Audience Development & CRM Director

Mar 28, 2014
Apr 27, 2014
Human Resources
Full Time
Business Insurance, a Crain’s Communications B2B publication is seeking an experienced Audience Development & CRM Director to manage the audience development and audience database functions for the publication.

This position is primarily responsible for maximizing the growth, retention and engagement of the Business Insurance audience; manage all the aspects of audience development including campaigns, registration process optimization, viewers’ conversion to registered subscriber, special promotions, social media presence, list segmentation management and key metrics development and tracking.

The Business Insurance Audience Development Director & CRM Director – working with the senior management team & publisher – is required to develop strategy and tactics to meet yearly print, online and conference-attendee audience development goals. This role is also responsible for creating annual audience development budgets, and managing to those budgets.

The main areas of responsibility are audience management, registration process and metrics.

1) Print and Online Audience Development: Managing/developing/executing/preparing:

•Collateral and promotion plans for audience development (including print and online subscriptions – both paid and controlled)
•Online engagement strategies, including social media, to drive traffic, registration and paid subscriptions
•Optimizing a mix-media audience development strategy based on promotional results: direct mail, online, magazine/publication inserts, renewals campaigns, events, etc.
•New business/audience promotion plan efforts including, but not limited to, online, email, social media and direct mail
•Retention promotion plans including, among others, renewal notices, automatic renewals and online and telemarketing retention programs
•Prepare and file BPA audit statements when due, working in collaboration with the Crain circulation operations team and audit manager
•Test plans for all new business sources and ensure they are managed advantageously.

2) Audience Registration

•Optimize the registration process including key information for future campaigns and other Business Insurance audience reach activities. Regular testing of subscriber joining offers. Track conversion rates though each step of the conversion process funnel
•Develop effective registration process for the Business Insurance site to convert viewers to newsletter/email subscribers and/or to paid subscribers.
•Manage the process to add any outside lists to campaigns database to increase registration and subscription
•Work with others in the continuous improvement and updates of the Business Insurance contact database including the design and execution of campaigns to update audience information
•Manage the process to reactivate lapsed subscribers

3) Analysis and Reporting

•Generate subscriber reports including key metrics
•Produce and work with others to produce the activity and trending reports needed to track all above job responsibilities including providing necessary metrics for corporate reporting
• Develop, present & manage all aspects of audience development budgets

Job Requirements:
•A minimum of 5 years experience in audience development/circulation management – both print & online with proven track record of developing creative strategic solutions to grow an audience
•Experience developing business requirements and use case for CRM systems, as well as experience using CRM systems.
•Strong collaboration skills. Ability to work with others at different levels in the organization
•Strong customer focus, strong understanding of B2B audience needs and motivations. Comfortable with establishing rapport with prospective clients/audience members
•Ability to work in a matrix environment, motivating a team of people who indirectly support this role like the customer service team
•Solid understanding of all aspects of marketing/circulation basics, strong quantitative skills, a solid understanding of circulation audit process and US Postal Service requirements, advanced knowledge of Excel, working knowledge of Access, Google Analytics, and other analysis tools
•Solid writing skills with the ability to craft cogent, persuasive copy
•Bachelor’s Degree in Marketing or Business preferred
• Ability to travel occasionally.

Crain Communications Inc. is one of the largest privately-owned business publishers in the United States with business, trade and consumer publications and websites within North America, Europe and Asia. We offer a competitive salary, a generous benefits package, profit sharing, and a friendly work environment.

To apply for this position please visit our website at and search under the Careers section. Please include cover letter and resume for consideration.

Crain Communications is an Equal Opportunity Employer.