25 days old

Director of Audience - Passive Channel

THE HEARST CORPORATION
San Francisco, CA
  • Job Code
    1803457

TheDirector of Revenue/Passive Channels, is responsible for directing how passive sales channels are used to strategically drive the acquisition and retention of subscription sales across Hearst Newspapers. This includes both digital as well as print acquisition. The position reports to the Senior Vice President of Consumer Revenue and collaborates with all local Hearst Newspaper Consumer Marketing teams to implement strategic initiatives.




Works closely with the Director of Audience/Engagement & Members, Operations and other Directors/Senior management to direct and oversee subscription sales campaigns with the goal of driving subscription volumes and revenue.




A key leadership position within the Consumer Marketing Department the Director of Audience/Passive Channels will collaborate closely with Hearst Product, Hearst Data, Audience, Content and Marketing Leads across Hearst Newspaper. The Director of Audience/Engagement & Membership reports to the Senior Vice President of Consumer Revenue of Hearst Newspapers




ESSENTIAL JOB RESULTS AND CRITERIA:




  1. Develop the overarching strategy and execution for consumer revenue channels such as email, direct mail, programmatic, social, SEM, apps, and other innovative channels to drive subscription sales.

  2. Utilizes marketing technology strategies and tools to ensure goals are achieved. Directs and collaborates with Hearst Data and local Hearst Media Agencies to drive conversion and insights.

  3. Analyze and leverage customer data (quantitative and qualitative) to identify and target high value segments and optimize programs and campaigns to further drive expected results (transactions, open rates, etc.).

  4. Develop and forecast CRM program metrics and establish and response baselines/develop reporting structure and process that provides transparency and timely results to market leaders and stakeholders. Sales Force Marketing Cloud experience is not required, but preferred.

  5. Become subject matter expert of the CRM platform(s) utilized from a technology and systems integration aspect and manage contracts with CRM vendor(s) to drive results and operational excellence.

  6. Proactively seek out emerging trends around consumer marketing inside and outside the newspaper industry and apply best practices and test as appropriate.

  7. Develop strong working relationships within the audience and marketing departments in all four markets and collaborate closely on all aspects of customer engagement/loyalty.

  8. Supervise the RFP process for potential vendors and partners to drive customer loyalty and engagement.

  9. Must have and demonstrate previous successful consumer campaigns that increased awareness/engagement with digital platforms.

  10. Must have previous experience with B2C subscription based platforms.

  11. B2B partnership development experience a plus but not mandatory.

  12. Recruit and retain strong talent on the Audience/Digital team that can execute against the Audience strategy.

  13. Manage staff as appropriate and according to Hearst guidelines. Conduct performance reviews and ongoing staff development for staff.

  14. Comfortable working across many departments and business units to reduce redundancies and increase operation effectiveness.

  15. Comfortable presenting to Executives and Executive Operating Units.

  16. Coordinate with accounting to ensure all P&L documents are updated and correct.

  17. Evaluate, negotiate and manage vendor relationships. Work with Hearst Newspapers sourcing to develop and manage vendor KPIs.

  18. This position can be located at the San Francisco Chronicle, The Houston Chronicle, Hearst Corporate (NYC) or virtually.

  19. Requires 25% of travel time.

QUALIFICATIONS:


Education: B.A. / B.S. required; Masters Degree a plus (Technology, Management, Analytics, Marketing, Database Management)




Experience: 5 - 10+ years executing and growing subscriber portfolio products, preferably with digital properties and/or B2C interactive products. Product Development and product marketing experience, including product/marketing roadmap creation, requirements documentation, usability testing, and involvement in development efforts through to product deployment.



Skills:


  • Ability to achieve and forecast revenue and expense goals.

  • Develop business plans and be able to assess business opportunities for fit with strategy and company vision; understand cost and revenue implications.

  • Identify trends and insights through the use of transactional, qualitative and quantitative data/research.

  • Strong interpersonal, oral and written communication skills to successfully collaborate at all levels.

  • Advanced project management skills with a high sense of urgency and problem-solving ability.

  • Demonstrated ability to analyze statistical information and develop strategies and programs to ensure consumer growth and retention.

  • Proven ability to plan, organize and manage projects.

  • Demonstrated ability to maintain stable performance under pressure or opposition; handling stress in a manner that is acceptable to others and to the organization.

  • Ability to negotiate: to effectively explore alternatives and positions to reach outcomes to gain the support and acceptance of all parties.

  • Aptitude for taking risks and to initiate action that achieves a recognized benefit or advantage when potential negative consequences are understood.

  • Ability to manage conflict: to deal effectively with others using appropriate interpersonal styles and methods to reduce tension or conflict between two or more people.

  • Demonstrated ability to facilitate change through encouraging others to seek opportunities for different and innovative approaches to addressing problems and opportunities; facilitating the implementation and acceptance of change within the workplace.

  • Adept in building trust by operating with integrity, remaining open to ideas, and supporting others even in the face of resistance or challenge.

  • Ability to analyze financial information, create and track budgets.

  • Demonstrated mathematical skills to determine maximum utilization of resources.

Other: Possess valid drivers license, dependable transportation, acceptable driving record, and proof of liability insurance.





Posted: 2018-09-25 Expires: 2018-10-24
Sponsored by:
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Sponsored by:
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Director of Audience - Passive Channel

THE HEARST CORPORATION
San Francisco, CA

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