The Executive Director will define and implement a brand and audience development strategy with the goal to increase brand visibility and to strengthen engagement and loyalty with KQED audiences across broadcast and digital platforms. The Executive Director will lead the in-house agency, KQED Creative, and the audience development and marketing communications teams in developing and delivering cross-platform initiatives that address audiences and members across the spectrum, from introduction to cultivation.
The Executive Director will report to and work closely with the Chief Audience Officer on establishing and achieving strategic objectives. The Executive Director will lead and contribute regularly to cross-functional teams and engage with senior leadership and directors of audience intelligence, content (digital video, live events, podcasts, news, arts, food), programming, fundraising, sponsorship, product, and IT teams. The Executive Director will work effectively to assure projects and initiatives are planned, tracked, and launched on time and successfully.
The Executive Director directly manages five professionals across the teams and sets standards for their continuous growth.
- With KQED Creative, manage the creation, execution, and analysis of all brand initiatives. Lead teams to ideate and collaborate with cross-functional partners to develop and execute brand initiatives that activate, engage, and retain audiences, and help drive membership. Ensure brand consistency in creative development, positioning, and execution.
- Oversee the design and rollout of social media strategies experiences that generate high engagement with audiences. Build experiences that are specific to each platform including Instagram, Facebook, Twitter, TikTok, YouTube and LinkedIn, and employ both organic and paid tactics.
- Craft a cohesive, audience-facing narrative that differentiates the KQED brand, and establishes and grows KQED’s role in the community. Manage internal and external aspects of PR and communication strategy and execution, in alignment with the overarching marketing strategy. Contribute to the refinement and amplification of KQED’s brand identity, values, and voice.
- Develop and oversee KQED email marketing strategies that grow loyalty with audiences. Assess the effectiveness of current e-newsletters, campaigns, and messaging, and make recommendations and changes for maximum engagement. Build, launch, and monitor a diverse set of new email communications.
- Working with the Audience Intelligence unit, comprehensively test, measure, and report cross-platform results for each major effort. Encourage and track audience feedback. Analyze results to measure the success of strategies employed as related to cost and creativity. Communicate actionable feedback to KQED leadership and cross-departmental teams.
- Lead and contribute regularly to cross-functional teams and engage with senior leadership, and directors of audience intelligence, content (digital video, news, podcasts, arts, food), programming, events, fundraising, sponsorship, product, design, and IT teams.
- Manage key external partner, vendor, and agency relationships. Facilitate both tactical and high-level communication to assure working teams are consistently and effectively informed on projects.
- Analyze research and audience insights to identify areas of growth. Derive creative approaches to audience journeys from data. Identify and evaluate emerging audience growth technologies and services for KQED.
9. In collaboration with the director of diversity, equity and inclusion, develop and deliver a communications strategy for external audiences about KQED’s ongoing commitment to DEI and actions the organization is taking.
- Manage the heads of KQED Creative agency, marketing communications, and audience development and set standards for their continuous growth.
- Determine the goals, requirements, expectations, and scope of brand and audience development initiatives annually, quarterly and monthly. Oversee the audience development, marketing communications, and KQED Creative budgets and contracts.
Bachelor’s Degree preferred or comparable experience in a related field.
- Results-oriented, confident strategic thinker that consistently demonstrates leadership and motivates through teamwork and collaboration.
- Able to think conceptually and strategically, but also be willing to execute the work.
- 7-10 years of experience in audience development or marketing, preferably in media, with proven experience executing integrated plans within a complex organization.
- 3-5 years of experience managing and directing creative and/or communication teams.
- A proven track record of building and developing audiences organically and through paid marketing campaigns.
- Fluency in all aspects of digital marketing, including segmented audience targeting.
- Excellent written and verbal communication skills with experience making presentations to small and large audiences.
- Experience leading teams in a fast-moving environment harnessing the right methodology as needed for team and project success.
- Working knowledge of CRMs, coupled with Salesforce Marketing Cloud or other email experience.
- Proficiency with Google Analytics, Excel/Google Sheets, Facebook Audience Insights, Sprout Social, Crowdtangle, and Google AdWords.
- Exceptional communication and collaboration skills with a track record of successfully interfacing both internally and externally.
- Proven experience in developing and executing strategic plans. Problem-solving, solutions-oriented skills, both quantitative and qualitative.
- Brings strategic and creative ideas on how to grow and retain loyal audiences, and excitement about ideating and building initiatives from scratch.
- A self-starter mindset with a demonstrated ability to prioritize and timely manage resources and multiple projects simultaneously.