Audience Development Specialist

  • Business: emap
  • Brands: MMA / MST / MFG / PLA / TBR / (HLM)
  • Base Location: Croydon/Hybrid ( 3 days from home, 2 days in the office)
  • Employment Type: Full time, Permanent
  • Salary: up to £28,000 DOE

Trading as emap for its B2B division, Metropolis International is a fast-growing business, privately owned Media Group with over £50m of annual revenue, structured in two divisions – consumer media, and business-to-business media. In both parts of the business, we run print magazines, digital content and both face-to-face and virtual awards, conferences, and other events. Metropolis is actively looking at acquiring more media businesses. We employ over 480 people in offices in West London, Croydon, Fleet street, Devon and Dublin.

Overall purpose of the role:
The Audience Development Specialist sits within the Indigo marketing team. They are responsible for developing and managing audiences and data marketing strategies and processes, and for planning marketing activity for their allocated portfolio/s. They support Brand, Controlled Circulation and Events Marketing with data support, as well as commercial teams and the Head of Marketing with bespoke projects. They lead the planning and execution of a selection of marketing campaigns and ensure the implementation and fulfilment of each campaign within budget and on schedule. They are responsible for forging strong working relationships with internal and external stakeholders and for contributing to the strategic direction of new and existing products.

Key responsibilities:
• Creates and executes an audience development strategy for each of three core publishing brands within the portfolio. Delivers important audience insights to key members of the marketing and commercial teams within Indigo.
• Helps to manage data / audience marketing budgets, ensuring forecasts are regularly updated and budgets are correctly allocated and not overspent. Plans for contingencies and budget changes.
• Ensures data is collected and used compliantly in the GDPR environment, with overall responsibility for Unsubscribes. Becomes an expert on GDPR.
• Operates as the audience development specialist and audience guardian. Issues data guidelines and applies them in all marketing communications. Oversees data and audience development across all marketing materials. Liaises with the commercial and marketing teams to ensure data is rich, relevant and optimised across campaigns.
• Demonstrates a deep understanding of the audiences and markets in which their brands compete. Experience of sales or competitor analysis would be beneficial.
• Builds strong relationships with key business, editorial and commercial stakeholders at a divisional level, and attends regular data and team meetings as required.
• Is an expert in data analysis and audience insights. Can assist the wider team with data requests and campaign support where required.
• Assists Indigo Head of Marketing and / or Managing Director with wider / company-level data projects where required.
Skills and experience:
• A track record of experience in audience development or data marketing, preferably in subscriptions marketing.
• A good understanding of data enhancement / development techniques to support sales and commercial acquisition efforts.
• Strong project management and organisational skills. Ability to manage several simultaneous projects to tight deadlines, and to prioritise tasks that deliver greatest revenue opportunities.
• Ability to develop a deep understanding of audiences and products.
• Excellent communication skills – verbal and written – with a record of creating compelling and effective communications, including clear marketing strategies and process information.
• Strong analytical skills and awareness of online and digital platforms.
• Outstanding interpersonal and team skills. A gift for developing strong working relationships with internal stakeholders and relevant third parties, and for generating credibility, trust and respect throughout the company.
• Good working knowledge of standard Office packages – including Excel and PowerPoint – ticketing and PO systems, SurveyMonkey and other internal tools.
• Ability to work autonomously and to deliver results with maximum impact.
• Experience of managing data agencies – advantageous.
• Experience of using Looker Studio, Adobe Campaign Standard, GA4, Semrush, Google Ads, DealFront and bespoke data dashboards – advantageous.

Key performance indicators:
• Produces compelling data audience development and insights for each product in their portfolio of brands to ensure all agreed targets are achieved.
• Develops audience engagement strategies through improved market intelligence and data that drive growth and increase revenue.
• Ensures optimal circulation levels and audience reach are achieved on all products in their portfolio across both marketing and commercial teams.

Personal attributes:
• Effectively communicates and builds positive relationships at all levels, both internally and externally.
• Demonstrates a daily focus and has an enthusiastic approach to work.
• Has exceptional planning, organisational and time-management skills.
• Can work well under pressure and to tight deadlines.
• Is creative at problem solving in a digital world.
• Is comfortable working with complex data and data systems.
• Is bright, enthusiastic and quick to learn; shows initiative when asked.

Learning & Development:

 At emap, we believe that employee learning and development are the key drivers of our success. To ensure continuous growth and meet the ever-changing demands of the workplace, we provide an environment that fosters continuous development for our employees.

Our employees are encouraged to identify their areas of personal and professional development aligned with our strategic areas, including management development, health, safety & wellbeing, sales, events management, marketing strategy, editorial, and information technology. We have a structured framework designed to help equip our employees with the necessary knowledge, skills, and behaviors to excel in their job roles, contributing to achieving our organizational objectives.

To support our employees’ career development, we have designed specialized programs, as well as other stand-alone role-specific and generic courses, under the emap academy.


This exciting position is a full-time hybrid role. 2 days in the office, 3 days from home. This could change over time depending on business needs.

Remote working or visa sponsorship are not available. emap does not offer visa sponsorship. Based on the UK employment law you need to have valid right to work in UK. Share code will be required during the interview process.


 Benefits: emap is part of Metropolis Group. Together we are committed to providing a happy and healthy place to work, so we offer fantastic benefits and perks to our employees.

  • 25 days of holiday per year (with the option to buy or sell)
  • Health plan
  • Life assurance
  • Cycle-to-work scheme
  • Discounted gym memberships
  • Retail discount vouchers
  • Rail season ticket loans
  • Private virtual GP access
  • Pension scheme
  • Income protection and more
  • Continuous learning & development opportunities
  • Seasonal flu jabs on site
  • One paid volunteer day per year
  • Summer and Winter parties
  • Work from home during August
  • In-house Excellence Awards and other innovation projects

Privacy:  Metropolis Group respects the privacy of every person for whom we have personal data. We comply with data protection legislation such as the Data Protection Act 1998 and the General Data Protection Regulation which regulates the processing of data and ensures that your data is processed fairly and lawfully, is kept secure and only that data necessary for any processing is kept. You can see our privacy policy at

Diversity and Inclusion:  We are an equal opportunity employer and value diversity and inclusion.  All applicants will be considered for employment without attention to race, age, religion or belief, pregnancy and maternity, marriage and civil partnership, sex, sexual orientation, gender identity, national origin, or disability status.

How to apply: Please send your CV and covering letter. Due to the volume of applications, we receive, we are unable to give individual feedback at the application stage, however if you are successfully shortlisted you will be contacted within 10 working days of the closing date.

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