Director of Audience Growth & Marketing

About the role

Help build the audience strategy for a public media organization being reinvented around its community. Lehigh Valley Public Media is looking for a Director of Audience Growth & Marketing to build something new. We are the public media organization serving Pennsylvania’s Lehigh Valley. We are community‑powered and community‑centered, connecting people through trusted local news and information, educational programs, storytelling and experiences that bring neighbors together. Our mission is to engage everyone in our community through public media resources to make the Lehigh Valley better tomorrow than it is today. We’re looking for a person who will help more people discover us, engage with us and build an ongoing relationship with us. This isn’t a traditional marketing director’s job. You won’t inherit a large department or spend your days processing promotional requests. You’ll build LVPM’s internal audience and marketing capability and serve as a strategic partner to leaders across Content, Product, Development and Community Engagement. When someone says, “We need to promote this,” we want you to ask: Who are we trying to reach? What are we trying to accomplish? What do we want the audience to do? And what’s the smartest way to get there?

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