Head of Audience Development

Guardian News & Media (GNM) is the publisher of the US news website www.theguardian.com/us, the Guardian and Observer newspapers and www.theguardian.com website in the UK. We're a highly regarded global news brand, owned by the Scott Trust — an arrangement that guarantees its independent voice in perpetuity.

Headquartered in New York City, Guardian US, is an entirely digital operation that seeks to engage US readers by combining the Guardian's internationalist, online journalism with US voices and expertise.

We are now looking for a Head of Audience Development to join our New York team. 

Department: Editorial

Reports to: Editor in Chief / Deputy Editor (Strategy)

Normal location: New York, NY

Terms: Permanent, full-time, News Media Guild position 

The role

The Guardian US seeks a collaborative, data-driven leader with a strong journalism background to oversee our growing US audience and social storytelling teams. 

The Guardian has experienced significant growth in the US and currently draws more than 50 million monthly unique visitors in America, and more than 170 million unique visitors around the world. We are looking for an energetic newsroom leader to build on this growth trajectory by  pursuing responsible, engaged reach to find new audiences for our journalism. The head of audience will also develop our capacity for off-platform social storytelling, identify new growth opportunities and help build our audience team. 

We're particularly interested in candidates with experience and ideas that will help us diversify our audiences culturally and geographically and increase our reach among underserved communities in the US, supporting our work to create journalism and build a readership that is representative of America. This will be a core focus for the candidate and others on the team.

The right candidate will be a strong leader who can manage and develop a team of audience specialists and nurture relationships with editors across the newsroom to build on our data-informed newsroom culture. They will  bring a deep understanding of search, social media, audience distributions strategies and internet culture. This is both a strategic and a hands-on role: the leader will serve as a key voice in wider Guardian US decisions in areas such as newsletters, platform relationships, reader revenue and product. 

The Guardian US is an independent, digital edition of the Guardian, but we share content with Guardian newsrooms around the world. The US audience team works closely with colleagues in the UK and Australia.  

Key responsibilities 

  • Find a wide, diverse audience for Guardian US journalism with a particular emphasis on search

  • Manage and develop the US audience and social storytelling team

  • Develop strategies to diversify our audience culturally and geographically and increase our reach among underserved communities in the US

  • Oversee the digital optimization of our journalism

  • Share expertise and analysis with editorial staff to spread best practices across the organization to maintain a data-informed newsroom

  • Work with audience teams in the UK and Australia to constantly refine best practice and build the widest, most relevant global audience for all of the Guardian’s journalism

  • Present and contextualize data on reach and engagement to newsroom and individual editors

  • Identify trending stories that may present opportunities for commissioning

  • Help manage relationships with platform and third-party contacts and share knowledge with the US newsroom and wider organization

  • Work with reader revenue and marketing teams, providing insights and ideas for events, campaigns and other growth strategies

Key skills & experience 

  • At least five years’ experience working closely in or with a news team

  • Deep understanding of audience development, distribution strategies, and search engine optimization

  • Up-to-date knowledge of social media platforms, off-platform distribution, and internet culture 

  • Strong writing skills and editorial judgement 

  • Excellent communication skills and a collaborative approach; the ability to build bridges across the newsroom 

  • Experience making data-informed editorial decisions

  • Strategy, insight and attitude are more important than any one individual skill. If you’re not sure if you have all the right skills, but you think you have the right approach, please apply

All candidates interested in applying should upload a resume and cover letter as one document. All candidates must have the right to work and live in the United States and be located in, or prepared to relocate to, the Greater New York City Area.

Guardian News & Media is an equal employment opportunity employer, and does not discriminate on the basis of race, color, religion, gender, sexual orientation, marital status, age, disability, national origin or citizenship.

We value and respect all differences in all people (seen and unseen) at the Guardian. We aspire to inclusive working experiences and an environment that reflects the audience we serve, where our people have equal access to career development opportunities, their voices are heard and can contribute to our future.

This job description is a guide to the work you will initially be required to undertake. It summarizes the main aspects of the job but does not cover all the duties that the job holder may have to perform. It may be changed from time to time to meet changing circumstances. It does not form part of your contract of employment and as your experience grows, you will be expected to broaden your tasks, suggest improvements, solve problems and enhance the effectiveness of the role.