Director, B2B Subscription Marketing

We are seeking a Director of B2B Subscription Marketing to drive growth, engagement, and retention for a premium digital product focused on a specialized professional audience. This leader will develop acquisition strategies, manage lifecycle marketing, and optimize campaign performance across channels. The ideal candidate understands how to market premium content products to professionals, and how to translate interest into subscription conversion and long-term customer value.

About the Product:
We are building a new, premium subscription product aimed at professionals working in or around government and policy. Designed to deliver trusted insights, exclusive content, and specialized member experiences, this product will help users stay informed and effective in fast-moving, high-stakes environments. While still in development, the offering is tailored to meet the needs of individual professionals whose organizations often support or reimburse the purchase due to its relevance to their work.

Key Responsibilities:

Acquisition & Lead Generation

• Develop and execute multi-channel campaigns to generate qualified leads and grow the subscriber base.
• Build lead funnels through email capture, paid marketing, partnerships, trade organizations, and event presence.
• Collaborate with editorial and brand teams to elevate product visibility and credibility through content-driven campaigns.

Conversion & Lifecycle Management

• Design and optimize onboarding experiences that help users realize value quickly.
• Own lifecycle marketing, including retention campaigns, upsell initiatives, cancellation-save strategies, and winback efforts.
• Test promotional campaigns to improve acquisition and long-term value.

Cross-functional Leadership

• Work closely with the product team to improve the user journey and conversion flow.
• Partner with customer service to ensure excellent support and resolution of inbound inquiries.
• Collaborate with the finance team on forecasting, ROI modeling, and expense planning.
• Coordinate with product and operations to implement the technical infrastructure required to support marketing campaigns and purchase flows.

Insights & Optimization

• Analyze campaign and product performance to inform future strategy and investment.
• Conduct and interpret surveys and user research to understand motivations, satisfaction, and churn.
• Identify and evaluate partnership opportunities to expand reach and enhance credibility.

Conferences & Events

• Identify and participate in relevant conferences where target audiences gather.
• Coordinate sponsorships, booths, and event activations to drive awareness and lead generation.

 

Qualifications:

• 7+ years of B2B marketing experience, ideally in subscriptions, SaaS, media, or professional services.
• Bachelor’s degree required, preferably in Marketing, Business, Communications, or a related field. MBA preferred. 
• Proven track record in customer acquisition, retention marketing, and ROI-focused campaign execution.
• Strong understanding of paid media, CRM systems, email marketing, and audience segmentation.
• Experience collaborating across teams including product, sales, analytics, operations, and editorial.
• Data-driven mindset with the ability to set goals, measure success, and continuously optimize.
• Excellent communicator with strong project management and leadership skills.

 

Preferred:

• Familiarity with political media, policy reporting, or public affairs.
• Experience with employer-paid or institutional subscription models.
• Background in event marketing, partnerships, or trade association outreach.

 

In accordance with applicable law, Hearst is required to include a reasonable estimate of the compensation for this role if hired in New York.  The reasonable estimate, if hired in New York, is $140,000 - $150,000 + 10% quarterly sales bonus. Please note this information is specific to those hired in New York.  If this role is open to candidates outside of New York, the salary range would be aligned to that specific location.  A final decision on the successful candidate’s starting salary will be based on a number of permissible, non-discriminatory factors, including but not limited to skills and experience, training, certifications, and education.

 

Our Benefits: At Hearst Newspapers, we not only support our employees through personal and professional development, but we also believe in promoting e