Director, Member Growth & Engagement

About the role

This is a moment of real transformation. With major shifts in media consumption, the launch of new digital products like WQED+, the elimination of our federal funding, and growing demand for trusted, hopeful, local storytelling; WQED is evolving from a traditional broadcaster into a multi-platform community resource.

What You’ll Focus On

• Member Acquisition & Pipeline Growth
• Develop and execute strategies to attract new supporters across digital channels.
• Leverage first-party audience data to identify and convert high-potential prospects.
• Partner with external agencies and vendors to improve acquisition performance.
• Evaluate and scale paid media opportunities including search, social, display, streaming, etc.
• Work closely with marketing teammates to convert audiences generated through programming, streaming, events, partnerships, etc.
• Continuously improve cost-per-acquisition, conversion rates, and donor lifetime value.
• Establish a culture of measurement and experimentation across membership marketing.
• Lifecycle Marketing & Member Journey Design
• Create a modern, personalized member journey that reflects WQED’s evolving brand and mission.
• Build and optimize automated communications supporting high-opportunity moments in the member journey, e.g., new donor welcome, member activation, renewal and retention, etc.
• Ensure communications feel relevant, human, and aligned with WQED’s brand voice.
• Develop audience segmentation strategies.
• Help WQED build stronger ownership of its audience relationships and first-party data capabilities.
• Create experiences that strengthen connection and loyalty, not just transactions.
• Use insights to improve both member experience and organizational revenue.
• Donation Experience & Conversion Optimization
• Own the digital donor experience across web and mobile properties.
• Evaluate and improve donation pathways from first click through completed gift.
• Identify opportunities to modernize key touchpoints across platforms including donation forms and landing pages.
• Work collaboratively with development and technology partners to create a best-in-class donor experience.
• Lead ongoing A/B testing to improve conversion rates and average gift values.
• Make recommendations for (and potentially conduct painted door tests of) membership benefits that would help increase conversion.
• WQED+ Activation & Digital Membership Value
• Own the marketing strategy for member activation and engagement within WQED+.
• Optimize onboarding, adoption, and ongoing usage among members.
• Develop campaigns that help supporters discover and use the benefits available through membership.
• Monitor activation funnels and identify opportunities to improve key performance indicators, e.g., downloads, account creation, streaming engagement, and repeat usage.
• Partner with production and marketing teams to increase the percentage of eligible members actively using WQED+.

Why This Role Matters

Individual giving is WQED’s largest and most important source of long-term financial sustainability. Public media organizations across the country face the challenge of growing membership while audience behavior rapidly shifts from broadcast to digital platforms.

Qualifications

The ideal candidate brings broad, hands-on experience in digital marketing and fundraising, audience engagement and membership, data and customer experience, and revenue growth and mission impact. They thrive as a collaborative doer: someone who enjoys doing the work more than managing others.