Consumer Marketing Strategy Director - Knoxville News-Sentinel

The Consumer Marketing Strategy Director builds and leads the strategic plans to drive subscriber acquisition, increase engagement, and mitigate churn for the Knoxville News-Sentinel in Knoxville, Tennessee. The successful candidate will have a keen understanding of the market, collaborate with the news teams on marketing plans, work with various teams to execute the plan, and communicate results to the news and corporate teams.

• Head of subscription sales and engagement for the Knoxville News-Sentinel

• Direct reporting structure to consumer subscription and revenue team with a heavy dotted line to local GM

• Must be able to work in Knoxville 60% of the time or as directed by the key manager

• Strategic Collaborative Planner

• Responsible for driving volume and revenue by overseeing consumer sales and engagement results for the Knoxville News-Sentinel

• Develop sales and engagement strategic plans including the audience roadmap to drive revenue

• Work with news teams to optimize and sell against trending stories

• Launch marketing programs to support newsroom initiatives that drive subscription growth including newsletters, SMS campaigns, social media platforms, and native apps

• Be present on-site at key meetings

• Responsible for planning, managing, and monitoring social media ads to drive subscription sales or improve engagement of existing subscribers within brand guidelines

• Oversite of SEM to increase subscription sales

• Ensure website and ads are functioning as expected for both print and digital subscriptions

• Create and launch in-app campaigns to drive subscriptions or improve engagement

• Communicate results with key stakeholders

• Respond to changing trends

• Understand the competitive landscape in the market and factors that are impacting growth

• Adhere to all pricing strategies as defined by Local Revenue and Planning

• Connect with social, search, and email teams to stay abreast of most trends and best practices

• Lead and be present at local events to drive subscriptions, top-of-funnel leads and brand awareness

• Participate proactively in developing and maintaining standards, tools, and best practices

• Work with marketing operations to ensure timely execution of sales efforts such as email communication, onsite ads, and other opportunities that drive sales and engagement

• Work with the analytics team to ensure proper tracking of results and to provide explanations as needed

• Maintain highlights documentation that will be needed to understand trends including YOY changes and anomalies

• Bachelor's Degree

• 5+ years of sales and marketing experience

• 2+ years of subscription sales experience

• Ability to create social and onsite ads

• SEO/SEM, understanding of search engine algorithms and ranking methods

• Strategic marketing planner

• Ability to derive actionable insights from social media metrics and marketing data

• Knowledge and understanding of technology, search, new trends and the latest in social media features

• Strong collaborator

• Effective communicator

• Self-motivated and capable of managing multiple priorities and tasks

• Team player with the ability to work within a multi-tiered environment

• Excellent interpersonal skills, and ability to work with diverse personality types

• Creative and efficient in proposing solutions to time-critical opportunities

• Ability to multi-task and thrive under pressure and deadlines

• Proficient with Microsoft Office, Project Management tools

• Google Analytics