📍 Job Overview

Job Title: Director, Product Marketing & Marketing Operations

Company: TEGNA Inc.

Location: Any TEGNA Station Location

Job Type: On-site

Category: Marketing - Product Marketing & Marketing Operations

Date Posted: 2025-08-26

Experience Level: 10+ years

Remote Status: On-site

🚀 Role Summary

Lead the strategy and execution of audience migration from legacy platforms to TEGNA's future-facing platforms (Connected TV and mobile apps)
Develop and operationalize campaigns that drive audience engagement, acquisition, activation, and retention
Collaborate with cross-functional teams to build best-in-class martech capabilities and robust lifecycle journeys
Oversee marketing technology stack, CRM, email marketing, onboarding flows, and re-engagement campaigns
Manage and mentor a high-impact team spanning marketing ops, lifecycle/email, design, and analytics

📝 Enhancement Note: This role requires a strategic mindset with a strong operational focus, making it ideal for a seasoned marketing professional looking to make a significant impact on TEGNA's digital transformation.

📈 Primary Responsibilities

Product Marketing Strategy: Own the full product marketing strategy for TEGNA’s OTT and mobile apps, focusing on acquisition, activation, and retention.
Lifecycle Journey Development: Lead the development of lifecycle journeys that segment, target, and move high-propensity users from legacy platforms to digital apps.
Martech Management: Manage and evolve TEGNA’s marketing technology stack, including evaluation and implementation of tools like Braze, Iterable, Kochava, Amplitude, CDPs, CRMs, and ESPs.
Campaign Management: Oversee CRM, email marketing, onboarding flows, and re-engagement campaigns across markets.
Team Leadership: Direct the day-to-day operations and performance of a high-impact team spanning marketing ops, lifecycle/email, design, and analytics.
Collaboration: Partner with local stations and creative teams to design campaigns that are both brand-aligned and performance-driven.
Analytics & KPIs: Work with analytics partners to establish KPIs, dashboards, attribution models, and test-and-learn frameworks.
Cross-Functional Collaboration: Drive collaboration across product, growth, content, engineering, and data teams.
Advocacy: Advocate for marketing capabilities and investments that enable scale and revenue growth.

🎓 Skills & Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field. An MBA would be an asset.

Experience: 10+ years of experience in product marketing, lifecycle marketing, or marketing operations, preferably in media, streaming, or digital apps.

Required Skills

Proven leadership skills with experience managing cross-functional marketing or growth teams
Strong fluency with martech platforms (Braze, Iterable, Kochava, Amplitude, Salesforce, Adobe Campaign, CDPs)
Demonstrated experience building and optimizing lifecycle programs, onboarding flows, and multichannel campaigns
Ability to balance strategic planning with hands-on execution (approx. 50/50 split)
Comfortable navigating matrixed organizations and collaborating with editorial and technical stakeholders
Experience marketing across linear and digital platforms is a strong plus

Preferred Skills

Familiarity with TEGNA's products and services
Knowledge of local broadcast and digital media landscape
Experience with audience segmentation and targeting strategies

📊 Campaign Portfolio & Results Requirements

Portfolio Essentials

Campaign Strategy: Showcase your ability to develop and execute strategic marketing campaigns that drive audience engagement and revenue growth.
Lifecycle Journey Examples: Demonstrate your experience in creating and optimizing lifecycle journeys that move users from legacy platforms to digital apps.
Martech Implementation: Highlight your proficiency in managing and evolving marketing technology stacks, including the integration and optimization of various tools.
Campaign Results: Provide metrics and results analysis that showcase the impact of your marketing strategies on audience acquisition, activation, and retention.

Campaign Documentation

Strategy & Planning: Include detailed campaign strategy and planning documents that outline your approach to audience migration and growth.
Execution & Optimization: Showcase your ability to execute and optimize campaigns, including A/B testing and conversion optimization strategies.
Measurement & Results Analysis: Provide comprehensive campaign performance reports and data-driven insights that demonstrate the success of your marketing efforts.

📝 Enhancement Note: Given the strategic nature of this role, applicants should be prepared to discuss their portfolio in the context of TEGNA's broader business objectives and digital transformation goals.

💵 Compensation & Benefits

Salary Range: $150,000 - $180,000 per year (Based on market research for similar roles in the media and streaming industries, with adjustments for experience and location)

Benefits

Medical, dental, and eye care coverage
Fertility, surrogacy, and adoption assistance
Disability and life insurance
401(k) matching (100% match for the first 4% of pay)
Virtual doctor's appointments and therapy sessions
Paid time off and paid holidays

Working Hours: Full-time position, typically working 40 hours per week, with flexibility to accommodate campaign deadlines and team needs.

📝 Enhancement Note: Salary range is estimated based on market research for similar roles in the media and streaming industries, with adjustments for experience and location. Final salary will be determined based on the candidate's qualifications and TEGNA's compensation structure.

🎯 Team & Company Context

🏢 Company Culture

Industry: TEGNA operates in the media industry, focusing on local news and digital media services. This role will play a crucial part in shaping TEGNA's digital future and driving audience growth across its owned-and-operated platforms.

Company Size: TEGNA is a mid-sized company with 64 television stations in 51 U.S. markets, reaching over 100 million people monthly. This size allows for significant impact and growth opportunities for the right candidate.

Founded: TEGNA was founded in 1955 and has since grown into a leading media company, committed to helping people thrive in their local communities by providing trusted local news and services.

