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Director of Audience/Passive Channel

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Operations
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Houston Chronicle
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1803477 Requisition #
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Director of Audience/Passive Channel
“We must be alarmingly enterprising and startlingly original. We must be honest and fearless. And we must spark a revolution.” - William Randolph Hearst, 1887 
 
At Hearst, our employees are motivated to inform, inspire and provoke while being honest, relentless, fearless and startlingly original. In order to be successful in our mission, it’s important that we maintain a culture built on continuous learning, integrity, authenticity and innovation. We believe in helping our employees tell their own stories through professional development and boundless opportunity, and in return ensure they have a deep understanding of how their contributions help tell the story of one of the most celebrated media organizations in the world. 
 
The Director of Audience/Passive Channel is responsible for directing how passive sales channels are used to strategically drive the acquisition and retention of subscription sales across Hearst Newspapers. This includes both digital as well as print acquisition. The position reports to the Senior Vice President of Consumer Revenue and collaborates with all local Hearst Newspaper Consumer Marketing teams to implement strategic initiatives.
 
Works closely with the Director of Audience/Engagement & Members, Operations and other Directors/Senior management to direct and oversee subscription sales campaigns with the goal of driving subscription volumes and revenue.
 
A key leadership position within the Consumer Marketing Department the Director of Audience/Passive Channels will collaborate closely with Hearst Product, Hearst Data, Audience, Content and Marketing Leads across Hearst Newspaper.  The Director of Audience/Engagement & Membership reports to the Senior Vice President of Consumer Revenue of Hearst Newspapers.
 
ESSENTIAL JOB RESULTS AND CRITERIA:
 
  • Develop the overarching strategy and execution for consumer revenue channels such as email, direct mail, programmatic, social, SEM, apps, and other innovative channels to drive subscription sales.
  • Utilizes marketing technology strategies and tools to ensure goals are achieved.  Directs and collaborates with Hearst Data and local Hearst Media Agencies to drive conversion and insights.
  • Analyze and leverage customer data (quantitative and qualitative) to identify and target high value segments and optimize programs and campaigns to further drive expected results (transactions, open rates, etc.) 
  • Develop and forecast CRM program metrics and establish and response baselines/develop reporting structure and process that provides transparency and timely results to market leaders and stakeholders
  • Become subject matter expert of the CRM platform(s) utilized from a technology and systems integration aspect and manage contracts with CRM vendor(s) to drive results and operational excellence.
  • Proactively seek out emerging trends around consumer marketing inside and outside the newspaper industry and apply best practices and test as appropriate.
  • Develop strong working relationships within the audience and marketing departments in all four markets and collaborate closely on all aspects of customer engagement/loyalty.
  • Supervise the RFP process for potential vendors and partners to drive customer loyalty and engagement
  • Must have and demonstrate previous successful consumer campaigns that increased awareness/engagement with digital platforms.
  • Must have previous experience with B2C subscription-based platforms. 
  • Recruit and retain strong talent on the Audience/Digital team that can execute against the Audience strategy.
  • Manage staff as appropriate and according to Hearst guidelines.  Conduct performance reviews and ongoing staff development for staff.
  • Comfortable working across many departments and business units to reduce redundancies and increase operation effectiveness.
  • Comfortable presenting to Executives and Executive Operating Units.
  • Coordinate with accounting to ensure all P&L documents are updated and correct.
  • Evaluate, negotiate and manage vendor relationships.  Work with Hearst Newspapers sourcing to develop and manage vendor KPI’s.
  • This position can be located at the Houston Chronicle, the San Francisco Chronicle, Hearst Corporate (NYC) or virtually.
  • Requires 25% of travel time.
     
    QUALIFICATIONS:
     
    Education:   B.A. / B.S. required; Master’s Degree a plus (Technology, Management, Analytics, Marketing, Database Management)

          Experience:     

  • 5 - 10+ years executing and growing subscriber portfolio products, preferably with digital properties and/or B2C interactive products.  Product Development and product marketing experience, including product/marketing roadmap creation, requirements documentation, usability testing, and involvement in development efforts through to product deployment.

          Skills:

  • Ability to achieve and forecast revenue and expense goals. 
  • Develop business plans and be able to assess business opportunities for fit with strategy and company vision; understand cost and revenue implications.
  • Identify trends and insights through the use of transactional, qualitative and quantitative data/research.
  • Strong interpersonal, oral and written communication skills to successfully collaborate at all levels.
  • Advanced project management skills with a high sense of urgency and problem-solving ability.
  • Demonstrated ability to analyze statistical information and develop strategies and programs to ensure consumer growth and retention.
  • Proven ability to plan, organize and manage projects.
  • Demonstrated ability to maintain stable performance under pressure or opposition; handling stress in a manner that is acceptable to others and to the organization.
  • Ability to negotiate: to effectively explore alternatives and positions to reach outcomes to gain the support and acceptance of all parties.
  • Aptitude for taking risks and to initiate action that achieves a recognized benefit or advantage when potential negative consequences are understood.
  • Ability to manage conflict: to deal effectively with others using appropriate interpersonal styles and methods to reduce tension or conflict between two or more people.
  • Demonstrated ability to facilitate change through encouraging others to seek opportunities for different and innovative approaches to addressing problems and opportunities; facilitating the implementation and acceptance of change within the workplace.
  • Adept in building trust by operating with integrity, remaining open to ideas, and supporting others even in the face of resistance or challenge.
  • Ability to analyze financial information, create and track budgets.
  • Demonstrated mathematical skills to determine maximum utilization of resources.
WHAT WE OFFER:
There has never been a more exciting time to join the Houston Chronicle. Our business is growing and transforming every day.  Advertisers are partnering with us to help them navigate new marketing strategies in today’s increasingly complex digital environment. Simply put, the Houston Chronicle is a media company that uses its rich history and data to deliver the most impactful media campaigns for our customers. We leverage our substantial audience reach, coupled with best in class advertising solutions to keep our customer’s brand in front of the right people at the right time.
 
Why are we different? Our people! Our company is diverse and filled with smart, passionate people who want to win. We offer an upbeat and collaborative working environment and expect our people to challenge the norm. With an abundance of opportunity to learn new things and develop the skills that are vital to your success, we expect our people to move up through the organization fast!
 

About the Houston Chronicle and Chron.com

The Houston Chronicle is one of the top media companies in the nation, and is unmatched in its coverage of the Houston community with Pulitzer Prize-winning journalism. For over 115 years, the Houston Chronicle’s team has continued to provide the thought leading, in-depth investigations in subjects that are important and impactful to the Houston community. The stories have evolved into robust multimedia offerings including photo galleries, videos and visual data-driven graphics. We are also able to provide innovative, unique advertising and marketing solutions for businesses to grow and succeed.

Chron.com is the leading news website in Houston with over 17.5 million unique users and more than 92 million pageviews a month. Daily, it reflects the buzz of Houston by providing a full 360-degree view. The articles and photo galleries spark engagement and conversation which are shared by thousands.

Join our team of world-class journalists and exceptional professionals.

The Houston Chronicle is an equal opportunity employer that seeks to hire the best and brightest. We aspire to have a workforce that mirrors the diversity of the city and the nation.

Our History

The Houston Chronicle, one of the largest newspapers in the United States, was founded in 1901 by a young journalist, Marcellus Foster. Mr. Foster published his first edition on October 14 of that same year. In exchange for part interest, Houston businessman, Jesse Jones built a 10 story Chronicle building in downtown Houston. The Houston Chronicle was acquired by Hearst in 1987.

In addition to delivering in-depth coverage of local issues, the Houston Chronicle is committed to covering state, national and international news. The newspaper operates a news bureau in Washington, D.C., that provides coverage of issues of special interest to residents of Houston and Texas. As one of Texas’ largest news organizations, it publishes print and on-line products in English and Spanish including mobile apps and sites, direct mail, commercial print and experiential marketing programs.

 

Mission

The Houston Chronicle is committed to being Houston's Leading Information Source: Serving our readers as the primary news and advertising medium in Southeast Texas. Committed to being a media group of national distinction. Maintaining a fundamental commitment to the highest standards of integrity and professionalism.

  • 4th largest U.S. city population at 2.3 million
  • 8th largest U.S. designated market area (DMA) population at 7.2 million
  • 4th largest U.S. DMA Hispanic population at 2.6 million

Values

Internal/External Customer Focus Treat our customers the way we want to be treated.

Vision Articulate a clear vision of what is to be accomplished.

Trust Deliver in ways that are consistent and expected.

Integrity Set the highest standards of character, honesty and fairness.

Creativity & Innovation We achieve leadership through creative solutions.

Transparency Open exchange of communication to customers and employees.

Community Involvement Above all, we exist to inform, enlighten and serve the public interest.

Our Culture

Our culture is defined by trust, integrity, teamwork, innovation, community engagement and service.

What We Do

Print Products

Print is powerful. Our print publications reach more than 2 million Houstonians every week. Let us help you harness this influential medium to deliver your message.

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Digital Solutions

We offer a full line of digital products and mixed-media packages that help businesses reach and interact with today's consumer.

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Branded Content

Our partners can choose from a variety of content exclusives—from luxury living and food, to education and the workplace—to reach audiences based on common interests.

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Our Brands

Our People

Working for the Chronicle is fast-paced, challenging and exciting. I enjoy my co-workers a great deal and I consider them to be great friends.

John-Henry Perera, Video & Digital Producer

Three words that describe my job: Fast-paced, fun/ever-changing and challenging! I most enjoy the people I work with inside the organization and the account relationships outside the organization.

Robin Hoffman, Sr. Manager, Major Accounts

I would describe my job as synergistic, collaborative and dynamic. I enjoy working with so many people who are passionate about their jobs. I love the diversity of experience, expertise, seniority and job function, which is hard to come by in many organizations.

Aisha Bussey, Director of Consumer Marketing

My job is dynamic, exciting and rewarding. I enjoy the variety of topics we are able to cover, and the wide range of platforms we use to share information with our audience.

Darla Guillen, Reporter, Producer

Demanding, quality and leadership describe my job. Being the Night Production Supervisor in charge of USA Today and other Chronicle products, I strive to achieve the best quality possible. I like being part of a very demanding operation that reaches thousands of people each and every day.

Roger Lyons, Operations Supervisor

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