and mentoring a direct report

Schedule

This position offers remote work flexibility; however, if you reside within a commutable distance to the New York office, the expectation is to work from the office three times per week. Approximately 5% travel required.

Pay

Salary range:

• New York: $120,000.00 - $140,000.00
• Remote: $110,000.00 - $130,000.00

The pay range represents the anticipated low and high end of the range for this position and may change in the future. Actual pay may vary based on work location, experience, and performance.

Benefits

• Unlimited paid time off (PTO)
• Medical, dental, vision, and prescription drug coverage
• Adoption or surrogate assistance
• Donation matching
• Tuition reimbursement
• Basic life insurance and accidental death & dismemberment
• Supplemental life and accident insurance
• Commuter benefits
• Short-term and long-term disability
• Health savings and flexible spending accounts
• Family care benefits
• 401K savings plan with company match program
• 10-12 paid holidays annually
• Generous paid parental leave (birthing and non-birthing parents)
• Voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance