The Chief Audience Officer (CAO) is responsible for all aspects of the March of Dimes strategy and lifecycle management of audiences across both fundraising and mission. This position will play a pivotal role in transforming how individuals experience the March of Dimes across audience acquisition, engagement and retention activities. Reporting to the Senior Vice President of Marketing and Communications, the incumbent will work closely with the SVP’s of Revenue and Mission in establishing the strategies to grow audiences and build lifelong relationships via multi-channel initiatives. A senior leader within the Marketing and Communications division, the CAO will have direct oversight over the large-scale audience portfolio (including DRTV, Direct Mail, Telemarketing, Advertising and Digital). Partnering closely with the Vice President of Brand Strategy, the CAO will work to integrate content, campaigns and tent pole moments across audiences while ensuring efforts fully reflect the insights and voice from March of Dimes recent brand transformation. In addition to overseeing the tactics and channels to grow audiences, the CAO will also serve as the senior customer advocate representing the “voice of the customer” for the entire organization. With dotted-line management of the CRM Insights group, the CAO will lead the identification and socialization of audience-related metrics. Through real-time testing, analytics, as well as, public opinion and satisfaction polling – the CAO will ensure all members of the organization understand insights related to audience satisfaction, interests and retention.
- Audience Growth Responsible for oversight of the acquisition of new donors and audiences through traditional and non-traditional marketing.
- Ensures best in class revenue and donor growth across the direct marketing portfolio (including matrix oversight of digital platforms and marketing).
- Closely monitor performance metrics and directing agency strategies and improvement plans.
- Manage the performance, selection and structure of internal and external teams required to execute strategies to meet goals for revenue and donor growth.
- Audience Journeys & Experience Responsible for the audiences’ complete journey across channels, programs and touchpoints.
- This includes audience understanding of our cause and programs through our website as a prospect; the onboarding and ease by which our organization is interacted with during exploration; the identification and resolution where audiences struggle when engaging with the organization and services; the on-going cadence of contacts that move the customer's journey. In partnership with organization-wide content managers and program teams, oversee a 12-month cross-channel marketing and communications plan with segment-level strategies.
- Audience Insights Responsible for leveraging insights to craft effective lifecycle strategies that drive ongoing customer engagement and retention.
- Leverage attitudinal and behavioral insights to build personas and advocate on their behalf across the organization.
- Work with agencies and cross-channel marketing teams to perform ongoing tests on positioning, messaging and content to optimize and improve reach and resonance of campaigns.
- Build trust and maintain strong relationships with mission, revenue and senior leadership to drive ongoing socialization and support of key learnings.
- In partnership with CRM teams, identify knowledge gaps and initiate research projects to deepen our understanding of the audience.
- 12 years experience
- Strong background in direct response techniques, database and email based fundraising.
- Specialized knowledge of telemarketing Television campaigns.
- Understands postal and telemarketing regulations and impacts on business.
- Strategic planning, marketing plan development, budgeting and analysis. Excellent business process knowledge.
- Strong contract negotiation skills.
- Strong leadership skills.
- Ability to juggle multiple deadline projects with revenue impact.
- Experience advancing Mission, Brand and Revenue goals with audiences.
- Work across many diverse personalities and teams, from creative and copy writers to advanced analytic providers.
- Skill necessary to manage and integrate internal and external work teams, vendors and consultants.
- Highly organized and strong written and verbal communication skills.