Associate Director, Newsletters

Shoptalk; New York (NY); Hybrid; USD 80,000 - 100,000; Full time

Benefits offered by this job

Medical, dental, vision insurance

Unlimited PTO

401K with company match

Job summary

People Inc. is seeking a Senior Manager, Newsletters to lead strategy, performance, and day-to-day optimization of newsletter and browser notification programs across the Entertainment & Beauty brands, including PEOPLE, InStyle, and Entertainment Weekly.

The role focuses on developing audience engagement strategies to deepen relationships, increase retention, and maximize long-term email channel value, acting as the primary owner of Entertainment & Beauty newsletters and collaborating with

Qualifications

• 6–8 years of experience in email marketing, newsletter strategy, audience development, CRM, lifecycle marketing, or digital publishing.
• Experience developing and optimizing newsletter programs using data-driven insights and audience segmentation.
• Demonstrated success managing cross-functional initiatives involving editorial, product, analytics, marketing, and operations teams.
• Strong analytical skills with experience interpreting performance metrics, identifying trends, and translating insights into actionable recommendations.
• Experience designing and executing A/B tests and using results to optimize engagement and retention.
• Excellent project management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.
• Outstanding written and verbal communication skills with the ability to influence stakeholders across departments.
• Familiarity with email service providers, browser notification platforms, and analytics tools.
• Knowledge of email marketing best practices, deliverability, and applicable privacy and compliance regulations.

Responsibilities

• Own the strategy, execution and ongoing optimization of newsletter and browser notification programs for assigned Entertainment & Beauty brands.
• Develop audience engagement and retention strategies that increase subscriber activity, loyalty, and LTV.
• Monitor the health and performance of assigned programs, proactively identifying opportunities to improve engagement, retention, and conversion.
• Partner with editorial, content marketing, design, product, analytics, and marketing teams to align newsletter content and promotional strategies with brand priorities and business goals.
• Serve as the primary cross-functional liaison for newsletter strategy, ensuring stakeholders remain informed on priorities, performance, and optimization opportunities.
• Collaborate with ART Lead and brand teams to execute newsletter programming that aligns with editorial strategy, subscriber interests, and seasonal or tentpole initiatives.
• Develop audience segmentation strategies and execute A/B tests to optimize subject lines, content, send timing, promotional placements, and user engagement.
• Analyze campaign performance and subscriber behavior to identify actionable insights and communicate recommendations to stakeholders.
• Establish KPIs for assigned programs and regularly report on performance, program health, and strategic recommendations to brand leadership.
• Stay informed on industry trends, platform capabilities, email best practices, browser notification innovations, and deliverability standards to continuously improve program performance.
• Serve as the subject matter expert for newsletter strategy within the Entertainment & Beauty portfolio, providing consultation and thought leadership across the organization.

Skills

Email marketing

Newsletter strategy

Audience development

CRM

Lifecycle marketing

Data-driven insights

A/B testing

Cross-functional collaboration

Analytics

Communication

Education

Bachelor’s degree

Tools

Email service providers

Browser notification platforms

Analytics tools

Job description

Senior Manager, Newsletters

People Inc. is seeking a Senior Manager, Newsletters to lead the strategy, performance, and day‑to‑day optimization of newsletter and browser notification programs across the Entertainment & Beauty portfolio, including brands like PEOPLE, InStyle, and Entertainment Weekly.

This role is responsible for developing audience engagement strategies that deepen subscriber relationships, increase retention, and maximize the long‑term value of the email channel. As the primary owner of the Entertainment & Beauty newsletter programs, this individual will oversee program health, identify growth opportunities, and partner cross‑functionally to deliver best‑in‑class subscriber experiences.

About The Team

This role is part of our centralized Growth and Audience Relationship team, responsible for growing direct relationships between our brands and consumers, operating People Inc.’s newsletter, notification and lifecycle marketing programs, and delivering best‑in‑class experiences to millions of subscribers.

Hybrid Work

Hybrid in‑office, with the ability to work remotely for up to 2 days per week.

Responsibilities

• Own the strategy, execution and ongoing optimization of newsletter and browser notification programs for assigned Entertainment & Beauty brands.
• Develop audience engagement and retention strategies that increase subscriber activity, loyalty, and LTV.
• Monitor the health and performance of assigned programs, proactively identifying opportunities to improve engagement, retention, and conversion.
• Partner with editorial, content marketing, design, product, analytics, and marketing teams to align newsletter content and promotional strategies with brand priorities and business goals.
• Serve as the primary cross‑functional liaison for newsletter strategy, ensuring stakeholders remain informed on priorities, performance, and optimization opportunities.
• Collaborate with ART Lead and brand teams to execute newsletter programming that aligns with editorial strategy, subscriber interests, and seasonal or tentpole initiatives.
• Develop audience segmentation strategies and execute A/B tests to optimize subject lines, content, send timing, promotional placements, and user engagement.
• Analyze campaign performance and subscriber behavior to identify actionable insights and communicate recommendations to stakeholders.
• Establish KPIs for assigned programs and regularly report on performance, program health, and strategic recommendations to brand leadership.
• Stay informed on industry trends, platform capabilities, email best practices, browser notification innovations, and deliverability standards to continuously improve program performance.
• Serve as the subject matter expert for newsletter strategy within the Entertainment & Beauty portfolio, providing consultation and thought leadership across the organization.

Minimum Qualifications and Job Requirements

Education: Bachelors and/or equivalent experience

Experience:

• 6–8 years of experience in email marketing, newsletter strategy, audience development, CRM, lifecycle marketing, or digital publishing.
• Experience developing and optimizing newsletter programs using data‑driven insights and audience segmentation.
• Demonstrated success managing cross‑functional initiatives involving editorial, product, analytics, marketing, and operations teams.
• Strong analytical skills with experience interpreting performance metrics, identifying trends, and translating insights into actionable recommendations.
• Experience designing and executing A/B tests and using results to optimize engagement and retention.
• Excellent project management and organizational skills, with the ability to manage multiple priorities in a fast‑paced environment.
• Outstanding written and verbal communication skills with the ability to influence stakeholders across departments.
• Familiarity with email service providers, browser notification platforms, and analytics tools.
• Knowledge of email marketing best practices, deliverability, and applicable privacy and compliance regulations.

% Travel Required (Approximate): 5%

People Inc. provides equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, the Company will provide reasonable accommodations for qualified individuals with disabilities. Accommodation requests can be made by emailing [e-mail].

The Company participates in the federal E‑Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E‑Verify program, please visit https://www.e-verify.gov/employees.

Pay Range

Salary: New York: $80,000.00 - $100,000.00

The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location, experience, and performance. The range listed is just one component of People Inc.'s total compensation package for employees. Other compensation may include annual bonuses, and short‑ and long‑term incentives.

In addition, People Inc. provides to employees (and their eligible family members) a variety of benefits, including medical, dental, vision, prescription drug coverage, unlimited paid time off (PTO), adoption or surrogate assistance, donation matching, tuition reimbursement, basic life insurance, basic accidental death & dismemberment, supplemental life insurance, supplemental accident insurance, commuter benefits, short term and long term disability, health savings and flexible spending accounts, family care benefits, a generous 401K savings plan with a company match program, 10-12 paid holidays annually, and generous paid parental leave (birthing and non-birthing parents). We also offer voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance.