Cruise Growth Marketing Manager

Job Description

Cruise is the driverless car company started by Kyle Vogt and Daniel Kan in 2013 in San Francisco. We believe in improving people’s lives by making transportation safer, more accessible, and more useful. We’re building the world’s most advanced software to fuel the driverless cars that safely connect people to the places, things, and experiences they care about. Cruise has taken significant investments from General Motors and Softbank to scale and launch the first driverless ride sharing service in San Francisco in late 2019.

We seek and embrace diversity in all of its forms. We continuously push ourselves to think differently and take ownership wherever it's needed. This is a place for dreamers and doers to succeed. If you share our passion for achieving what some say is impossible, join us.

About the Cruise Marketing Organization:

Cruise is a new to the world brand that is creating a world changing category of autonomous vehicle mobility for consumers. We’ve just hired our first Chief Marketing Officer who has built brands at Procter & Gamble, Google, and Intuit. We’re now building a marketing organization from the ground up that will help us launch the brand to everyone in San Francisco in the fall of 2019. From there, our goal is to build a world changing global brand that redefines mobility for the next generation. The right candidate will be one of the first members of our marketing organization and will have a chance to shape the definition of our brand and our working culture from day one.

About the role:

The Cruise Growth Marketing Manager will be responsible for driving user acquisition and ridership growth for Cruise as we launch our self driving ride hailing service in calendar year 2020. This is the core role that will be responsible for our number of riders, number of repeat riders, and average revenue per rider. This leader will manage a team of three to seven growth marketers who will deliver the execution of best-in-class performance marketing programs, with a heavy emphasis on mobile.

In the near term, the Cruise Growth Marketing Manager will lead the development of our advertising technology stack, which will enable us to maintain a relationship with each of our riders in a manner that improves ridership metrics, brand loyalty and NPS. The Cruise Growth Marketing Manager will help us make the build vs buy decision, and help us establish the right partnerships to run a large scale performance marketing organization. Most of our customer data, customer acquisition, and customer retention / loyalty systems still need to be designed, built, or selected. The Cruise Growth Marketing Manager will have the responsibility and the luxury to ensure we build the most modern, most capable digital marketing system in the industry. After building the Cruise performance marketing system, the Cruise Growth Marketing Manager will have the opportunity to “eat what they’ve cooked” to run the system they’ve designed for maximum ridership growth.

Longer term, the role will focus on commercial success as we build a rider acquisition and retention model that enables us to deliver Lifetime Value (LTV) to Cost to Acquire (CAC) ratios that work for our business model. This role will build a scalable model that will enable local brand managers to run our marketing mix on a city by city basis according to a codified “go to market” playbook and approach.

This role will report to our Director of Cruise Brand Go To Market, who will be ultimately responsible for coordinating the end to end marketing execution of our team.

Day-to-day responsibilities include:

• Lead the design and development of our Advertising Technology Stack. Ensure all choices work seamlessly with our broader systems to manage the rider relationship on an end to end basis. Our advertising technology stack should enable us to hit our aggressive rider growth goals with an ability to maximize our Lifetime Value per Customer while minimizing our Cost per Acquisition.
• Help shape & contribute to the formation of our Go To Market Strategy for Cruise’s commercial launch.
• Gain alignment to marketing budgets and investment levels with finance.
• Partner with our Brand Development Managers to ensure brand creative meets our needs to deliver rider acquisition goals.
• Execute our complete media mix (paid, owned, earned) according to an aligned marketing plan.
• Effectively lead a team of three to seven marketers who will execute the majority of our marketing mix “in house” with some supplemental support from external agencies (media buying, creative, and potentially some digital work).
• Build a qualified market entry model that delivers our app install, rider, repeat rider, and customer satisfaction goals at a cost that fits our business model.
• Analyze and interpret data from market feedback that leads you to adjust and refine our marketing plans on a daily and weekly basis to maximize our in market effectiveness.

• Passion and a work history that shows depth in building consumer facing, digital first, modern brands.
• Deep experience in advertising technology application and development with an ability to design the right ad tech stack for Cruise. Key areas of leadership expected in:
• You have a proven ability to drive business results in a high growth digital first brand. Deep experience in performance marketing best practices to drive app installs, drive initial user trial, drive repeat ridership, and an ability to develop loyal users of our brand is core skill.
• You must have deep analytical capability and a good understanding of how to drive growth marketing strategies. Experiences leading user acquisition marketing teams at brands like Netflix, Uber, Lyft, QuickBooks, AirBNB, YouTube, Twitter, Hotel Tonight, Starbucks, Google, Amazon would be good background.
• At same time, you must understand how to develop a media mix that balances above the line and below the line choices to both build a brand for the long haul and drive user behavior in the short haul.
• Ability to articulate marketing strategy and the sub components (social strategy, content strategy etc)
• Experience managing and develop work across written content (websites & blogs), video content (YouTube, Vimeo, etc), and social content (Twitter, Snapchat, Instagram).
• Ability to lead cross functionally & inspire a technical Silicon Valley organization with brand inspired thinking.
• Signals in past experiences that indicate you are a world class leader that people want to follow.
• Proven ability to work with world class agencies as a valued and inspiring partner.
• Curiosity, Learning Agility, Empathy, Strategic Thinking, Vision, and an ability to Communicate are key traits.
• Ability to live and work in San Francisco

While doing meaningful work is the best perk of all, we also offer the following programs and benefits to support the extraordinary humans who serve as the backbone in making our robot cars go:

• The opportunity to solve difficult problems that have immediate and valuable real-world applications
• Competitive salary and benefits including 401k Cruise matching program to help you meet your long-term financial goals
• Medical / dental / vision, AD+D and Life
• Paid parental leave so you can spend time with the newest addition(s) to your family’s fleet
• Health and Wellness reimbursement
• Flexible vacation and 10 paid company holidays
• State of the art equipment for your work station
• Healthy lunch, dinner, and snacks

Take a glimpse through the lens of a Cruiser on our LinkedIn Page

GM Cruise LLC provides equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, veteran status, or genetics. In addition to federal law requirements, GM Cruise LLC complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training. Pursuant to applicable laws, we will consider for employment qualified applicants with arrest and conviction records. And if you believe that you will need any type of accommodation, please let us know.