Director, Conversion Strategy

Meredith Corporation; Town of Liberty (NY); Hybrid; USD 120,000 - 140,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

401K with match

Unlimited PTO

Paid parental leave

Job summary

People Inc. is seeking a Director of Conversion Strategy to lead conversion strategy across onsite and in-app marketing, shaping how Martech platforms fit into the acquisition roadmap for newsletters, app, subscriptions, and paid memberships.

You will partner with Email, Product, App, Data, and Editorial teams to optimize journeys that convert anonymous visitors into known users and grow paid subscribers. The role owns the onsite conversion strategy, experimentation roadmap, and KPI reporting,

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.
• 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.

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.
• Convert anonymous site visitors into known users.
• Grow newsletter list and free-app downloads.
• Upsell from free-app users into paid subscribers.
• Develop gating strategy and strategy for moving users from free to paid experiences.
• Define how marketing technology platforms, like Piano and Digioh, support and enable the 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 implement those offers.
• 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

Growth marketing

Conversion optimization

Cross-functional collaboration

Analytical skills

Stakeholder management

Education

Bachelor’s degree or equivalent in Marketing/related field

Tools

Piano

Digioh

Job description

Job Title

Director, Conversion Strategy

Location & Work Arrangement

Remote or Hybrid 3x a week – (New York City). In‑office expectations: remote flexibility, with office attendance three times per week if within commutable distance to our NYC office.

About the Position

People Inc. is seeking a Director of Conversion Strategy to lead conversion strategy across PEOPLE onsite and in‑app marketing. The 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 role drives audience conversion across the customer journey—from converting anonymous site visitors to known users, to increasing paid subscriber acquisition through strategic upsell initiatives. The Director 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. This role will oversee the Campaign Manager of Conversion.

Key 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.
• Convert anonymous site visitors into known users.
• Grow newsletter list and free‑app downloads.
• Upsell from free‑app users into paid subscribers.
• Develop gating strategy and strategy for moving users from free to paid experiences.
• Define how marketing technology platforms, like Piano and Digioh, support and enable the 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 implement those offers.
• 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.

About the Team

The 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.

Minimum Qualifications and Job 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.

Travel and Other Requirements

Travel Required: Approximately 5%.

Equal Employment Opportunity

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.

Compensation and Benefits

Pay Range (New York): $120,000.00 - $140,000.00. Remote: $110,000.00 - $130,000.00. The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location, experience, and performance. The range listed is just one component of People Inc.’s total compensation package for employees. Other compensation may include annual bonuses, and short‑ and long‑term incentives. In addition, People Inc. provides to employees (and their eligible family members) 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), all of which may vary depending on the specific nature of your employment with People Inc. and your work location. We also offer voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance.