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Director of Audience Development, PS (Formerly POPSUGAR)

Vox Media

Vox Media

New York, NY, USA
Posted on Thursday, May 9, 2024

The Audience Development Director of POPSUGAR will oversee the growth, development, and understanding of the brand’s audiences. They will be a key partner to the other brand leaders and their teams, including editorial, helping them to understand their audiences and identify growth opportunities. And they will oversee our distribution and engagement strategies on all key platforms, including Facebook, YouTube, X/Twitter, Instagram, Tiktok, as well as across newsletters.

The ideal candidate will bring an editorial ethos paired with marketing and data savvy and a familiarity with revenue partnerships. They should thrive in a collaborative, self-starting environment and be ready to lead and motivate, both their own team and the wider POPSUGAR organization.


POPSUGAR creates inspirational and accessible lifestyle content that helps our audience live more balanced and fulfilling lives. Our coverage is rooted in real-life stories, first-person perspectives, and expert-backed advice. We embody positivity, honesty, and straightforwardness across our content, from hype-checking the latest beauty treatments and workouts to curating the products and trends worth your time and money.

POPSUGAR is part of Vox Media, the leading modern media company. We guide our audience from discovery to obsession. We inspire essential conversations about what’s now, what’s next, and what’s possible.

As a community of journalists and storytellers, business professionals, creators and technologists, we believe it is a moral and business imperative to amplify voices: to cultivate diversity, equity, and inclusion throughout our organization and media. This applies to our candidates, our teams, our storytelling, our creative work, and our platforms, products, and partnerships.


  • Serve as a key stakeholder in POPSUGAR’s strategic directions, identifying growth opportunities and recommendations for coverage and brand direction
  • Establish and oversee the growth and engagement strategies for Instagram, YouTube, TikTok, Facebook, X, and other emerging platforms, including setting KPIs, tracking performance, and guiding content creation
  • Oversee a social video program and oversee the social video lead, in collaboration with the longform video team, and editorial teams, that helps grow the POPSUGAR’s relevance and audiences
  • Oversee POPSUGAR’s newsletter strategy and program, including assessing performance
  • Work closely with POPSUGAR’s editorial teams and design directors to collaborate on social-only content that aligns closely with the brands’ ethos
  • Guide long-term SEO strategy, including identifying areas of opportunity and best practices to put into place, as well as experiments to try
  • Establish and oversee robust system of analytics reporting across written and video teams to assess performance and offers insights that will shape their content strategy and support audience growth
  • Partner with editors to deliver content insights with regularity, in order to improve POPSUGAR’s audience reach, and to identify and address specific audience growth issues
  • Partner with editorial leadership to inform editorial decision-making around major tentpoles, areas of regular coverage, and long-term planning
  • Work closely with Vox Media’s lifestyle GM to ensure audience strategies and revenue opportunities are aligned and identify opportunities for growth
  • Work as a liaison between Vox Lifestyle partnerships and Central audience team to stay informed and get ahead of new opportunities, platform changes, etc
  • Be a vocal leader to ensure the entire POPSUGAR team has solid understanding of our audience and social strategies
  • Keep up with industry trends — steering platform strategies accordingly, educating leadership, communicating changes and level-setting expectations for other POPSUGAR stakeholders


  • 6+ years of experience overseeing social media accounts and strategy, preferably in a digital news environment
  • Strong understanding of analytics reporting, including on video platforms
  • Strong writing and editing skills, attention to detail, and a journalist’s sense of editorial integrity
  • Strong communication skills, including ability to translate analytics and patterns into easy-to-act on insights and recommendations for staffers (editors, writers, social, and video)
  • A collaborative attitude and eagerness to work in partnership with editorial leaders
  • Creativity and a journalist’s sensibility, in order to contribute to editorial decision-making
  • A willingness to vocally advocate for the audience POV in editorial decision-making settings
  • Management experience, especially training/managing younger managers
  • Experience with tools such as VidIQ, Youtube Studio, Google Analytics, Dash Hudson, Google Analytics, SocialFlow, and ESPs like Sailthru
  • Experience overseeing video platforms and performance is a plus
  • A passion for lifestyle journalism is a plus

If you think you have what it takes, but don't meet every single point in our job posting, please apply with a cover letter to let us know how you believe you can bring your unique skills to the Vox Media team or get in touch! We would love to have a chat and see if you could be a great addition to our team. We’ve hired chefs who became editors, DJs who became UX designers, and sommeliers who became writers.


This job is hybrid.



This is a permanent, full-time position. This job is benefits-eligible. We pride ourselves in providing comprehensive benefits to support all of our employees wherever they are in life. You can find more information about our benefits here.


Vox Media is committed to building an inclusive environment where everyone can show up as their authentic selves and create their best work. We recognize that great stories, platforms, products and services come from people with all manner of backgrounds and experiences. We recognize that our commitments require ongoing work and sustained attention, as well as adaptation to new insights and best practices. We keep our diversity data public for the sake of accountability, transparency and communication. Learn more about our values here, and our approach to corporate citizenship here.

Vox Media is an Equal Opportunity Employer and qualified applicants will receive consideration without regard to race, color, gender, sexual orientation, gender identity or expression, religion, disability, national origin, protected veteran status, age, or any other status protected by applicable national, federal, state, or local law. Vox Media will also consider all qualified applicants with criminal histories in accordance with applicable Fair Chance laws. We are also committed to providing reasonable accommodations as part of the application process to candidates with disabilities. If you require a reasonable accommodation as part of the application process, please contact our People & Culture team ([email protected]).


Our recruiting team will go through applications in a timely manner. Please note that our recruiting team will only contact you from email addresses, never via text message. Read more about how our recruiting team operates, and how to protect yourself from recruitment fraud, here.


The salary range listed below represents the minimum and maximum base pay for this position at the time of this posting. Final salary offered to the candidate selected for the position will be based on factors including but not limited to the candidate's skills and experience.

Pay Range
$119,000$155,000 USD