Full Time
Chief Marketing Officer
NPR   |     Washington D.C., DC, USA

Company Description

A thriving, mission-driven multimedia organization, NPR produces award-winning news, information, and music programming in partnership with hundreds of independent public radio stations across the nation. The NPR audience values information, creativity, curiosity, and social responsibility – and our employees do too. We are innovators and leaders in diverse fields, from journalism and digital media to IT and development. Every day, our employees and member stations touch the lives of millions worldwide.


Job Description

The Chief Marketing Officer (CMO) will be responsible for engaging new and diverse audiences with NPR’s programs, platforms, and brands. S/he will set the strategic direction of all of NPR’s brand, marketing and PR initiatives, drive research, advanced analytics, and other sources of insight to inform NPR leadership in programming, development, press, and marketing positioning, and lead expansion of audience initiatives.  This role leads a team responsible for marketing (consumer and trade), communications, public relations, creative services, and audience research and analytics. The CMO collaborates with NPR’s President, CFO and NPR executives to develop business strategies for new revenue-driving investments.


Responsibilities

  • Create the strategic vision and executional roadmap for the audience expansion strategy, to expand NPR’s audience to be increasingly more reflective of what America looks and sounds like in 2020 and beyond, with focus on attracting younger and more diverse audiences on all platforms while retaining and growing existing audience
  • Work in collaboration with the News and Programming divisions to expand audience reach and engagement
  • Collaborate with the Programming division to develop cross-channel marketing opportunities to extend the reach and frequency of new programs and organizational priorities
  • Pursue and guide the best research approach through qualitative and quantitative consumer insights that move strategy forward and keep the listener/consumer in the center of the decision-making process
  • Lead the Public Relations strategy to help identify and secure press and marketing opportunities that maximize reach with both key influencers and consumers
  • Serve as a key resource for audience engagement
  • Create a cross-promotional strategy to drive tune-in and deepen engagement among NPR’s existing loyal audiences
  • Strategize with the analytics research teams to create tools using data analytics, predictive modeling and audience journey mapping using new approaches and design to drive marketing effectiveness
  • Lead through insight creation to inform non-editorial digital content and provide direction to assist the creation and integration of new content
  • Lead the team in creating multi-platform marketing campaigns to effectively reach target audiences through powerful, creative placements and effective messaging
  • Strengthen NPR’s brand identity to attract new listeners and create improved sponsorship opportunities
  • Work closely with the research team to continuously evaluate performance against goals to gauge success
  • Work across departments to increase the diversity of NPR’s audience


Qualifications

  • 10+ years of progressive, related media experience, including audience, consumer marketing and content research, with strong record of building engagement and reach with consumers in creative ways 
  • Experience or strong familiarity with multiple modes of communication, such as press releases, print and broadcast advertising, op-eds and reports, direct mail and e-mail membership recruitment and servicing, print and e-mail newsletters and updates, annual reports, brochures, web sites, public speeches, presentations and program campaigns 
  • Demonstrated proactive approach to marketing, message building and strategic communications 
  • Experience with leading audience targeting using a data management platform 
  • Strong experience in creating systems/processes to guide insights into action within a complex organization 
  • A track record of success in management roles at complex, entrepreneurial, intellectually rich organizations