Vice President, Audience Development
Farm Journal is a data and information company that maps the present and future of farming, food, technology and sustainability through the lens of 23 brands committed to every major agriculture and food production segment. Our brands generate 20 million monthly interactions across digital, video, radio and print sources, and have subscribers to nine print magazines, a streaming service, email newsletters and a paid print-and-digital intelligence service.
Farmers, ranchers, growers, packers, shippers and the industries that support them rely on Farm Journal’s brands to profitably grow their businesses. Its exclusive research and data insights are so powerful that it earned Farm Journal recognition as one of the most innovative companies in the country, according to Fast Company business magazine.
The trust of and relationship with our audience fuels our business’ success. The vice president of audience development is responsible for both the strategic oversight, growth and operational management of the company’s full-portfolio warehouse of names, which includes all print and digital subscribers, and online names (users & emails). Further, this position manages all audience-related projects surrounding names acquisition, demo appends, quality-control, data-hygiene and reporting.
Annual objectives include email names acquisition, cleaning, analytics and metrics development, increasing known personas – regardless of source or activity – including contact information, demographics, “engagement” (online, print, television, email, events), communication preferences and more.
The vice president of audience development is the company’s thought-leader on audience development and contributes to the overall strategy of the audience center of excellence, which includes text-based content, events, broadcast and product development.
This vice president of audience development will collaborate across the full organization with insight and recommendations, statements-of-work, prioritized needs/requests, and then management of the necessary resources including budgets, staff, vendor relationships, etc. The audience development division works in partnership with a director of marketing responsible for solutions marketing and sales enablement and the sales division, among others.
This position has seven direct reports and is fully remote in the continental United States.
Essential Duties and Responsibilities
Zero Party and First Party Data
- Serves as business-owner and lead for new contacts and known audiences
- Evaluates current and future internal business requirements to identify audiences
- Works with various division managers to attach relative value for different data-points
- Follow industry trends for new and evolving high-value data-point needs
- Develops one or more “Data-Profile” reports plus a “single view” for company and client use
- Keeps company managers aware of shifts/trends in audience. Maintains a full understanding (and map) of where and how Farm Journal captures data
- Creates strategies and implements campaigns to grow and maintain audiences
- Actively pursues a wide range of options for source-names both internally and externally
- Ensures that all synchronization & hygiene of data is accurate and current at all times
Marketing for Data-Capture & Names-Acquisition
- Progressively and strategically leverages full Farm Journal portfolio for best-effectiveness in audience acquisition
- Serves as the Farm Journal lead to create and implement tactics that attract & convert contacts
- Constantly tests various marketing efforts, offers etc.
- Develops new strategies for audience growth.
- Upholds brand integrity in all activities
Subscription Management
- Manages subscription acquisition and retention for streaming channel
- Manages subscription acquisition and retention for paid sites
- Directly responsible for legacy circulation, paid or controlled, including magazines, Pro Farmer & eNewsletters
- Works with magazine & newsletter managers to establish and execute marketing plans, revenue projections, etc.
- Closely monitors all renewal rates, making recommendations for editorial and other changes
Audience Development, Analytics & Evaluation
- Serves as the senior-team company-expert on all Audience Development analytics and insights
- Routinely analyzes all audience KPI for trends & data-intelligence – and providing regular internal reporting
- Provides industry and competitive analysis of Farm Journal’s audience
Additional Duties
- Monitors and develops best in class email deliverability programs and engagement to maintain clean profile demographics
- Manages registration and paywall activities including partner memberships
- Monitors B2B and consumer best-practices/innovations around new revenue stream opportunities (connected with audience data), presenting new-business development considerations to management
- Serves as the company’s thought-leader in all aspects of audience development, with proactive regular updates and observations that may be of value to Farm Journal
Education/Skills/Professional Experience
These qualifications include, but are not limited to, the following:
- Seven to 10 years experience in audience development including audience/names database & marketing, ideally in the context of a media company
- Ability to identify new technology solutions that can increase efficiency and success. The audience development team has an existing tech stack that includes Hubspot ESP; Lytics CDP; Validity and Briteverify for email deliverability and verification; Brightcove CMS; Tableau; GA4; Looker for reporting; and Recurly and Uscreen for subscription products (including streaming).
- Collaborative tactful team player, getting things done and enfranchising disparate parties to work together
- Highly developed and effective written and verbal communication skills.
- Excellent customer service skills (internal & external)
- Skilled project manager with a strong proficiency in prioritization to ensure that tasks are completed on time
- Excellent analytical and problem solving skills
- Excellent attention to detail required - hands on attitude
- Must be self-starter, curious, and passionate for new and continuous self-improvement
- Experience in B2B media a plus
- Experience in agriculture a plus
Work authorization requirements
Must have unrestricted work authorization to work in the United States.
EEO statement
Farm Journal is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.
Other duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the team member for this job. Duties, responsibilities, and activities may change at any time with or without notice.
Seven to 10 years in audience development, media data, leadership, analytics, and project management; B2B/media and agriculture experience a plus.
Key Responsibilities
- leads data
- develops campaigns
- manages subscriptions
Skills & Tools
HubSpot, Lytics CDP, Validity, BriteVerify, Brightcove CMS, Tableau, GA4, Looker, Recurly, Uscreen
Job Details
- Category: Data and Analytics
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — United States
- Languages: English
About Farm Journal
A media and information company delivering agriculture and food industry insights. — Industry: Media and Communications