American Public Media
  • APMG, Corporate, Administration - 30AD
  • St Paul, MN, USA
  • Salary
  • Full Time

Benefits Eligible

Who We Are:

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 audience insights leader for national programming, you will have the opportunity to directly impact growth for American Public Media.  American Public Media, develops and distributes content fueled by various revenue streams dedicated to serving and inspiring their audience. In this role, you will be responsible for translating business needs/opportunities into learning plans, designing and executing audience research. Applying a high level of interpretation to research results to drive decision making will be imperative. This position will have a leadership role in helping progress the audience first culture for American Public Media. 

The Audience Insights Manager is critical to drive growth in audience reach & loyalty, relevance, and revenue. This role will need to develop a strategic business partnership with the content generation team as well as the cross functional team including audience development: membership, marketing strategy and operations, and communications. This role is charged with driving audience centric decision making. 

Application Deadline: Open until filled

Position Responsibility:

  • Serve cross-functional teams as a business partner, proactively identifying opportunities to leverage audience insights and intuition to guide business decisions.
  • Facilitate and lead audience empathy learning in support of the audience segmentation.
  • Lead organization-wide adoption of audience framework by applying insight to guide strategies and measurement of target audiences to meet reach and loyalty goals.
  • Inspire audience led decision making, using insights to inform content creation, programming, messaging, creative development and all other touchpoints.
  • Teach and train the APM organization on how to leverage and insights and build a virtuous cycle of audience led decision making.
  • Partner with Insights leaders to develop best practices and modern techniques for audience learning.   
  • Help cross-functional team meet revenue growth goals, by identifying insights to increase membership and giving opportunities
  • Support creation of an innovation process for understanding the audience needs, prioritizing need states and helping teams identify growth leading ideas using audience feedback via design thinking processes and facilitation.
  • 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.
  • Discover disparate sources of audience insight across the organization. Analyze the data for audience insight and identify which sources of information are most impactful for which decisions. 
  • Design learning plans to answer key business questions. Identify the optimal approach for obtaining the learning, align the team to the plan, and implement it in a resourceful way.  This includes obtaining audience feedback from focus groups to surveys and data analytics to team facilitation.  This may be leading external partners to deliver on the learning plan or leading internally.
  • Analyze existing foundational research and apply it to audience learning questions.

Required Education and Experience:

  • Bachelor's degree in Marketing or related field required.
  • A minimum of 5+ years of Market Research / Insights/ Analytics experience is required.
  • Broad research expertise including research methodologies/techniques and best practices including innovation and communication, qualitative and quantitative custom research, and experience leveraging syndicated services (Nielsen Scanner and Panel Data).
  • Experience working in matrixed organization or as a strategic partner
  • Relevant work experience in a marketing or a brand building organization.

Required Skills and Abilities:

  • Passion for the APM | MPR mission.
  • Strong Communicator: Showcase strong communication skills, pull disparate pieces of data together into a cohesive and compelling story (written and oral).  Leverages communication to share insights. 
  • Impact: Inspire action by making recommendations routed in deep understanding of the audience and business.
  • Influence: Influence and work effectively on cross-functional teams and across audience development. 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 inform plans to drive audience growth across platforms.
  • Leadership experience:  Leading strategic, highly visible projects and inspiring others that you don't have a reporting relationship with.

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. 

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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