Vice President, Content Strategy & Growth (Fashion & Luxury)

Job Description

Posted on: 
January 5, 2024

Reporting to the Senior Vice President and GM, Fashion & Luxury Group, the VP of Content Strategy & Growth will be a key leader driving audience acquisition and engagement efforts across the portfolio, including Elle, Elle Decor, Harper’s Bazaar, Esquire, Town & Country, and Veranda.

This role requires a seasoned professional with a proven track record in audience development, digital growth marketing, and customer engagement. Scope will include ideating and executing cutting-edge, multi-faceted audience growth and digital innovation programs across content formats, channels, and partners. ​​The ideal candidate will be a strategic thinker, data-driven, and capable of leading a high-performing team as well as partnering with matrixed teams to execute large-scale initiatives.

Job Responsibilities

  • AUDIENCE DEVELOPMENT & CONTENT STRATEGY: Create strategic and innovative content plans that enable the editorial teams to hit their core goals and KPIs, including commerce revenue, audience targets, membership acquisition and engagement, onsite and social video growth, and reader loyalty.

  • SEO STRATEGY & EXECUTION: Mentor and lead a team of content strategists who work with editorial teams to set their SEO lineups, swarm major news moments and events, build shopping coverage that drives conversions and revenue, develop engaging always-on social promotions, and more. Serve as a senior peer leader to other strategists, especially those focused on SEO, across the larger portfolio.

  • SOCIAL/VIDEO STRATEGY: Build social and video capabilities across the portfolio, executing a model that drives engagement while proving ROI. Will need deep experience with social marketing, community building, talent/influencer marketing, and social platform execution.

  • AFFILIATE STRATEGIES: Partner with the centralized Affiliate team to build commerce strategies for each brand that hit revenue goals.

  • PARTNERSHIPS: Partner with the centralized Partnership team to concept and execute strategies to drive revenue from key partners include Apple News, TikTok, YouTube, Google Discover, and more.

  • ENGAGEMENT AND LOYALTY: Build newsletter, subscription membership and loyalty strategies – including new product innovation – to drive repeat traffic, habituation, and subscriber growth.

  • PRODUCT DEVELOPMENT: Partner with Hearst Magazine’s product org to establish and guide the technical roadmap and identify ongoing, search-friendly storytelling and onsite SEO enhancements.

  • ANALYTICS & REPORTING: Guide centralized data/reporting teams to develop always-on reports, weekly/monthly recaps on key efforts and more to keep editorial teams and brand leadership updated and educated about critical audience programs. Use Google Analytics, Dash Hudson, Looker, SEM Rush, and BI data tools to ID trends, track performance/conversions, share wins, perform case studies, and find ways to iterate on successes and improve ROI.

  • EXECUTIVE REPORTING: Provide ongoing insights and/or strategy debriefs to executive leaders and other teams internally, including tech, biz dev, sales, and more. This role requires exceptional presentation capabilities, the ability to tell stories with data, and strong negotiation skills.

  • PLAYBOOKS & TRAINING: Develop ongoing training programs for new and existing staffers; regularly evangelize growth and content quality best practices throughout the organization, partnering with other content strategy and SEO teams, editorial leadership, and more.

Job Requirements

  • Bachelor's degree
  • 15+ years of SEO, social, and content strategy experience, including management roles
  • Deeply analytical; Ability to parse through data to pull out insights that turn into action
  • Exceptional leadership and communication skills
  • Passionate about content integrity, transparency, and accessibility
  • Ability to effectively partner with GMs, editorial leaders, central content operations, product leads, and senior business leaders
  • Strong editorial skills and keen sense of what content works well online
  • An expert-level understanding of a wide range of technical and publishing-focused SEO disciplines
  • A willingness to embrace change and to adapt strategies on the fly; ; deeply plugged into the changing digital landscape

This role requires the position to be located in New York, NY with an in-office presence of 3 days a week.

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