VP, Direct-to-Consumer

Discovery Education is searching for a VP, Direct-to-Consumer to join our team. This role will focus on growing certain K-12 educational products owned by Discovery Education and sold directly to parents.

This is a hybrid role and is based out of our corporate headquarters in the SouthPark area of Charlotte, NC. The VP, Direct-to-Consumer will work onsite in Charlotte as well as remotely from a home office.

The VP, Direct-to-Consumer will own the strategy for growing sales of certain products owned by DE direct to parents in the U.S. and will also own the management of the entire sales funnel including Search Engine Optimization (SEO), lifecycle messaging, content strategy, and paid media spend.

The near-term, efforts will be heavily focused on launching a supplemental math offering in the United States.

To be successful in this role, the VP, Direct-to-Consumer will need to collaborate and coordinate with product managers, engineers, designers and content developers to ensure the appropriate products are offered to parents.

What you will do:

• Own the profit and loss responsibilities for the go-to-market function to parent customers
• Drive web traffic of prospective parents interested in educational software products for their children
• Execute lifecycle marketing strategies with parents that maximizes trial to sale conversion
• Develop content strategies that aid in making purchase decisions of educational products
• sold to parents
• Partner with relevant affiliate networks to drive awareness and sales of DE products to parents
• Develop an SEO strategy to build rankings and increase domain authority of relevant DE properties
• Engage in outreach activities to drive backlinks that increase exposure of DE parent offerings and traffic to DE properties
• Prioritize A/B tests of landing pages and other experiments to increase trial and sale conversions
• Analyze and experiment with different pricing strategies and offers to drive distribution
• Organize and provide feedback to product teams who build products that are offered directly to parents
• Manage tradeoffs to balance user needs and business needs with timelines and buying cycles
• Collaborate with other product teams and connect dots across workstreams to ensure a seamless user experience across all areas of the product
• Define both financial and operational key results (KPIs) and gather reporting to measure and communicate success
• Monitor product KPIs and ensures success metrics are being met, identify opportunities for testing and enhancements based on results

Requirements

• You have a passion for education and the DE company mission.
• You are willing to wear many hats and be a team player across various responsibilities in a fast-paced environment.
• You have experience with analyzing data and customer feedback to draw conclusions and create narratives.
• You can analyze industry trends and competitor behavior.
• You have a broad understanding of performance and direct response tactics.
• You can prioritize work based on a set of goals and understanding of impact in the market.
• 10+ years of experience in a similar role would be advantageous.
• You can grasp technical concepts and communicate with engineering, design, and curriculum teams.
• You have excellent communication skills.
• You have experience in the education industry.
• You are always willing to learn something new, not rigid in beliefs or expectations.
• You have a demonstrated ability to understand, accept and engage with people of diverse backgrounds.
• You have a sense of humor because we all need to laugh sometimes.
• You have the legal right to work in the United States.

Benefits

• Flexible PTO.
• Paid holidays include Thanksgiving, Christmas, and New Year’s Eve.
• Generous parental leave.
• Annual education and professional development dollars.
• Major medical, vision, and dental (multiple choices).
• Summer hours and company recharge days.
• Company-paid life insurance and short- and long-term disability.
• Fitness and cell phone reimbursement.
• Pet insurance.
• Company paid volunteer hours.

Discovery Education is an equal opportunity employer. Discovery Education is committed to being an employer of choice, not just a good place to work, but a great and inclusive place to work. To that end, we strive to recruit and maintain a workforce that meaningfully represents the diverse and culturally rich communities that we serve. Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, sexual