Director of Audience bei dmg::media

Director of Audience

Location: Daily Mail Headquarters, HSK, London, W8 5UY

Position: Full Time/Permanent

Job introduction

We are seeking a highly strategic and innovative Director of Audience to help lead the next phase of our digital growth. This role is central to our mission of building deeper relationships with readers, driving direct traffic, and significantly accelerating our subscription growth.

As Director of Audience, you will define and execute a comprehensive audience strategy; you will guide the newsroom with data-driven insights, ensure our journalism reaches the right people in the right ways, and design new distribution models that optimise engagement and revenue.

Main Responsibilities

Subscription growth leadership

• Develop and execute strategies to grow paying subscribers, ensuring the entire audience journey is optimised.
• Design and manage engagement funnels that deepen loyalty and increase subscriber conversion.

Content and editorial strategy

• Partner with editors to shape content strategies that balance reach with retention, prioritising formats and topics proven to drive engagement and subscriptions.
• Champion a culture of audience-first decision making within the newsroom.

Data & analytics

• Lead the use of analytics across the organisation, ensuring actionable insights are embedded into editorial workflows.
• Build robust measurement frameworks for direct traffic growth, engagement, and subscription performance.

Platform & distribution strategy

• Identify and evaluate emerging platform opportunities, ensuring Daily Mail content is distributed effectively.
• Develop innovative distribution models that connect external platform audiences to our owned and operated channels.
• Drive initiatives that convert off-platform audiences into known, loyal, and paying users.

Direct Traffic Growth

• Create strategies that strengthen direct connections with audiences, reducing reliance on third parties.
• Expand the use of newsletters and other owned channels to foster habit and community.

Person specification

• Proven track record in audience growth, preferably in a major subscription-led publisher business.
• Deep understanding of digital content strategy, user acquisition funnels, and subscription business models.
• Strong analytical mindset with the ability to translate data into actionable strategy.
• Experience working with newsrooms, guiding editorial priorities through audience insight.
• Entrepreneurial thinker with a strong grasp of emerging platforms and distribution opportunities.
• Inspirational leader who can drive change and align diverse stakeholders behind a shared audience vision.

Our Commitment

 We are committed to increasing diversity and maintaining an inclusive workplace culture. We welcome applications from all qualified candidates regardless of their ethnicity, race, gender, religious beliefs, sexual orientation, age, marital status, or disability.

We are Disability Confident Committed. Please let us know if you require any recruitment documentation in other formats or if you require reasonable adjustments to be made during the recruitment process. Please be assured that any such information will be held separately to your recruitment application and will not be considered as part of the selection process.