Now hiring
Director of Audience Development
Now hiring

Director of Audience Development

About Toptal

Toptal is a global network of top freelance talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and over 40% year-over-year growth, Toptal is the world’s largest fully remote company.

We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold.

Position Description

Toptal is looking for a Director of Audience Development to grow the audience, listeners, and reader/viewership of all of our Publications content (including vertical blogs, Insights, Staffing.com, Recruitment.com, and podcasts) by dramatically scaling distribution. This person will own the marketing, distribution, and audience growth strategy for all Publications content and will work with all teams in Marketing across all channels. This person will also own the sampling and distribution strategy for all of our longform content and podcasts including:

  • Coordination of roadmap planning and communications - informing the editorial roadmaps with big cross-functional ideas that align with business-wide themes and growth opportunities.
  • Pre-publishing strategy - determining what will resonate with audiences by working with our internal SEO team, Marketing Strategists, and Marketing Insights team and identifying what constitutes relevant and engaging content for our target audiences.
  • Post-publishing strategy - creating a strategy for distributing, amplifying, and sharing content across all channels of marketing.
  • Measurement and publishing analytics - working to routinely leverage and improve our measurement tools and dashboards into actionable insights for Editors and Writers.
  • Content expansion - Partnering with the Editor In Chiefs to consider all opportunities to expand viewership with new content formats and vertical launches.

This is a remote position that can be done from anywhere. Due to the remote nature of this role, we are unable to provide visa sponsorship. Resumes and communication must be submitted in English.

Responsibilities:

  • Develop and implement content distribution strategy across all Toptal publications and platforms. Conduct thorough and ongoing analyses of competitors’ content and distribution to inform our efforts.
  • Analyze the performance of historic and newly published articles across key metrics and use these insights to guide future creative direction.
  • Galvanize internal Marketing teams across Events, SEO, SEM, Social, and PR to create high-impact tentpole initiatives.
  • Improve and make routine the ways in which Editors and Writers measure the performance of our content.
  • Build methods to track and advance the ways in which Publications affects direct business outcomes for Revenue and Talent Operations as well as more qualitative objectives such as thought leadership.
  • Ignite, study, and make the case for new formats of content development and storytelling.
  • Work to continuously scale the impact of our Publications team, by growing our large readership of smart, educated, and driven individuals.
  • Work with our Internal Communications and SEO teams to identify publications and Editors who may be interested in covering or republishing our content on their niche publications.
  • Partner with leaders and notable figures with substantial followings within each vertical to better amplify and disseminate our content.
  • Develop relationships with established organizations willing to promote our content, republish our content, or point to our content in newsletters.
  • Assist Editors and Writers by determining what content best serves our audiences and answers their most pressing concerns rather than simply evangelizing our perspective.
  • Interpret data from the Business Intelligence team to create meaningful, actionable recommendations for the Publications team.
  • Develop, design, and implement a growth-oriented approach to newsletters that drives revenue.
  • Develop relationships with relevant publications and media outlets who would share, republish, and link to our content.
  • Develop and implement a new audience segmentation strategy.
  • Help facilitate effective training on marketing-related topics to ensure all of the relevant stakeholders are properly educated on how to infuse the best marketing tactics into their content, initiatives, and publications to maximum impact.
  • Provide thought leadership, strategic insight, and clear communication (written and verbal) to your team and the organization on our Publications marketing strategies.

In the first week, expect to:

  • Onboard and integrate into Toptal.
  • Learn about Toptal’s history, culture, and vision.
  • Work with the Publications team to understand our content.

In the first month, expect to:

  • Understand the fundamentals of Toptal’s Public Relations, Communications, Social, SEM, SEO and Publications functions.
  • Partner with the team to analyze and understand your function’s key KPIs, along with how these are monitored and impacted. Identify gaps and opportunities for improvements.
  • Work with the Growth Product, Integrated Marketing, and Publications teams to identify and set performance goals for our publications.

In the first three months, expect to:

  • Create a reader-centric plan to maximize content promotion and engagement with target audiences.
  • Steer a collaboration on corporate themes to inform publishing roadmaps and calendars.
  • Develop relationships with relevant publications and media outlets who would share, republish, and link to our content.
  • Define and present a distribution strategy for all publications.
  • Stay on the cutting-edge of industry trends and provide intelligence to the Toptal team to help drive content strategy.

In the first six months, expect to:

  • Work with your team to build visibility of the publications, grow their readership, and drive engagement and conversion.
  • Run and continuously scale publications distribution, consistently working to improve the quality and impact of the publication via internal and external partnerships.
  • Propose and quarterback new initiatives to accelerate audience growth.

Requirements:

  • You must have at least ten years of experience in audience-related efforts in a media organization or a similar type of role where you leveraged extensive amounts of data to draw insights about potential audiences and marketing strategies and thus make decisions on the best path forward based on those insights.
  • You must be able to easily classify and understand audience personas to create effective marketing distribution strategies that resonate with that precise audience type.
  • You must be able to be given a publication strategy and from that, be able to quickly research, analyze, and create strategies around which channels to use to distribute content, and know what type of content is most likely effective for a specific audience.
  • You must have a best-in-class, analytical and data-driven background and a deep understanding of how to engage consumers with content to drive engagement and brand loyalty. Fluency in Google Analytics and SEO best practices is a must.
  • You must know how to quantitatively analyze and optimize marketing programs and growth initiatives and demonstrate the ability to provide management with distribution campaign insights and suggestions for improving overall performance. A lean, data-driven, process and KPI-oriented mentality is critical.
  • You must have a strong bias for action and the ability to foster a competitive, results-driven mentality. You must be extremely persistent by nature and unwilling to let your team lose or leave problems unsolved.
  • You must have excellent verbal and written communication skills.
  • You must have a deep understanding and proven track record of managing email and SMS campaigns, safeguarding deliverability, and list health. Knowledge of how to maintain compliance with email and SMS legal requirements including TCPA, CAN-SPAM, and CCPA is preferred.
  • You must have experience developing innovative ways to acquire consumer opt-ins (leads) using a variety of techniques.
  • You must have knowledge of customer LTV and how it contributes to channel optimization, KPIs, mix, and prioritization.
  • You must be a world-class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.
For Toptal Use Only: #west #midwest #ussouth #northeast #canada #southamerica #uk #LI-CW1 #LI-REMOTE

Who You Will Work With

Emily Smith

Emily Smith

VP of Publications

As Toptal's VP of Publications, Emily brings her rich background overseeing publishing businesses and content teams for companies big and small. Her most recent role was as CEO of Wild Sky Media where she oversaw a portfolio of parenting brands including Mom.com, Cafemom, and MamasLatinas. Previously, she was the President and Chief Growth Officer at DIY and lifestyle brand Brit+Co. She was the SVP, Digital at Tribune for three years where she built and grew functions such as audience development, social programming, and editorial product management. She also worked for Disney for 12 years, primarily overseeing websites and content strategies within Disney Online. Emily holds a BA in English from the University of California, Berkeley and currently lives with her family in the San Francisco Bay Area.

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Working at Toptal has been the best experience of my career. Every day I'm surrounded by intelligent, thoughtful, and hard-working colleagues that push me to be better.

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