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Head of Audience – Subscriptions

Job Description:

  • Own and manage print and digital circulation strategy for a large consumer-focused publication
  • Lead subscriber acquisition, retention, renewal performance, circulation growth, and audience engagement
  • Develop and execute audience growth strategies to increase paid and qualified circulation, optimize subscriber lifetime value, reduce churn, and improve profitability
  • Use audience, subscription, and engagement data to drive acquisition, retention, conversion, and revenue growth
  • Plan and execute subscriber acquisition, renewal, win-back, and retention campaigns using segmentation, behavioral targeting, lifecycle marketing, and personalization
  • Build and optimize subscriber lifecycle programs from conversion through onboarding, engagement, renewal, gifts, reactivation, and long-term retention
  • Develop test plans, trial offers, pricing strategies, promotional packages, and conversion optimization initiatives
  • Monitor circulation and subscription metrics including growth, renewal rates, churn, engagement, CAC, LTV, conversion rates, and subscription revenue
  • Own subscription revenue performance and circulation economics, including forecasting, profitability monitoring, and operational efficiency improvements
  • Develop annual circulation forecasts, budgets, reporting, and performance analysis; present recommendations to senior leadership
  • Oversee print circulation operations including 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
  • Manage relationships with audit organizations and maintain subscriber data integrity
  • Conduct competitive analysis and market research to identify audience trends, technologies, subscription best practices, and growth opportunities
  • Monitor email deliverability and optimize subscriber communications for 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 programs
  • Partner with editorial, sales, product, analytics, and marketing teams to align audience growth initiatives with business, content, and revenue goals
  • Leverage audience segmentation, cohort analysis, retention modeling, and performance reporting to support strategic decision-making
  • Evaluate new channels, technologies, partnerships, and marketing opportunities to expand audience reach and improve subscription performance

Requirements:

  • Post-secondary degree or diploma in Marketing, Communications, Business, or a related field; equivalent experience will be considered
  • 5+ years of progressive experience in circulation management, audience development, or digital/print marketing, ideally within a media, publishing, B2B or B2C environment
  • Strong analytical mindset with ability to interpret audience data and translate insights into actionable strategies
  • Excellent communication and project management skills
  • Ability to manage multiple brands and campaigns simultaneously in a fast-paced, remote environment
  • Experience in or knowledge of the scientific industry is an asset
  • Expert working knowledge of subscription fulfillment software, including Omeda and CDS
  • Experience with email marketing platforms and list segmentation best practices
  • Experience with web analytics platforms such as Google Analytics and Adobe Analytics
  • Experience with data visualization tools for monitoring audience KPIs and campaign performance
  • Hands-on experience with social media management and familiarity with emerging platforms and growth tactics
  • Direct experience executing and managing paid advertising efforts
  • Experience with A/B testing and conversion rate optimization
  • Disciplined test-and-learn approach to campaign development capable of demonstrating clear ROI
  • Advanced knowledge of print fulfillment workflows, subscriber database management, subscription billing cycles, and postal regulations

Benefits:

  • Equal opportunity employer committed to diversity, equity, and inclusion
  • Reasonable accommodation for qualified individuals with disabilities
  • Remote work arrangement
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