Job Description
GCI's VP, Marketing & Acquisition will lead the design and execution of the end-to-end acquisition strategy to drive profitable growth across all consumer markets and customer segments. Translate market intelligence into actionable plans, shape front-of-book offers and pricing in partnership with Product and Financial Planning & Analysis (FP&A), orchestrate multi-channel campaigns across Digital, Retail, and Contact Center, and embed analytics to optimize performance. Own acquisition targets, marketing investment, and demand-generation effectiveness, ensuring a consistent customer experience and tight cross-functional alignment from first touch through onboarding.
ESSENTIAL DUTIES AND RESPONSIBILITIES AT ALL LEVELS:
This leadership position requires the following non-delegable responsibilities:
- Fully own the mission, goals, operations, and results of the team and areas of responsibility.
- Provide strong leadership to span of control (direct and indirect reports); demonstrate effective leadership in all interactions companywide. This leadership includes generating enthusiasm and shared commitment; identifying and setting direction; teaching, growing, and empowering; owning outcomes; and leading by example. Specific leadership duties include:
- Establishing the vision and tone for the department, consistent with company culture and mission.
- Establishing clear, measurable, and achievable goals and performance expectations that align with organizational objectives and following up appropriately.
- Hiring individuals who can accomplish those goals and meet those expectations; providing them the open communication, training, tools, and mentoring needed to be successful and develop professionally; establishing a development path commensurate with capabilities and potential.
- Providing clear and accurate feedback to individuals and teams on a timely and consistent basis. Identifying and addressing performance problems early and effectively before they damage GCI's interests and demoralize other employees.
- Effectively managing processes including annual performance reviews, compensation adjustments, promotions, demotions, transfers, and disciplinary actions up to and including terminationin an unbiased and consistent manner.
Acquisition Strategy & Planning
- Own the multi-year acquisition strategy, campaign roadmap, and performance targets across markets and channels.
- Establish market-level targets and channel mix, translating market insights and competitive intelligence into clear demand gen plans.
- Lead annual/quarterly marketing planning, including spend allocation, forecast assumptions, and investment guardrails balancing growth, margin, and competitiveness.
- Drive a test-and-learn culture, including experimentation frameworks, learning agendas, and rapid iteration of tactics and offers.
- Align positioning and customer promise with Corporate Communications to ensure message consistency.
Campaigns & Channel Execution
- Lead multi-channel campaign strategy and activation (digital, social, paid media, website, retail, contact center - including outbound).
- Oversee development of creative and campaign materials; ensure brand, offer, and message coherence across channels.
- Oversee coordination of end-to-end execution with Retail, Contact Center, and Digital to ensure consistent experiences and strong lead conversion.
- Veto campaigns, offers, or spend decisions that conflict with acquisition or profitability targets absent a clear enterprise trade-off.
Performance, Analytics & Governance
- Partner with Data & Analytics to embed analytics and market intelligence into planning, targeting, and in-flight optimization.
- Establish dashboards, funnel and cohort views, and performance reviews to manage CPA, ROI/ROAS, conversion, LTV, and churn-within-X-days metrics.
- Own the acquisition and marketing budget, resource allocation, and commercial trade-offs (growth vs. margin).
- Drive continuous performance measurement and calibration, including attribution improvements, media mix optimization, and conversion-rate optimization.
Offer, Pricing & Value Proposition
- Lead front-of-book offer strategy and design (structure, value propositions, and guardrails) to maximize profitable acquisition.
- Shape pricing assessments and promotions with Product and FP&A, optimizing conversion, margin, and market competitiveness.
- Guide customer targeting and personalization strategies informed by segmentation, lifecycle stage, and LTV/CAC economics.
- Shape the customer journey from first touch through onboarding in coordination and partnership with Customer Experience (CX) & Retention to reduce early churn.
COMPETENCIES:
- ACCOUNTABILITY- Takes ownership for actions, decisions, and results; openly accepts feedback and demonstrates a willingness to improve.
- BASIC PRINCIPLES - Interacts with people in a way that builds mutual trust, confidence, and respect; adheres to GCI's Code of Conduct for Employees - the Basic Principles.
- COLLABORATION - Works effectively with others to accomplish common goals and objectives; maintains positive relationships even under difficult circumstances.
- Demonstrated ability to provide effective cross functional leadership with stakeholders across the company (i.e., Product, FP&A, D&A, CX/Retention, and Corporate Comms).
- Demonstrated ability to influence and advise senior executives with sound judgment and strategic thinking, building trust and driving alignment toward shared goals.
- COMMUNICATION- Conveys thoughts and expresses ideas appropriately and professionally.
- Excellent communication with the ability to accurately articulate information to internal and external audiences, handle inquiries and complaints, and communicate effectively at all levels of the company.
- Skilled at providing clear, impactful senior facing communication using data-driven narratives and crisp storytelling that aligns executive stakeholders and drives decisions.
- COMPLIANCE - Follows internal controls; protects confidential information; abides by GCI's Code of Business Conduct & Ethics.
- CUSTOMER FOCUS - Demonstrates commitment to service excellence; gives high priority to customer satisfaction.
- Demonstrated knowledge of customer segmentation, targeting, and personalization; funnel analytics, CPA/ROI, attribution, and experimentation.
- RELIABILITY - Consistently follows through on assigned tasks as expected; demonstrates timely attendance at meetings, training, and other work obligations.
