Director, Audience Insights

Washington, DC
Aug 18, 2021
Oct 29, 2021
Executive, Director
Full Time
Job Description

The Director of Audience Insights is a marketer and manager who is adept at telling compelling stories using audience and consumer data that will inform and influence Washington Post advertising sales strategies. You will be expected to lead our efforts in developing, launching and communicating a strategy for data led marketing; partnering across data, product, sales and marketing teams to implement. This role will work closely with our research, data and analytics teams plus your own direct report analyst(s) to understand Washington Post audience data and consumer trends and turn that data into powerful marketing messages. The right candidate has experience crafting data led narratives at a media company or Fortune 500 brand, by understanding their customers and clients, interpreting data points and trends and pulling out meaningful analysis to smartly position their company/brand to business and advertising partners. Management experience, coaching and leading direct reports who will help analyze data and trends in required.

  • Must be a self-starter experienced in data led marketing and management who can help launch this critical new team with limited guidance. We want you to use your experience to help lead us.
  • Managing direct reports, helping to provide clear direction, guidance and goals to your team.
  • Strong visual storytelling combined with the ability to parse large amounts of data, from multiple datasets, into succinct and actionable insights.
  • Design thinking from analysis and framing to modeling to visual and written solutions desired.
  • Excellent written and verbal communication skills with the ability to deliver presentations others can share and to be able to yourself speak and present to clients.
  • Establishing a written and visual style and identity for insights that our clients will recognize, seek out and trust.
  • Support sales & marketing teams with audience data to pitch our clients as well as to inform our creative & media recommendations on The Washington Post consumer across our product portfolio
  • Leverage 1st and 3rd party data to uncover insights relevant to specific advertiser categories (i.e. technology, finance, CPG) and individual brand partners.
  • Work closely with our centralized research, data and analytics teams to identify consumer trends that impact our brand partners.
  • Update and package monthly and quarterly reports on content performance and audience trends both within The Washington Post properties and across advertiser categories.
  • Surface impactful or compelling results from internal custom research studies to highlight new and emerging consumer trends and sentiments that present value for marketers.
  • Harness the power of data to generate narratives around our audience, their mindset, interests, goals and needs.
  • Use insights to position The Washington Post as a critical destination for influencers within specific industry sectors - combine proprietary and syndicated tools with industry data to tell the story.
  • Manipulate and combine audience segment data to create reader profiles that go deeper than standard demographics - bring our audience to life.
  • Retroactively and proactively use insights to prove hypotheses and position The Post in the context of world events, issues, topics, media habits or news cycles.
  • Create a ‘newsroom' of real-time insights that can be used by sales and marketing for ongoing sales outreach and external thought-leaderships comms.
  • Collaborate with our creative team to generate content and consumption insights both pre and post-sale. Help lead the transformation of post-sale content insights to go beyond one-dimensional metrics such as CTR or dwell time - help our brand partners understand how their custom content was consumed, used, considered and paint a picture of the user.
  • Identify and recommend external insights tools that might bolster our ability to tell stories with data - such as social listening, industry/sector reports or media consumption tools.

  • Minimum of Bachelor's Degree; MBA or Master's Degree preferred
  • At least 7-10 years of experience working in marketing insights, brand strategy or content marketing, either at a media organization or at a consumer-facing company
  • 3-5 years managerial experience - leading & managing direct reports
  • A natural leader and self starter who can leverage their own experience and leadership skills to launch a new team and practice area within an established department,
  • Demonstrated leadership skills with strong analytics and problem-solving skills
  • Strong organizational, creative problem-solving, communication and presentation skills
  • Proven ability to lead cross-departmental teams through collaboration to achieve results
  • Manage several projects simultaneously, while being accurate, detail, solution and delivery oriented

The Post strives to provide its readers with high-quality, trustworthy news and information while constantly innovating. That mission is best served by a diverse, multi-generational workforce with varied life experiences and perspectives. All cultures and backgrounds are welcomed.

The innovation doesn't end in the Newsroom - dozens of teams power The Washington Post. We are now hiring the next innovator - how will you Impact Tomorrow?