Director of Audience Development, Marketing & Communications

GBH enriches peoples lives through programs and services that educate inspire and entertain fostering citizenship and culture the joy of learning and the power of diverse perspectives.

At GBH we believe in the advantages of coming together to build community mentor and learn from colleagues and connect more deeply with our mission. As a result the majority of our staff are hybrid and work both from home and onsite. Our current hybrid approach requires staff to work onsite a minimum of two days each week every Tuesday and Wednesday Hybrid staff are also welcome to come in additional days each week or may be asked to come in on other days by their manager.

DEPARTMENT OVERVIEW

FRONTLINE U.S. televisions longest running investigative documentary series explores the issues of our times through powerful storytelling. FRONTLINE has won every major journalism and broadcasting award including 113 Emmy Awards and 35 Peabody Awards. Today remains one of PBSs most popular general-audience sites with over 300 full-length documentaries available free to stream anywhere anytime.

FRONTLINE stands alone in providing the breadth and depth of coverage needed to understand our world. Our long-form documentaries and approaches to innovative storytelling have bolstered the series reputation for fairness accuracy credibility and transparency.

JOB OVERVIEW

The Director of Audience Development Marketing & Communications is responsible for shaping and executing a unified strategy that expands FRONTLINEs audience strengthens its brand elevates its public profile and deepens engagement with viewers across platforms.

This role leads the integration of audience development communications marketing publicity social media awards strategy and brand management. The Director serves as a strategic advisor to FRONTLINE leadership while overseeing efforts that increase the series visibility engagement and loyalty among diverse audiences.

The Director is accountable for the performance and results of FRONTLINEs audience development brand strategy communications and publicity contributing the series the long-term sustainability and impact.

The Director oversees staff and external partners while ensuring consistent messaging and brand identity across FRONTLINE GBH PBS PBS Distribution and key stakeholders. They will leverage audience insights research performance data and industry trends to identify opportunities for growth and innovation inform strategic decision-making and strengthen FRONTLINEs long-term relevance in a rapidly evolving media environment.

JOB RESPONSIBILITIES

• Develop and advance short and long-term audience development marketing and communications and brand strategies that support audience growth engagement organizational objectives and long-term sustainability.
• Serve as a member of FRONTLINEs leadership team contributing to strategy long-range planning audience growth priorities and decision-making for FRONTLINE and provide guidance and oversight to other brands under the Documentary Unit.
• Serve as a trusted advisor to the executive leadership team on brand positioning audience growth communications and reputation management.
• Serve as a thought partner on audience engagement brand strategy communications and industry trends.
• Monitor changes in the media landscape and advise leadership on strategic opportunities risks and emerging best practices.

• Act as FRONTLINEs chief brand steward ensuring consistency in messaging visual identity and promotional efforts across all platforms and partner organizations.
• Identify and prioritize opportunities to strengthen FRONTLINEs visibility relevance and impact among current and emerging audiences informed by data and industry trends.
• Translate FRONTLINEs priorities into measurable audience development communications and marketing objectives.

• Lead efforts to grow and diversify FRONTLINEs audience across broadcast digital social audio streaming and emerging platforms.
• Use audience research analytics focus groups performance metrics and market insights to inform audience growth strategies content promotion and organizational decision-making .
• Develop initiatives that deepen audience relationships and support long-term audience growth and revenue opportunities.
• Foster meaningful audience engagement and conversation around FRONTLINEs journalism.
• Identify innovative partnerships and distribution opportunities that expand reach and impact.

• Develop and execute integrated marketing and publicity campaigns that generate awareness viewership engagement audience growth and earned media coverage.
• Build and maintain relationships with journalists editors producers influencers and industry leaders.
• Oversee the creation of press releases media kits talking points promotional materials and executive communications.
• Manage all media inquiries interviews press events speaking engagements and public-facing communications.
• Identify and secure speaking engagements interviews conference appearances and thought leadership opportunities for FRONTLINE leaders and talent.
• Serve as the primary communications liaison for internal and external stakeholders including GBH PBS PBS Distribution and other partners.
• Partner with FRONTLINEs leadership on communication strategy stakeholder coordination and messaging during sensitive complex and high-profile situations
• Attend and participate in industry conferences public media organizations journalism forums and professional associations as needed.

• Develop and oversee FRONTLINEs awards strategy.
• Identify eligible opportunities manage submissions and coordinate materials that maximize nominations and recognition.
• Maintain relationships with key award organizations industry groups and voting bodies.
• Monitor industry trends and competitive activity to identify new opportunities for recognition and visibility.

• Develop and maintain strategic partnerships that amplify FRONTLINE content and extend audience reach and brand impact.

• Lead cross-functional collaboration with editorial production digital development and distribution teams to align audience growth marketing communication priorities.

• Cultivate productive relationships across departments and organizations to drive integrated campaigns initiatives and strategic partnerships.

• In conjunction with the Business Operations team manage the operating budget supporting audience development marketing communications publicity research strategic partnerships and audience growth initiatives.
• Establish resource allocation priorities to support maximize and advance the work of the team.
• Direct agency consultant and vendor relationships to support strategic and operational objectives.

• Lead a multi-disciplinary function for audience development communications marketing and publicity.
• Manage coach and mentor a direct report set clear goals provide regular feedback and support professional growth and development.
• Mentor and support the development of audience development marketing communications and social media staff while promoting best practices and strengthening organizational capabilities
• Direct and coordinate the work of external publicists agencies consultants awards specialists and other partners to advance audience engagement brand visibility and strategic communications objectives.
• Lead planning and resource allocations across audience development marketing communications publicity and partnership initiatives ensuring effective deployment of organizational and external resources.
• Direct initiatives and programs with significant visibility complexity and departmental impact.
• Promote a culture of innovation collaboration accountability and continuous improvement.

• Proven success leading integrated audience development marketing communications publicity and brand strategies.
• Deep understanding of audience engagement digital media social platforms journalism public affairs and the evolving media landscape.
• Strong strategic thinking planning and project leadership skills with the ability to balance long-term planning and day-to-day execution.
• Excellent written verbal and presentation skills.
• Demonstrated ability to build and maintain influential media industry and partner relationships.
• Strong analytical mindset with experience using audience data and performance metrics to inform decision-making.
• Exceptional leadership skills with demonstrated success influencing outcomes through collaboration partnership and cross-functional leadership.
• Experience managing budgets consultants agencies and cross-functional initiatives.
• Ability to thrive in a fast-paced environment exercise sound judgment and manage multiple priorities simultaneously.
• Entrepreneurial mindset with a passion for innovation and experimentation.
• Strong commitment to diversity equity inclusion and serving diverse audiences.

EDUCATION AND EXPEREINCE

• Bachelors degree in communications journalism marketing public relations or a related field required.
• Minimum 8-10 years of progressively responsible experience in audience development communications marketing publicity media relations or related fields.
• Minimum 5 years of leadership experience managing teams and external partners.
• Experience within journalism news documentary public media entertainment or mission-driven media organizations strongly preferred.

JOB SPECIFICS

Staff position

Hybrid position

LOCATION

One Guest Street Brighton MA 02135