Associate Director, Acquisition Strategy & Solutions

BNP Media; Birmingham (MI); On-site; USD 95,000 - 130,000; Full time

Benefits offered by this job

401(k)

Employee assistance program

Flexible spending account

Health insurance

Life insurance

Paid time off

Referral program

Vision insurance

Job summary

BNP Media seeks an Associate Director to lead acquisition strategy for audiences across events, subscriptions, and digital campaigns. You will drive registrations, newsletter signups, and paid subscriptions, partnering with Planning, Operations, and Art to translate insights into measurable plans.

Role emphasizes data-informed decision making, channel testing, and cross-functional collaboration with senior stakeholders.

Qualifications

• Experience developing audience acquisition strategy across registrations, leads, newsletters and paid subscriptions.
• Strong messaging, cadence, CTA development and conversion-path planning.
• Data-informed approach to campaign optimization and performance review.
• Collaborates cross-functionally with Planning, Operations, Art and stakeholder teams.
• Experience managing creative requests through project tools such as Asana.

Responsibilities

• Shape acquisition strategy for non-paid growth and paid subscription growth.
• Define messaging direction, cadence, channel strategy, testing, and conversion paths.
• Coordinate with Creative & Art Teams; provide copy direction and landing page details.
• Optimize performance through pacing, registration, lead volume, and conversion data.
• Present acquisition recommendations to executives and sector teams.

Skills

Audience acquisition

Messaging & CTAs

Data-driven optimization

Cross-functional collaboration

Asana project management

Conversion optimization

Paid media

Subscription marketing

Tools

Asana

Job description

The Associate Director, Acquisition Strategy & Solutions leads acquisition strategy for BNP Media brands and sectors within the Audience Experience Group. This role owns the strategic approach for growing audiences, driving registrations, generating qualified leads, increasing newsletter signups and paid subscriptions, and supporting new audience entry points across events, webinars, subscriptions, and digital campaigns.

The Associate Director partners closely with the Director, Planning, Database & Operations, and Art to translate insights into measurable acquisition plans that are data-informed, clearly positioned, and aligned with sector priorities. This role covers two related tracks: non-paid acquisition (registrations, newsletter signups, leads, event and webinar sign-ups) and paid subscription growth (individual, enterprise license, and group subscription sales), each with its own goals, messaging, and conversion path.

Responsibilities

• Shape acquisition strategy across both non-paid audience growth (registrations, newsletter signups, event/webinar sign-ups, leads) and paid subscription growth (individual and enterprise/group subscriptions).
• Define messaging direction, cadence, channel strategy, testing approaches, and conversion paths for acquisition campaigns.
• Align acquisition strategy with campaign timelines and business priorities in partnership with Planning.
• Contribute to team development, process improvement, and consistency across acquisition work.

Plan Campaigns & Develop Solutions

• Build strategic acquisition solutions for campaigns as they enter AEG through Planning.
• Recommend promotional plans spanning email, newsletters, digital placements, website assets, event channels, and more.
• Ensure every acquisition strategy has clear goals, target audiences, cadence, creative needs, testing opportunities, and KPIs.
• Help present acquisition recommendations to Executive Directors and sector teams.
• Identify opportunities to improve conversion and signup rates through targeted, channel-specific campaigns, including paid media, email, SEO, and on-site engagement.
• Manage enterprise license and group subscription sales and promotional strategies.

Coordinate with Creative & Art Teams

• Open accurate, well-scoped creative requests with the Art team in Asana.
• Provide copy direction, CTA guidance, landing page details, specs, and deadlines.
• Review creative assets for message clarity, audience fit, CTA strength, and campaign alignment.
• Guide promotional input for registration pages, event and webinar sites, and lead gen assets.

Optimize Performance

• Recommend in-campaign optimizations based on pacing, registration, lead volume, conversion, and engagement data.
• Spot follow-up acquisition opportunities from campaign performance and audience trends.
• Analyze response rates, conversion, and audience growth data to continuously refine acquisition strategy.
• Feed acquisition insights into recaps and future campaign planning.

What Makes You a Great Fit for This Role

• Experience developing audience acquisition strategy, including registration, lead generation, and newsletter growth
• Strong skills in messaging, cadence, CTA development, and conversion-path planning
• A data-informed approach to campaign optimization
• Proven ability to collaborate cross-functionally with planning, operations, art, and stakeholder teams
• Experience managing creative requests through project tools such as Asana
• Excellent communication skills and comfort presenting strategy to senior stakeholders
• Strong understanding of digital acquisition channels and conversion funnels, with the analytical skills to translate performance data into action
• Experience in paid subscription marketing, paid media, or recurring revenue models is a plus
• 401(k)
• Employee assistance program
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Referral program
• Vision insurance

Experience:

• Audience Acquisition: 2 years (Required)
• Lead Generation: 2 years (Required)
• Asana: 2 years (Required)
• Newsletter Growth: 2 years (Required)
• Media with paid advertising: 2 years (Required)