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Blue Ridge Public Radio

Director of Audience & Content

73 Broadway St
Asheville, NC

Full-Time

5%

Blue Ridge Public Radio (BPR), the nonprofit public media company of Western North Carolina, is searching for a Director of Audience & Content. The Director of Audience & Content sets strategic priorities and performance goals aligned to growing BPR's audience across multiple platforms. They lead multiplatform content strategy spanning broadcast, digital, social, podcasts, newsletters, and on-demand programming, and serve as the primary driver of audience development and engagement across BPR's services.

The Director of Audience & Content oversees the acquisition, scheduling, and promotion of all music and non-news content, directs on-air sound and imaging, and plays a key role in shaping BPR's relationship with the communities it serves. They partner with senior leaders in News, Development, and Business Sponsorship to ensure organizational strategies in on-air fundraising and community engagement are coordinated and effective.

The Director of Audience & Content supervises on-air, operations, and digital staff members, is a member of the Senior Leadership Team, and reports directly to BPR's CEO and General Manager.

The Director of Audience & Content supervises on-air, operations, and digital staff members, is a member of the Senior Leadership Team, and reports directly to BPR's CEO and General Manager.

Strongly Preferred Qualifications
  • Bachelor's degree in a related field or equivalent work experience.
  • Five (5) or more years of editorial or content leadership experience, with at least three (3) years in audience development, programming, or applicable management expertise.
  • Three (3) or more years of experience leading multiplatform content strategy, including digital, audio, social, and on-demand platforms.
  • Three (3) or more years of demonstrated experience in broadcast programming, on-air production, or content scheduling.
  • Proven ability to lead and develop creative teams, fostering collaboration within the organization and across external partners.
  • Experience with audience analytics and using data to drive content and engagement decisions.
Compensation
Annual salary range of $96,000-102,000 Commensurate with Experience

• Medical Insurance (80% paid)
• Dental Insurance (80% paid)
• Vision Insurance (80% paid)
• Short-term Disability
• Long-term Disability
• Life Insurance
• Paid Vacation
• Paid Sick Leave
• Paid Holidays
• 403(b) Retirement Plan with 5% Match
• Phone/Internet Stipend
• Employee Assistance Program (EAP)
Blue Ridge Public Radio (BPR) exists to provide Western North Carolinians with a deeper understanding of one another and the world - by being an essential, independent source of trusted news and cultural content.

BPR is an independent, nonprofit news and media organization producing award-winning journalism and cultural programming that inspires, informs, connects, and reflects the people and places of Western North Carolina. Our two broadcast services and digital platforms reach more than 650,000 people across 14 Appalachian counties.

BPR's blind initial screening process helps ensure fairness in hiring. Personal identifiers (such as name, gender, age, race, and educational institutions) are removed from initial materials so our review focuses only on each candidate's skills and experience. This is one of the ways that we actively advance diversity, equity, and inclusion across our operations. We strongly encourage applications from individuals who identify as members of traditionally underrepresented or underserved communities. 
What you'll do at BPR

Leadership
  • Set strategic priorities and performance goals for audience growth across broadcast, social, and digital platforms.
  • Determine and implement audience growth strategies across all platforms.
  • Serve on BPR's Senior Leadership Team, contributing to organization-wide strategic planning and direction.
  • Analyze and report on key audience metrics to inform content and audience development strategies aligned to advancing organizational goals.
  • Lead multiplatform content strategy, including podcasts, newsletters, on-demand programming, and emerging formats.
Management
  • Structure the department to meet the information and cultural needs of BPR's audience.
  • Recruit, retain, supervise, and coach a diverse team of announcers, producers, and hosts (approximately four); manage announcer scheduling.
  • Provide consistent airchecks for on-air hosts and announcers.
  • Provide annual performance reviews for direct reports.
  • Develop and manage the audience and content department budget, including making budgeting recommendations to supervisor on personnel decisions.
Audience Development and Engagement
  • Oversee strategy for stationality and promotion.
  • Work closely with the Director of Donor Engagement and relevant staff to execute on-air fundraising plans; direct the sound and tone of on-air fundraising, including business sponsorships
  • Work with team members to produce newsletters, align social media distribution, and advance SEO strategy.
  • In collaboration with the News Director, facilitate partnerships with other media organizations in the region and state.
  • Work with relevant staff to identify and build content and community-related partnerships and collaborations with other media and community organizations.
  • Oversee and/or directly manage BPR's participation in such collaborations.
  • Collaborate with NPR and other national outlets on content as appropriate.
Content Development and Programming
  • Create and sustain an inclusive, ongoing content development process that enables innovative ideas and inspires creative people.
  • Lead the editorial process, planning, and execution of all BPR original non-news content.
  • Coordinates the promotion of local and regional news and music content across multiple platforms and audiences; oversee the acquisition, scheduling, distribution, and promotion of all national music and news content; oversee program schedules for BPR's news and music services.  
  • Review all sponsorship copy for FCC compliance, and on-sound.
  • Review all on-air copy for fundraising and facilitate coordination of on-air promotions.
  • Negotiate external content partnerships and work with the full BPR management team to develop business models that support content production.
  • Serve as backup host/announcer as needed.
Additional duties include:
  • Represent the station by attending BPR functions and participating in speaking engagements
  • Work extended hours as needed, including evenings and weekends
  • Regional and national travel as needed  
  • All other duties as assigned
  • Bachelor’s degree in related field or equivalent work experience
  • At least 5 years Leadership experience
  • Physically work in Asheville office (not remote)
  • Authorized to work in the US without sponsorship
  • Accept a background check to be performed
  • English
  • Knowledge in: Microsoft Office
Blue Ridge Public Radio is an equal opportunity employer and prohibits discrimination and harassment of any kind. All employment decisions at Blue Ridge Public Radio are based on qualifications, merit, and organizational needs, without regard to race, color, religion or belief, sex, gender identity, sexual orientation, generation, family or parental status, national origin, age, disability, military or veteran status, genetic information or any other characteristic protected by state or federal law.