Marketing Manager, Audience Development

Location: Remote USA
Job Type: Marketing

Our client, The Philadelphia Inquirer, was founded in 1829 and is the third-oldest continually operating daily newspaper in the United States. It was purchased in 2014 by the non-profit Lenfest Institute, which was founded by philanthropist Gerry Lenfest to protect and promote the integrity of journalism – specifically local journalism.

The Philadelphia Inquirer publishes a news website ( and two daily newspapers (The Philadelphia Inquirer and Daily News) and has come a long way in terms of modernizing its operations and delivering content across digital channels. The focus now is to modernize their Marketing department to enable them to build audiences more effectively for their content and monetize those audiences.

One of the key positions of focus is a Marketing Manager who will focus on audience development, content promotion, reader engagement, lead generation, and community engagement marketing campaigns, aimed at driving new readers and building habit with The Inquirer’s digital audience, as well as engaging diverse Philadelphia communities as part of their marketing strategy. They will be responsible for developing and executing marketing strategies to meet their audience goals, seeing projects through from ideation to post-campaign reporting.

Responsibilities include:
Understand The Inquirer’s digital audience mix, supporting the Director by making strategic recommendations for attracting new audiences, engaging readers, and converting unknown readers into known users

With support from the Director, develop marketing plans for special editorial projects, working with the editorial, product, ad sales, creative, and finance teams to develop program objectives, success criteria, and KPIs for measurement

Oversee execution of key projects on the roadmap by collaborating with cross-functional teams, maintaining seamless communication, and ensuring proper processes are in place

Support growth of The Inquirer’s marketable email database through newsletter promotion, working cross-functionally as an integral member of our newsletter leadership team, integrating with product, editorial, and advertising to align our newsletter portfolio with our strategic business goals

Come up with new strategies and oversee ongoing projects to grow The Inquirer’s first-party data and marketable email database through newsletter promotion and on-site registration

Partner with the product team to expand content recirculation and personalization on site, with a focus on driving pageviews, return visits, and habit for readers

Analyze reader insights, on-site trends, and referral sources to identify segments for growth and extract key insights for future campaigns

Oversee marketing strategy for The Inquirer’s virtual events, focusing on driving pre-event registrations and live views; and work with the Events Marketing Associate to execute and track all campaigns

Collaborate with fellow Marketing Managers on all SEM and Paid social campaigns for traffic, lead generation, and acquisition

As a crucial piece of overall marketing strategy on key projects, develop tactics to nurture, grow and maintain relationships between The Philadelphia Inquirer and diverse audiences in Philadelphia

Develop goals and KPIs for each project, and track spending and ROI across platforms, delivering pre- and post-campaign goals and analyzing performance

Prepare and present marketing plans to stakeholders across sales, editorial, product, analytics, and executive leadership teams

3+ years of experience in Marketing/PR/Communications field

Passionate about the intersection of marketing, product, and editorial and be able to move smoothly between all three spaces

Appreciate the power of journalism and seek out new and ingenious ways to promote it to consumers across different segments

Understand how email, mobile, alerts, and personalization can work together to build habit with news readers

Understand inclusive design, accessibility, and how to build a strong user experience

Be proficient with business metrics, able to set and track crucial KPIs across various projects

Comfortable working in a fast-paced environment and juggling multiple projects at one time

Proactive in their work, ideation, and communication

Maintain a collaborative work atmosphere by communicating effectively with management and peers