Avenu Insights & Analytics · 20 hours ago
Director, Adoption Marketing
United States
Full-time
Remote
Director/Executive
7+ years expAvenu Insights & Analytics is seeking a Director, Adoption Marketing to lead the marketing strategy aimed at increasing the usage of digital government solutions among residents. This role involves developing citizen-facing campaigns, enabling government customers with marketing tools, and optimizing adoption performance through data-driven insights.
AnalyticsConsultingGovernmentGovTech
Responsibilities
Develop and execute paid media campaigns (digital, social, out-of-home) targeted at residents to drive awareness and usage of deployed solutions
Design and manage owned channel strategies (email, SMS, in-app messaging) across the resident lifecycle—from onboarding through sustained engagement
Create localized campaigns tailored to specific markets, demographics, and solution types (e.g., DMV kiosks, online payments, permits)
Partner with creative resources to develop compelling messaging and content that resonates with diverse citizen audiences
Build scalable marketing toolkits, playbooks, and co-branded templates that government clients can deploy locally to promote adoption
Develop best practice guides and training resources to help government partners run effective citizen outreach
Partner with Customer Success to identify high-priority accounts and develop tailored adoption strategies
Advise government clients on local marketing tactics, from launch campaigns to ongoing engagement programs
Define, track, and report on adoption KPIs including enrollment rates, transaction volume, active usage, and campaign ROI
Use data and insights to continuously optimize campaigns and identify opportunities to improve resident engagement
Build dashboards and reporting mechanisms to communicate adoption performance to internal stakeholders and clients
Conduct A/B testing and experimentation to improve conversion and engagement rates
Partner with Marketing to align citizen-facing messaging with overall product and company positioning
Work closely with Customer Success to understand client needs and integrate adoption marketing into customer journey
Collaborate with Product teams to identify opportunities for in-product engagement and feature adoption
Manage external agency relationships and vendors as needed
Qualification
Required
7+ years of experience in growth marketing, consumer marketing, lifecycle marketing, or demand generation
Demonstrated success driving user adoption, engagement, or transaction volume in a B2B2C, B2G2C, or similar multi-stakeholder environment
Deep experience with paid media strategy and execution across digital channels (search, social, display, programmatic)
Strong command of owned channel marketing (email, SMS, push notifications, in-app messaging)
Proven ability to translate data into actionable insights and optimize campaigns based on performance metrics
Experience building marketing enablement materials (playbooks, toolkits, templates) for partners or customers
Excellent cross-functional collaboration skills with ability to influence without direct authority
Strong written and verbal communication skills
Bachelor's degree in Marketing, Communications, Business, or related field
Preferred
Experience in govtech, public sector, or civic tech
Background in fintech, payments, or transaction-driven business models
Experience marketing to diverse or underserved populations
Familiarity with HubSpot marketing automation platform (preferred) or comparable
Experience working with or managing external agencies
Track record of building a function or team from the ground up
Company
Avenu Insights & Analytics
Avenu Insights & Analytics is the provider of revenue enhancement, technology, and consulting services for government agencies.
501-1000 employees
Funding
Current Stage
Late StageTotal Funding
unknown2023-10-02Acquired
2017-01-01Private Equity
Leadership Team
Paul Colangelo
CEO
Greg Graham
Chief Technology Officer & EVP of Product
Recent News
Government Technology US
2025-10-31
peprofessional.com
2025-08-21
Company data provided by crunchbase