VP Audience Development - Everyday Health

Other New York, New York


Position at What to Expect

Everyday Health Group’s Pregnancy & Parenting division is seeking an experienced and dynamic VP of Audience Development to join our growing team. In this role, you will be leading the development, implementation and optimization of the audience growth strategy for What to Expect, our flagship property. This position reports into the EVP & General Manager of EHG’s Parenting & Pregnancy division, and is based in our Hudson Street office in NY.

In this role, you will:

  • Have primary responsibility of developing the multi-year vision, strategies and tactics to drive step-change growth in organic traffic to search, mobile apps, email, social, syndication and other key marketing channels
  • Manage a team of eight in the pursuit of increased reach and brand awareness, as well as lead and inspire cross-functional teams to build consensus around a shared audience growth vision
  • Influence content and product strategy, collaborating with product, technology, design, and editorial to translate actionable insights into audience growth
  • Drive all user acquisition efforts, including aggressively pursuing growth in app installs and email subscribers while continuously evaluating ROI and retention via various acquisition channels
  • Identify partnership opportunities, negotiating terms, leading the implementation, and evaluating short and long-term success of each partnership
  • Build and manage budgets for audience development initiatives to ensure positive ROI
  • Partner with WTE management team to align growth KPIs with revenue goals and strategy
  • Be a key contributor to success in the brand’s multi-faceted performance marketing efforts, including affiliate commerce marketing and CPA partnerships
  • Develop, test into and manage ongoing optimization of paid acquisition tactics to drive app installs and user registrations
  • Create marketing strategies to promote major brand tent poles/events, product and editorial launches

The ideal candidate will have:

  • 10+ years of experience as a digital marketing professional, with at least five years of experience managing a team
  • A proven track record of growing a brand footprint across multiple platforms via a data-obsessed approach to growth
  • Deep expertise in technical and non-technical SEO, social platforms, content syndication platforms, and ASO best practices
  • Experience driving a paid marketing strategy covering a wide variety of paid marketing tactics
  • A solid track record of negotiating and executing contracts with a broad range of partners
  • A near-obsessive curiosity about the digital media landscape, with a keen ability to filter the noise and hone in on opportunities that will realize real audience and revenue growth
  • A self-starting work personality that is driven by results and action, not just conversation about the next big move
  • An energetic and motivating presence, with the desire to educate and provide ongoing insight and ideas to the various teams involved in executing on key initiatives