Audience growth is the beating heart of New Hampshire Public Radio’s strategy. Reaching diverse new audiences and deepening the loyalty of existing users are the keys to expanding the reach and impact of our public service journalism. Likewise, a growing audience supports every dimension of our business, building the resources we need to sustain our journalism.
The Director of Audience and Engagement is the strategic leader of NHPR’s audience efforts across all our platforms. They establish goals for audience growth and mechanisms for measuring it, manage the marketing and engagement functions, have hands-on responsibility for digital platform growth, and serve as the organization’s audience data expert. The director has strong analytical capabilities, a deep understanding of the evolving media landscape, a relentless focus on meeting community news and information needs, and the people skills to champion audience-centered strategies across NHPR.
Partnering with the Program Director and Director of On-Demand Audio, the Director crafts initiatives that introduce NHPR content to new users and build the loyalty of existing users. Collaborating with Development teams, they optimize the movement of audience members through the conversion funnel. The Director supervises a team that produces newsletters, the NHPR app, and content for social media and other external platforms. They manage marketing staff and contractors to support NHPR’s audience growth strategy and build awareness of and loyalty to the NHPR brand.
The Director reports to the President & Chief Executive Officer and is a member of NHPR’s senior management team. This is an in-person role in our Concord, NH office with the flexibility to be hybrid in the workweek.
Key responsibilities include:
AUDIENCE GROWTH, ENGAGEMENT and REVENUE (50%)
- Lead cross-departmental collaboration to maximize audience for and deepen engagement with NHPR’s journalism and programs on all platforms.
- Collaborate closely with revenue teams to move audience members from engagement to monetization and to support sponsorship revenue growth.
- Direct audience growth and engagement strategy for NHPR.org, newsletters, social media, the NHPR app, NPR One and other digital products, implementing tactics to increase and diversify audiences and deepen engagement.
- Direct marketing team in the planning and execution of all consumer marketing; support marketing activities of membership, development, and sponsorship teams.
- Identify new growth opportunities and best practices based on emerging digital trends, competitive business intelligence, and consumer insight. Develop and experiment with new content executions in emerging distribution platforms.
AUDIENCE METRICS, ANALYSIS and RECOMMENDATION (20%)
- Deepen data analytics capabilities for measuring audience performance vs a competitive set and organizational goals.
- Advance a test-and-learn culture.
- Develop KPIs for audience growth and development across broadcast, digital, and on-demand platforms.
- Collaborate in the continuous improvement of dashboards and reports measuring audience growth, engagement, and content performance to inform organizational priorities and decision making.
- Work closely with editorial teams to build audience and community around editorial topics and initiatives and provide real-time guidance on audience optimization.
MANAGEMENT and LEADERSHIP (30%)
- Lead efforts to center NHPR on our North Star objective of audience growth.
- Partner with the President in staffing the Planning Committee of NHPR’s Board of Trustees. Regularly report to the board on audience strategies and performance.
- Manage members of the digital and marketing teams, with a focus on professional development.
- Manage budgets and contracts.
- Advance NHPR’s initiatives to increase diversity, equity and inclusion in content, staffing, audience, and partnerships.
- Participate in station fundraising and sponsorship activities.
We’re looking for someone with…
- At least five years’ experience directing a marketing or audience development team. Director and C-suite-level skills or experience are helpful.
- Demonstrated ability to think critically about audience data and apply insights to advance organizational strategy.
- Experience in driving organizational change.
- Demonstrated success in leading marketing or audience campaigns (podcast, broadcast, digital/platform/app initiatives) that achieved positive audience and/or revenue results.
- Demonstrated project management skills.
- Superior skills at cross-team leadership and collaboration.
- Excellent verbal and written abilities, especially in the presentation of complicated data.
- Demonstrated ability to create and manage budgets and develop strategic plans.
- Experience working with members of a board of directors.
- The ability to pivot from project setbacks.
…but we know there are great candidates who may not have all these qualities or who have important skills we haven’t thought of. If that’s you, don’t hesitate to apply and tell us about yourself.
Things to know about us:
New Hampshire Public Radio is the state's foremost news organization, focused on producing accountability journalism and engaging deeply with the diverse communities and people of the Granite State. For 40 years, NHPR has produced incisive local news on the radio and emerging audio platforms, complementing the national and global reporting of our partners at NPR. We make nationally prominent podcasts - including Bear Brook, Outside/In, Civics 101 and Document - and have a fast-growing footprint in digital and social media.
In our leaders - and across the organization - we seek people who are approachable, collaborative, empathetic, optimistic, and solution-minded. Together, we are building a culture based on earned trust, transparency, equity and inclusion. We hold ourselves accountable to our goals and our values. We have publicly stated our commitment to enhancing the diversity of our staff and our journalism. NHPR is intent on being public radio for all of New Hampshire, and to expanding our audience and advancing our mission by deepening our engagement with diverse people and communities across the state and beyond our borders. Our vision is that “through trustworthy journalism, NHPR enriches lives and helps build stronger communities, in New Hampshire and beyond.”
The health and safety of our employees, their families and the community at large is a high priority for NHPR. Proof of Covid-19 vaccination is required for employment. Individuals must be fully up-to-date with their vaccinations (including eligible boosters) no later than their start date. If you are unable to be vaccinated for medical reasons or sincerely-held religious beliefs, we will consider requests for reasonable accommodation where we are able to provide such accommodations without undue hardship pursuant to applicable law.
*Per the CDC: “A person is up to date with their COVID-19 vaccination if they have received all recommended doses in the primary series and one booster when eligible. Getting a second booster is not necessary to be considered up to date at this time.”
We are committed to equal employment opportunity and all qualified applicants will receive consideration for employment without regard to race, color, national origin, sexual orientation, gender identity, gender expression, age, religion, veteran status, disability or any other characteristic protected by law.
Please apply on the job opportunities page of our website, NHPR.org, or through this link: https://nhpr.applicantpro.com/jobs/2310259.html