VP, Audience Development

Cella Inc; New York (NY); On-site; USD 250,000 - 285,000; Full time

Benefits offered by this job

Medical

Prescription

Dental

Vision

AD&D

Life insurance

Short-term disability

401K plan

Job summary

Cella Inc in New York, NY or Los Angeles, CA is seeking a Vice President, Audience Development to build and lead the systems, strategies, and partnerships that deepen fandom and drive viewership for shows across linear and multiplatform environments.

You will own the audience development machine, collaborating with Marketing, Programming, Data Science, and Ad Sales, and manage partner ecosystems including Iterable.

Qualifications

• 10+ years in audience development, programming strategy or entertainment marketing.
• Proven track record in driving viewership and fandom for TV properties.
• Strong understanding of linear programming and on-air promotion.
• Experience building show-specific audience strategies across platforms.
• Fandom-building, community engagement, and fan rituals.
• Knowledge of content metadata, UIDs, EPG, and scheduling feeds.
• Experience coordinating across Programming, Marketing, Research, Distribution, Product, Platform, Social, and Ad Sales.
• Fluency in audience measurement and attribution.
• Proven cross-functional leadership and stakeholder influence.

Responsibilities

• Define and implement a comprehensive audience development strategy for the portfolio.
• Own audience development relationship with Iterable and other partners to build activation plans.
• Establish measurement framework and dashboards with KPI reporting and test-and-learn cadence.
• Lead cross-functional TV Marketing teams and partner with Marketing, Programming, Data Science.
• Drive fandom, viewership, and discovery; scale linear to multiplatform.

Skills

Audience development

Programming strategy

Entertainment marketing

Content strategy

Streaming

Digital media

Cross-functional collaboration

Data measurement

Leadership

Viewer engagement

Education

Bachelor's degree

Tools

Iterable

Nielsen

Job description

Location

New York, New York or Los Angeles, CA

Job Type

Contract

Compensation

$120.00 - 136.93 per hour

Our client is seeking a Vice President, Audience Development to build and lead the systems, strategies, and partnerships that deepen fandom and drive viewership for shows. The role will focus on linear programming fandom and how the Marketing team can build unique 1:1 relationships with fans in the broadcast and cable spaces using a lifecycle marketing framework.

This role exists to close that gap by operating at the intersection of strategy, execution, metadata, platform placement, search, social discovery, AI answer surfaces, and performance optimization. The successful candidate will own the levers that determine whether titles are discovered, programmed, promoted, surfaced, recommended, watched, discussed, shared, and sustained as fandom-driven franchises across linear and multiplatform environments. This is a builder's mandate with a defined horizon. The Vice President will inherit concrete, time-bound business challenges, including portfolio migration, measurable share decline, metadata gaps, platform placement accountability, unaudited AI-answer surfaces, and the need to convert linear awareness into sustained multiplatform fandom. The role requires building the audience development machine, while collaborating with the broader Marketing Team.

Responsibilities

• Audience Growth Strategy Define and implement a comprehensive audience development strategy for the portfolio that drives fandom and viewership, aligned to broader growth objectives and cross-platform amplification model. Use linear programming as the initial launchpad for audience development, building awareness, cadence, appointment viewing, and promotional momentum that can be extended across streaming, social, digital, and partner platforms. Develop and execute IP-specific audience strategies that maximize reach, engagement, conversation, habitual viewing, and fan participation across owned social and digital platforms. Translate portfolio-level goals into measurable, sequenced initiatives with clear owners, baselines, success thresholds, and show-level fandom indicators. Prioritize titles, platforms, and distribution opportunities based on audience potential, lifecycle stage, fan intensity, and business impact, and communicate trade-offs clearly to senior leadership. Serve as a thought partner to executive leadership on audience trends, fandom behavior, linear-to-digital migration, platform shifts, and emerging growth opportunities.


• Platform Partnerships & Placement Funnels for Conversion Own the audience development relationship with lifecycle partner Iterable and others supporting the strategy to build activation plans. Partner with internal TV teams to treat YouTube, TikTok, Instagram Reels, Snap, podcasts, and short-form formats as measurable acquisition funnels with attributed outcomes. Build always-on fandom and community infrastructure that sustains audience relationships between linear telecasts, streaming availability, social conversation, and future seasons.