- RESULTS - Uses a combination of job knowledge, initiative, sound decision making, innovation, adaptability, and problem solving.
- Demonstrated ability to deliver revenue and margin ownership, with strong P&L and pricing/promo economics acumen.
- Demonstrated ability to deliver ROI and value focused decision-making, fluent in CAC, LTV, payback, and elasticity.
- Demonstrated ability to deliver channel level strategic thinking and portfolio optimization across Digital, Retail, and Contact Center.
- Demonstrated ability to deliver acquisition strategy and multi-channel campaign execution (digital and traditional).
- Demonstrated ability to use market intelligence, customer behavior data, and performance insights to make informed strategic and operational decisions.
- Demonstrated ability to translate complex analysis into clear, actionable direction.
- Demonstrated knowledge of the dynamics of price sensitivity, elasticity, promotional levers, and margin impact, with the ability to apply these principles to shape offers, optimize pricing strategies, and improve commercial outcomes.
- Demonstrated knowledge of test and learn discipline; comfort with dashboards, cohort analysis, and data driven optimization.
- Demonstrated knowledge of offer lifecycle governance (requirements, guardrails, approvals) and operational readiness across channels.
- Expert at analyzing end to end funnel performance, from awareness to conversion, utilizing advanced analytics to diagnose friction points, optimizing campaign ROI, and driving continuous improvement.
- Skilled at deploying segmentation, behavioral modeling, and dynamic personalization to improve relevance and conversion, and leveraging predictive insights to tailor offers and messaging across channels.
- CHANGE MANAGEMENT: champions and supports department and company change.
- Demonstrated ability to act as a catalyst for transformation, driving adoption of new processes, technologies, and ways of working.
- Demonstrated ability to navigate ambiguity, secure buy-in, and lead teams through change with confidence and resilience.
- DECISION MAKING: uses sound, logical judgment based on data, research, and experience to choose an appropriate course of action.
- PLANNING & IMPLEMENTATION: analyzes workload and establishes appropriate priorities; sets measurable and achievable goals and objectives for the team.
- Excellent program management skills across complex channel ecosystems, ensuring quality, speed, and compliance.
- MENTORING & DEVELOPMENT: utilizes interpersonal skills to guide, direct, and influence others to achieve results.
- Ability to build high performing teams through coaching, feedback, and capability enablement.
- Ability to develop leaders, instill analytical rigor, and strengthen functional excellence across the organization.
- PERFORMANCE MANAGEMENT: sets clear performance expectations for team.
- SAFETY & SECURITY - Supports a safe work environment by following all workplace safety rules and guidelines; complies with applicable Security policies and procedures.
- TECHNICAL PROFICIENCY - Proficient computer skills and MS Office knowledge (e.g., Outlook, Teams, Word, Excel) to complete job duties effectively.
- Skilled in identifying opportunities to apply AI, machine learning, and workflow automation to enhance targeting, content generation, optimization, and marketing efficiency.
- Skilled at championing data driven and tech enabled scale.
Minimum Qualifications:
Required: *A combination of relevant work experience and/or education sufficient to perform the duties of the job may substitute to meet the total years required on a year-for-year basis
- High School diploma or equivalent.
- Bachelor's degree in Business, Communications, Marketing or related field. *
- Minimum of twenty (20) years of progressive experience in acquisition strategy and/or multi-channel campaign execution, or related background, to include: *
- At least fifteen (15) years of experience in digital and traditional marketing (i.e., retail, contact center, social and paid media).
- At least ten (10) years managing large multi-million dollar media/demand gen budgets.
- At least five (5) years of supervisor/manager experience leading cross-functional teams.
Preferred:
- Master's degree in relevant field.
- Telecommunications experience.
- Relevant telecom industry or job specific certifications.
DRIVING REQUIREMENTS:
- This position may require access to reliable transportation for occasional travel between retail store locations, offices, worksites, or other locations as needed.
PHYSICAL REQUIREMENTS and WORKING CONDITIONS:
- Work is primarily sedentary, requiring daily routine computer usage.
- Ability to work shifts as assigned, work in standard office/home office setting, and operate standard office equipment.
- Ability to accurately communicate information and ideas to others effectively.
- Physical agility and effort sufficient to perform job duties safely and effectively.
- Ability to make valid judgments and decisions.
- Available to work additional time on weekends, holidays, before or after normal work hours when necessary.
- Must work well in a team environment and be able to work with a diverse group of people and customers.
- Virtual workers must comply with remote work policies and agreements.
The company and its subsidiaries operate in a 24/7 environment providing critical services to Alaskans and may need to respond to public health and safety matters or other business emergencies. Due to business needs employees may be contacted outside of the core business hours to respond to the immediate emergency. As such, you will be requested to provide emergency after hours contact numbers, to include your home and cell phone numbers if you have those services.
Culture, Engagement, and Connection: At GCI, we foster an environment where the unique perspectives of our employees, customers, and fellow Alaskans are celebrated. We add value to our community by nurturing and empowering each member of our workforce, ensuring equal opportunities for every Trailblazer.
EEO: GCI is an equal opportunity employer. Qualified applicants are considered for employment without regard to race, color, religion, national origin, age, sex, sexual orientation, gender identity, marital status, mental or physical disability, veteran status, or any other status or classification protected under applicable state or federal law.
DISCLAIMER: The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job. All employees of GCI work in support of the GCI Mission Statement and Declaration of Principles which are located on the GCI Career page and Employee portal.
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