This person will be responsible for creating and executing an audience development program for all New York Times podcasts, with a focus on “The Daily.” You will be embedded in the audio team but will collaborate closely across several groups and disciplines, both in the newsroom and on the marketing side. You should be comfortable managing a marketing budget and tracking KPIs, but should also have a deep understanding and respect for the distinct journalism and approach of “The Daily” and The New York Times, and a vision for how to leverage that to grow audience and engagement.
Strategy and Leadership: Develop strategies and create integrated marketing plans for current and new podcasts, including marketing budget recommendations for new podcast launches and special events. Work with colleagues in the audio team to understand the mission and sensibility of each show, and with colleagues across the company to translate that into successful campaigns, partnerships, creative, etc.
Acquisition and Retention: Manage implementation of marketing to maximize audience growth and engagement. Develop and execute data-informed audience growth plans across distribution platforms, including on-site assets, paid and organic promotion on other podcasts, online search, and social media. Work with internal and external teams — in the newsroom and on the business side — to expand and optimize performance.
Performance Analytics: Analyze performance of all marketing programs and regularly iterate to maximize performance. Track and reportcampaign ROI and progress against KPIs to key stakeholders. Manage marketing budget to successfully drive the business.
Product Collaboration: Work closely with the product team to plan and implement new features that drive improvements in main KPI. Leverage the audio offerings to increase the value, attractiveness, and profitability of all New York Times products.
Brand Management: Own and maintain the positioning, vision, and goals of the podcast brands (The Daily, Still Processing, etc.). Act as the voice of those brands with partner teams (ad sales, business development, PR, etc.) and external organizations (agencies, licensing partners) to ensure programs are on strategy and a brand fit. Identify value proposition and key messages, write creative briefs to ensure we produce best-in-class creative. Work with research, brand, product, media, and creative teams to execute.
Industry Curiosity: We will lean on you to identify new growth opportunities and best practices based on emerging trends in audio search, sharing and marketing.
Passion for The New York Times and the mission of NYT audio, and a deep understanding of the NYT brand.
5+ years of experience in a high-growth, digital-first audience engagement role, preferably with an audience development or consumer acquisition background.
Experience managing a marketing budget.
A strong understanding of when to leverage which social media platform and how to use metrics to measure success on each.
Demonstrated understanding of audio apps and industry-wide audio analytics obstacles and a willingness to learn new audio-specific performance tracking.
Nimbleness and comfort with ambiguity; a track record of responding quickly to rapidly evolving threats and opportunities.
A strong track record of success and results at previous companies.
Ability to do both strategic marketing and daily execution and optimization.
Excellent oral and written communication skills.
High degree of initiative and results focus with strong attention to detail.
Poise, maturity and interpersonal skills to deal professionally and collaborate across functions and internal stakeholders, both in the newsroom and commercial operations of the company.