Director of Audience Development, Marketing & Communications

Public Media•Boston, MA

1d•$130,180 - $167,000•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. It serves as a strategic advisor to FRONTLINE leadership and is accountable for the performance and results of the series’ audience development, brand strategy, communications, and publicity efforts. The Director oversees staff and external partners and ensures consistent messaging and brand identity across FRONTLINE, GBH, PBS, PBS Distribution, and other stakeholders. Audience insights, research, performance data, and industry trends inform opportunities for growth, strategic decision-making, innovation, and FRONTLINE’s long-term relevance. The position is part of FRONTLINE’s leadership team and provides guidance and oversight to other brands under the Documentary Unit. This is a hybrid staff position. GBH’s current hybrid approach requires onsite work at least two days per week, every Tuesday and Wednesday; additional onsite days may be welcomed or requested by the manager. The position is located at One Guest Street, Brighton, Massachusetts. The salary range is $130,180–$167,000, with the offer determined by skills, experience, and internal pay equity.

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, including the ability to balance long-term planning with 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 is strongly preferred.

Responsibilities

Develop and advance short- and long-term audience development, marketing, communications, and brand strategies that support audience growth, engagement, organizational objectives, and long-term sustainability.
Participate in FRONTLINE leadership, strategy, long-range planning, audience-growth priorities, and decision-making, 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 changes in the media landscape and advise leadership on strategic opportunities, risks, and emerging best practices.
Serve as FRONTLINE’s chief brand steward, ensuring consistent messaging, visual identity, and promotional efforts across platforms and partner organizations.
Identify and prioritize opportunities to strengthen FRONTLINE’s visibility, relevance, and impact among current and emerging audiences, using data and industry trends.
Translate FRONTLINE’s priorities into measurable audience development, communications, and marketing objectives.
Lead efforts to grow and diversify FRONTLINE’s audience 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 meaningful 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, coordinate materials, and maintain relationships with award organizations, industry groups, and voting bodies.
Monitor industry trends and competitive activity to identify opportunities for recognition and visibility.
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 productive relationships across departments and organizations to advance integrated campaigns, initiatives, and strategic partnerships.
In conjunction with the Business Operations team, manage the operating budget supporting audience development, marketing, communications, publicity, research, strategic partnerships, and audience-growth initiatives.
Establish resource-allocation priorities and direct agency, consultant, and vendor relationships to support strategic and operational objectives.
Lead the multidisciplinary audience development, communications, marketing, and publicity function.
Manage, coach, and mentor a direct report; set goals, provide regular feedback, and support professional development.
Mentor and support audience development, marketing, communications, and social media staff while promoting best practices and strengthening organizational capabilities.
Coordinate external publicists, agencies, consultants, awards specialists, and other partners to advance audience engagement, brand visibility, and communications objectives.
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.
Promote a culture of innovation, collaboration, accountability, and continuous improvement.