Executive Director, Audience Development & Content Strategy
Job Description
Location:
New York, NYOverview/Purpose:
WIRED is looking for an experienced, creative, relentless newsroom leader to oversee audience development and content strategy for its editions around the world.
Reporting directly to the Global Editorial Director, this role is a senior leadership position within WIRED. It requires someone with digital news and reporting experience who can drive subscriber growth, shape how we package editorial content, as well as provide audience insights that will inform our big-picture storytelling strategies and daily newsroom decisions.
This role will oversee the WIRED app, subscriber growth, audience development, and social, and analytics functions for WIRED editions worldwide. They will also partner closely with our social video production units to ensure that their work is informed by insights and maps to our overall strategies for social platforms. The right candidate should be comfortable setting high-level audience growth strategies and disseminating KPIs; equally important is their desire to get into the weeds on everything from story packaging to pushing out a blockbuster scoop. They should thrive in a fast-paced news environment, and be solutions-oriented about audience challenges and the rapidly transforming digital publishing landscape: finding new and novel ways to reach and engage audiences is a must, as is growing our community of loyal WIRED subscribers.
Although this role is primarily focused on newsroom and audience outcomes across WIRED global markets, it also requires someone who can collaborate with Conde Nast stakeholders on revenue imperatives. The ability to connect the dots between audience strategy and brand revenue opportunity is vital; the right candidate for this role will be an eager and engaged partner with our commerce, consumer revenue, and commercial organizations to maximize the revenue potential of WIRED’s journalism.
Primary Responsibilities:
Lead audience development and social promotion efforts in a fast-paced, digital newsroom publishing dozens of stories daily, in addition to bespoke newsletters, podcasts, and vertical video products.
Partner with editorial leaders to drive subscriber growth and identify opportunities to convert engaged readers into paying subscribers and deepen engagement among existing subscribers.
Develop and optimize subscriber-focused editorial experiences, including subscriber-only newsletters, exclusive content and programming, and other premium benefits designed to strengthen WIRED’s value proposition.
Build strategies for growing direct relationships with WIRED’s most engaged audiencesacross newsletters, the WIRED app, podcasts, events, and other owned platforms, with an emphasis on increasing loyalty, frequency, and subscriber value.
Provide high-level audience development strategies and guidance for WIRED across the website and app , and off-platform destinations like TikTok and Instagram. Consistently iterate on these strategies to ensure that WIRED meets its KPIs across global editions.
Work with WIRED’s social media leads to develop enterprising social media strategies, emphasizing a mix of O&O referral and bespoke platform brand identity as appropriate. Get in the weeds with editors on packaging, visuals, and more, to ensure that WIRED is maximizing its audience reach and impact on every single story.
Work with WIRED’s analytics team members to identify new content opportunities for brand growth and deliver meaningful, unvarnished feedback to editorial teams, in both day-to-day ways and bigger picture ones.
In collaboration with WIRED’s editorial leadership, develop and oversee newsletter strategy and newsletter products, and work with WIRED’s editorial team on testing and optimization on a rolling basis.
Provide ongoing and iterative guidance to WIRED’s audience development, social, and editorial teams around SEO best practices, including trainings; constantly evaluate the search and online landscapes to future-proof WIRED vis-a-vis AI and other related impacts to O&O traffic and audience reach.
Hire, onboard, and develop top talent
Manage a global and diverse team of around ~12-15 people, including analysts, audience development, and social media professionals. Understanding and appreciating the regional nuances, priorities, and best practices for the WIRED brand is a must.
Represent WIRED as a leader both internally and externally, as appropriate.
Deepen relationships with WIRED’s editorial and video leadership, and collaborate on a daily basis to ensure that WIRED is putting its best foot forward in everything we do.
Work closely with WIRED and Conde Nast stakeholders across commerce, consumer revenue, and commercial revenue. Prioritize based on WIRED’s revenue needs and opportunities, and engage with stakeholders to ensure they’re getting what they need from WIRED’s audience development org in a timely manner.
Collaborate with editorial and video leadership to ensure that sponsored editorial opportunities are executed effectively by WIRED’s social teams and that products like social extensions and bespoke newsletters drive ad revenue for WIRED.
Support global expansion efforts and hiring in new markets as-needed.
Desired Skills and Qualifications:
Extensive experience in fast-paced digital news publishing; the ideal candidate has worked as a reporter or editor in addition to audience development functions
Professional experience in working with stakeholders to optimize for different kinds of revenue, including subscriptions, commerce, and sponsored editorial.
Experience creating and optimizing content for SEO, social platforms, and newsletters; this content should be both existing content that WIRED wants to promote, and content that’s bespoke for a given platform.
Professional experience with publishing and analytics tools including SocialFlow, CrowdTangle, Facebook Insights, Parse.ly, and Google Analytics.
Experience working with product/engineering teams to make changes that improve traffic, retention, and revenue opportunities.
Strong communication skills, both written and verbal; the ability to clearly deliver difficult feedback and insights to writers, editors, and producers, with diplomacy and finesse.
A love of news and a sense of urgency to get high-impact stories in front of an audience; the ability to instill those qualities in a global team.
Experience managing teams and training people; given the changing landscape of audience development and social media, specific experience helping employees navigate shifting priorities and imperatives is also a must.
The expected base salary range for this position is from $185K - $230K. Salary offers are based on a wide range of factors including but not limited to relevant skills, training, experience, and education.
In addition to salary and a generous employee benefits package, successful candidates may also be eligible to receive discretionary bonus compensation.
What happens next?
If you are interested in this opportunity, please apply below, and we will review your application as soon as possible. You can update your resume or upload a cover letter at any time by accessing your candidate profile.
Condé Nast is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, age, familial status and other legally protected characteristics.