The mission of The New York Times is to seek the truth and help people understand the world. That means independent journalism is at the heart of all we do as a company. It’s why we have a world-renowned newsroom that sends journalists to report on the ground from nearly 160 countries. It’s why we focus deeply on how our readers will experience our journalism, from print to audio to a world-class digital and app destination. And it’s why our business strategy centers on making journalism so good that it’s worth paying for.
About the Role, Mission or Department Overview
The New York Times is looking for a driven, collaborative, creative, analytical, and deeply user-centric product marketing leader to support our News product mission in driving app downloads, net-new registration, and daily engagement among users. Our goal is to be the entry point for news for tens of millions more people around the world by being their first read, watch, or listen—every day.
Reporting to the VP of Marketing for News, Games, and Cooking, you will lead all marketing efforts for the News product. You are a marketing leader who is passionate about the news, eager to work in a fast-paced environment, and invested in creating news product experiences and marketing campaigns that reflect the same level of excellence as our journalism. As a narrative-driven growth expert, you will focus on increasing adoption of the core Times app and its multimodal editorial formats, turning a world-class editorial product into a daily, app-based habit that's worth paying for.
You will be in the office 3 days per week in our NYC Headquarters.
Responsibilities:
- Define and lead the product marketing strategy for the core Times app, driving downloads, net-new registrations, and daily engagement among users.
- Develop go-to-market strategies for new features and lead high-impact campaigns, complemented by evergreen, multi-channel programs that convert news interest into sustained daily habits.
- Craft and test positioning strategies and messaging frameworks for the News product, including value-exchange messaging that differentiates the free experience from the premium subscription and guides casual readers toward registration and conversion.
- Partner with product and newsroom teams to build awareness of multimodal journalism formats, community, and personalization features that deepen usage, increase conversion, and improve retention.
- Develop retention strategies for existing users by identifying at-risk usage patterns and creating lifecycle campaigns (email, push, in-app) designed to re-habituate users before they reach a cancelation trigger.
- Use internal and external data to identify and size market opportunities, build audience segmentation strategies, and monitor performance dashboards to measure product and campaign health to refine go-to-market tactics.
- Act as a strategic bridge between product, newsroom, and marketing teams, influencing decisions and motivating cross-functional partners by preparing and delivering clear, persuasive presentations, including to the C-suite and masthead.
- Cultivate strong relationships with editors, journalists, and newsroom leadership, ensuring every product feature and go-to-market motion ladder up to the overarching brand narrative and reinforces The Times's reputation for journalistic excellence, trust, and community.
- Demonstrate support and understanding of our value of journalistic independence and a strong commitment to our mission to seek the truth and help people understand the world.
Basic Qualifications:
- 12+ years of related experience in marketing, product, or growth.
- 4+ years in a product marketing leadership role driving download, registration, daily active usage, and conversion with high-growth, app-centric, freemium subscription products.
- Experience with consumer mobile apps (iOS/Android), managing in-product and lifecycle campaigns to grow engagement.
- Experience in digital subscription, content, or newsletter businesses and familiarity with newsroom environments, media, or journalism.
- Experience working on products where brand is a competitive advantage, maintaining brand integrity while hitting aggressive growth and conversion KPIs.
- Experience developing talent and managing a product marketing team.
Preferred Qualifications:
- Experience developing brand marketing programs that strengthen brand identity, improve consumer perception, and lead to long-term loyalty.
- Experience developing growth marketing programs, including sales and in-product experimentation, to grow subscription revenue.
REQ-019905
Additional Compensation and Benefits
For roles in the U.S., dependent on your role, you may be eligible for variable pay, such as an annual bonus and restricted stock. Benefits may include medical, dental and vision benefits, Flexible Spending Accounts (F.S.A.s), a company-matching 401(k) plan, employee stock purchase plan, paid vacation, paid sick days, paid parental leave, tuition reimbursement and professional development programs.
For roles outside of the U.S., information on benefits will be provided during the interview process.
Candidate Use of GenAI Tools:
We’re excited to learn more about you and your experience. To keep our hiring process as fair and authentic as possible, we ask that you submit your own work and not use GenAI tools to generate substantive content during the application and interview process.
If you’re an engineering candidate, we’ll let you know what specific GenAI tools you are permitted to use for your technical assessment.
The New York Times Company is committed to being the world’s best source of independent, reliable and quality journalism. To do so, we embrace a diverse workforce that has a broad range of backgrounds and experiences across our ranks, at all levels of the organization. We encourage people from all backgrounds to apply.
We are an Equal Opportunity Employer and do not discriminate on the basis of an individual's sex, age, race, color, creed, national origin, alienage, religion, marital status, pregnancy, sexual orientation or affectional preference, gender identity and expression, disability, genetic trait or predisposition, carrier status, citizenship, veteran or military status and other personal characteristics protected by law. All applications will receive consideration for employment without regard to legally protected characteristics. The U.S. Equal Employment Opportunity Commission (EEOC)’s Know Your Rights Poster is available here.
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