• Measurement, Insights & Accountability Establish the audience development measurement framework and operating rhythm, including executive dashboards, KPI reporting, and a disciplined test-and-learn cadence. Operate fluently across a multi-currency measurement environment, including Nielsen Big Data + Panel and JIC-certified alternatives. Integrate demand, attention, outcomes, viewership, churn, and cohort-retention analytics into title-level and portfolio-level decisions. Build discovery-source attribution to quantify how audiences arrive at titles across platform home screens, in-app search, universal search, AI answers, social, and paid media. Partner with Legal, Privacy, and Data teams on first-party data, clean-room, and identity-resolution practices that comply with applicable privacy regimes.


• Cross-Functional & Team Leadership Operationalize this capability across the TV Marketing organization. Work in close partnership with Marketing, Programming, Data Science, Media Agency, Research, and Ad Sales to ensure alignment and disciplined execution. Bring title-level acquisition and retention evidence to marketing conversations. Lead, coach, and develop a team of agency partners in setting clear priorities and standards of accountability. Document methodology, standards, vendor relationships, and playbooks so the function is fully transferable at the conclusion of the assignment.


• Strategic Objectives The successful candidate will be measured against a focused set of outcomes related to driving fandom, increasing viewership, improving discoverability, and creating a repeatable linear audience development model. Drive fandom and viewership: Build show-level audience strategies that increase awareness, repeat viewing, conversation, fan engagement, and long-term franchise affinity. Start with linear and scale to multiplatform. Use linear programming as the initial foundation for audience development, then extend audience momentum across Pluto TV, social, digital, search, partner platforms, and emerging AI discovery environments. Close the metadata gap: Deliver measurable improvement in completeness, identifier coverage, and EPG validity across the portfolio. Deliver standalone IP level plans: Focus the assignment on the standalone TV inclusive of CBS, BET, MTV and Nickelodeon footprint.

Qualifications

• 10+ years of experience in audience development, programming strategy, entertainment marketing, content strategy, streaming, television, digital media, or consumer media growth.


• Proven track record driving both viewership and fandom for television series, franchises, tentpoles, or entertainment brands.


• Strong understanding of linear programming, on-air promotion, audience flow, scheduling priorities, and how linear momentum can be converted into multiplatform engagement.


• Demonstrated experience developing show‑specific audience strategies across linear, streaming, FAST, social, digital, partner platforms, and owned direct‑to‑consumer environments.


• Strong command of fandom‑building tactics, including community engagement, social conversation, creator and cast amplification, fan rituals, repeat viewing, and always‑on audience relationship management.


• Working command of content metadata systems, universal content identifiers, EPG and scheduling feeds, and the mechanics by which recommendation and search systems ingest and rank catalog content.


• Experience managing relationships with Programming, Marketing, Research, Distribution, Product, Platform, Social, and Ad Sales teams to coordinate audience growth plans.


• Fluency in audience measurement, including ratings, reach, frequency, streaming engagement, social conversation, sentiment, retention, cohort behavior, discovery‑source attribution, and fandom health indicators.


• Demonstrated ability to lead cross‑functional initiatives and influence senior stakeholders in a dynamic environment with multiple priorities.


• Bachelor's degree preferred.

JOBID: 082026-145201

Equal Opportunity Employer: Race, Color, Religion, Sex, Sexual Orientation, Gender Identity, National Origin, Age, Genetic Information, Disability, Protected Veteran Status, or any other legally protected group status.

At Cella, a randstad digital company, we welcome people of all abilities and want to ensure that our hiring and interview process meets the needs of all applicants. If you require a reasonable accommodation to make your application or interview experience a great one, please contact [e-mail].

Pay offered to a successful candidate will be based on several factors including the candidate's education, work experience, work location, specific job duties, certifications, etc. In addition, Cella by randstad digital offers a comprehensive benefits package, including:

• medical


• prescription


• dental


• vision


• AD&D


• life insurance offerings


• short-term disability


• 401K plan

(all benefits are based on eligibility)

This posting is open for thirty (30) days.

About this company Cella is an award-winning leader in consulting, staffing and managed solutions for creative, marketing, digital and proposal development teams.

Location/Region: New York, NY (10036)