We are seeking a VP of Audience Engagement to lead audience growth and engagement across a portfolio of digital media brands. This person will be responsible for developing strategies that grow direct traffic, build loyal audiences and increase engagement across our websites, apps, newsletters, social platforms and other distribution channels. The ideal candidate has experience working in a news organization or digital media environment and understands how to grow audiences in a fast-moving, constantly changing landscape. They should be comfortable leading a team, using data and analytics to inform decisions, and working closely with editorial, video, social, product, marketing and other teams to identify opportunities and drive results. This is a hands-on leadership role for someone who can think strategically, move quickly and find creative ways to grow audiences in a scrappy media environment.
Work Location: This is an on-site role based in New York, NY.
Responsibilities include:- Lead audience engagement strategy across our portfolio of brands, with a focus on growing direct traffic, repeat visitation and long-term audience loyalty.
- Manage and develop the audience engagement team, setting priorities, establishing goals and using performance data to guide the team's work.
- Partner with editorial leadership, reporters and editors to identify opportunities to increase engagement through content strategy, recurring franchises, breaking news, personalities and other audience-focused initiatives.
- Work closely with video, social, product, marketing, newsletters and other multimedia teams to develop strategies that extend the reach of our content and bring audiences back to our owned platforms.
- Stay current on trends in digital media, audience behavior, social platforms, search, SEO, Google Discover and emerging distribution channels, identifying opportunities to grow reach and engagement.
- Use analytics and audience insights to understand what drives traffic, engagement and retention, translating findings into actionable recommendations for editorial and business stakeholders.
- Develop strategies to turn casual visitors into repeat users and convert anonymous audiences into registered users, newsletter subscribers, app users and push notification subscribers.
- Identify opportunities to grow newsletters, app engagement and other owned channels, working with relevant teams to improve acquisition, activation and retention.
- Establish and monitor KPIs around audience growth, engagement, return frequency, direct traffic, registrations and owned-channel performance.
- Present audience insights, performance trends and recommendations to senior stakeholders, using data to influence decisions around content, distribution and product priorities.
- Test new approaches, evaluate results and adjust strategies as audience behaviors and platform algorithms evolve.
- Identify opportunities to improve workflows, streamline processes and maximize results while operating in a lean, fast-paced environment.
- Ideal Candidate Will Have:
- Ample experience in audience development, audience engagement, digital strategy or a related function at a news organization, publisher or digital media company.
- Experience managing and developing a team, with the ability to set direction while remaining close to execution.
- A strong understanding of digital audience trends, including direct traffic, SEO, Google Discover, social distribution, referral platforms and emerging channels.
- Experience using analytics and audience data to identify trends, measure performance and make recommendations that influence business and editorial decisions.
- A track record of collaborating with editorial, video, social, product, marketing and other cross-functional teams to grow audiences across platforms.
- Knowledge of first-party audience development, including newsletters, apps, registrations, push notifications and strategies to increase repeat engagement.
- Strong editorial instincts and an understanding of how content, format, timing and distribution influence audience behavior.
- The ability to communicate insights clearly, build relationships with stakeholders and influence decisions across teams.
- A proactive, resourceful approach and the ability to move quickly, adapt to changing priorities and find solutions in a scrappy media environment.
- Curiosity about emerging platforms, audience behaviors and industry trends, with the ability to turn new ideas into practical strategies.
- Compensation Structure: Base Salary and Annual Performance Based BonusBase Salary Range: $205,000 - $250,000
Bonus: Annual Bonus (15-20%)Comprehensive benefits starting on day one
This job posting is on behalf of an Equal Opportunity Employer committed to fostering an inclusive workplace. Will consider all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by applicable law.
