Director of Audience Development, Marketing & Communications
WGBH · Boston · $130,180–$167,000 (stated in the posting)
GBH enriches people's lives through programs and services that educate, inspire, and entertain, fostering citizenship and culture, the joy of learning, and the power of diverse perspectives.
At GBH, we believe in the advantages of coming together to build community, mentor and learn from colleagues, and connect more deeply with our mission. As a result, the majority of our staff are hybrid and work both from home and onsite. Our current hybrid approach requires staff to work onsite a minimum of two days each week, every Tuesday and Wednesday, Hybrid staff are also welcome to come in additional days each week or may be asked to come in on other days by their manager.
DEPARTMENT OVERVIEW
FRONTLINE, U.S. television’s longest running investigative documentary series, explores the issues of our times through powerful storytelling. FRONTLINE has won every major journalism and broadcasting award, including 113 Emmy Awards and 35 Peabody Awards. Today, pbs.org/frontline remains one of PBS's most popular general-audience sites with over 300 full-length documentaries available free to stream anywhere, anytime.
FRONTLINE stands alone in providing the breadth and depth of coverage needed to understand our world. Our long-form documentaries and approaches to innovative storytelling have bolstered the series’ reputation for fairness, accuracy, credibility and transparency.
JOB OVERVIEW
The Director of Audience Development, Marketing & Communications is responsible for shaping and executing a unified strategy that expands FRONTLINE's audience, strengthens its brand, elevates its public profile, and deepens engagement with viewers across platforms.
This role leads the integration of audience development, communications, marketing, publicity, social media, awards strategy, and brand management. The Director serves as a strategic advisor to FRONTLINE leadership while overseeing efforts that increase the series’ visibility, engagement, and loyalty among diverse audiences.
The Director is accountable for the performance and results of FRONTLINE's audience development, brand strategy, communications, and publicity contributing the series’ the long-term sustainability and impact.
The Director oversees staff and external partners while ensuring consistent messaging and brand identity across FRONTLINE, GBH, PBS, PBS Distribution, and key stakeholders. They will leverage audience insights, research, performance data, and industry trends to identify opportunities for growth and innovation, inform strategic decision-making, and strengthen FRONTLINE's long-term relevance in a rapidly evolving media environment.
JOB RESPONSIBILITIES
Strategic Leadership & Brand Development
- Develop and advance short and long-term audience development, marketing, and communications and brand strategies that support audience growth, engagement, organizational objectives, and long-term sustainability.
- Serve as a member of FRONTLINE’s leadership team contributing to strategy, long-range planning, audience growth priorities, and decision-making for FRONTLINE and provide guidance and oversight to other brands under the Documentary Unit.
- Serve as a trusted advisor to the executive leadership team on brand positioning, audience growth, communications, and reputation management.
- Serve as a thought partner on audience engagement, brand strategy, communications, and industry trends.
- Monitor changes in the media landscape and advise leadership on strategic opportunities, risks, and emerging best practices.
- Act as FRONTLINE's chief brand steward, ensuring consistency in messaging, visual identity, and promotional efforts across all platforms and partner organizations.
- Identify and prioritize opportunities to strengthen FRONTLINE's visibility, relevance, and impact among current and emerging audiences informed by data and industry trends.
- Translate FRONTLINE’s priorities into measurable audience development, communications, and marketing objectives.
Audience Growth & Engagement
- Lead efforts to grow and diversify FRONTLINE's audience across broadcast, digital, social, audio, streaming and emerging platforms.
- Use audience research, analytics, focus groups, performance metrics, and market insights to inform audience growth strategies, content promotion, and organizational decision-making .
- Develop initiatives that deepen audience relationships and support long-term audience growth and revenue opportunities.
- Foster meaningful audience engagement and conversation around FRONTLINE's journalism.
- Identify innovative partnerships, and distribution opportunities that expand reach and impact.
Marketing, Publicity & Media Relations
- Develop and execute integrated marketing and publicity campaigns that generate awareness, viewership, engagement, audience growth, and earned media coverage.
