Director of Audience Growth & Marketing

Lehigh Valley Public Media • Bethlehem, PA

3h

About The Position

Lehigh Valley Public Media (LVPM) is seeking a Director of Audience Growth & Marketing to build and lead its audience strategy for a reinvented public media organization. This role is focused on increasing audience discovery, engagement, and relationship building. It is not a traditional marketing director position; instead, the individual will develop LVPM's internal marketing capabilities and act as a strategic partner to Content, Product, Development, and Community Engagement leaders. The Director will guide strategic questions about target audiences, objectives, desired actions, and optimal methods for reaching them. The position involves creating an integrated marketing approach across various platforms including broadcast, email, web, social media, paid media, trade, community partnerships, events, and membership. The goal is to build campaigns around audience and organizational objectives, establish a unified brand voice through an enterprise marketing calendar, and leverage data for strategic decision-making. The role also includes leading media strategies, developing partnerships, and fostering direct audience relationships. While social media is part of the strategy, this is not a social media management role, as the Content team handles native content creation and distribution. The Director will also play a key role in stewarding the LVPM brand, defining needs for external partners (agency, research, creative), managing these relationships, and ensuring brand voice and messaging consistency. Strong writing, editing, and messaging support for institutional and membership communications are also expected.

Requirements

• A track record of growing audiences, not simply promoting things.
• At least seven (7) years of progressive marketing, audience development or related experience.
• Demonstrated success growing audiences and delivering measurable integrated campaigns.
• Strong strategic thinking across channels, campaigns, partnerships and brand.
• Excellent writing, editing and brand-voice skills.
• Comfort using data and analytics to make better decisions.
• Experience working across departments as a strategic partner.
• The ability to manage agencies, freelancers and other outside specialists.
• Experience in media, nonprofit, higher education, arts and culture, or another community-focused organization is especially relevant.
• Curiosity about the community served and a natural inclination to ask why before deciding how.

Responsibilities

• Lead LVPM’s audience growth strategy and create an integrated approach to marketing across broadcast, email, web, social, paid media, trade, community partners, events and membership.
• Define priority audiences and strategies for acquisition, engagement and retention.
• Build integrated campaigns around audience and organizational objectives, not individual tactics.
• Create an enterprise marketing calendar that helps LVPM show up as one organization with one recognizable voice.
• Use audience insights and performance data to inform strategy and improve results.
• Lead paid, owned, earned and trade media strategy.
• Develop media, community and cross-promotional partnerships that extend our reach.
• Help turn audience attention into stronger, more direct relationships with LVPM.
• Help define what LVPM needs from agency, research and creative partners.
• Manage outside expertise while keeping strategic ownership inside LVPM.
• Steward LVPM’s brand voice, messaging standards and consistency.
• Provide strong writing, editing and messaging support for institutional and membership communications.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed