GoGoGrandparent
GoGoGrandparent is an automated concierge for seniors and their…
Channel Marketing / Field Marketing Growth Manager: Offline Customer Acquisition
About the role
Background:
GoGoGrandparent’s (GoGo’s) mission is to help older adults live independently in their home for as long as possible. We do that by tailoring existing on demand APIs to the needs of people living with mobility, visual, cognitive and dexterity impairments. Our service is a virtual caregiver that monitors the instrumental activities of daily living (mobility, meals, groceries, medication delivery & home management) for tens of thousands of older adults around the United States. Our team of 196 is operating profitably & has not raised venture capital financing to date. The company was started in 2016 and inspired by the cofounder’s grandmother, who still uses us today.
Job Description:
We’ve had significant growth in our online performance marketing over the last year, but despite that - over 25% of GoGo’s signups come from offline channels. Based on pre-pandemic experiments and existing caller behavior we believe there is a lot of room to grow these channels. We have a ton of experiments we’d like a data-minded growth marketer to sink their teeth into. These include:
- Partnerships with local DMVs
- Setting up referral operations with tens of thousands of doctors offices, physical therapists, hospitals, community centers, churches & more
- Explore alternative “offline” marketing channels with community partners like supermarkets & pharmacies
- Create, manage and analyze targeted mailers to older adults test the efficiency of each of these campaigns to make sure they are under our target CAC
- Create channel partnerships with realtors that have clients that are downsizing
- Advertising in local coupon books
- Filtered mailers to surviving spouses
We need someone who is comfortable managing data-driven experiments, building relationships with community partners & identifying other opportunities for acquisition growth, while staying within our LTV/CAC targets.
This will be the first leader of this role and has a ton of room for growth.
Job Requirements:
This is a creative role that has significant partnership management aspects and analytical components. The best candidates will be able to:
- Use tools like Google Spreadsheets to create customer conversion funnels for each acquisition channel and calculate CAC
- Use tools like Figma or Canva to make low fidelity “version 0 ads” to test ideas
- Be comfortable establishing and running partnership conversations trying to convince 3rd party organizations to work with GoGo in an advertising opportunity
- Set up interviews with customers to learn more about what they’re looking for, how they found out about us and use those learnings to develop new tests
We’re not considering candidates with no prior growth or marketing experience.
About the interview
Interview process:
1st step - 30 minute call with CEO 2nd step - take home project (see preview of project below) 3rd step - presentation of take home project 4th step - private interviews with two members of the team
Take Home Project (4 hours)
Step 1: Listen to this actual call of a prospect: https://drive.google.com/file/d/1SvQgDswxZWXOURInrZNG4-ky9yf9kUrj/view?usp=sharing
This prospect visited https://gogograndparent.com/services/groceries prior to making that call.
Step 2: Based on that call, where would you display an advertisement for this family member or the client directly themselves? What messaging would you try to get across?
Step 3: Use a no-code tool to design a simple advertisement that would be displayed in your chosen area.
Step 4: After implementing your advertisement, you get the following conversion data:
In Google Sheets, build a conversion funnel with that data.
Step 4: Based on the conversion funnel, what steps could you take to improve this channel.
Step 5: If this advertisement cost $1,000, what is the cost per call? Per completely registered client?
Step 6: If your monthly budget was $10,000, what experiments would you try? What would change if your monthly budget was $100,000?
About GoGoGrandparent
We built GoGo for our own grandparents and were amazed to see it grow to touch the lives of hundreds of thousands of seniors across the United States and Canada. What shocked us then and it still does now, is that between 30 - 40% of our new signups have smartphones. We didn’t understand why. When we called and asked a few, they told us that Uber and Lyft had 'stopped working' for them.
After puzzling over that for months, we realized what the problem was.
Managing transportation - on Lyft, Uber, cab companies, etc is not easy. It’s a ‘self-serve’ experience. The ride requester has to be aware of things like the driver cancelling, getting lost, the driver arriving, the driver not-quite-being-lost-just-down-the-street-a-couple-houses.
Then add the complexities of smartphones: the user has to be on top of updating their own credit card - making sure the pickup pin is in the correct spot - typing in both where they are and where they’re going. All in all, there are about a dozen online and offline "micro steps" ride requesters have to take to get a ride. And god help anyone who needs to remember their Apple iCloud password to update an app.
We didn't know this when we started, but it turns out that ordering and managing a ride gets more difficult the older you get, almost in the same way that driving a car gets more difficult the older you get.
What gets us excited now (and what we’re hiring for) is that technically this ‘self-management problem’ doesn’t just stop at rides. There are lots of things that get harder to do as you age. People have known this for a long time and that’s inspired a lot of the solutions that older adults currently have.
Based a lot on the experiences we’ve had so far, we believe that by becoming the ‘management layer’ for the things that older adults struggle with as they age we have a better chance to offer older citizens independence without having to ask them to move out of their homes.
Within the next ten years the number of people over the age of 65 will be larger than the number of people under 18 for the first time in history. 11,000,000 people over the age of 75 will stop driving due to age related cognitive or physical decline. When they stop driving, they’ll be forced to rely on friends and family, live in a community, or have caregivers. GoGo is working to make sure that losing your youth doesn’t mean losing your independence.
Joining us at this time is a really exciting opportunity for folks looking to make meaningful impact on people’s lives. We’re a small team that’s built a profitable and fast-growing business over the last three years. Now we’re looking for partners to join us as we make GoGo a household name.
Anyone joining GoGo at this phase of the company will have a huge and life changing level of impact on a size-able and growing user base. We want people to have rich and meaningful lives at any age. We’re bringing people freedom and hope, one life at a time.
