Vice President of Audience Development

Vice President of Audience Development

Haymarket Media, Inc. is seeking a Vice President (VP) of Audience Development to join the Haymarket Medical Network team. This position is located in our New York, NY office on a hybrid work schedule; three days in office depending on business needs.

Job Overview:
We are seeking an innovative, data-driven, and highly strategic Vice President (VP) of Audience Development to architect, lead, and scale the full lifecycle marketing engine for the Haymarket Medical Network. As a key member of our team, you will own the end-to-end user journey across our 20 digital brands. Your mandate spans the entire marketing funnel: from aggressive top-of-funnel traffic acquisition to on-site authentication, downstream subscriber nurturing, ongoing retention, and programmatic win-back/re-engagement. You will lead and integrate multi-disciplinary teams—encompassing SEO/AEO/GEO specialists, performance marketers, social media strategists, conversion rate optimization experts, and lifecycle email automation specialists. By building a unified growth machine, your leadership will expand our addressable audience of verified healthcare professionals and guarantee the high-value traffic delivery and lead generation packages sold to our commercial healthcare and pharmaceutical clients.

Responsibilities:

• 1. Enterprise Growth Strategy & Pipeline Leadership

  • End-to-End Lifecycle Architecture: Design, execute, and continuously optimize HMN's global growth framework, establishing seamless data hand-offs between organic discovery, digital capture, and automated lifecycle retention.

  • Team Governance & Mentorship: Direct and mentor a high-performing growth marketing department. Establish strategic KPIs, manage cross-functional sprint velocities, and foster a rigorous culture of continuous A/B testing and experimentation.

  • Executive Cross-Alignment: Serve as the definitive growth voice across Haymarket US. Align audience acquisition initiatives directly with senior leaders in Digital Product, Data Operations, Editorial, and B2B Commercial Sales.
    
    

• 2. Top-of-Funnel (TOFU) Acquisition & Discovery

  • Next-Gen Organic Visibility: Oversee the network’s technical search, discovery, and community distribution playbooks. Ensure HMN positions itself ahead of market disruptions across Search Engine Optimization, Answer Engine Optimization , and Generative AI Search Engine Optimization).

  • Paid Performance & Scale: Direct paid media budgets across LinkedIn, Google Search/Display, and programmatic networks, optimizing for high-intent, verifiable medical professionals while lowering blended Cost Per Acquisition.

  • Social & Community Expansion: Drive the high-level organic and community distribution strategy on networks like LinkedIn and professional medical forums to continuously introduce net-new healthcare professionals to the HMN ecosystem.

• 3. Identity Resolution & Conversion Optimization (MOFU)

  • Authentication and Gating Strategy: Lead the conversion strategies that turn anonymous web and app traffic into authenticated, registered users.

  • Progressive Profiling & Rich First-Party Data: Supervise the deployment of automated, intelligent progressive profiling schemes within our marketing technology stack to capture critical clinical attributes (such as NPI numbers, prescribing behaviors, and therapeutic sub-specialties) without creating user friction.
    
    

• 4. Nurturing, Loyalty, & Re-engagement (BOFU)

  • HCP Lifecycle Automation: Oversee the deployment of automated email, browser, and point-of-care push sequences tailored to specific clinical segments to maximize Monthly Active Users and subscription health.

  • Churn Mitigation & Win-Backs: Develop advanced programmatic trigger systems to isolate, target, and re-engage lapsed or unengaged subscribers based on cross-network behavioral signals.

  • Commercial Fulfillment: Ensure audience monetization loops directly fulfill traffic guarantees, ad impressions, and lead-generation commitments sold to external pharmaceutical and corporate partners.

Skills and Requirements:

• Experience: 10 to 15 years of digital marketing, growth, or demand generation experience, with 5 years leading multi-layered teams at the Director, Senior Director, or VP level. Direct experience in B2B media, digital publishing networks, or health/pharma marketing spaces is strongly preferred.

• Full-Funnel Mastery: Proven success managing complex customer lifecycles across diverse customer acquisition channels, conversion platforms, and retention automation suites.

• Advanced Technology Fluency: Direct strategic experience selecting, deploying, and optimizing enterprise MarTech stacks (e.g., Oracle Eloqua, Salesforce Marketing Cloud, Marketo, Google Analytics 4, and Customer Data Platforms/CDPs).

• AI & Search Literacy: A forward-looking vision of digital discovery, showing clear mastery of semantic search, AI citation modeling, and how AI agents scrape and reference content.

• Commercial Acumen: Exceptional financial and analytical literacy, with a track record of translating audience growth into direct revenue enablement and commercial ad-delivery guarantees.

• Education: Bachelor’s degree required. Master of Business Administration (MBA) or an advanced degree in Marketing, Business Analytics, or digital technology-related disciplines is highly valued.

• Certifications: Executive certifications in Growth Marketing, Customer Lifetime Value (CLV) modeling, or enterprise data infrastructure are a plus.

What We Offer:

• A competitive compensation package

• The salary range for this position is $175,000–$200,000. Compensation will be commensurate with experience, skill level, functional and/or industry knowledge, education level, certifications, as well as other qualifications.

• Paid annual vacation, holiday and sick time off

• Comprehensive health plans including medical, dental and vision

• Competitive 401(k) investment options and generous company matching program

• Life insurance

• Commuter benefits

• Employee referral awards

• Tuition reimbursement

• Training opportunities through industry-recognized programs

• A creative and passionate workplace and a fun, collaborative team environment

• Three Week “Work from Anywhere” benefit, to ensure work life balance

About Haymarket:

Haymarket has its heart and soul in publishing and media. Since the company was founded half a century ago, Haymarket has always prided itself on being a highly creative business, with an unrelenting focus on the quality of the products and the people. The philosophy has always been quite simple: only by having the highest quality individuals can you produce the highest quality products, combining the best in content, design, production and customer services. Globalization is opening up the world further and provides many opportunities for growth. Haymarket has offices around the world and many of the titles are now truly global brands. Haymarket serves a broad spread of business markets, from marketing to medicine to technology along with exhibitions and live events. Predicting the shape of the business in 3, 5, or 10 years is almost impossible; and the unpredictability is part of the appeal. Haymarket aims to be the perfect company to work with or for – we have the processes and attitude that ensure quality and consistency, and an entrepreneurial spirit that makes every day rewarding. As a Certified B Corporation, we’re proud to be part of a community of companies working together for change, and taking part in collective action to advocate for a shared goal of a global economy that benefits people and the planet.

An equal opportunity employer, Haymarket Media does not discriminate in hiring or terms and conditions of employment because of an individual's race, color, religion, gender, gender identity, national origin, citizenship, age, disability, sexual orientation, marital status, or any other protected category recognized by state, federal, or local laws.

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When applying for roles with Haymarket Media, you will receive an email directly from a member of the Talent Acquisition team or communication through LinkedIn.

You can view our open positions on our website US careers section: www.Haymarket.com

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