American Public Media
  • APMG, Audience Development - 14EB
  • St. Paul, MN, USA
  • Full Time

Benefits eligible


LymanDoran (https://www.lymandoran.com/) is our search partner for this role. To learn more, and/or to formally express your interest in this role, please contact Ali Vos at avos@lymandoran.com.

Full position description can be found at: https://www.lymandoran.com/apmg-svp-audience-development/

American Public Media Group (APMG) is the nation's largest public radio organization in the U.S., combining multi-regional station operations, national programming and distribution in one organization.


A 501c3 nonprofit organization, APMG is the parent of Minnesota Public Radio, The Fitzgerald Theater Company and Southern California Public Radio. APMG owns and operates 49 radio stations, and its programming is carried on more than 1,000 stations nationwide.


With a broadcast portfolio that includes A Prairie Home Companion, BBC World Service, and Marketplace, APMG also offers a diverse array of award-winning podcasts and streaming services featuring the best in food, culture, entertainment, business and documentaries. Two recent additions to its portfolio include APM Reports, the investigative unit dedicated to independent, non-partisan journalism that raises awareness, triggers debate and prompts change; and YourClassical, APMG's lifestyle classical music stream, which packages classical music in an innovative way with streams suited for life's biggest moments and everyday situations.

American Public Media Group's mission and values express a commitment to serving its audiences today and for generations to come.

The SVP, Audience Development is responsible for developing the vision, strategies and tactics that grow audiences and derive membership revenue from multiplatform activities. This position plays a pivotal role in creating the "listening loop" between Audiences and Content creating, planning and implementing the initiatives and processes that enable the organization to:
1) attract and engage current and potential audiences;
2) listen for their feedback, input, trends and behaviors, and collect and track that data from our audiences;
3) learn from that data by analyzing, synthesizing and developing data-driven knowledge, drawing insights from our own audience data and from data from external sources, industry and business trends, and our competition;
4) share this knowledge and insight widely throughout the organization via effective communication;
5) inspire innovation and change throughout the organization by providing relevant and insightful audience knowledge, effective communication channels and creative, innovative business and marketing solutions;
6) adapt everything we do to continuously meet the needs of our audiences and members; and
7) engage audiences in ways that deepens their loyalty to us, so much so that they choose to contribute their time and money to our support our mission.

This position is also accountable for APMG's corporate identity and reputation, communications strategy and brand development. The SVP, Audience Development is a Staff Officer of Minnesota Public Radio.


Reports to: Executive Vice President & COO
Direct Reports: Director, Communications (includes Member & Audience Services-10)
Director, Community Engagement & Impact
Managing Director, Marketing & Creative Services (13)
Director, Membership (6)
Director, Research Analysis (6)
Project Coordinator, Audience Development
Total Team of 37
Other key relationships: Board of Directors
President & CEO
SVP & General Counsel
SVP & CFO
SVP & Chief Development Officer
SVP, Business Development & CBDO
SVP, Human Resources
Executive Director, MPR News & Programming
President & CEO, Southern California Public Radio
SVP & General Manager, Marketplace

Key Responsibilities
Organizational Leadership
Develop the vision and strategic objectives to grow audiences and derive membership revenue from multiple revenue activities.
Lead planning and implementation of audience development and marketing strategies and tactics aimed at accomplishing the annual and strategic objectives.
Meet the annual and long-term goals for all departments within the division.
Lead/achieve audience development goals shared across the organization.
Audience Growth & Revenue
"Build Audience Trust at Scale" by way of the following strategies, tactics and measures:
o Develop, implement and meet annual and multi-year goals for member acquisition and individual
gift development.
o Explore new and non-traditional audience development and membership relationships, partners,
and methods.
o Support revenue goals across the APMG organization to include underwriting, on-air and online
sponsors, products and live events, and national program carriage fees.
Marketing & Communications
Prioritize, integrate and lead marketing and communications initiatives to support audience growth and new product development.
Provide advertising and program publicity to support growth efforts.
Customer Relationship Management (CRM)
Create and execute a unified vision for the integration and implementation of the CRM system.
Position APMG as a national leader in using data analytics to drive growth in audience reach, revenue and relevance.
Evaluate and prioritize CRM initiatives that build the audience database, increase audience intelligence and create the "listening loop" between Audience and Content that informs decisions and offers evaluation of the impact of marketing campaigns.
Oversee audience and donor/prospect research and analytics that inform programming, audience growth and revenue decisions.
Department Leadership
Hire, supervise, manage and lead a diverse workforce through coaching, mentorship, performance meetings and on-going feedback.
Foster a creative and productive work environment.
Create development opportunities for staff and training to enhance skills and foster growth.
Culture Leader
Lead behavior changes necessary within the division and across the organization to ensure audience intelligence is being developed, shared and used in decision-making.
Embody APMG's values

LymanDoran is our search partner for this role. To learn more, and/or to formally express your interest in this role, please contact Ali Vos at avos@lymandoran.com.

Full position description can be found at: https://www.lymandoran.com/apmg-svp-audience-development/

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.

American Public Media
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