Director, Subscriber Growth Strategy

The Director of Subscriber Growth Strategy is a senior strategic leader 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.This role owns the strategic direction for how USA TODAY Co. converts audiences into long-term subscriber relationships, establishing priorities across paid and owned channels, conversion experiences, and lifecycle touchpoints. The Director is accountable for aligning near-term performance with long-term consumer revenue growth through a disciplined strategy spanning experimentation, personalization, and audience development.Reporting to the Senior Director of Consumer Journeys, this leader partners across Product, Analytics, Brand, Activations, and other key functions to shape subscriber acquisition strategy, influence investment and prioritization decisions, and translate market, audience, and performance insights into strategic action.Key Responsibilities:Subscriber Acquisition Strategy and PerformanceSet the enterprise strategy and priorities for subscriber acquisition across paid channels, email, onsite, and app in support of growth and revenue objectivesTranslate business goals, market dynamics, and audience insights into strategic initiatives that strengthen conversion, acquisition efficiency, and long-term subscriber valuePartner with Finance and Analytics to inform forecasting, investment priorities, and performance targets, ensuring resources are aligned to the highest-impact growth opportunitiesOwn 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 growthConversion Optimization & Paywall StrategyDefine the strategic approach to onsite conversion, including messaging frameworks, consumer journeys, and friction reduction across registration and subscription experiencesPartner with Product to shape paywall and registration strategy, influencing testing priorities, offer architecture, and pathway design to improve conversion and long-term valueLifecycle Growth & PersonalizationEstablish lifecycle growth strategies that move audiences from anonymous to registered to paid, using segmentation, behavioral signals, and personalization to increase conversion and retention potentialGuide the strategic use of Customer Data Platforms (CDP), messaging platforms, and automation capabilities to enable more relevant, scalable consumer experiencesIdentify opportunities to apply predictive modeling and AI to improve audience targeting, decision-making, and growth outcomesExperimentation & Testing LeadershipEstablish the strategic experimentation framework for subscriber growth across acquisition channels, ensuring testing is aligned to key business questions and decision-making needsSet the testing agenda across creative, messaging, offers, and user experience, using insights to inform roadmap priorities and growth strategyTeam & Cross-Functional LeadershipLead and develop a team of Subscriber Growth Strategists, setting clear priorities and fostering a culture of accountability, strategic thinking, and continuous improvementInfluence cross-functional partners across Product, Analytics, Brand, Activation, and Editorial to align on shared priorities and advance enterprise subscriber growth goalsCommunicate strategic direction, performance implications, and growth opportunities to senior leadership to support alignment, visibility, and decision-makingQualifications:10+ years in digital marketing, growth marketing, or subscriber acquisition, preferably within a subscription-based or digital media business4+ years leading and developing high-performing teamsProven track record driving measurable growth through acquisition strategy, conversion optimization, and lifecycle marketingDeep 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 strategyStrong analytical skills with fluency in data and experimentation; experience with tools such as Google Analytics, Looker, or TableauHands-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#LI-REMOTE#LI-NR2The annualized base salary for this role will range between $130,000 and $142,500. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable.