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Director, Consumer Marketing at TEGNA

Director, Consumer Marketing

TEGNA McLean, VA Full-Time
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TEGNA, one of the nation’s leading providers of local media and award-winning journalism, is seeking a director of consumer marketing. This new role will move the consumer marketing agenda forward for the company, helping drive growth across linear and digital properties of 62 affiliates in 51 markets.


For this highly visible leadership role, we are seeking innately curious and creative candidates who want to apply every ounce of their leadership, creative, digital and strategic marketing skills to making our team of 300 field marketers the best they can possibly be, such that we exceed our audience growth KPIs. It requires a good balance of right and left brained thinking as well as strategy and execution.


Candidates should possess a high level of emotional intelligence and a passion for the local news and information genre. They should also be comfortable managing geographically dispersed teams, influencing without authority, presenting to a variety of stakeholders and developing strategies tied to product marketing, brand marketing and affiliate marketing. Candidates must be comfortable working interdependently across a large matrix organization, have a bias for action and be resourceful in terms or generating iconic ideas but implementing them in fiscally responsible ways. They must hold themselves to high professional standards, have a good sense of humor, check any ego at the door and quickly earn the respect of their colleagues.


A planner by nature, the ideal candidate is able to operate with a sense of urgency in the present and be constantly looking 6-18 months ahead so as to bring organization, order and planning to the larger marketing organization. They are also effective communicators who are able to present and justify points in a clear, concise, and appropriate manner.  They have excellent verbal and written communication skills and know how to tailor communications to targeted audiences.  They can organize and develop effective presentations and use strong storytelling techniques to sell ideas/media plans/budgets/strategies. They are able to effectively manage up, down and across forging strong relationships with a variety of colleagues.  Candidates interested in applying should include a link to a portfolio of their work, including writing samples.


Sample Work: The below represents the type of work the senior director of consumer marketing will take on.

  • Overseeing the company’s focus on local brand health, which includes but is not limited to: managing TEGNA’s relationship with our brand agency, developing and leading multi-day training summits for field leaders, evangelizing our brand approach, interfacing with our in-house design team, consulting with stations as needed to move their local brand forward, presenting brand health research, etc.
  • Collaborating with TEGNA’s corporate content team on initiatives tied to TEGNA’s content transformation plan, e.g. launching new on-air and digital products, building affiliate toolkits to help local stations with key promotables, etc.
  • Partnering with local research teams, corporate research staff and 3rd party vendors to garner audience insights and translate those into effective, measurable marketing strategies.
  • Working in partnership with local general managers, marketing directors and other field leaders to advance content transformation and grow audiences. This ranges from completing pilot programs to consulting on internal and external priorities, planning events to evaluating creative and more.
  • Collaborating on and implementing TEGNA’s long term consumer marketing strategic plan with a focus on our people, brands, research and marketing operations.
  • Instituting new processes and approaches around performance marketing and how it can be used by local marketers to advance consumer marketing efforts.

Required Qualifications:

  • 10-15 years of consumer marketing experience. with proven record of success in the media/television/news industry, brand management, or marketing/digital/advertising agency.
  • Experience managing 3rd party agencies.
  • Demonstrated record of leading effective integrated advertising campaigns from concept to completion.
  • Proven track record building linear ratings and improving digital performance
  • Hands-on experience in brand marketing, digital and performance marketing, media planning and measurement.
  • A collaborative and motivating leadership style as reported by previous team members.
  • Strong media planner and buyer who understands co-op spending and can build productive partnerships with network, syndication and other 3rd
  • Experienced at working with a sense of urgency in a deadline oriented, fast paced team environment. Able to juggle multiple projects and priorities at once.
  • Strategic and creative project and team management experience with the ability to manage up, down and across.
  • Able to work non-traditional hours occasionally to compete in breaking news situations.
  • Able and willing to travel as needed.
  • Demonstrated passion and respect for local news, the First Amendment and quality journalism.


TEGNA Inc. (NYSE: TGNA) is an innovative media company that serves the greater good of our communities. Across platforms, TEGNA tells empowering stories, conducts impactful investigations and delivers innovative marketing solutions. With 64 television stations in 51 U.S. markets, TEGNA is the largest owner of top 4 network affiliates in the top 25 markets among independent station groups, reaching approximately 39 percent of all television households nationwide. TEGNA also owns leading multicast networks True Crime Network and Quest. TEGNA Marketing Solutions (TMS) offers innovative solutions to help businesses reach consumers across television, digital and over-the-top (OTT) platforms, including Premion, TEGNA’s OTT advertising service. For more information, visit [ Link removed ] - URL blocked - click to apply.

TEGNA Inc. is a proud equal opportunity employer. We are a drug free, EEO employer committed to a diverse workforce. We encourage and consider all qualified candidates regardless of race, color, religion, national origin, sex, age, marital status, personal appearance, sexual orientation, gender identity, family responsibilities, disability, enrollment in college or vocational school, political affiliation, veteran status or genetic information.

[ Link removed ] - URL blocked - click to apply



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