Sr. Director of Marketing & Audience Development

Organizational Overview

Nashville’s PBS station (WNPT) is available free and over the air to nearly 2.4 million people throughout the Middle Tennessee and southern Kentucky viewing areas. Nashville PBS’ four broadcast channels are Nashville PBS, PBS Kids, Create, and World. Nashville PBS is also available to anyone in the world through its array of digital services, including wnpt.org, pbs.org, PBS App, YouTube TV , Hulu TV , Local Now App and Amazon Prime. Nashville PBS provides quality educational, cultural, and civic experiences that address issues and concerns of the people of the Nashville and middle Tennessee, which thereby help improve the lives of those we serve.

Reporting to the President & CEO, this position will play a pivotal role in creating and implementing marketing and communication strategies to driving Nashville PBS’ efficiency, productivity, and longevity. The Sr. Director of Marketing & Audience Development role will identify opportunities to improve operational processes, implement best practices, and foster a culture of continuous improvement through collaboration with cross-functional teams and all levels of management. This role requires a strategic thinker with a strong ability to execute and lead change in dynamic environments. 

Essential Duties/Responsibilities: 

• Lead cross-functional efforts to plan and execute impactful and sustainable audience development strategies, focusing on attracting, retaining, and diversifying the audiences through public broadcasting, podcast, social media, and digital content.
• Ensure a full calendar of deeper engagement opportunities for Nashville PBS’ audiences every month. Maintain priority of work to ensure those opportunities build a diverse community and provide opportunities to recruit new audiences while also encouraging our audience to support our work financially.
  • Create, maintain, and conduct analytics reporting across multiple platforms and extract key insights for future campaign development and go-to-market strategies, complete with formal proposals and recommendations on tactics.
  • Stay current on the latest social media trends and maintain consistent brand messaging across all social channels.
• Develop marketing strategies, including advertising campaigns, to recruit new audiences around content initiatives.
• Develop and maintain relationships with social media influencers and other marketing influencers across various industries.
• Lead Nashville PBS in support of a monetary strategy to contribute to and secure NPBS bi-monthly magazine as well as vendor management. 
• Work closely with all levels of leadership to brainstorm, design and produce a variety of multimedia graphics including print collateral, digital assets, and videos to fulfill overall business objectives.
• Support while building the Fiscal Year budget for Marketing & Audience Development.
  • Analyze other public media marketing and communication strategies and identify best practices for increased budget investments and a return on the investment.
  • Organizing the details of the marketing campaigns with all the details each digital support member needs to fulfill the role. 
  • Responsible for developing long-term strategies, ensuring good marketing positioning for our company, and overseeing the marketing component to ensure that it maintains consistent brand messaging.
  • Build relationships with strategic media and organizational partners to ensure Nashville PBS’ message and voice are shared effectively in communities locally and nationally.
  • Support Development with strategy and communication connectivity. 
  • Perform other duties as assigned.

Knowledge/Skills & Abilities: 

Excellent organizational skills and attention to detail. Knowledge of all social media platforms and best practices. Proficient with technology including but not limited to Microsoft Office, Adobe Creative Cloud, Canvas and graphic design tools, and database systems. Excellent oral, interpersonal, and written communication skills. Detail-oriented with excellent analytical skills and the ability to use data to make informed decisions and drive results. Must be detailed oriented with the ability to manage several projects simultaneously. Must be able to work both independently and as a collaborative and productive team member. Interpersonal skills are necessary to establish positive internal/external working relationships with various audiences, all levels of management, staff, and board members. 

Education and Experience: 

Bachelor’s degree preferred. Experience within public broadcasting preferred. Experience in Marketing & Audience Development strategies preferred. Proficient with technology including but not limited to Microsoft Office, Adobe Creative Cloud, Canvas and graphic design tools, and database systems.

FLSA Status: Exempt - Full Time  

Work Environment & Physical Demands:

The physical demands and work environment described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Individuals may need to sit or stand as needed. Prolonged periods sitting at a desk and working to include but not limited to typing on a computer. May require walking primarily on a level surface for periodic periods throughout the day. Reaching above shoulder heights, below the waist or lifting as required (up to 25 lbs.), filing documents or storing materials throughout the workday. Proper lifting techniques required. For the most part ambient room temperatures, lighting, and traditional equipment as found in a typical office environment.                                               

To apply, please submit a cover letter and resume to Human Resources, Attn: HR, Nashville PBS, 161 Rains Avenue, Nashville, TN 37203 or email to mblair@wnpt.org. Position will be open until filled.

Nashville PBS is an Equal Opportunity Employer.