Consumer Marketing Strategy Director, Indystar

The Consumer Marketing Strategy Director builds and leads the strategic plans to drive subscriber acquisition, increase engagement, and mitigate churn for the IndyStar in Indianapolis, IN. The successful candidate will have a keen understanding of the markets, collaborate with the news teams on marketing plans, work with various teams to execute the plan, and communicate results to the news and corporate teams.

• Head of subscription sales and engagement for the IndyStar
• Direct reporting structure to consumer subscription and revenue team with a heavy dotted line to local GM
• Must be able to work in Indianapolis, IN 60% of the time or as directed by the key manager

Base Salary: $105,000 - $120,000

Key Responsibilities:

• Strategic Collaborative Planner
• Responsible to drive volume and revenue by overseeing consumer sales and engagement results for the IndyStar

• Develop sales and engagement strategic plans including the audience roadmap to drive revenue
• Work with news teams to optimize and sell against trending stories
• Launch marketing programs to support newsroom initiatives that drive subscription growth including newsletters, SMS campaigns, social media platforms, and native apps
• Be present onsite at key meetings
• Responsible for planning, managing, and monitoring social media ads to drive subscription sales or improve engagement of existing subscribers within brand guidelines
• Oversite of SEM to increase subscription sales
• Ensure website and ads are functioning as expected for both print and digital subscriptions
• Create and launch in-app campaigns to drive subscriptions or improve engagement
• Communicate results with key stakeholders
• Respond to changing trends
• Understand the competitive landscape in the market and factors that are impacting growth
• Adhere to all pricing strategies as defined by Local Revenue and Planning
• Connect with social, search, and email teams to stay abreast of most trends and best practices
• Lead and be present at local events to drive subscriptions, top-of-funnel leads and brand awareness

Work With Enterprise Team to Optimize Results:

• Participate proactively in developing and maintaining standards, tools, and best practices
• Work with marketing operations to ensure timely execution of sales efforts such as email communication, onsite ads, and other opportunities that drive sales and engagement
• Work with the analytics team to ensure proper tracking of results and to provide explanations as needed
• Maintain highlights documentation that will be needed to understand trends including YOY changes and anomalies

Education/Certification Requirements

• Bachelor's Degree
• 5+ years sales and marketing experience
• 2+ years subscription sales experience

Experience Required

• Ability to create social and onsite ads
• SEO/SEM, understanding of search engine algorithms and ranking methods

Specialized Knowledge Required

• Strategic marketing planner
• Ability to derive actionable insights from social media metrics and marketing data
• Knowledge and understanding of technology, search, new trends and the latest in social media features

Universal Skills

• Strong collaborator
• Effective communicator
• Self-motivated and capable of managing multiple priorities and tasks
• Team player with the ability to work within a multi-tiered environment
• Excellent interpersonal skills, and ability to work with diverse personality types
• Creative and efficient in proposing solutions to time-critical opportunities
• Ability to multi-task and thrive under pressure and deadlines

Technology Expertise or Proficiency

• Proficient with Microsoft Office, Project Management tools
• Google Analytics

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