Director, Conversion Strategy

People Inc.; New York (NY); Hybrid; USD 120,000 - 140,000; Full time

Benefits offered by this job

Medical benefits

401(k) with company match

Unlimited PTO

Job summary

People Inc. is seeking a Director of Conversion Strategy to lead onsite and in‑app marketing conversion across the customer journey, from anonymous visitors to known users and paid subscribers.

You will define how Martech platforms like Piano and Digioh fit into the acquisition roadmap, develop audience segmentation, and own the onsite experimentation roadmap with metrics to drive revenue growth. Remote or hybrid work with NYC-based office flexibility.

Qualifications

• 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.
• 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.

Responsibilities

• 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.
• 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.
• 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.

Skills

Conversion strategy

Cross-functional collaboration

A/B testing

Analytics

Mentoring

Stakeholder management

Martech platforms

Education

Bachelor's degree

Tools

Piano

Digioh

Job description

Director, Conversion Strategy

About The Position

People Inc is seeking a Director of Conversion Strategy to lead conversion strategy across PEOPLE onsite and in‑app marketing. The Director will determine how Martech platforms fit into the acquisition roadmap for newsletter, app, subscriptions, and paid memberships. Reporting to the Senior Director, Audience Conversion, this role is responsible for driving 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 owns the onsite conversion strategy, user journey optimization, and performance across subscription products, leveraging marketing technology platforms and data‑driven experimentation to maximize revenue and audience growth.

Working cross‑functionally with Email, Product, App, Data, and Editorial teams, the Director develops and oversees experiences that guide users from onsite engagement, to newsletter acquisition and/or in‑app activation and ultimately to paid subscription.

Remote or Hybrid 3x a week – (New York City). In‑office expectations: This position offers remote work flexibility; however, if you reside within a commutable distance to our main office in New York, the expectation is to work from the office three times per week.

About The Team

This role is part of our centralized Growth and Audience Relationship team, responsible for growing direct relationships between our brands and consumers, operating People Inc. brands’ newsletter, notification, lifecycle and onsite marketing programs and delivering best‑in‑class experiences to millions of subscribers.

Accountabilities, Actions and Expected Measurable Results

• 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. Responsible for:
  • 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.

Education

Bachelor’s degree or equivalent experience in Marketing, Platform Ops, Growth Marketing Operations, Product, or a related field.

Experience

• 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.

Travel Required

5%

It is the policy of People Inc. to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, the Company will provide reasonable accommodations for qualified individuals with disabilities. Accommodation requests can be made by emailing [e-mail].

The Company participates in the federal E‑Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E‑Verify program, please click here: https://www.e-verify.gov/employees

Pay Range

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

Other compensation may include annual bonuses and short‑ and long‑term incentives. People Inc. provides employees and eligible family members with a variety of benefits, including medical, dental, vision, prescription drug coverage, unlimited paid time off (PTO), adoption or surrogate assistance, donation matching, tuition reimbursement, basic life insurance, basic accidental death & dismemberment, supplemental life insurance, supplemental accident insurance, commuter benefits, short term and long term disability, health savings and flexible spending accounts, family care benefits, a generous 401K savings plan with a company match program, 10‑12 paid holidays annually, and 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 are also available.