Senior Marketing Strategist, Games, Entertainment & Subscriptions

USA TODAY Co., Inc. is a diversified media company dedicated to empowering and enriching communities. They are seeking a Senior Marketing Strategist to own the full subscriber lifecycle for their casual entertainment platform, USA TODAY PLAY, focusing on lifecycle strategy, funnel growth, and retention efforts.

Responsibilities:

• Design and operate the end-to-end lifecycle program for PLAY. Lead acquisition, registration-to-subscription conversion, onboarding, recurring engagement, upsell, and winback. Build behavior- and engagement-based triggered touchpoints that create habit formation and drive purchase intent across email, push, in-app, and web channels
• Own the known-to-paid funnel. Develop and iterate paywall strategy, offer sequencing, and registration gates that balance access with conversion pressure. Partner with Product to optimize user journeys, stacked subscription experiences, and account management touchpoints
• Maintain a structured testing backlog across creative, paywall friction, offer constructs, landing pages, overlays, and lifecycle touchpoints. Run disciplined A/B and multivariate tests, publish clear readouts, and scale winners into repeatable playbooks
• Build and optimize winback flows, including dynamic offer logic, onsite intercepts, and coordination with account management and call center policies. Identify leading indicators of churn risk and design proactive engagement interventions
• Inform and help orchestrate paid acquisition strategy in coordination with owned channels, ensuring CAC efficiency and alignment with LTV targets. Define targeting and suppression logic within the CDP for real-time, segment-level decisioning across channels
• Work within the PLAY–Consumer operating model to align Product, Data, Activation, and Creative on shared goals. Communicate strategy, performance, and progress to senior stakeholders with clarity and precision

Requirements:

• 5+ years in subscription growth or lifecycle marketing
• Hands-on experience building paywall strategy, dynamic offer flows, and churn mitigation programs (stop-save, winback) at scale
• Proven track record designing and scaling multi-channel lifecycle programs — particularly behavior-based triggered journeys — that deliver measurable improvements in subscriber growth, conversion, and LTV
• Proficiency with A/B testing and experimentation frameworks, with the ability to translate results into scalable rollout playbooks
• Working knowledge of marketing technology ecosystems (e.g., Salesforce Marketing Cloud, Braze, CDPs, CRM platforms) and experience applying personalization and segmentation at scale
• Familiarity with paid media best practices and how acquisition channels connect to lifecycle economics (CAC, LTV, payback period)
• Strong analytical judgment — able to independently assess performance data, identify patterns and tradeoffs, and convert quantitative signals into strategic recommendations
• Strong cross-functional collaboration skills, with the ability to align multiple teams around shared outcomes within a matrixed operating model
• Experience in gaming, entertainment, or media preferred