Lead, Audience Acquisition and Community Engagement – The Richmonder

Lead, Audience Acquisition and Community Engagement – The Richmonder

This role is responsible for growing, engaging, and deepening The Richmonder’s audience through strategic marketing, digital engagement, and community outreach. This position leads efforts to expand readership, increase newsletter subscriptions, strengthen brand awareness, and build lasting relationships with readers across the Richmond region.

This role develops and executes data-informed strategies that transform readers into subscribers, members, donors, and community ambassadors. The manager will cultivate meaningful relationships both online and in person, ensuring The Richmonder remains a trusted, accessible, and indispensable source of local news.

The ideal candidate is creative, entrepreneurial, collaborative, and analytical. They enjoy building authentic community relationships and are excited to test new ideas that drive measurable growth, using data to make decisions. A background in local news is not required, but a passion for it is.

Key information

Salary range:$65,000 to $80,000 annually
Benefits:Employer-paid health insurance, flexible time-off policy
Location:The employee must be based in the Richmond, Virginia area, with a hybrid working schedule

This role will report to The Richmonder’s Development Director.

Primary Responsibilities

Audience Growth & Acquisition

• Develop and execute comprehensive audience growth strategies that increase website traffic, newsletter subscribers, and reader engagement.
• Identify new audience segments and develop targeted outreach campaigns to expand The Richmonder’s reach.
• Optimize acquisition channels including social media, search, partnerships, referrals, and events.
• Build awareness of The Richmonder through strategic partnerships, community outreach, and initiatives.
• Manage The Richmonder’s social media outreach and digital acquisition efforts.
• Increase digital growth through website conversion optimization, email acquisition campaigns, landing pages, SEO, social and partner distribution, referral strategies, A/B testing, audience analytics, onboarding, and CRM or marketing-automation tools.

This role is funded through a grant from the American Journalism Project, which seeks to help a select group of the most promising nonprofit newsrooms in the United States hire experienced business and digital leaders to sustain vital public-service journalism.

Analytics & Performance

• The Richmonder currently converts 6% of our monthly unique visitors into newsletter subscribers. A successful candidate will be accountable for lifting us to the 15% industry standard.
• Use data and audience insights to refine marketing strategies and improve campaign performance.
• Produce regular reports with actionable recommendations.

Community Engagement

• Build strong relationships with neighborhood associations, nonprofit organizations, businesses, and community groups.
• Represent or coordinate representation of The Richmonder at community events, networking opportunities, and public forums.
• Develop and manage reader engagement initiatives including topical meetups, community conversations, virtual events, and audience feedback programs.
• Identify opportunities to increase visibility and strengthen The Richmonder’s role as a community resource.
• Support membership growth and monthly donor initiatives.
• Collaborate on fundraising appeals, giving days, and special campaigns.
• Communicate the impact of audience financial support through multiple channels.

Qualifications

• Two or more years of experience in audience development, digital marketing, communications, nonprofit marketing, media, fundraising, or community engagement.
• Familiarity with membership, subscription, or fundraising campaigns.
• Exceptional written, verbal, and interpersonal communication skills.
• Experience managing social media platforms, email marketing, and digital communications.
• Strong understanding of Google Analytics, Meta Insights, email marketing platforms, and other audience analytics tools.
• Excellent project management, organizational, and time management skills.
• Ability to work independently while collaborating as a team.
• Passion for local news, civic engagement, and community impact.

The Richmonder is a nonprofit local news organization dedicated to delivering independent, community-centered journalism that helps residents understand their city, connect with one another, and engage in civic life. We believe that local news provides the information that can elevate our community. Our mission is to inspire a more informed, better-connected community by filling gaps in local news coverage with balanced, nonpartisan reporting.

The Richmonder is an equal opportunity employer and encourages candidates from all backgrounds and experiences to apply.