Director of Audience Development, Marketing & Communications

WGBH•Boston, MA

8d•Hybrid

About The Position

The Director of Audience Development, Marketing & Communications shapes and executes a unified strategy to expand FRONTLINE’s audience, strengthen its brand, elevate its public profile, and deepen viewer engagement across platforms. The role integrates audience development, communications, marketing, publicity, social media, awards strategy, and brand management. As a strategic advisor to FRONTLINE leadership, the Director oversees efforts to increase visibility, engagement, and loyalty among diverse audiences, and is accountable for results in audience development, brand strategy, communications, and publicity. The Director oversees staff and external partners and ensures consistent messaging and brand identity across FRONTLINE, GBH, PBS, PBS Distribution, and other key stakeholders. Audience insights, research, performance data, and industry trends inform opportunities for growth, innovation, strategic decisions, and FRONTLINE’s long-term relevance. The position also serves on FRONTLINE’s leadership team and provides guidance and oversight to other brands under the Documentary Unit. FRONTLINE is an investigative documentary series known for long-form journalism and innovative storytelling. The position is a staff role based at One Guest Street in Brighton, Massachusetts, with a hybrid work arrangement. GBH’s current hybrid approach requires onsite work at least two days each week, every Tuesday and Wednesday; additional onsite days may be chosen or requested by a manager.

Requirements

Bachelor’s degree in communications, journalism, marketing, public relations, or a related field.
Minimum 8–10 years of progressively responsible experience in audience development, communications, marketing, publicity, media relations, or related fields.
Minimum 5 years of leadership experience managing teams and external partners.
Proven success leading integrated audience development, marketing, communications, publicity, and brand strategies.
Deep understanding of audience engagement, digital media, social platforms, journalism, public affairs, and the evolving media landscape.
Strong strategic thinking, planning, and project leadership skills, with the ability to balance long-term planning and day-to-day execution.
Excellent written, verbal, and presentation skills.
Demonstrated ability to build and maintain influential media, industry, and partner relationships.
Strong analytical mindset and experience using audience data and performance metrics to inform decisions.
Exceptional leadership skills and demonstrated success influencing outcomes through collaboration, partnership, and cross-functional leadership.
Experience managing budgets, consultants, agencies, and cross-functional initiatives.
Ability to thrive in a fast-paced environment, exercise sound judgment, and manage multiple priorities simultaneously.
Entrepreneurial mindset and passion for innovation and experimentation.
Strong commitment to diversity, equity, inclusion, and serving diverse audiences.

Nice To Haves

Experience within journalism, news, documentary, public media, entertainment, or mission-driven media organizations.

Responsibilities

Develop and advance short- and long-term audience development, marketing, communications, and brand strategies that support audience growth, engagement, organizational objectives, and sustainability.
Serve on FRONTLINE’s leadership team, contribute to strategy and long-range planning, and provide guidance and oversight to other brands under the Documentary Unit.
Advise executive leadership on brand positioning, audience growth, communications, reputation management, audience engagement, and industry trends.
Monitor the media landscape and advise leadership on strategic opportunities, risks, and emerging best practices.
Steward FRONTLINE’s brand and ensure consistent messaging, visual identity, and promotion across platforms and partner organizations.
Identify opportunities to strengthen FRONTLINE’s visibility, relevance, and impact, using data and industry trends, and translate priorities into measurable objectives.
Lead efforts to grow and diversify audiences across broadcast, digital, social, audio, streaming, and emerging platforms.
Use audience research, analytics, focus groups, performance metrics, and market insights to inform audience growth strategies, content promotion, and organizational decisions.
Develop initiatives that deepen audience relationships and support long-term audience growth and revenue opportunities; foster audience engagement and conversation around FRONTLINE journalism.
Identify innovative partnerships and distribution opportunities that expand reach and impact.
Develop and execute integrated marketing and publicity campaigns to generate awareness, viewership, engagement, audience growth, and earned media coverage.
Build and maintain relationships with journalists, editors, producers, influencers, and industry leaders.
Oversee press releases, media kits, talking points, promotional materials, and executive communications.
Manage media inquiries, interviews, press events, speaking engagements, and public-facing communications.
Identify and secure speaking engagements, interviews, conference appearances, and thought leadership opportunities for FRONTLINE leaders and talent.
Serve as the primary communications liaison for internal and external stakeholders, including GBH, PBS, PBS Distribution, and other partners.
Partner with FRONTLINE leadership on communications strategy, stakeholder coordination, and messaging during sensitive, complex, and high-profile situations.
Attend and participate in industry conferences, public media organizations, journalism forums, and professional associations as needed.
Develop and oversee FRONTLINE’s awards strategy, identify eligible opportunities, manage submissions, and coordinate materials to support nominations and recognition.
Maintain relationships with award organizations, industry groups, and voting bodies, and monitor industry trends and competitive activity for recognition opportunities.
Develop and maintain strategic partnerships that amplify FRONTLINE content and extend audience reach and brand impact.
Lead cross-functional collaboration with editorial, production, digital, development, and distribution teams to align audience growth, marketing, and communications priorities.
Cultivate relationships across departments and organizations to drive integrated campaigns, initiatives, and partnerships.
In conjunction with the Business Operations team, manage the operating budget for audience development, marketing, communications, publicity, research, partnerships, and audience growth initiatives.
Set resource allocation priorities and direct agency, consultant, and vendor relationships.
Lead the multidisciplinary audience development, communications, marketing, and publicity function.
Manage, coach, and mentor a direct report; set goals, provide feedback, and support professional development.
Mentor audience development, marketing, communications, and social media staff, promoting best practices and organizational capabilities.
Direct external publicists, agencies, consultants, awards specialists, and other partners.
Lead planning and resource allocation across audience development, marketing, communications, publicity, and partnership initiatives.
Direct initiatives and programs with significant visibility, complexity, and departmental impact, and promote innovation, collaboration, accountability, and continuous improvement.