Your New Role...CNN is seeking a Growth Marketing Director to lead the development, launch, and scaling of new subscriber growth opportunities across emerging audiences, products, and markets.
This new role will serve as the marketing lead for strategic growth initiatives including international expansion, new subscription products and audience development opportunities such as students, military, and other high potential segments. Working at the intersection of strategy, product, marketing, and analytics, this individual will help identify where CNN can grow next and build the go-to-market plans required to turn those opportunities into meaningful subscriber and revenue growth.
The ideal candidate combines strong consumer marketing fundamentals with an entrepreneurial mindset. They are equally comfortable synthesizing market research, developing positioning and audience strategies, building launch plans, briefing creative teams, and optimizing performance after launch.
Reporting to the VP, Growth Marketing, this role will partner closely with Research, Strategy, Product, Editorial, Brand Marketing, Partnerships, and Analytics teams to bring new growth opportunities to market.
Your Role Accountabilities...New Growth Opportunity Development - Partner with Strategy, Research, Product, and Business Development teams to evaluate market opportunities and prioritize growth investments.
- Develop business cases, audience strategies, and go-to-market recommendations for new initiatives.
Go-to-Market Strategy & Launch Planning - Own end-to-end go-to-market planning for new products, audiences and markets.
- Develop positioning, messaging frameworks, audience segmentation, customer journeys and launch plans.
- Define pricing, packaging, promotional strategies and value propositions in partnership with Strategy, Product and Growth leadership.
- Ensure launches are supported by integrated marketing plans across acquisition, engagement, and retention channels.
Audience Development & Consumer Insights - Translate research and market intelligence into actionable audience strategies.
- Develop target personas, audience segmentation frameworks and customer value propositions.
- Identify consumer needs, barriers, and motivations to inform product and marketing decisions.
- Partner with Analytics and Research teams to evaluate market potential and measure performance.
Creative & Campaign Development - Brief and partner with Brand, Creative, Design, and Copy teams to develop compelling campaign assets and experiences.
- Ensure marketing creative effectively communicates the value proposition to target audiences.
- Collaborate with integrated marketing teams to coordinate launch activities across channels and touchpoints.
Growth & Lifecycle Management - Partner with centralized paid media, CRM, lifecycle, and channel teams to execute acquisition, onboarding, engagement, and retention campaigns.
- Monitor performance and optimize marketing strategies based on subscriber growth, engagement, and retention outcomes.
- Establish repeatable growth playbooks that can be applied across future audience and market expansion efforts.
Qualifications & Experience... - 8-12+ years of experience in growth marketing, product marketing or go-to-market strategy within a subscription, streaming, media, technology, or consumer business.
- Demonstrated success launching new products, entering new markets, or building new customer segments from strategy through execution.
- Experience developing positioning, audience strategy, pricing, packaging, and integrated go-to-market plans.
- Strong understanding of subscription economics, customer acquisition, lifecycle marketing, retention, and LTV optimization.
- Experience partnering across Product, Research, Analytics, Creative, Editorial, and Engineering to bring new initiatives to market.
- International marketing or market expansion experience strongly preferred.
- Experience working in fast-paced, matrixed organizations with multiple cross-functional stakeholders.
Skills & Competencies - Strategic Growth Leader: Able to identify new commercial opportunities, size markets, prioritize investments, and translate business strategy into executable marketing plans.
- Go-to-Market Expert: Deep understanding of product positioning, messaging, audience segmentation, launch planning, and commercialization.
- Consumer Insight Driven: Comfortable interpreting quantitative research, qualitative insights, competitive intelligence, and customer behavior to inform strategy and decision-making.
- Creative Collaborator: Experienced partnering with design, copywriting, brand, and creative teams to develop compelling marketing campaigns and customer experiences.
- Cross-Functional Influencer: Exceptional relationship builder who can align Product, Editorial, Research, Analytics, Partnerships, and Marketing around shared objectives.