- Build and maintain relationships with journalists, editors, producers, influencers, and industry leaders.
- Oversee the creation of press releases, media kits, talking points, promotional materials, and executive communications.
- Manage all media inquiries, interviews, press events, speaking engagements, and public-facing communications.
- Identify and secure speaking engagements, interviews, conference appearances, and thought leadership opportunities for FRONTLINE leaders and talent.
- Serve as the primary communications liaison for internal and external stakeholders, including GBH, PBS, PBS Distribution, and other partners.
- Partner with FRONTLINE’s leadership on communication strategy, stakeholder coordination, and messaging during sensitive, complex, and high-profile situations
- Attend and participate in industry conferences, public media organizations, journalism forums, and professional associations as needed.
Awards & Industry Recognition
- Develop and oversee FRONTLINE's awards strategy.
- Identify eligible opportunities, manage submissions, and coordinate materials that maximize nominations and recognition.
- Maintain relationships with key award organizations, industry groups, and voting bodies.
- Monitor industry trends and competitive activity to identify new opportunities for recognition and visibility.
Partnerships & Collaboration
- Develop and maintain strategic partnerships that amplify FRONTLINE content and extend audience reach and brand impact.
- Lead cross-functional collaboration with editorial, production, digital, development, and distribution teams to align audience growth, marketing, communication priorities.
- Cultivate productive relationships across departments and organizations to drive integrated campaigns, initiatives, and strategic partnerships.
Budget, Planning & Resource Management
- In conjunction with the Business Operations team, manage the operating budget supporting audience development, marketing, communications, publicity, research, strategic partnerships, and audience growth initiatives.
- Establish resource allocation priorities to support, maximize, and advance the work of the team.
- Direct agency, consultant, and vendor relationships to support strategic and operational objectives.
Team Leadership & Operations
- Lead a multi-disciplinary function for audience development, communications, marketing, and publicity.
- Manage, coach, and mentor a direct report, set clear goals, provide regular feedback, and support professional growth and development.
- Mentor and support the development of audience development, marketing, communications, and social media staff while promoting best practices and strengthening organizational capabilities
- Direct and coordinate the work of external publicists, agencies, consultants, awards specialists, and other partners to advance audience engagement, brand visibility, and strategic communications objectives.
- Lead planning and resource allocations across audience development, marketing, communications, publicity, and partnership initiatives, ensuring effective deployment of organizational and external resources.
- Direct initiatives and programs with significant visibility, complexity, and departmental impact.
- Promote a culture of innovation, collaboration, accountability, and continuous improvement.
SKILL SET
- Proven success leading integrated audience development, marketing, communications, publicity, and brand strategies.
- Deep understanding of audience engagement, digital media, social platforms, journalism, public affairs, and the evolving media landscape.
- Strong strategic thinking, planning, and project leadership skills, with the ability to balance long-term planning and day-to-day execution.
- Excellent written, verbal, and presentation skills.
- Demonstrated ability to build and maintain influential media, industry, and partner relationships.
- Strong analytical mindset with experience using audience data and performance metrics to inform decision-making.
- Exceptional leadership skills with demonstrated success influencing outcomes through collaboration, partnership, and cross-functional leadership.
- Experience managing budgets, consultants, agencies, and cross-functional initiatives.
- Ability to thrive in a fast-paced environment, exercise sound judgment, and manage multiple priorities simultaneously.
- Entrepreneurial mindset with a passion for innovation and experimentation.
- Strong commitment to diversity, equity, inclusion, and serving diverse audiences.
EDUCATION AND EXPEREINCE
- Bachelor's degree in communications, journalism, marketing, public relations, or a related field required.
- Minimum 8-10 years of progressively responsible experience in audience development, communications, marketing, publicity, media relations, or related fields.
- Minimum 5 years of leadership experience managing teams and external partners.
- Experience within journalism, news, documentary, public media, entertainment, or mission-driven media organizations strongly preferred.
JOB SPECIFICS
Staff position
Hybrid position
LOCATION
One Guest Street, Brighton, MA 02135