Director, Audience Strategy & Growth

Job Description

The Director of Audience Growth & Strategy will be responsible for driving audience growth across the fashion & luxury portfolio of brands (ELLE, Harper's Bazaar, Esquire, Town & Country, ELLE Decor, Veranda) and building content strategies that accelerate revenue growth. We're looking for someone with deep SEO expertise, extensive experience in commerce, and a firm understanding of how to drive revenue from non-SEO channels (such as newsletter, Apple News, and social). A strong analytical background and growth-hacking mentality is a must. The Director will be a key leader driving content strategy and innovation across the portfolio. The ideal candidate is someone who can tactically connect content strategy to revenue growth, and is comfortable thinking creatively and experimenting.

Resonsibilities:

What You'll Do
• Oversee the SEO and commerce strategy for several of the F&L brands
• Own the F&L group's efforts to build commerce success, optimizing each brand's content strategy for revenue growth across channels. Specifically, this means growing e-commerce revenue via platforms like Search, Apple News and Google Discover, auditing current newsletter approaches and experimenting, and working to crack social as a meaningful revenue-driver.
• Eventually, you may spearhead these brands' O&O commerce platforms. This is an evolving area and we need someone accustomed to experimentation and navigating uncharted waters!
• Audit content for revenue success, performance, and user engagement using a variety of data analytics tools such as Google Analytics, Looker, and Excel. We're a team that interprets failures as much as successes, so comfort with testing and iterating to improve efficiency is imperative.
• Regularly dig into the data and conduct competitive analyses to find content gaps, ID where we are losing ground on traffic referrals/SEO visibility, diagnose individual story packaging and consumer engagement, and propose new experiments.
• Partner with the central Affiliate Commerce and Paid Media teams to guide daily and long-term Commerce content strategy, working with editorial leadership, staff writers, and commerce managers to set a tactical, data-driven strategy that will drive revenue growth.
• Partner with writers and central teams to optimize SEO content-from news and service, to product reviews and features-and work closely with our editors to ensure the user experience meets the search need. This role requires extensive SEO experience and expertise in using data to back up content recommendations.
• Guide centralized data/reporting teams to develop always-on reports, weekly/monthly recaps on key efforts and more to keep editorial teams and brand leadership updated and educated about critical audience programs.
• Use Google Analytics, Dash Hudson, Looker, SEM Rush, and BI data tools to ID trends, track performance/conversions, share wins, perform case studies, and find ways to iterate on successes and improve ROI. This role requires strong Excel expertise and the ability to tell a clear and compelling story with data.
• Provide ongoing insights and/or strategy debriefs to executive leaders and other teams internally, including tech, biz dev, sales, and more. This role requires exceptional presentation capabilities, the ability to tell stories with data, and strong negotiation skills.

Qualifications:

Who You Are
• Bachelor's degree
• 10+ years of SEO, commerce, and content strategy experience, including management roles
• Obsessed with analytics: ability to parse through data to pull out insights that turn into action
• Exceptional leadership and communication skills
• Passionate about content integrity, transparency, and accessibility
• Ability to effectively partner with GMs, editorial leaders, central content operations, product leads, and senior business leaders
• An expert-level understanding of a wide range of technical and publishing-focused SEO disciplines
• A willingness to embrace change and to adapt strategies on the fly; deeply plugged into the changing digital landscape

This role requires the position to be located in New York, NY with an in-office presence of 3 days a week.

The base salary for this role is between $129,000 to $155,000 annually. The actual base pay offered is dependent upon many factors, such as: transferable skills, work experience, business needs and market demands. The base pay range is subject to change and may be modified in the future.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.

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Jobcode: Reference SBJ-d2zy66-216-73-216-117-42 in your application.