The National Consumer Strategy Director is a senior leadership role accountable for delivering consumer growth, revenue expansion, and lifetime value across USA TODAY Co.'s national product portfolio.
This leader owns the end-to-end consumer growth engine-from acquisition and conversion through engagement, retention, and monetization. This role sits at the center of the business, translating audience demand into scalable revenue by aligning editorial, product and marketing. The Director will lead high-impact initiatives using data, experimentation, and innovation to unlock growth at scale.
Success in this role is defined by the ability to turn strategy into measurable business outcomes-accelerating subscriber starts and purchases, improving conversion and retention, and increasing ARPU and lifetime value across a complex, multi-brand portfolio. If you are a results-driven growth leader with a track record of building and scaling high-performing consumer businesses, we invite you to shape the future of USA TODAY Co.
Key Responsibilities:
Own and Delivery Growth Outcomes
- Own accountability for consumer growth, revenue, retention, and lifetime value across national products
- Translate strategy into execution that drives measurable gains in acquisition efficiency, conversion rates, and churn reduction
- Establish clear success metrics and lead the organization toward achieving them
Lead the End-to-End Consumer Lifecycle
- Own and optimize the full consumer funnel, from acquisition through retention and monetization
- Design and scale lifecycle strategies that improve conversion, frequency, engagement, and long-term value
- Identify and remove friction across the customer journey to unlock growth
Set Cross-Channel Growth Strategy
- Define and lead a unified growth strategy across owned channels (email, on-platform experiences, native app) and paid media
- Ensure channel investments are aligned with business priorities and ROI targets
Drive Strategic Alignment Across Editorial, Product, and Marketing
- Partner with editorial and product leaders to align content strategy, user experience, and monetization opportunities
- Ensure content and product investments are optimized for audience growth and revenue impact
- Act as the connective tissue between audience demand and business strategy
Scale Innovation and Product-Led Growth
- Collaborate with product teams to develop and scale new consumer offerings and monetization strategies
- Leverage AI, machine learning, and personalization to drive efficiency, relevance, and revenue growth
- Identify and capitalize on emerging opportunities to accelerate growth with urgency in a fast-paced environment
Lead Performance and Optimization
- Lead the development and execution of strategic initiatives that drive measurable outcomes across campaigns and consumer touchpoints
- Define, track, and analyze key performance metrics (ARPU, CVR, CPA, ROI, engagement) in partnership with analytics teams to inform data-driven decisions
- Establish and scale a disciplined test-and-learn approach to continuously optimize performance and align strategies with business objectives
Operate in a Complex, Cross-Functional Environment
- Set strategic direction and prioritize initiatives across a highly matrixed organization
- Partner closely with analytics, product, activation, brand, creative, and pricing teams to ensure execution and results
- Influence without authority while maintaining accountability for outcomes
Qualifications:
- A bachelor's degree in marketing, Business Administration, or a related discipline is required; a master's degree is preferred. Candidates should demonstrate a strong interest in leveraging AI and machine learning to enhance performance, as well as a commitment to continuous learning and adapting to emerging technologies.
- 10+ years of experience in consumer strategy, audience development, or digital marketing.
- Proven success in monetizing content through building audience and/or subscriptions.
- Strong analytical skills and experience with data-driven decision-making.
- Excellent communication, leadership, and stakeholder management abilities.
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The annualized base salary for this role will range between $120,000 and $130,000. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications, and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable.
