Executive Director Marketing Audience Insights The New York Times New York

Job Description: • 2-minute read •
The New York Times is on a path to becoming a subscriber-first business and a world-class consumer brand, and we are seeking an experienced Executive Director of Marketing Audience Insights to accelerate our progress in this direction. This role reports to VP Audience Insights under the SVP of Brand at The New York Times and it is a full-time position based in the New York Times office in midtown Manhattan.

We are looking for a leader who will help us build a consumer marketing capability at The Times. We have begun to communicate our brand message in a few ways, such as our recent “Truth is Hard” brand campaign. As we continue to build on that message, you will help us communicate our story as a mission-driven source of news and information with a commitment to quality journalism. You will use the most effective consumer research approaches to gain actionable insights that help us achieve our revenue growth goals and build our audience’s engagement, loyalty and advocacy.

Key Responsibilities:

Create a new function at The Times, building and managing a small high-performance team
Generate and communicate insights in order to raise the level of audience empathy and to foster a consumer-orientation throughout the company
Help to roll out audience and brand strategy across the enterprise
Develop a consumer learning plan and an insights strategy to support our consumer revenue and brand engagement goals
Design, implement and communicate insights from consumer research to help drive subscription and retention; identify the most effective marketing communications and the best ways to build a relationship with our subscribers
Collaborate with colleagues in Consumer Revenue, Customer Care, Product, Design, Technology and our newsroom to optimize our reader/subscriber experiences. Help map the customer journey, identify priority moments and lead research to understand our customers’ needs during those moments. Continuously innovate insights approaches to understand our relationships with our readers and subscribers
Track the effectiveness of our efforts on our brand health; measure the impact and effectiveness of of brand marketing communications on the sentiment of our subscribers, readers and target growth audiences
Work alongside other Audience Insights leaders to tell a consistent and impactful narrative across communication channels
Continuously explore and experiment with new, better, more agile research methodologies
Requirements:

An advanced degree in business, marketing, computer science, human interaction, cognitive science, experimental psychology, information science, anthropology or related field
Twelve or more years of progressively complex research & strategy experience with consumer brands, marketing effectiveness, customer relationship development measurement and creative executions research
Proficiency in a wide range of research methods, and a track record of continuous improvement and innovation
Experience in building and managing a team
Data-driven individual who is comfortable with data and technology; familiarity with data analytics tools, A/B and multivariate testing methodologies
Proficiency in integrating qualitative and quantitative research methodologies with Human Centered Design, Agile, and Lean development processes a plus
Excellent written and verbal communication skills, including the ability to tell stories with behavioral, quantitative and qualitative research data
Strong interpersonal skills and ability to interact effectively with colleagues across a matrixed organization as well as with senior management
Strong organizational and time management/prioritization skills

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