Head of Growth, TIDAL

  • New York, NY
  • Full-time

Company Description

TIDAL is a global music and entertainment streaming platform committed to creating a deeper connection between artists and fans through its library of more than 80 million songs, over 350,000 high quality videos, and available in over 60 countries. In addition, TIDAL offers its subscribers exclusive access to high-profile music and music videos, original content series, podcasts, documentaries, livestream concerts, tickets, merchandise and live experiences. Together, TIDAL and Block will be music-obsessed and artist-focused while we explore new artist tools, listener experiences, and access to financial systems that help artists be more successful.

Job Description

As Head of Growth you will create and execute a holistic global growth strategy through ownership of customer acquisition. This includes ownership of paid media across mobile and web traffic & affiliate channels, as well as driving organic traffic through SEO & ASO, along with other organic discovery methods. You will also oversee product led growth, offer strategy, conversion strategy and growth centric design. You will report to the SVP of Customer Engagement, and work with Retention, Product, Analytics, Content, and Tech to bring your vision to life.

You Will:

  • Customer Acquisition: Manage budget across online and offline channels to strict return targets, pulling levers on LTV and CPA; identify, test and scale new owned and paid acquisition channels with an iterative, data driven, segmented approach

  • Affiliate Marketing: Oversee the onboarding of global and regional affiliate partnerships to bring in qualified leads to grow the customer base; this includes publishers and influencers

  • Product Led Growth: Oversee plan marketing and in app monetization, conceiving and implementing strategies that allow us to put the right product in front of the right customer at the right time for the right price

  • Conversion Rate Optimization: Work cross-functionally to develop new landing pages, marketing content, A/B tests and growth projects

  • Growth Creative: Create and test creative concepts at a high frequency while remaining true to brand tone and taste

  • SEO / ASO: Develop strategies to improve TIDAL's organic acquisition through SEO and ASO, testing and making improvements in app store and search rankings; work with tech teams in Oslo to implement change

  • Hire and manage a global team of 9+ members, and hire for new positions across different geographies

  • Co-ownership of marketing calendar along with artist marketing, content, partner marketing and retention teams to coordinate efforts and plan in advance

  • Work with global teams to ensure ensure that content, PR and partnerships are building brand awareness that is in service to growing the subscriber base while also remaining true to TIDAL's unique artist centric & culturally relevant values

  • Manage core KPIs as a data and customer insights-driven marketer - CAC, trial conversion, channel conversion, ARPU, CAC/LTV ratio and paid / organic acquisition volume

  • Lead and mentor a skilled team of creatives, media buyers, and product marketers

  • Create strategies to increase acquisition marketing efficiencies and create best practices for creative iteration, A/B testing, etc

  • Develop reporting on the efficacy of marketing efforts and spend

  • Partner with local market leads to develop market specific growth strategies

Qualifications

You Have:

  • Bachelor's degree in Business, Sales, or Marketing

  • 10+ Years of relevant and progressive B2C experience in digital acquisition marketing

  • 5+ years of experience managing a team

  • Deep expertise in performance marketing, understanding how to convert audiences to paying customers

  • Proven ability to develop and execute clear annual marketing plans along with the experience to change direction based on results and update tactical plans on a dime

  • Knowledge managing (owned, outsourced) performance marketing operations

  • Ability to identify, source, and activate strategic partnerships, specifically as those relate to acquisition

  • Deep Direct Response marketing experience across a range of channels including SEO, SEM, display, paid social (ad networks/DSPs), direct mail, lead partnerships

Additional Information

We’re working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Square is a proud equal opportunity employer. We work hard to evaluate all employees and job applicants consistently, without regard to race, color, religion, gender, national origin, age, disability, pregnancy, gender expression or identity, sexual orientation, citizenship, or any other legally protected class. 

We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we’re doing to build a workplace that is fair and square? Check out our I+D page

Additionally, we consider qualified applicants with criminal histories for employment on our team, and always assess candidates on an individualized basis.

Perks

We want you to be well and thrive. Our global benefits package includes:

  • Healthcare coverage
  • Retirement Plans
  • Employee Stock Purchase Program
  • Wellness perks
  • Paid parental leave
  • Paid time off
  • Learning and Development resources

Block, Inc. (NYSE: SQ) is a global technology company with a focus on financial services. Made up of Square, Cash App, Spiral, TIDAL, and TBD54566975, we build tools to help more people access the economy. Square helps sellers run and grow their businesses with its integrated ecosystem of commerce solutions, business software, and banking services. With Cash App, anyone can easily send, spend, or invest their money in stocks or Bitcoin. Spiral (formerly Square Crypto) builds and funds free, open-source Bitcoin projects. Artists use TIDAL to help them succeed as entrepreneurs and connect more deeply with fans. TBD54566975 is building an open developer platform to make it easier to access Bitcoin and other blockchain technologies without having to go through an institution.

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