Director, Audience Development

Marketing New York City, New York


Description

New York Public Radio is seeking an experienced Director of Audience Development to lead the development and execution of  impactful campaigns to drive new audiences to the portfolio of shows produced by WNYC Studios -- primarily younger, more diverse audiences.

WNYC Studios is the premier producer of on-demand and broadcast audio, and home to some of the industry’s most critically acclaimed and popular podcasts, including Radiolab, On The Media, The New Yorker Radio Hour, Death, Sex & Money, The Experiment and The United States of Anxiety. WNYC Studios is leading the new golden age in audio with podcasts that inform, inspire, and delight millions of intellectually curious and highly engaged listeners across digital, mobile, and broadcast platforms. 

 The Director of Audience Development reports to the Vice President of Audience Development and Engagement and works closely and collaboratively with teams across the organization.

Responsibilities:

The Director of Audience Development is responsible for growing new audiences as well as driving engagement and loyalty from existing audiences.  The right candidate will: 

  • Develop each show’s audience strategy by working with show teams to define the target audience and develop the show’s marketing brief;
  • Plan and execute campaigns designed to achieve each show’s audience goals by leveraging NYPR’s owned & operated platforms, social, email, partnership and paid media platforms; 
  • Oversee all campaign activity to ensure timely delivery and measurable results;
  • Build paid media plans that drive measurable audience growth from target segments;
  • Proactively ensure that creative, message, language and voice are consistent across all external platforms and associated marketing channels;
  • Engage in targeted outreach to listening platforms (Apple and Spotify) to optimize promotional placement and maximize visibility;
  • Identify and develop a network of external podcasts and media partners for promo trades and collaborations on programming;
  • Support strategies to cultivate younger and BIPOC audiences;

 

Qualifications: 

  • Significant relevant experience and a successful track record of growing and cultivating digital audiences and achieving measurable audience or subscriber goals; 
  • Experience with audio content is a plus;
  • Expertise planning and executing paid marketing campaigns, specifically on Facebook and Google;
  • Experience building media plans and owning marketing budgets;
  • SEO expertise;
  • Email marketing experience, including list building, message testing and open/CTR optimization;
  • A track record of building fruitful external partnerships with media and promotional trade partners, platforms, vendors and community groups;
  • Experience with testing and experimentation and deep proficiency digesting and synthesizing data to turn it into actionable insights for stakeholders across the organization;
  • Demonstrated ability to communicate clearly and transparently across teams and job functions, with an eye toward solutions and building buy-in;
  • Excellent judgment – in content, brand creative, partnerships and messaging;
  • A commitment to New York Public Radio’s mission.

Additional Information

This is a full-time role which includes benefits. New York Public Radio offers competitive compensation with excellent medical, dental, and vision insurance, vacation, personal and sick time as well as generous parental leave.

Due to the COVID-19 pandemic this role is operating in a remote capacity, however, this position is not a permanent remote position and is part of the New York City staff, and may be expected to work from the New York office when it is safe to do so. 

Commitment to Diversity, Equity & Inclusion

New York Public Radio is committed to diversity, equity, and inclusion. We continuously strive to place our employees at the center of our thinking and elevate inclusive practices to develop and support a more engaged and productive workforce. Our journalism and operations in the service of that journalism benefit from a broad range of perspectives, from all backgrounds, at all levels of the organization. Diversity is essential to honest, authentic, accurate storytelling and reportage; creating an institution in which all voices are encouraged, valued, and heard.

 

Equal Opportunity

New York Public Radio is an equal opportunity employer committed to achieving the goal of equal employment opportunity for all. Applicants and employees are considered and evaluated for positions without regard to mental or physical disability, race, creed, color, religion, gender, national origin, citizenship status, age, genetic information, military or veteran status, sexual orientation, marital status, employment status or any protected federal, state or local status unrelated to the performance of the work involved.