The Director, International Consumer Marketing position serves a vital role in The New York Times’s Consumer Marketing department. This innovative marketer leverages proven tactics and tests new approaches in order to drive digital subscribers outside of the U.S. – an area of strategic importance for The Times’s near- and long-term growth.
The ideal candidate has a track record of success in digital consumer marketing, especially as it relates to subscriber acquisition/retention and global audiences. She/he is both creative in terms of how to engage our prospects with persuasive messages, and analytical in the design and measurement of marketing tests. Also contributing to success are an innovative and urgent spirit, a highly collaborative nature and an unyielding focus on beating goals.
Primary responsibilities:
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Drive subscription conversions among The Times’s global audience on its NYTimes.com site and via its registered user email list. Work here includes appropriately representing the brand, communicating the relevance of its content to the target audience, and tailoring the offer for maximum starts and lifetime value.
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Optimize a marketing budget among several external marketing channels like social media and paid search. Ensure each channel’s productivity is maximized for subscriber acquisition and profitability.
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Oversee the execution of special, cross-channel campaigns throughout the year. These periods of augmented promotion with limited-time offers require careful project management with colleagues who develop creative, traffic assets, analyze results, etc.
-
Conceive and execute innovative tests that experiment with new targets, new approaches, new creative and new offers, unearthing both incremental and transformative wins.
-
Liaise with internal partners who own specific channels of international subscriber activities, such as mobile specialists and retention marketers. Ensure goal alignment and attainment, consistent messaging and best-practice propagation.
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Work closely and collaboratively with London- and Hong Kong-based colleagues who manage International New York Times marketing efforts in their designated locales. Solicit their regional insights to fuel worldwide digital campaigns, and arm them with tools and best practices that empower them to execute local promotions.
-
Manage a set of communication and operational activities that cascades international marketing’s activities to other internal departments. This includes sharing expense and sales forecasts with Finance, campaign details with Operations and Customer Care, and creative requests with Marketing Services.
- Participate in cross-departmental projects and updates that enable our international marketing to capitalize on colleagues’ learnings; that share international wins for others’ benefit; and that ensure International’s needs are represented in broader Consumer Marketing initiatives.
Requirements:
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7+ years of digital marketing experience, with a preference for those working in the media industry.
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Experience marketing to non-U.S. audiences.
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Bachelor’s Degree in Marketing or similar field is required. MBA preferred.
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Thorough understanding of all available digital marketing techniques, including social media, paid search, email marketing. Also, experience with more experimental marketing techniques preferred.
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Excellent communication skills with abundant examples of fruitful collaborations.
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Ability to work in an environment where flexibility, collaboration, creativity and fast execution are required.
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Proven analytical prowess, designing meaningful marketing tests, interpreting data and acting on results.
Company Information: The New York Times Company (NYSE: NYT) is a global media organization dedicated to enhancing society by creating, collecting and distributing high-quality news and information. The company includes The New York Times, International New York Times, NYTimes.com, INYT.com and related properties. It is known globally for excellence in its journalism, and innovation in its print and digital storytelling and its business model. Follow news about the company at @NYTimesComm.
EEO Statement: The New York Times Company is an equal employment opportunity employer, and does not discriminate on the basis of race, color, religion, gender, sexual orientation, marital status, age, disability, national origin, citizenship or any other protected characteristic. The New York Times Company is committed to diversity in its most inclusive sense.
The ideal candidate has a track record of success in digital consumer marketing, especially as it relates to subscriber acquisition/retention and global audiences. She/he is both creative in terms of how to engage our prospects with persuasive messages, and analytical in the design and measurement of marketing tests. Also contributing to success are an innovative and urgent spirit, a highly collaborative nature and an unyielding focus on beating goals.
Primary responsibilities:
-
Drive subscription conversions among The Times’s global audience on its NYTimes.com site and via its registered user email list. Work here includes appropriately representing the brand, communicating the relevance of its content to the target audience, and tailoring the offer for maximum starts and lifetime value.
-
Optimize a marketing budget among several external marketing channels like social media and paid search. Ensure each channel’s productivity is maximized for subscriber acquisition and profitability.
-
Oversee the execution of special, cross-channel campaigns throughout the year. These periods of augmented promotion with limited-time offers require careful project management with colleagues who develop creative, traffic assets, analyze results, etc.
-
Conceive and execute innovative tests that experiment with new targets, new approaches, new creative and new offers, unearthing both incremental and transformative wins.
-
Liaise with internal partners who own specific channels of international subscriber activities, such as mobile specialists and retention marketers. Ensure goal alignment and attainment, consistent messaging and best-practice propagation.
-
Work closely and collaboratively with London- and Hong Kong-based colleagues who manage International New York Times marketing efforts in their designated locales. Solicit their regional insights to fuel worldwide digital campaigns, and arm them with tools and best practices that empower them to execute local promotions.
-
Manage a set of communication and operational activities that cascades international marketing’s activities to other internal departments. This includes sharing expense and sales forecasts with Finance, campaign details with Operations and Customer Care, and creative requests with Marketing Services.
- Participate in cross-departmental projects and updates that enable our international marketing to capitalize on colleagues’ learnings; that share international wins for others’ benefit; and that ensure International’s needs are represented in broader Consumer Marketing initiatives.
Requirements:
-
7+ years of digital marketing experience, with a preference for those working in the media industry.
-
Experience marketing to non-U.S. audiences.
-
Bachelor’s Degree in Marketing or similar field is required. MBA preferred.
-
Thorough understanding of all available digital marketing techniques, including social media, paid search, email marketing. Also, experience with more experimental marketing techniques preferred.
-
Excellent communication skills with abundant examples of fruitful collaborations.
-
Ability to work in an environment where flexibility, collaboration, creativity and fast execution are required.
-
Proven analytical prowess, designing meaningful marketing tests, interpreting data and acting on results.
Company Information: The New York Times Company (NYSE: NYT) is a global media organization dedicated to enhancing society by creating, collecting and distributing high-quality news and information. The company includes The New York Times, International New York Times, NYTimes.com, INYT.com and related properties. It is known globally for excellence in its journalism, and innovation in its print and digital storytelling and its business model. Follow news about the company at @NYTimesComm.
EEO Statement: The New York Times Company is an equal employment opportunity employer, and does not discriminate on the basis of race, color, religion, gender, sexual orientation, marital status, age, disability, national origin, citizenship or any other protected characteristic. The New York Times Company is committed to diversity in its most inclusive sense.