Director of Audience Development

Job Description

Your Key Responsibilities:

Targeted Focused Registered Users’ Acquisition and Development

● Grow specifically targeted registered users' data pools by implementing advanced user segmentation techniques using content creation and product development to deliver personalized content experiences, maximizing first-party data utilization

● Lead the development of the annual, monthly & weekly content plans for the VN platform ensuring alignment between commercial, audience, product & marketing to facilitate overall country business growth.

● Work together with the Data teams, Insight teams, SEO teams, and other local teams to create audience development growth plans that are based on data, insight, and a deep understanding of the audience and business needs.

● Influence a personalized CRM strategy by segmenting users based on behavior and interest that caters to the unique needs and preferences of each registered user to deliver content, offers, and recommendations that drive user engagement and conversion rate.

● Leverage user behavior analysis to refine data collection methods and target content towards specific user segments effectively.

● Play a key role in the company biorhythm (communication calendar) to ensure alignment between your function, VN commercial function, and other key functions including marketing.

● Sync regularly with the VN Marketing team to conceptualize and develop content strategies for marketing campaigns to help drive an increase in audience performance and engagement across all channels.

● Lead the implementation of and compliance with quality assurance processes of the local teams. Ensuring both SEO and editorial best practices are covered to enable the production of best-in-market health content & information.

● Leverage the existing playbooks, processes & guidelines from the company to set up, run, and optimize the local content operations flow from Content Ideation through to content creation, medical review, publication, and distribution of content.

● Manage VN processes, guidelines & workflows for the CMS platform and work with the regional product, data, and tech teams to suggest improvements to our systems to improve performance and operations.

Key Performance Indicators:

● VN Monthly Registered Users & Monthly Active Registered Users

● VN Monthly Targeted & Focused Registered User Data Acquisition

Revenue-Driven Customer Engagement: Premium Offering, Branded Content & On-Platform Lead Gen

● Lead the branded content team and provide thought leadership on branded content development for clients.

● Lead the effort to improve revenue per registered users from driven customer engagement offering

● Develop a premium offering content plan that caters to high-value segments, offering exclusive content and features to drive subscriptions and premium offerings to boost revenue.

● Improve retention via engagement that encourages active participation within communities, fostering a sense of belonging and value.

● Establish a systematic feedback loop to capture customer insight and preferences, informing content and engagement strategies.

Key Performance Indicators:

● On-Platform Gross Profit Improvement

● Premium Offering Content Quality & Quality Measurement

VN Modern Content Operations & On-Site Credibility

● Contribute to production efficiency and accuracy by working with the Data Team to implement automation tools and workflows to streamline content production, localization, and distribution process.

● Lead the effort to leverage AI tools to moderate and curate user-generated content, ensuring high-quality contributions that enhance on-site credibility.

● Work with the Data Team to define and implement performance metrics, and tracking requirements to be analyzed for the enhancement of HHG's content and audience development.

● Leverage AI solutions to predict the performance of content ideas, allowing for strategic resource allocation and content prioritization.

● Lead the implementation of SEO best practices that highlight expert-generated content, enhancing on-site credibility and authority.

Key Performance Indicators:

● Monthly Content Production Efficiency

● Overall On-site Credibility

Performance Analysis & Reporting

● Drive results through the constant analysis and review of data to improve and optimize the performance of the teams and the processes.

● Dive deeply into the dashboards, analytics tools, and insight reports of the platform, audience, content, and operations to provide input into improvements and adjustments to the plan & strategy as needed.

● Report regularly to the wider organization & management to provide clear, concise, and well-thought-through recommendations for improvements that will drive impact and improve business outcomes.

● Oversee the team’s performance through regular, frequent, and detailed review sessions that are numbers-oriented and develop improvement plans for the teams to grow their capabilities of the team.

● Contribute to developing reports and slides for management meetings, team meetings, and client meetings as needed.

● Support with the reporting for client campaigns that relate to content, traffic, and on-platform deliverables such as page views, sessions, and engagement.

Key Performance Indicators:

● Production of Monthly Performance Reports

● Completion of Team member performance reviews as per company requirements

Leadership, Management & Strategy

● Communicate the vision, mission, and values of Hello Health to the teams under your leadership and provide a clear direction to the team ensuring a cohesive and engaging environment for the team.

● Collaborate with the Country Manager, Regional Head of Audience Development & SEO and other key business stakeholders regionally and locally to develop, hone, and communicate the audience strategy for VN.

● Work closely with the Data Team and SEO Team to complete detailed analyses of the markets, competition & changing landscape of the digital content and health industries and come up with insights to support and enable the development of the audience strategy.

● Support Commercial Teams developing Audience Development and SEO strategies for client campaigns, supporting the success of winning business for VN, leading the creation of client content plans, and supporting the delivery of the content and performance of these campaigns.

● Train and guide the Commercial & Marketing Team on Audience Development and SEO content policies, strategies, and plans to facilitate more effective selling, proposals, and creative ideas.

● Contribute to on-platform Gross Profit improvement through audience-driven content creation and process optimization

● Leverage your experience, insight, and understanding of the audience preferences, behaviors, and needs to provide an audience strategy plan that provides a complete and engaging user experience for our existing and future audiences.

● Develop a detailed delivery plan that ties to the overall strategy, working with operations teams to ensure that resources required for delivery of the plan and strategy are in place to enable success.

● Work with existing teams and recruit new key-holder/management team members within the content, creative & medical fields to bring the plan to life. Ensure that these teams are provided the guidance, support, and training to facilitate their personal and professional development and growth.

● Manage the day-to-day activities and responsibilities for the whole VN content and SEO team, providing clear structure, processes, and guidance to manage these activities. Constantly providing insight and input into enhancing the productivity and quality of the team’s work.

Key Performance Indicators:

● Team Engagement

● Content Production Efficiency

● Production of Strategy Documentation

● VN Business Revenue

● On-Platform Gross Profit Improvement