Director, Digital Insights

OVERVIEW

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. 

Across our organization, we’re building a workplace where collaboration is essential, diverse voices are heard, and inclusion is the key to our success. We are committed to doing the right thing in our journalism and in every role at NPR. This means that integrity, adherence to our ethical standards, and compliance with legal obligations are fundamental responsibilities for every employee at NPR.

Intro to Position

The Director of Digital Insights serves as the strategic compass for our digital ecosystem, establishing the insight engine that drives long-term portfolio growth and audience engagement. Sitting at the intersection of complex behavioral data, primary research, and executive decision-making, this high-visibility leadership role is tasked with elevating how our organization measures value and understands our audience across every digital touchpoint.

While shaping the long-term vision for the domain, you will immediately steer two key transformational initiatives: the launch of a new flagship mobile application, and guiding a foundational re-thinking of our digital video strategy. Leading a multi-tiered insights team, you will ensure technical data integrity, redefine monetization metrics, and translate product performance into executive-level strategic directives that continuously evolve our platform ecosystem. Reports to Vice President of Audience Insights.

Responsibilities

• Flagship App launch strategy: Partner with app leadership, Product and Engineering to architect the measurement framework, behavioral tracking, and lifecycle KPIs for the new centerpiece mobile application.
• Team leadership & capability building: Build, mentor, and cultivate a high-performing insights team. Provide tailored coaching across varying levels of leadership and skill, fostering technical excellence (advanced SQL techniques, database design principles, and query optimization), strategic thinking, and influence. 
• Video playbook reinvention: Build a modern, cross-platform video insights strategy that tracks engagement, consumption, and loyalty across web, app, and third-party video ecosystems.
• Primary research specification: Identify critical gaps where behavioral data fails to explain user intent. Design, scope, and write complex methodologies for qualitative and quantitative primary consumer research to validate the new business model.
• Technical oversight & governance: Guard data integrity across the pipeline. Ensure the analytics team maintains rigorous tagging standards and comprehensive quality control (QC) procedures during rapid product iterations.
• Narrative-driven Influence & storytelling: Transform complex, multi-dimensional data into compelling, visually intuitive stories. Champion the "so what?” and “now what?" behind the numbers, translating technical behavioral data into clear, persuasive narratives for executive leadership that turn metrics into actionable business strategies.
• Cross-functional alignment & mediation: Serve as the primary strategic bridge and connective tissue between deeply technical analytics, developers, and content creator business units. Proactively navigate and resolve conflicting priorities, differing data interpretations, and cross-functional friction, aligning diverse stakeholders around a unified, data-backed product vision.

The above duties and responsibilities are not an exhaustive list of required responsibilities, duties and skills. Other duties may be assigned, and this job description can be modified at any time.

Required Skills/Competencies

• Web & cross-platform measurement strategy: 8+ years of experience leading digital analytics strategy, with proven expertise in architecting web measurement frameworks, site optimization analytics, and tracking cross-platform user journeys across web, mobile, and video ecosystems. 
• Complex stakeholder management: Demonstrated ability to navigate matrixed organizations, build alignment across disparate departments (Product, Engineering, Editorial/Content, Development), and translate complex data insights into clear, actionable executive directives. 
• Mobile app &video domain expertise: Hands-on leadership in mobile app analytics-specifically defining measurement frameworks and lifecycle KPIs for new app launches-alongside modern digital video measurement across owned platforms and third-party video networks. 
• Mixed-methods insights leadership: Expertise in bridging quantitative behavioral data with quantitative and qualitative primary research methodologies to explain user intent, validate new digital business models, and identify portfolio growth opportunities. 
• Technical analytics governance: Deep familiarity with modern data pipelines, tag management systems, product analytics tools (e.g., GA4, Amplitude, Mixpanel, Segment), and establishing strict QC/data integrity protocols across fast-paced development cycles.
• SQL expertise and literacy: Direct, strategic experience using SQL to manipulate complex datasets to produce analysis of user journeys and behavioral segments. Ability to evaluate analyst code for efficiency, accuracy, and full utilisation of available data.
• Multi-tiered people management: Proven track record of building and leading insights teams, with specific experience coaching both individual contributor managers and developing first-time supervisory managers while mentoring junior analysts. 

Preferred Qualifications

• Media, public media or subscription/membership Experience: Background working within a public media ecosystem, premium streaming audio/video service, or a subscription-driven digital media publisher.
• Data re-architecture: Direct experience guiding an organization through a migration from legacy web tracking architectures to unified, omni-channel customer data layers.
• Advanced degree: Master’s degree or equivalent experience in Data Science, Behavioral Economics, Market Research, or Statistics.

Education Requirements

• Bachelor's degree in Data Science, Analytics, Market Research, Statistics, or a related field (Master's preferred or equivalent experience).

Work Location & Requirements

• NPR Hybrid Permitted: This is a hybrid permitted role. Some aspects of this role require duties better performed at an NPR facility. The employee will be required to be in the office at the Washington, D.C. location at least 3 days a week. The employee must also reside in an NPR-supported location based on the number of on-site days they choose.

Job Type

• This is a full-time, exempt position.

Compensation

Salary Range: The U.S.-based anticipated salary range for this opportunity is $166,000-$180,000 plus benefits. The range displayed reflects the minimum and maximum salaries NPR expects to provide for new hires for the position across all US locations.

NPR Benefits: NPR provides comprehensive benefits for employees and dependents. Regular, full-time employees scheduled to work 30 hours or more per week are eligible to enroll in NPR’s benefits options. Benefits include access to health and wellness, paid time off, and financial well-being. Plan options include medical, dental, vision, life/ accidental death and dismemberment, long-term disability, short-term disability, and voluntary retirement savings to all eligible NPR employees. 

Does this sound like you? If so, we want to hear from you.

The range displayed reflects the minimum and maximum salaries NPR expects to provide for new hires for the position across all US locations.

NPR Pay Range

$166,000—$180,000 USD

NPR is an Equal Opportunity Employer. NPR is committed to being an inclusive workplace that welcomes diverse and unique perspectives, all working toward the same goal - to create a more informed public. Qualified applicants receive consideration for employment without regard to race, color, ethnicity, national origin, ancestry, age, religion, religious belief, sex (including pregnancy, childbirth and related medical conditions, lactation, and reproductive health decisions), sexual orientation, gender, gender identity or expression, transgender status, gender non-conforming status, intersex status, sexual stereotypes, nationality, citizenship status, personal appearance, marital status, family status, family responsibilities, military status, veteran status, mental and physical disability, medical condition, genetic information, genetic characteristics of yourself or a family member, political views and affiliation, unemployment status, protective order status, status as a victim of domestic violence, sexual assault, or stalking, or any other basis prohibited under applicable law.

If you are a person with a disability needing assistance with the application process, please reach out to [email protected].

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