Marketing Manager, Audience Growth in BETHLEHEM, Pennsylvania at Lehigh Valley Public Media

JOB SUMMARY

The Marketing & Audience Development Manager is responsible for planning and executing LVPM’s audience-facing marketing campaigns across channels. This role sits at the intersection of strategy, audience insight, and execution responsible for translating organizational priorities into clear, coordinated campaigns that drive audience growth, engagement, and conversion.

LVPM partners with an external agency of record to support marketing strategy, and an Audience Growth Specialist provides audience data and insights. This role brings those inputs together to develop campaign plans, manage execution, and ensure consistency across channels.

This is an ideal opportunity for a marketing professional ready to take ownership of campaign planning, build cross-channel experience, and grow into more advanced strategic responsibility over time.

This role is best suited for someone who is comfortable operating independently, creating structure in an evolving environment, and delivering high-quality work in a lean, mission-driven organization. It calls for strong execution, sound judgment, and a practical, audience-focused mindset.

RESPONSIBILITIES

· Translate marketing strategy (developed with the agency of record) and audience insights (provided by the Audience Growth Specialist) into clear, actionable campaign plans

· Develop campaign briefs that define objectives, target audiences, key messages, channel mix, and timing

· Plan and coordinate integrated campaigns that support text, video, audio content across journalism, newsletters, events, educational programming, as well as audience conversion goals

· Establish campaign timelines, priorities, and deliverables aligned with organizational goals and available resources

· Partner with the agency of record to ensure campaign execution aligns with broader strategic direction

· Collaborate with internal teams to gather inputs and ensure campaigns accurately reflect content, programming, and organizational priorities

· Execute audience-facing campaigns across email, web, social media, broadcast/streaming platforms, podcasts, billboard and event promotions with a focus on consistency and quality

· Write, edit, and deploy marketing communications across channels

· Manage LVPM’s social media presence, content calendar, and community engagement

· Execute email marketing campaigns, including segmentation, copywriting, scheduling, and deployment

· Maintain and update web content to ensure alignment with active campaigns and organizational priorities

· Coordinate with external vendors and partners to support campaign execution

· Attend select evening and weekend events to capture real-time content for audience engagement and promotion

· Track campaign and channel performance and identify trends and opportunities

· Partner with the Audience Growth Specialist to interpret audience data and apply insights to campaign improvements

· Adjust campaign messaging, targeting, and coordination based on performance and audience behavior

· Maintain standards for voice, tone, campaign structure, and cross-channel consistency

· Provide regular performance updates to leadership and agency partners with clear, actionable takeaways

· Partner with content, development and operations teams to align campaign execution with organizational priorities

· Serve as the primary point of coordination between internal teams and marketing execution

· Work closely with the Audience Growth Specialist to incorporate audience insights into campaign planning and execution

· Incorporate stakeholder input constructively while maintaining clarity and consistency in campaign execution

· Serve as the primary point of contact for community partners and trade relationships, coordinating collaborative campaign efforts that benefit both organizations and expand audience reach and engagement

· Contribute to LVPM’s broader transition to a more coordinated, audience-first operating model

KEY ACCOUNTABILITIES

· Plan and execute LVPM’s marketing campaigns across channels during the interim period

· Drive measurable growth in audience awareness, engagement, retention, and conversion through effective campaign planning and execution

· Improve coordination, consistency, and quality of LVPM’s marketing and audience-facing communications

· Provide leadership with clear visibility into campaign plans, execution progress, and performance outcomes

· Strengthen audience reach, brand visibility, and engagement through coordinated campaigns, audience-informed decisions, and community partnerships

SKILLS & COMPETENCIES

· Strong ability to translate marketing strategy and audience insights into coordinated, multi-channel campaign plans and execution

· Ability to develop clear campaign briefs, including objectives, messaging, channel mix, and timelines

· Excellent copywriting, editing, and message-framing skills; able to produce polished, audience-ready communications independently

· Ability to manage multiple campaigns, priorities, and deadlines in a resource-constrained environment

· Ability to analyze campaign and audience data and apply insights to improve messaging, targeting, and execution

· Strong cross-functional collaboration and communication skills; able to coordinate across teams with different goals and timelines

· Proficiency with email marketing, social media management, and content scheduling platforms

· Comfortable working in CMS, CRM, and marketing tools; able to quickly learn and adapt to new platforms

· Strong ability to synthesize source materials and stakeholder input into clear, compelling communications under tight deadlines

Knowledge

· Solid understanding of digital marketing principles and cross-channel campaign execution

· Working knowledge of audience growth strategies and how campaigns support reach, engagement, and conversion

· Knowledge of email marketing, list segmentation, and audience lifecycle fundamentals

· Familiarity with content development and distribution workflows across email, web, social, and event promotion

· Understanding of how marketing supports text, video and audio content, events, brand, and community engagement

· Working knowledge of analytics, performance reporting, and campaign optimization practices

· Familiarity with publisher, nonprofit media, membership, or audience-supported business models preferred

Background & Qualifications

· Three to five years of experience in marketing, audience development, communications, or a related field

· Demonstrated experience planning and executing marketing campaigns, not just supporting them

· Ability to work independently in a lean, fast-moving, or evolving organization

· Demonstrated success collaborating across departments to coordinate messaging, campaigns, and execution

· Comfort working with audience, campaign, and channel data to inform decisions and improve performance

· Familiarity with media, nonprofit, membership, public media, or other mission-driven organizations preferred

· Bachelor’s degree in marketing, communications, business, journalism, or a related discipline preferred

IDEAL TRAITS

· Comfortable bringing structure, momentum, and clarity to work in an evolving environment

· Comfortable translating direction into action and doing the hands-on work required to move it forward

· Adaptable and effective in lean, fast-moving environments where priorities can shift

· A clear, confident communicator who brings focus and organization to ambiguous or evolving work

· Curious and audience-oriented, with a genuine interest in what drives engagement, loyalty, and growth

· Motivated by mission and energized by the opportunity to help strengthen public media as a community-serving institution

· Able to absorb, synthesize, and respond to feedback thoughtfully, while exercising sound judgment and maintaining a clear audience-focused perspective

CHARACTERISTICS

· Balances an understanding of the big picture with strong execution and attention to detail

· Brings clarity, organization, and consistency to work that doesn’t always come neatly packaged

· Moves quickly from idea to execution without sacrificing quality

· Maintains composure and sound judgment under tight deadlines and competing demands

· Looks for opportunities to better connect content, campaigns, channels, and audience needs through coordinated execution

· Demonstrates a strong commitment to public service, audience relevance, and community-centered media

OTHER WORK REQUIREMENTS

· Availability to work select weeknight and weekend events is required in order to capture photos, video, and other audience-facing content for live and near-term use across LVPM channels

· May be asked to work longer hours with short notice

· Valid driver’s license and good driving record may be required if travel is part of the role

· Successful completion of background check, FBI fingerprint and PA Child Abuse clearances