American Public Media
  • MPR, Audience Development, Marketing & Creative Services - 14EB
  • St Paul, MN, USA
  • Salary
  • Full Time

Benefits Eligible

Who We Are:

Minnesota Public Radio (MPR) is one of the nation's premier public radio stations producing programming for radio, digital and live audiences and operates a 46-station radio network serving nearly all of Minnesota and parts of surrounding states. Reaching 1 million listeners each week, MPR and its three regional services 'MPR NewsClassical MPR and The Current' produce programming for radio, digital and live audiences. 

American Public Media is the largest station-based public radio organization in the U.S., combining multi-regional station operations, national content creation and distribution in one organization. With a portfolio that includes Live from Here with Chris Thile, BBC World Service, Marketplace and the leading classical music programming in the nation, APM is one of the largest producers of public radio programming in the world. One thousand stations carry American Public Media's 20-plus national programs. Its multi-regional station operations include 49 public radio stations and 42 translators in the Upper Midwest and California.

Your Role:

As the Managing Director of Audience Insights, you are the leader for the audience insights function across American Public Media (APM). Your role is charged with inspiring the organization to lead as an audience first culture, leveraging audience insight in data based decision making, and creating an environment with audience centric ideas. Additionally, your role is critical to driving growth in audience reach, relevance, and revenue to deliver the 'Audiences First 2023' Strategic Plan. 

As the key strategic business partner and leader for both regional MPR (Classical MPR, The Current, and MPR News) and National programming (Live from Here, Podcasts) you will have the opportunity to directly impact growth across platforms and brands. In this role, you will be responsible for helping develop and execute strategy, influence decisions, and drive brand expansion. Your role will need to develop a strategic business partnership with content as well as the cross functional team including audience development: membership, marketing strategy and operations, and communications. 

As the functional leader for audience insights function you will also lead the insights analytics team. This team develops best in class approaches to understanding regional and national radio listening and digital engagement trends. You will also be responsible for membership analytics that provides insight to revenue generation across APM. 

Application Deadline: Open until filled

Position Responsibility:

  • Represent Audience Insights on the MPR Regional and National Leadership Teams.
  • Lead culture change for data-based decision making and Audience First thinking across APM. 
  • Influence with audience insights to inform programming, audience growth, and revenue growth.
  • Synthesize audience insight, trends, and intuition from across the organization to provide a converged point of view on the audience and recommended actions and communication.
  • Develop and lead the audience learning plan by anticipating opportunities to impact audience growth, revenue growth, membership growth, and brand expansion.
  • Lead learning about our audience with the cross-functional team to have shared understanding and drive action.
  • Influence each brand's annual marketing strategy and plans, creative development, and digital footprint. 
  • Inspire synthesized insight and prescriptive communication broadly across the organization. 
  • Champion best in class analytic approach across tools and data sources include internal database, Nielsen, and digital sources. 
  • Drive transformational change to leverage audience insights in strategy development and decision making.
  • Develop an audience centric pipeline of opportunities for brand, content, and programming expansion. Assess and communicate the effectiveness to create a loop of audience learning.
  • Develop and train others on best practices for the organization.
  • Champion CRM initiatives that build the audience database, identify audience insight, and create audience centric communication.
  • Build an external network of lead audience insight collaborations with colleagues at APM, National Public Radio and other public media organizations.
  • Develop and coach a team of insights leaders.

Required Education and Experience:

  • Bachelor's degree in Marketing or related field required.
  • 7-10+ years' experience in insights roles.
  • 3+ years in a leadership position.
  • Extensive supervisory/management experience - must demonstrate an ability to foster high standards and an ability to coach, inspire and lead.
  • Relevant work experience in marketing or a brand building organization.
  • Passion for the APM | MPR mission.
  • Strong Communicator: Showcase strong communication skills across levels and functions, pull disparate pieces of data together into a cohesive and compelling story (written and oral).  Leverages communication to inspire and coach.
  • Impact: Drive to action by making recommendations routed in deep understanding of the audience and business.
  • Influence: Influence and work effectively on cross-functional teams and across the organization. Builds trust as a partner on teams to drive change.
  • Strategic: Be a key strategic business partner and a thought leader to cross-functional teams. Leverage audience understanding and brand purpose to create plans the drive audience growth across platforms.
  • Broad Research Expertise: Leverage expertise in research methodologies/techniques and best practices including innovation, qualitative and quantitative custom research, and experience leveraging syndicated services (Nielsen Scanner and Panel Data).

Preferred Skills and Experience:

  • Advance degree preferred.
  • Experience with leveraging individual data in a CRM system for insight. 
  • Experience or comfort with moderating people for qualitative data. 
  • Experience or comfort with facilitating cross functional teams to decisions.
  • Experience with leading digital metrics and user experience of digital platforms.
  • Experience in media or music industries. 

Reporting To This Position:  2 direct reports, total team of 7

Physical Demands and Working Conditions:

  • Occasional travel will be required.


Diversity creates a healthier atmosphere: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law. 

We are committed to hiring a breadth of diverse professionals and encourage members of diverse groups to apply.

American Public Media
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