Head of Audience – Subscriptions

This is a fully remote position, open to applicants in United Kingdom.

📋 Description

• Take ownership of and manage the circulation strategy for both print and digital platforms for a major consumer-oriented publication.

• Drive subscriber acquisition, retention, renewal performance, growth in circulation, and audience engagement.

• Formulate and implement strategies aimed at growing the audience to enhance paid and qualified circulation, optimize the lifetime value of subscribers, minimize churn, and boost profitability.

• Utilize data on audience, subscriptions, and engagement to propel acquisition, retention, conversion, and revenue growth.

• Plan and carry out campaigns for subscriber acquisition, renewal, win-back, and retention, employing segmentation, behavioral targeting, lifecycle marketing, and personalization techniques.

• Create and enhance subscriber lifecycle programs encompassing conversion, onboarding, engagement, renewal, gifting, reactivation, and long-term retention.

• Develop testing plans, trial offers, pricing strategies, promotional packages, and initiatives for optimizing conversion rates.

• Track circulation and subscription metrics including growth, renewal rates, churn, engagement, customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and subscription revenue.

• Oversee subscription revenue performance and circulation economics, including forecasting, profitability monitoring, and enhancements to operational efficiency.

• Create annual circulation forecasts, budgets, reports, and performance analyses; present findings and recommendations to senior leadership.

• Supervise print circulation operations covering fulfillment, production schedules, print order management, subscriber services, shipping, postal optimization, and newsstand distribution.

• Manage relationships with fulfillment houses, printers, direct mail agencies, newsstand consultants, digital marketing partners, distribution vendors, and other suppliers.

• Ensure compliance with circulation reporting requirements, privacy regulations, subscription policies, and postal regulations.

• Maintain relationships with audit organizations and ensure the integrity of subscriber data.

• Conduct competitive analyses and market research to uncover audience trends, technologies, subscription best practices, and growth opportunities.

• Monitor email deliverability and enhance subscriber communications for optimal inbox placement, open rates, click-through rates, engagement, retention, and conversion.

• Develop integrated audience development strategies across print, digital, email, social media, events, newsletters, and advertiser-supported content initiatives.

• Collaborate with editorial, sales, product, analytics, and marketing teams to align audience growth efforts with business, content, and revenue objectives.

• Utilize audience segmentation, cohort analysis, retention modeling, and performance reporting to inform strategic decision-making.

• Assess new channels, technologies, partnerships, and marketing opportunities to broaden audience reach and enhance subscription performance.

⛳️ Requirements

• A post-secondary degree or diploma in Marketing, Communications, Business, or a related field; equivalent work experience will be taken into account.

• A minimum of 5 years of progressive experience in circulation management, audience development, or digital/print marketing, preferably within a media, publishing, B2B, or B2C context.

• A strong analytical mindset with the capability to interpret audience data and convert insights into actionable strategies.

• Exceptional communication and project management skills.

• Ability to juggle multiple brands and campaigns simultaneously in a dynamic, remote environment.

• Experience in or knowledge of the scientific industry is considered an asset.

• Expert proficiency with subscription fulfillment software, including Omeda and CDS.

• Familiarity with email marketing platforms and best practices for list segmentation.

• Proficient in web analytics platforms such as Google Analytics and Adobe Analytics.

• Experience using data visualization tools to monitor audience KPIs and campaign performance.

• Practical experience with social media management and an understanding of emerging platforms and growth strategies.

• Direct experience in executing and managing paid advertising campaigns.

• Knowledge of A/B testing and conversion rate optimization techniques.

• A disciplined test-and-learn approach to campaign development, demonstrating clear return on investment (ROI).

• Advanced understanding of print fulfillment workflows, subscriber database management, subscription billing cycles, and postal regulations.

🏝️ Benefits

• An equal opportunity employer that is dedicated to diversity, equity, and inclusion.

• Reasonable accommodations available for qualified individuals with disabilities.

• Opportunity for remote work arrangements.