Director/Head of Performance Marketing

Are you fascinated by the impact electric vehicle startups have had on disrupting the automotive establishment? Are you interested in leading the transition to clean, zero emission vehicle transportation? Does the opportunity to bring electric powered mobility to the mass market intrigue you? EVCS is breaking down the barriers to mass consumer EV adoption by simplifying public EV fast charging with its industry first, unlimited charging subscription. EVCS is one of the largest and fastest growing EV fast charging networks on the West Coast with 615 chargers across CA, OR and WA and rapid expansion plans to reach 1,500 by 2023. We are a mission-based collection of entrepreneurs, product strategists and technologists with a unifying vision to decarbonize consumer vehicle transportation by making public fast charging easily accessible, consistently reliable and cost effective. We are backed by leading clean tech institutional investors and recently closed a $68.8MM funding round enabling us to accelerate our network build out plan and fill key roles on our leadership team. With a rapidly expanding network, EVCS is poised to build on its position as a leader in the hyper growth EV charging sector.

As the Director/Head of Performance Marketing at EVCS you will own the strategy, execution and optimization of all paid digital media channels. You will report into the Chief Growth Officer and perform as the single threaded leader responsible for delivering against EVCS’ subscriber acquisition goals. As the owner of the paid media budget you will perform one of the most critical “investment” functions on the leadership team, defining the road map for the where, when and how UA funding gets deployed. You will collaborate closely with the product, engineering and finance teams to optimize all aspects of the UA conversion funnel from first touch through to subscriber onboarding all while defining and delivering against financial and ROAS guardrails. You will work closely with the lifecycle and retention management team to understand post acquisition monetization and engagement behaviors and collaborate on LTV analysis to make the UA budget work smarter. You will be an evangelist for automation and will bring a focused curiosity to learning about and understanding our customers. You will have the opportunity to write the playbook on measurement, analytics and optimization inclusive of the mobile and web technology partners we engage to execute on your vision. The performance marketing leader will play a critical role in helping to reinforce and instill data informed decision making in EVCS’ cultural DNA. You will have the financial resources of a Series-A funded startup and the autonomy to innovate through rapid trial and error.

Key Responsibilities

•Work with the FP&A team to set annualized paid subscriber goals, define CAC guardrails and secure leadership alignment for necessary media budget required to meet targets.

•Collaborate with the lifecycle marketing team to understand key drivers of LTV and work to implement insights into paid UA targeting and creative strategies.

•Define how budget will be deployed across channels, balancing reinvestment in high performing channels and continuous experimentation of new acquisition vectors.

•Be masterful in building out world class measurement, analytics and campaign optimization capabilities by onboarding a preferred MMP, web analytics and A/B testing partner(s).

•Develop comprehensive annual plans built on data driven insights which set crisply defined objectives and strategies we will execute on to achieve agreed upon goals.

•Foster a culture of transparency and trust by keeping the senior leadership team informed of progress and challenges through a regular cadence of business reporting.

•Own and lead all creative agency and platform (Google, Facebook, programmatic) corporate relationships.

•Collaborate with marketing teams to guide A/B creative tests, incrementally tests, and spend scaling tests on campaigns online to identify what works best.

•Use multi-touch attribution to track touch points across the funnel, which will help maximize Pay-Per-Click (PPC) campaign effectiveness.

•Leverage customer insights to better segment, target and reach potential customers.


Requirements:

Basic Requirements

•BA/BS
•Managed 7+ figure annual performance UA budgets
•Experienced leadership with 7+ years of work experience focused on acquisition with expert knowledge of digital channels and media inclusive of social, search, influencer, audio, programmatic, premium video and content marketing.
•Data driven with strong quantitative and analytical skills and think in terms of LTV, ROI, and your E2E impact on the bottom line of the business
•Experience driving engagement and conversion through targeting, creative, and testing… at scale
•Experience collaborating with and influencing executive management
•Experience collaborating with insights teams to use 1st and 3rd party data to understand and more effectively target and communicate with prospective and former EVCS subscribers.
•Exceptional written, verbal, and in person presentation skills
•Ability to both lead and drive autonomously to tight deadlines with regular updates to key stakeholders
•Experience with CDP, DMP, identity resolution partners, attribution
•Highly skilled in PPC
•Deep understanding of complex multi-channel customer lifecycles across segments
•Working knowledge of SEO
•Data driven - experience with web analytics tools e.g. Google Analytics, Adobe/Omniture

Preferred Qualifications

•MBA
•Passion for sustainable technology and the EV sector
•Experienced in financial modeling and adept at revenue forecasting
•Proven track record of managing complex, highly ambiguous projects through to meeting/exceeding agreed upon goals
•Hands on experience working with creative agencies conceptualizing and actualizing video content for user acquisition
•Power user on Facebook and Google Ads Manager
•Expert level experience with Google Analytics
•Experienced with MMP (Branch, AppsFlyer, Kochava) and web analytics platforms.
•Experienced designing and executing qualitative and quantitative consumer research
•Grounded in statistical measurements methods for A/B testing and lift analysis.
•Experience and desire for working in a start-up environment, contributing to developing business infrastructure.

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