Vice President of Audience DevelopmentHaymarket Media, Inc. is seeking a Vice President (VP) of Audience Development to join the Haymarket Medical Network team. This position is located in our New York, NY office on a hybrid work schedule; three days in office depending on business needs.
Job Overview:
We are seeking an innovative, data-driven, and highly strategic Vice President (VP) of Audience Development to architect, lead, and scale the full lifecycle marketing engine for the Haymarket Medical Network. As a key member of our team, you will own the end-to-end user journey across our 20+ digital brands. Your mandate spans the entire marketing funnel: from aggressive top-of-funnel traffic acquisition to on-site authentication, downstream subscriber nurturing, ongoing retention, and programmatic win-back/re-engagement. You will lead and integrate multi-disciplinary teams-encompassing SEO/AEO/GEO specialists, performance marketers, social media strategists, conversion rate optimization experts, and lifecycle email automation specialists. By building a unified growth machine, your leadership will expand our addressable audience of verified healthcare professionals and guarantee the high-value traffic delivery and lead generation packages sold to our commercial healthcare and pharmaceutical clients.Responsibilities:- 1. Enterprise Growth Strategy & Pipeline Leadership
- End-to-End Lifecycle Architecture: Design, execute, and continuously optimize HMN's global growth framework, establishing seamless data hand-offs between organic discovery, digital capture, and automated lifecycle retention.
- Team Governance & Mentorship: Direct and mentor a high-performing growth marketing department. Establish strategic KPIs, manage cross-functional sprint velocities, and foster a rigorous culture of continuous A/B testing and experimentation.
- Executive Cross-Alignment: Serve as the definitive growth voice across Haymarket US. Align audience acquisition initiatives directly with senior leaders in Digital Product, Data Operations, Editorial, and B2B Commercial Sales.
- 2. Top-of-Funnel (TOFU) Acquisition & Discovery
- Next-Gen Organic Visibility: Oversee the network's technical search, discovery, and community distribution playbooks. Ensure HMN positions itself ahead of market disruptions across Search Engine Optimization, Answer Engine Optimization , and Generative AI Search Engine Optimization).
- Paid Performance & Scale: Direct paid media budgets across LinkedIn, Google Search/Display, and programmatic networks, optimizing for high-intent, verifiable medical professionals while lowering blended Cost Per Acquisition.
- Social & Community Expansion: Drive the high-level organic and community distribution strategy on networks like LinkedIn and professional medical forums to continuously introduce net-new healthcare professionals to the HMN ecosystem.
- 3. Identity Resolution & Conversion Optimization (MOFU)
- Authentication and Gating Strategy: Lead the conversion strategies that turn anonymous web and app traffic into authenticated, registered users.
- Progressive Profiling & Rich First-Party Data: Supervise the deployment of automated, intelligent progressive profiling schemes within our marketing technology stack to capture critical clinical attributes (such as NPI numbers, prescribing behaviors, and therapeutic sub-specialties) without creating user friction.
- 4. Nurturing, Loyalty, & Re-engagement (BOFU)
- HCP Lifecycle Automation: Oversee the deployment of automated email, browser, and point-of-care push sequences tailored to specific clinical segments to maximize Monthly Active Users and subscription health.
- Churn Mitigation & Win-Backs: Develop advanced programmatic trigger systems to isolate, target, and re-engage lapsed or unengaged subscribers based on cross-network behavioral signals.
- Commercial Fulfillment: Ensure audience monetization loops directly fulfill traffic guarantees, ad impressions, and lead-generation commitments sold to external pharmaceutical and corporate partners.
Skills and Requirements:
- Experience: 10 to 15+ years of digital marketing, growth, or demand generation experience, with 5+ years leading multi-layered teams at the Director, Senior Director, or VP level. Direct experience in B2B media, digital publishing networks, or health/pharma marketing spaces is strongly preferred.
- Full-Funnel Mastery: Proven success managing complex customer lifecycles across diverse customer acquisition channels, conversion platforms, and retention automation suites.
- Advanced Technology Fluency: Direct strategic experience selecting, deploying, and optimizing enterprise MarTech stacks (e.g., Oracle Eloqua, Salesforce Marketing Cloud, Marketo, Google Analytics 4, and Customer Data Platforms/CDPs).
- AI & Search Literacy: A forward-looking vision of digital discovery, showing clear mastery of semantic search, AI citation modeling, and how AI agents scrape and reference content.
- Commercial Acumen: Exceptional financial and analytical literacy, with a track record of translating audience growth into direct revenue enablement and commercial ad-delivery guarantees.
- Education: Bachelor's degree required. Master of Business Administration (MBA) or an advanced degree in Marketing, Business Analytics, or digital technology-related disciplines is highly valued.
- Certifications: Executive certifications in Growth Marketing, Customer Lifetime Value (CLV) modeling, or enterprise data infrastructure are a plus.
What We Offer:
- A competitive compensation package
- The salary range for this position is $175,000-$200,000. Compensation will be commensurate with experience, skill level, functional and/or industry knowledge, education level, certifications, as well as other qualifications.
- Paid annual vacation, holiday and sick time off
- Comprehensive health plans including medical, dental and vision
- Competitive 401(k) investment options and generous company matching program
- Life insurance
- Commuter benefits
- Employee referral awards
- Tuition reimbursement
- Training opportunities through industry-recognized programs
- A creative and passionate workplace and a fun, collaborative team environment
- Three Week "Work from Anywhere" benefit, to ensure work life balance
