Note: The job is a remote job and is open to candidates in USA. USA TODAY Co., Inc. is a diversified media company dedicated to empowering and enriching communities. The Director of Subscriber Growth Strategy is responsible for defining and advancing the enterprise approach to subscriber acquisition, conversion, and early lifecycle growth for the USA TODAY Co. portfolio of over 200 publications.
Responsibilities
- Set the enterprise strategy and priorities for subscriber acquisition across paid channels, email, onsite, and app in support of growth and revenue objectives
- Translate business goals, market dynamics, and audience insights into strategic initiatives that strengthen conversion, acquisition efficiency, and long-term subscriber value
- Partner with Finance and Analytics to inform forecasting, investment priorities, and performance targets, ensuring resources are aligned to the highest-impact growth opportunities
- Own the strategic oversight of paid media investment, including ROI, CPA, and return on ad spend (ROAS), ensuring disciplined budget allocation and continuous optimization toward profitable growth
- Define the strategic approach to onsite conversion, including messaging frameworks, consumer journeys, and friction reduction across registration and subscription experiences
- Partner with Product to shape paywall and registration strategy, influencing testing priorities, offer architecture, and pathway design to improve conversion and long-term value
- Establish lifecycle growth strategies that move audiences from anonymous to registered to paid, using segmentation, behavioral signals, and personalization to increase conversion and retention potential
- Guide the strategic use of Customer Data Platforms (CDP), messaging platforms, and automation capabilities to enable more relevant, scalable consumer experiences
- Identify opportunities to apply predictive modeling and AI to improve audience targeting, decision-making, and growth outcomes
- Establish the strategic experimentation framework for subscriber growth across acquisition channels, ensuring testing is aligned to key business questions and decision-making needs
- Set the testing agenda across creative, messaging, offers, and user experience, using insights to inform roadmap priorities and growth strategy
- Lead and develop a team of Subscriber Growth Strategists, setting clear priorities and fostering a culture of accountability, strategic thinking, and continuous improvement
- Influence cross-functional partners across Product, Analytics, Brand, Activation, and Editorial to align on shared priorities and advance enterprise subscriber growth goals
- Communicate strategic direction, performance implications, and growth opportunities to senior leadership to support alignment, visibility, and decision-making
Skills
- 10+ years in digital marketing, growth marketing, or subscriber acquisition, preferably within a subscription-based or digital media business
- 4+ years leading and developing high-performing teams
- Proven track record driving measurable growth through acquisition strategy, conversion optimization, and lifecycle marketing
- Deep understanding of performance marketing, funnel dynamics, and key subscription metrics (CVR, CPA, ROAS, LTV)
- Experience partnering with Product to influence conversion experiences, registration flows, or paywall strategy
- Strong analytical skills with fluency in data and experimentation; experience with tools such as Google Analytics, Looker, or Tableau
- Hands-on experience with marketing technology platforms (CDPs, ESPs, paid media, testing tools)
- Comfortable operating at both strategic and tactical levels in a fast-paced, matrixed organization
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