American Public Media
  • SCPR, Marketing
  • Pasadena, CA, USA
  • Salary
  • Full Time

Yes, Benefits

Position Summary:


The Chief Marketing Officer & Senior Vice President of Audience Development is responsible for developing the vision, strategies and tactics that grow audiences from multiplatform activities, for Southern California Public Radio (SCPR).  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, 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 our 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.


CRM being a key part of our strategy to grow our audiences, this position will work with their counterpart at American Public Media Group (APMG) to create and execute a unified vision for the integration and implementation of our CRM system.  Our vision is to position SCPR as a national leader in using data analytics to drive growth in audience reach, revenue and relevance.


The CMO leads and directs the following key areas:  Communications, Marketing, Community Engagement Impact.  This position works closely with APMG's Audience Research & Analytics team to inform SCPR staff at all levels about the characteristics of the audiences we serve and aspire to serve. This position is accountable for the SCPR's corporate identity and reputation, communications strategy, and brand development and positioning, standards and practices organization-wide that elicit the behavior, emotion and recognition objectives of the organization.


Position Responsibility:

  • Serve as primary staff for the SCPR Board of Trustee's Marketing Committee
  • Represent Marketing and Audience Development at SCPR's executive team.
  • Develop the vision and strategic objectives to grow audiences and revenue from multiplatform activities.
  • Lead planning and implementation of marketing and audience development strategies and tactics aimed at accomplishing the annual and strategic objectives.
  • Prioritize, integrate and lead marketing and communications initiatives for growing audience; marketing strategies and support of new product development; advertising and program publicity.
  • Explore new and non-traditional audience development and membership relationships, partners, and methods.
  • 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.
  • Responsible for establishing, creating and constructing the Marketing department to achieve SCPR's strategic objectives.
  • Responsible for overseeing all marketing initiatives, including brand development, PR, social media, partnerships and digital marketing.
  • Work with the organization to understand its needs, refine scope, and prioritize appropriately.
  • Act as the champion for the optimized use of our CRM data and system.
  • Develop strong relationships with key business users and an intimate understanding of their processes, needs, and frustrations.
  • Manage external constituencies and lead marketing relationships.
  • Collaborate with colleagues at APMG, National Public Radio and other public media organizations.
  • Provide audience analytics that inform programming, audience growth, and revenue decisions.
  • Lead behavior changes necessary within SCPR that ensure audience intelligence is being developed, shared and used in decision making.
  • Measure and communicate the effectiveness of audience development activities.
  • Additional duties as assigned.


Required Education and Experience:

  • Bachelor's degree in Business, Sales or Marketing or similar field required.
  • Senior management experience of 8-10 years is required - must demonstrate an ability to foster high standards and an ability to coach, inspire and lead. 
  • Budget management experience required.
  • Experience should include enterprise CRM management experience.
  • Experience leading change management within complex organizations.


Required Skills, Knowledge and Abilities:

  • Ability to work cross functionally to set and achieve goals required for aggressive audience growth.
  • In addition to outstanding audience development leadership, a strong team orientation and interpersonal skills to effectively communicate with staff, senior management peers, industry colleagues and audiences.
  • Leadership qualities of presence, confidence, judgment and integrity.
  • Ability to lead the organization from traditional to cloud based solutions.
  • Strong analytical skills.
  • Ability to lead behavior and culture change across the organization.
  • Ability to consistently work well with others.
  • High degree of competency in writing, public speaking, and interpersonal communications.
  • Comfortable with ambiguity and constant change.
  • Ability to make tough decisions while being resourceful, with the ability to anticipate and act on events and opportunities that advance the organization regionally, nationally and internationally.
  • Experience with and commitment to mission-driven non-profit organizations; enthusiastic about the mission, programs and services of SCPR.
  • Proven high degree of integrity, ethical decision-making and sound business judgment.
  • Able to bridge departments by building consensus in approach and accomplishment of common goals in a manner which best serves the organization.
  • Able to negotiate, compromise and facilitate success among diverse work groups.
  • Knowledge of balanced scorecards and management dashboards.
  • Able to develop and manage budgets.
  • Able to honor high degree of confidentiality.


Preferred Skills and Experience:

  • Advance degree preferred
  • Familiarity with trends in data science and predictive analytics


Reporting To This Position:        None


Physical Demands and Working Conditions:

  • Must be able to perform the essential duties of the position with or without reasonable accommodation
  • Occasional travel will be required
  • Evening and weekend work may be needed to attend various audience related events
  • Physical Demands: 
    • Required to move about in an office environment and sit for extended periods of time
    • Required to move about in the community
    • Frequent use of hands for data entry/keystrokes and simple grasping.  
  • Working Conditions:
    • Moderate noise level
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