Job Description

ABOUT THRESHOLD

First released in 2017, Threshold is a Peabody Award-winning podcast rooted in deep love of the natural world. Each season is a multipart audio documentary that tells a complex environmental story about something we think deserves attention— a species, a place, an idea, a controversy, a question. 

Threshold invites listeners on an audio journey, seeking answers and insights in the places and through the stories of those most invested, impacted and involved. There’s science and history, poetry and politics, conflict and captivating characters. But most of all there are great stories—told with all their beauty, wonder, sadness, joy, outrage, humor, and heartbreak. 

The result is an experience—and a show that is an open invitation to think together about what it means to be alive, in awe of our natural world, in this time of extraordinary planetary change. 

Threshold has been downloaded over 1.2 million times as a podcast, and has reached millions of additional listeners through air time on public radio stations throughout the United States and through partnerships with other podcasts. To date, four seasons of Threshold have been released and two seasons are currently in production. 

Threshold is independently produced by Auricle Productions, a 501(c)(3) nonprofit journalism organization founded by Amy Martin and incorporated in Montana. 

Before applying for this position, please listen to some of our work and review our mission, vision and guiding principles.

ABOUT THE OPPORTUNITY

Auricle Productions is seeking an experienced marketing and communications professional to lead this area of our work through an exciting phase of continued growth. 

The marketing and communications director is responsible for promoting Threshold and growing its audience. They are our networker-in-chief, with a steady determination to get Threshold heard by as many people as possible and the skills to make it happen. They define and execute strategies to identify, reach, convert, engage and retain listeners through paid, owned, shared, and earned channels, as well as through events and partnerships. They proactively build strong relationships—with members of the media, colleagues at distribution platforms, and within various external networks—to drive greater awareness and listener growth for Threshold. 

This role requires leadership, vision, and strategic thinking. We are looking for someone who is experienced and adept at creating and leading comprehensive marketing and communications efforts from concept to execution to evaluation. 

Threshold is independent, nonprofit, and operates on a funding model that is philanthropy based—primarily individual donations and foundation grants. We do not currently seek advertisers or sponsors; our marketing and promotions are driven by earned media, promo swaps, paid advertising, and innovative partnerships. 

The marketing and communications director will work closely and collaboratively with our small, fully remote staff, reporting to the executive director and supervising an existing team of two on the marketing and outreach team. 

Anti-racism work and DEI values will be embedded into your personal ethos and actions, and you’ll whole-heartedly embrace our organizational commitment to these efforts. As we grow, you’ll help elevate an authentic brand that is centered in our vision, mission and guiding principles. 

ABOUT YOU

You are an enthusiastic and proactive networker and podcast enthusiast who is excited to bring Threshold to a wide and growing audience. You are constantly seeking creative opportunities, forging new relationships, and staying on top of industry trends. You have relationships with journalists and industry professionals across media categories and can successfully leverage these relationships to generate awareness through earned media and publicity. 

You understand the business and mechanics of marketing. You can create clear strategies and tie them to specific goals and measurement methods. You possess tried and true skills through direct experience, but are also eager to experiment and create new ways to get Threshold into the world. 

You are a keen brand strategist. You understand how to define a brand identity, achieve an effective and consistent brand tone and voice, and establish detailed guidelines to ensure consistency. The Threshold team relies on you to craft a shared brand story and language, and to be the final eye on all external communications. 

You are an excellent writer and communicator, and are skilled at translating the meaning and value of our content to audiences in a variety of contexts. You know how to sell Threshold, crafting and adapting pitches that create results. You can be counted on to represent Threshold in meetings with podcast industry experts, in conversations with major donors, or speaking at listener events. 

You have an uncompromising drive for excellence and thrive when you are part of a team that shares a commitment to a high standard of quality. You know how to organize lots of moving parts, prioritize and follow through on projects to achieve ambitious goals. 

Like us, you are committed to building empathy through stories, and you know that this requires including a wide range of perspectives. People of color, LGBTQ+ people, people with disabilities, and members of other historically marginalized groups are encouraged to apply.

PRIMARY RESPONSIBILITIES

Leadership

• Maintain a solid understanding of the competitive podcast marketing landscape and the podcast industry overall
• Actively monitor market and industry data and trends and apply insights to Auricle Productions’ initiatives
• Develop and maintain relationships with marketing colleagues at media organizations and journalists across a wide spectrum of beats
• Provide clear internal communications to keep the team up-to-date on marketing and promotions activities
• Work closely with Executive Director in planning and hosting donor events

Branding & Communications

• Create, maintain, and communicate our brand identity through a comprehensive brand guide that includes our brand story, detailed guidelines for our voice and tone, visual branding and design, and typography
• Oversee all creative assets and owned media, including social media, website, newsletter, print, and digital collateral
• Develop compelling brand positioning to a range of audiences
• Collaborate with production team to write engaging show/season/episode descriptions and promo copy
• Oversee the Threshold newsletter, ensuring it is a valuable and substantial source of content for our readers, as well as a platform for attracting, engaging with, and growing our listener base. Develop and execute a strategic plan to grow our newsletter audience. 
• Work closely with the Executive Director and Outreach & Engagement Specialist to develop donor and funder communications, materials, and campaigns that drive donor growth, engagement, and retention

