Marketing Behavior

Marketing

Drive Direction Strategy

Marketing Vision

LifeCycle / Loyalty Brand Management

Channel

Acquisition

Marketing Retention Marketing

Consumer/Rest PR

Community/Social Brand Corp/Fin PR

CSR

Sponsorships

Public Affairs

Promotion Offline In-App

Creative

Product Launches and Program Management

Marketing = Leverage Reach Revenue Retention

Planning and Measurement

Execution Analysis of Effectiveness

Competitive Analysis

Build a large, loyal user base that has a strong affinity with Grubhub.

Marketing Function Organization

Channel Marketing

• Triggered Email Marketing

• Lifecycle Email Marketing

• Online Media Buying

• Channel development

Brand Development and Management

• Manage the Grubhub Brand

• Assist in the management of the game brands

• Marketing collateral development

Marketing Strategy and Execution

Promotions and Programs

• In-app marketing management

• Promotions inception and development

• Product and program launch management

Loyalty and Lifecycle

Own and extend Grubhub lifespan

• Develop loyalty program

• Market and user segment management

Marketing Vision

Channel Marketing

Acquisition Marketing

Retention Marketing

Program/Promo Brand

Brand Management

Brand

Xpromo Licensing

Creative

Lifecycle/Loyalty

In-Game

Offline

Promotion

Program Mgmt

(Game / XXX)

Game Portfolio Management

XXX LifeCycle / Loyalty

Analysis of Effectiveness

Competitive Analysis Sponsorships

Customer Service

Corp Comm Community

Support all properties and XXX

Consistent, impactful representation to the User

Capabilities Development

• Evaluation of Capabilities

• Hiring Plan

•

• Evaluation of Capabilities

• Hiring Plan

• High Level Goal KPIs Q1

Marketing Execution

Strategy Planning and Measurement

Brand Management

Design and creative - p

Positioning/Value prop - p

Voice/Messaging - p

Design and creative - gm

Positioning/Value prop -

gm

Voice/Messaging - gm

Programs

Promotion calendar – p

Promotions – p

Program mgmt – p

Product launches – p

Promotion calendar – gm

Promotions – gm

Program mgmt – gm

Strategy

XXX lifecycle

Xgame activities

CustSeg/Portfolio mgmt

Game CRM

New channel ident & dev

XXX loyalty program

Analysis and Reporting

Competitive Analysis

Channel effectiveness

Program effectiveness

Marketing ROI

Channel Execution

Channels

Online Advertising

Affiliates

SEO

SEM

Xpromo

Email

Partnerships – Creative

Consumer PR

Community

Customer Support

Toolbar/gamebar

In-Game Feature Mktg

Corporate Website

Zlive Website

Mobile Advertising

SMS

Licensing

Legend

Own and developing Own and nascent Don’t own, but consult Don’t own, but advise Don’t own, but interdep

Not in Marketing Organizational Scope – but strong interdependency