Head of Marketing & Membership

Head of Marketing & Membership

WQED Multimedia is seeking a Head of Marketing & Membership to champion the “voice of the customer” and ensure we are consistently thinking about ways to be of greater service to more neighbors and friends. Specifically, we need a leader who can help our institution broaden its focus beyond television and radio “audiences.”

This is a senior leadership role, reporting to WQED’s new President & CEO, which will drive sustainable revenue growth by planning, leading and implementing communications, events and engagement strategies that foster new memberships, win back lapsed donors, and fuel more durable relationships across the many communities WQED serves.

The Head of Marketing & Membership should bring a playbook with demonstrated success optimizing messaging strategy; leading grassroots marketing efforts; and leveraging data to grow brand awareness, market share, and consumer memberships or subscriptions. You should be able to clearly articulate how brand consistency, high-impact creative and data-driven consumer insights can help WQED become more relevant to many more people across southwestern Pennsylvania, eastern Ohio, and northern West Virginia.

Success in this role is getting staff, board members, partners, volunteers and other stakeholders to “sing from the same hymnal” and to consistently “stay on message” when it comes to articulating WQED’s brand promise, products and services.

This is a hybrid role that’s expected to commute to and contribute from WQED’s offices in the Oakland neighborhood of Pittsburgh at least three days per week.

ABOUT WQED

WQED Multimedia champions communities by telling stories and creating experiences that educate, entertain and inspire our neighbors and friends in Pittsburgh and across southwestern Pennsylvania. Seventy years ago, we launched the country’s first community-supported television station—a forerunner to PBS. Fifty years ago, our classical radio station went on the air. Looking forward, we aim to become known as more than a broadcaster as we enrich communities through education and storytelling.

COMPENSATION & BENEFITS

The annual compensation band for this full-time position is $80,577 to $120,865 base salary, commensurate with experience. This position is also eligible for performance bonuses as a reward, based on overachievement against goal and/or key milestones. Employer-sponsored benefits include health insurance via UPMC’s Business Advantage plan ($500 deductible, with premiums on a wage-based sliding scale). WQED pays 100% of the premiums for: Delta Dental PPO, long-term disability insurance from The Hartford, and basic life insurance at 1.5X salary. We offer optional vision insurance through Vision Benefits of America. After 12 months, WQED also contributes 5% of employees’ salary to a 403(b) retirement plan managed by TIAA-CREF.

RESPONSIBILITIES (including but not limited to)

• Create and lead a culture of data-driven decision making, guiding marketing and membership decisions through A/B testing and qualitative insights
• Define demographics, psychographics, brand pillars and communication strategies and create an actionable strategic framework to help WQED staff, freelancers, and partners more effectively reach and engage more people
• Ensure that membership and subscription programs and perquisites support and align with WQED’s expanded brand marketing and consumer value propositions across paid, earned and owned channels: television, radio, podcasts, digital, social media, events, email, and more
• Improve WQED’s customer service capabilities, focusing on member satisfaction evaluated through net promoter scores (e.g. likelihood of encouraging friends and family to support WQED)
• Optimize communications with prospective, existing and lapsed members using data to guide the value and estimated impact of program strategy
• Manage and develop consumer engagement strategies that support WQED’s institutional objectives
• Collaborate with Partnership Solutions team on complimentary B2B messaging

SKILLS & QUALIFICATIONS (including but not limited to)

• 10 years leadership experience in marketing roles, with proven success building consumer brands, ideally in media, publishing, or adjacent categories
• 5 years experience leading teams as a people manager with multiple direct reports
• Established success innovating membership or subscription value propositions to grow and sustain broad consumer support
• Ability to use survey tools and market research data to understand people’s unmet needs and increase WQED’s understanding of consumer interests and behaviors
• Exceptional creative thinking skills, with an established track record of leading a collaborative creative approach rooted in company goals and objectives
• Demonstrated ability to persuade peers across multiple departments in a fast paced, innovative and highly energetic cultural environment
• Bachelor's degree in Advertising, Business, Sales, Marketing, Public Relations, Journalism, English or equivalent professional experience preferred

EQUAL EMPLOYMENT OPPORTUNITY

WQED Multimedia is a fair and equal employer, providing access and opportunities to all applicants without regard to race, color, creed, religious beliefs, gender, gender identity, self expression, sexual orientation, marital status, age, national origin, ethnicity, ancestry, citizenship, disability, medical condition, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law and as directed by the Equal Employment Opportunity Commission. WQED Multimedia provides equitable consideration for employment for qualified applicants with criminal histories in a manner consistent with relevant legal requirements. Qualified applicants with a disability or disabled veterans who are unable or limited in their ability to apply (as a result of their disability) have the right to request reasonable accommodation by emailing careers@WQED.org.