Marketing & Advertising

• Design, execute, and monitor a comprehensive and innovative marketing plan to drive awareness, downloads and retention 
• Execute a wide range of campaign activities including arranging promo swaps, coordinating media buys, developing creative collaborations, and brainstorming social media and email marketing ideas to ensure timely campaigns and demonstrate measurable success
• Develop a marketing and revenue plan for Threshold branded merchandise 
• Lead the planning and execution of listener events 

Public Relations

• Develop a robust earned media strategy, including reviews, features, interviews, speaking engagements, and press coverage on television, radio, print and digital media
• Manage awards calendar, submissions, and other industry recognition opportunities
• Build and maintain strong relationships with distribution platforms (i.e. Spotify, Apple, etc.), top shows, podcast networks, and other relevant industry players to drive innovative partnerships that expand our audience and build brand equity
• Craft story angles for season launches and for specific episodes across seasons
• Explore niche audiences (e.g. schools, non-profit organizations, and professional associations) for coverage and collaborative opportunities

Management

• Develop and manage the annual marketing and communications budget
• Define and manage detailed marketing/PR/engagement metrics and KPIs
• Lead, manage, and mentor members of the marketing and outreach team
• Source and manage marketing and PR contractors 

SKILLS + QUALIFICATIONS 

The ideal candidate will have the following:

• 8+ years of growth marketing or audience development experience, and/or marketing experience in podcasting, digital media, entertainment or publishing
• A passion for podcasting, a thorough understanding of the industry and a drive to keep learning as the industry evolves
• Understanding of the podcast marketing landscape, with a proven ability to choose among a wide variety of podcast promotion techniques and apply them effectively 
• Relationships with podcast teams at other shows and media outlets
• Established relationships with a wide range of journalists and media professionals 
• Proven track record of building partnerships and co-marketing opportunities
• Exceptional and efficient writing, editing, and proofreading skills, with a meticulous eye for detail
• Proven experience writing effective pitches that land earned media
• Commitment to solving problems with creativity and patience
• Demonstrated self-starter who is adaptable in setting priorities, dealing with shifting deadlines, and seeking out new opportunities without direct oversight
• Experience using tools such as Chartable, SmartLinks, MailChimp, Google Analytics, social media analytics, and podcast distribution platforms to analyze data, report on the efficacy of campaigns, and shape marketing strategy
• Superb verbal communication skills with the ability to interact effectively in a variety of settings in person or online
• Strong organizational skills and capable of managing many projects simultaneously and seeing them through to completion 
• Ability to work proactively, independently, and reliably
• Experience leading and managing people and collaborative projects 
• Design experience using software like Photoshop, Illustrator and Canva to help create creative collateral like graphics, publications, and promotional materials is a plus

We know there are great candidates who may not feel they check every box listed here, or who have valuable skills we haven’t thought of. If that feels like you, don’t let that stop you from applying. 

STRUCTURE + LOCATION

This is a full-time position with a flexible schedule. Our team works remotely and is primarily located in the US. Candidates who are legally authorized to work in the US without sponsorship are welcome to apply.

COMPENSATION

The compensation package includes a base salary, monthly health insurance premium reimbursement, 401k plan, a monthly technology stipend, and professional development support. Full-time employees of Auricle Productions enjoy unlimited paid time off. Additionally, our team takes a one-week holiday (usually in August) where the entire organization closes so that everyone can step away from work and recharge at the same time. 

The annual base salary range for this role is $82,000 to $95,000. 

To ensure consistent and equitable pay within our organization, we do not negotiate salaries during the hiring process. Our salary ranges are set by benchmarking data, how the role fits into our overall compensation structure, and our organization’s financial situation. We believe this practice allows for fair compensation regardless of a candidate’s negotiation skills, and contributes to a healthy team culture by creating trust, transparency, and consistency around employee pay. 

How to Apply

HOW TO APPLY

Does this opportunity sound exciting to you? Excellent! We look forward to hearing from you. But before you go any further, please listen to at least two episodes from different seasons of our show. If our work doesn’t resonate with you, we’re not a match. 

If it does, tell us why in your cover letter. What do you find interesting or surprising about Threshold? Why do you think it matters? What excites you about being part of our show? 

Of course, we want to hear about you, too. If you’re the right person for this job, you know how to sell yourself on the page. Introduce yourself, and impress us with your writing and marketing skills while you’re at it.

Job Types: Full-Time. Job Tags: brand, communications, journalism, Marketing, nonprofit, and podcast. Salaries: Not Disclosed.

42 total views, 0 today

Apply for this Job