Marketing Manager, Audience Growth

Lehigh Valley Public Media•Bethlehem, PA

21h

About The Position

The Marketing & Audience Development Manager is responsible for planning and executing LVPM’s audience-facing marketing campaigns across channels. This role sits at the intersection of strategy, audience insight, and execution responsible for translating organizational priorities into clear, coordinated campaigns that drive audience growth, engagement, and conversion. LVPM partners with an external agency of record to support marketing strategy, and an Audience Growth Specialist provides audience data and insights. This role brings those inputs together to develop campaign plans, manage execution, and ensure consistency across channels. This is an ideal opportunity for a marketing professional ready to take ownership of campaign planning, build cross-channel experience, and grow into more advanced strategic responsibility over time. This role is best suited for someone who is comfortable operating independently, creating structure in an evolving environment, and delivering high-quality work in a lean, mission-driven organization. It calls for strong execution, sound judgment, and a practical, audience-focused mindset.

Requirements

Strong ability to translate marketing strategy and audience insights into coordinated, multi-channel campaign plans and execution
Ability to develop clear campaign briefs, including objectives, messaging, channel mix, and timelines
Excellent copywriting, editing, and message-framing skills; able to produce polished, audience-ready communications independently
Ability to manage multiple campaigns, priorities, and deadlines in a resource-constrained environment
Ability to analyze campaign and audience data and apply insights to improve messaging, targeting, and execution
Strong cross-functional collaboration and communication skills; able to coordinate across teams with different goals and timelines
Proficiency with email marketing, social media management, and content scheduling platforms
Comfortable working in CMS, CRM, and marketing tools; able to quickly learn and adapt to new platforms
Strong ability to synthesize source materials and stakeholder input into clear, compelling communications under tight deadlines
Solid understanding of digital marketing principles and cross-channel campaign execution
Working knowledge of audience growth strategies and how campaigns support reach, engagement, and conversion
Knowledge of email marketing, list segmentation, and audience lifecycle fundamentals
Familiarity with content development and distribution workflows across email, web, social, and event promotion
Understanding of how marketing supports text, video and audio content, events, brand, and community engagement
Working knowledge of analytics, performance reporting, and campaign optimization practices
Three to five years of experience in marketing, audience development, communications, or a related field
Demonstrated experience planning and executing marketing campaigns, not just supporting them
Ability to work independently in a lean, fast-moving, or evolving organization
Demonstrated success collaborating across departments to coordinate messaging, campaigns, and execution
Comfort working with audience, campaign, and channel data to inform decisions and improve performance
Availability to work select weeknight and weekend events is required in order to capture photos, video, and other audience-facing content for live and near-term use across LVPM channels
May be asked to work longer hours with short notice
Valid driver’s license and good driving record may be required if travel is part of the role
Successful completion of background check, FBI fingerprint and PA Child Abuse clearances

Nice To Haves

Familiarity with publisher, nonprofit media, membership, or audience-supported business models preferred
Familiarity with media, nonprofit, membership, public media, or other mission-driven organizations preferred
Bachelor’s degree in marketing, communications, business, journalism, or a related discipline preferred
Comfortable bringing structure, momentum, and clarity to work in an evolving environment
Comfortable translating direction into action and doing the hands-on work required to move it forward
Adaptable and effective in lean, fast-moving environments where priorities can shift
A clear, confident communicator who brings focus and organization to ambiguous or evolving work
Curious and audience-oriented, with a genuine interest in what drives engagement, loyalty, and growth
Motivated by mission and energized by the opportunity to help strengthen public media as a community-serving institution
Able to absorb, synthesize, and respond to feedback thoughtfully, while exercising sound judgment and maintaining a clear audience-focused perspective
Balances an understanding of the big picture with strong execution and attention to detail
Brings clarity, organization, and consistency to work that doesn’t always come neatly packaged
Moves quickly from idea to execution without sacrificing quality
Maintains composure and sound judgment under tight deadlines and competing demands
Looks for opportunities to better connect content, campaigns, channels, and audience needs through coordinated execution
Demonstrates a strong commitment to public service, audience relevance, and community-centered media

Responsibilities

Translate marketing strategy (developed with the agency of record) and audience insights (provided by the Audience Growth Specialist) into clear, actionable campaign plans
Develop campaign briefs that define objectives, target audiences, key messages, channel mix, and timing
Plan and coordinate integrated campaigns that support text, video, audio content across journalism, newsletters, events, educational programming, as well as audience conversion goals
Establish campaign timelines, priorities, and deliverables aligned with organizational goals and available resources
Partner with the agency of record to ensure campaign execution aligns with broader strategic direction
Collaborate with internal teams to gather inputs and ensure campaigns accurately reflect content, programming, and organizational priorities
Execute audience-facing campaigns across email, web, social media, broadcast/streaming platforms, podcasts, billboard and event promotions with a focus on consistency and quality
Write, edit, and deploy marketing communications across channels
Manage LVPM’s social media presence, content calendar, and community engagement
Execute email marketing campaigns, including segmentation, copywriting, scheduling, and deployment
Maintain and update web content to ensure alignment with active campaigns and organizational priorities
Coordinate with external vendors and partners to support campaign execution
Attend select evening and weekend events to capture real-time content for audience engagement and promotion
Track campaign and channel performance and identify trends and opportunities
Partner with the Audience Growth Specialist to interpret audience data and apply insights to campaign improvements
Adjust campaign messaging, targeting, and coordination based on performance and audience behavior
Maintain standards for voice, tone, campaign structure, and cross-channel consistency
Provide regular performance updates to leadership and agency partners with clear, actionable takeaways
Partner with content, development and operations teams to align campaign execution with organizational priorities
Serve as the primary point of coordination between internal teams and marketing execution
Work closely with the Audience Growth Specialist to incorporate audience insights into campaign planning and execution
Incorporate stakeholder input constructively while maintaining clarity and consistency in campaign execution
Serve as the primary point of contact for community partners and trade relationships, coordinating collaborative campaign efforts that benefit both organizations and expand audience reach and engagement
Contribute to LVPM’s broader transition to a more coordinated, audience-first operating model
Plan and execute LVPM’s marketing campaigns across channels during the interim period
Drive measurable growth in audience awareness, engagement, retention, and conversion through effective campaign planning and execution
Improve coordination, consistency, and quality of LVPM’s marketing and audience-facing communications
Provide leadership with clear visibility into campaign plans, execution progress, and performance outcomes
Strengthen audience reach, brand visibility, and engagement through coordinated campaigns, audience-informed decisions, and community partnerships