Zubie VP Digital Mktg Spec (12 17 13-F-DW)

“Vice President, Digital Marketing”

(Charleston, SC)

Company Overview

Zubie is a connected car service, leveraging mobile and Internet technologies for consumers and businesses, making driving easier, safer, and less expensive. Zubie offers a groundbreaking new platform with the potential to transform virtually every car into a connected car. It combines innovative and useful features for drivers - location, social sharing, driver scoring, car health, and diagnostics - with an unmatched ability to generate meaningful analytics around driver, trip and car data. Zubie plans to use the data collected from the car - and the way the car is driven - to create a marketplace allowing 3rd parties to access the information with user consent in exchange for end user rewards and benefits.By doing so Zubie will develop a highly targeted ad platform - using these car and drive triggers - to serve ads and aggregate data sales.The company, formerly known as GreenLight Connectivity Solutions, was formed in 2012 as a joint venture between leading retailer and Fortune 100 company, Best Buy, and OpenAir Equity Partners, a wireless, Internet and mobility-focused venture capital firm. Zubie plans to announce a series A financing in early December which will bring on board well known strategic investors/partners to further accelerate the business.Zubie is headquartered in Charleston, SC, with offices in the Minneapolis area. For more information on Zubie, visit

Position Overview

The new “VP, Digital Marketing” for Zubie will have end-to-end Digital Marketing responsibility across the customer experience lifecycle—Acquisition, Conversion, Retention, Up-sell/Cross-sell and Social Marketing—with a heavy, initial focus on Customer Acquisition. In this effort, the “VP, Digital Marketing” will leverage a broad range of Digital Marketing capabilities to engage, acquire and retain consumers. They will oversee all Online Marketing efforts, including Display, Retargeting, E-mail, SEO, SEM, Affiliate, Social Media, and Strategic Partnerships. This work will require close collaboration with Zubie colleagues, and close work with external partners, vendors, consultants and agencies.

Scope of Responsibilities

Segmentation & Targeting – The new “VP, Digital Marketing” will work to identify the highest potential customers (both consumers and enterprise customers) who offer the greatest Lifetime Customer Value (LCV), in order to appropriately allocate Marketing resources and meet Zubie’s financial hurdles. This targeting process may require segmentation research to drive design and utilization of proprietary databases, which can be optimized for each critical customer segment and channel.

Customer Acquisition – As a top priority, and critical to delivering Zubie’s financial objectives,the new “VP, Digital Marketing” will drive Customer Acquisition to ensure Zubie meets its new customer goals across key segments. This work will include managing and optimizing the online Digital Marketing mix, including Online Display, Retargeting, EMail, SEO/SEM, Affiliate Marketing, Social Media, Mobile (App), and the E-Storefront, all to achieve net new customer adds, CPA, and LCV objectives.

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Scope of Responsibilities continued

Customer Retention & Development – Another key priority will be to develop and optimize all Digital Marketing programs which increase the LCV of the Zubie customer base by increasing retention and loyalty (continual replenishment), and maximizing the customer experience and value. This person will continually seek opportunities to enhance the effectiveness of Zubie’s current Digital Marketing programs in all customer life-stages.

Social Engagement – Lead all Social Media efforts for Zubie, with the core objective of shaping and managing brand reputation, and promoting traffic to the site and to the App. With this type of technology and service, it is critical to leverage mobile and web-based technologies and virtual “conversation forums” to create interactive platforms through which individuals and communities share, create, discuss, and endorse.This includes Twitter, Facebook, Yelp, and others.

E-Commerce – Primary responsibility for driving revenue by improving conversion rates (converting free App downloads to purchase) and increasing the number of transactions online, and leveraging the web to drive efficiencies across the CRM life-cycle. This responsibility includes owning and managing Zubie’s websites and storefront. This will be supported by best-in-class E-Commerce resources.

Functional Management & Development – The new “VP, Digital Marketing” will be responsible for enhancing company-wide Digital Marketing competencies—Online Display, Retargeting, Web Experience, EMail, SEO/SEM, Affiliate Marketing, Social Media, Mobile (Apps) and Storefront—by overseeing and improving organizational design, structure, priorities, management processes and reporting information systems. This person will be responsible for hiring and developing new Digital talent (both FT employees, and contractors), as needed.

Performance & Success Measures

•Company Revenue and EBITDA growth

•# of net new customers

ARPU

•Cost-per-acquisition (CPA), lifetime customer value (LCV)

•Marketing ROI (by-program/channel)

•360-degree feedback from internal teammates; external customer feedback

Reporting Relationship(s)

The new “VP, Digital Marketing” will report directly to the CEO, Mr. Tim Kelly. Mr.Kelly has more than 25 years of executive management and Marketing experience in Technology, Mobile and Wireless, serving consumers and SMB’s. He most recently served as President and CEO for Network Solutions, an internet enablement provider serving small businesses and consumers. Tim led the company through a period of growth and expanding profitability, and in October 2011, drove the successful sale of the company to Web.com.Prior to Network Solutions, he enjoyed a successful career at Sprint Nextel, as President of the company’s Consumer Division and as Chief Marketing Officer. Tim was also President of Tickets.com, an Internet-focused, live event ticketing company. He graduated from the University of Florida with a Bachelor’s in Marketing, and earned his Master’s in Business Administration (MBA) from Nova Southeast University.

Key Internal Operating Relationships

CEO, Mr. Tim Kelly
CTO, Mr. Ari Silkey
CFO, Ms. Holly Rapken
SVP, Channel Operations, Mr. Mark Angelino
VP, Product Management, Mr. Navin Ganeshan

Staff and Resources

Manager Social Media
TBD (as the needs of the team scale)

Compensation & Benefits

•Competitive base salary + annual incentive/bonus

•Pre-IPO equity opportunity (stock options)

•401K, comprehensive health care benefits

•Paid time off, Vacation, Relocation assistance (as needed)

Location and Travel

This position will be based at Zubie headquarters - Charleston, SC. For the right individual, Zubie may consider a remote location, a commute, or some combination of logistics (on a temporary basis).There will be some domestic travel, but relatively light (15-20%).

Candidate Profile

Experience Base

Digital Customer Acquisition – Candidates must have experience aggressively seeking customers through Direct Marketing and Digital channels to build the customer base and revenues. Current experience leading an Acquisition Marketing operation in a subscription-based Direct Marketing-driven business, like E-Commerce, Wireless/Telco, Retail, Financial Services, Media, Publishing, and Technology.

E-Commerce Experience – Candidates should have recent experience managing an online business (actually selling products or services) or an online retail channel (for a business selling in other channels, too), and developing Digital Marketing plans to drive that business (with an understanding of the current eCRM marketplace and suppliers).

Functional and Team Development – Demonstrated success leading and building organizational capabilities through process design, organizational development, recruiting and training. Additionally, proven success at personally delivering results (“hands on execution skills” along with delegation abilities).

•Agency Relationships – Experience working closely with external agency partners to create Advertising and communications plans, including strategy, targeting, copy, and a system designed to evaluate performance and ROI.

Skill Set

World-class Digital/Direct Marketing skills and execution abilities (technically proficient)
Innovative and creative thinking balanced with pragmatism (fresh, big-picture thinking)
Organizational leadership and team development (leads through influence)
Intellectual horsepower (highly analytical & strategic)
Drives for results in prioritized manner (balanced sense of urgency)
Listening skills, minimal ego (listen first, then respond)
Complex problem-solving, with hands-on ability (create options, then converge)
Organized and attention-to-detail approach (strong tactical execution)
Highly resourceful (stretches people and money; compresses time)
Agile (can adapt quickly to a changing environment)
Collaborative (works with peers across many functionalities within the company)
Financially minded (complete P&L responsibility)

Personality Profile

Strong leadership skills
High degree of emotional intelligence
Self-directed/motivated
Flexible and adaptable
Results orientation with keen commercial mentality
Enthusiastic with pride and passion for winning
Blue-collar work ethic
Frugal – treats company resources as his/her own
“Hungry” pioneer with a proven need for achievement
High integrity and trustworthy
Flexible intellect and highly flexible work style
Comfort working in a fast-paced, highly dynamic work environment

Search Contact

David Wiser

Principal Partner – Cincinnati, OH Office

513.919.4000 (M)

File: Position Specifications/Zubie/Zubie VP Digital Mktg Spec (12 17 13-F-DW)