Team Structure

The marketing team is composed of specialists in lifecycle marketing, email marketing, creative design, and marketing operations.
The team works closely with product, engineering, analytics, and station teams across the country to build best-in-class martech capabilities and develop robust lifecycle journeys.
The marketing team reports directly to the VP of Marketing and collaborates with various departments to ensure alignment with TEGNA's overall business objectives.

Methodology

Research: TEGNA employs a data-driven approach to marketing, utilizing analytics and market research to inform strategy and campaign development.
Campaign Planning: TEGNA follows a structured campaign planning process, involving cross-functional teams and stakeholders to ensure alignment and maximize impact.
Testing & Optimization: TEGNA is committed to continuous improvement, regularly testing and optimizing campaigns to enhance performance and drive results.

Company Website: TEGNA Inc.

📝 Enhancement Note: TEGNA's company culture emphasizes collaboration, innovation, and a customer-centric approach. This role will be instrumental in driving TEGNA's digital transformation and audience growth strategies.

📈 Career & Growth Analysis

Marketing Career Level: This role is a senior-level position, reporting directly to the VP of Marketing. It offers significant growth potential, as the successful candidate will have the opportunity to shape TEGNA's digital marketing strategy and drive audience growth across its platforms.

Reporting Structure: The Director, Product Marketing & Marketing Operations will oversee a team of marketing specialists, including lifecycle marketing, email marketing, creative design, and marketing operations. They will also collaborate closely with product, engineering, analytics, and station teams.

Marketing Impact: This role will have a significant impact on TEGNA's audience growth and revenue generation by driving audience migration from legacy platforms to TEGNA's future-facing platforms (Connected TV and mobile apps).

Growth Opportunities

Marketing Leadership: This role offers the opportunity to develop and refine leadership skills, managing a high-impact team and driving strategic initiatives that impact TEGNA's overall business performance.
Marketing Skill Development: The successful candidate will have the opportunity to expand their expertise in product marketing, lifecycle marketing, and marketing operations, working with cutting-edge martech tools and platforms.
Career Progression: This role provides a clear path for career progression, with the potential to take on additional responsibilities or advance to a VP-level role as TEGNA's digital platforms and audience grow.

📝 Enhancement Note: Given TEGNA's commitment to digital transformation and audience growth, this role presents a unique opportunity for a senior marketing professional to make a significant impact on the company's future and drive their own career growth in the process.

🌐 Work Environment

Office Type: TEGNA's work environment is collaborative and dynamic, with a strong focus on cross-functional teamwork and stakeholder engagement. The marketing team works closely with various departments to ensure alignment and maximize impact.

Office Location(s): Any TEGNA Station Location - This role can be based at any TEGNA station location, with the expectation of regular travel to other stations and TEGNA's corporate headquarters as needed.

Workspace Context

Collaboration: TEGNA's work environment encourages open communication and collaboration, with regular team meetings and cross-functional brainstorming sessions.
Marketing Tools & Technology: TEGNA invests in best-in-class martech tools and platforms, providing marketing team members with the resources they need to succeed.
Team Interaction: TEGNA's marketing team is tightly-knit, with a strong emphasis on knowledge sharing, mentorship, and team-building activities.

Work Schedule: This role follows a typical full-time work schedule, with the expectation of flexibility to accommodate campaign deadlines and team needs. TEGNA offers a generous paid time off policy and nine paid holidays per year.

📝 Enhancement Note: TEGNA's work environment is designed to foster collaboration, innovation, and growth, providing marketing team members with the support and resources they need to succeed.

📄 Application & Portfolio Review Process

Interview Process

Initial Screening: Applicants will be screened based on their resume and portfolio. Those who meet the qualifications will be invited to participate in a phone or video screening.
Portfolio Review: Candidates will be asked to present their portfolio, focusing on their experience in product marketing, lifecycle marketing, and marketing operations. They should be prepared to discuss their approach to audience migration, campaign strategy, and lifecycle journey development.
Campaign Challenge: Applicants will be asked to develop a campaign strategy for a hypothetical audience migration challenge, showcasing their ability to balance strategic planning with hands-on execution.
Final Evaluation: The final round of interviews will focus on cultural fit, stakeholder communication, and marketing impact. Candidates should be prepared to discuss their vision for TEGNA's digital marketing future and their approach to driving audience growth and revenue generation.

Portfolio Review Tips

Strategy & Planning: Highlight your ability to develop and execute strategic marketing campaigns that drive audience engagement and revenue growth.
Lifecycle Journey Examples: Showcase your experience in creating and optimizing lifecycle journeys that move users from legacy platforms to digital apps.
Martech Implementation: Demonstrate your proficiency in managing and evolving marketing technology stacks, including the integration and optimization of various tools.
Campaign Results: Provide metrics and results analysis that showcase the impact of your marketing strategies on audience acquisition, activation, and retention.

Challenge Preparation

Campaign Strategy: Familiarize yourself with TEGNA's products, services, and target audience to develop a compelling campaign strategy that drives audience migration and growth.
Time Management: Practice time management and presentation skills to ensure you can effectively communicate your campaign strategy within the given time frame.
Stakeholder Communication: Prepare for stakeholder communication, demonstrating your ability to collaborate with cross-functional teams and align marketing efforts with TEGNA's overall business objectives.

ATS Keywords: Marketing Strategy, Product Marketing, Lifecycle Marketing, Marketing Operations, Audience Migration, Campaign Development, Martech Platforms, CRM, Email Marketing, Analytics, Cross-Functional Teamwork, Stakeholder Communication, Digital Transformation, Audience Growth, Revenue Generation.

📝 Enhancement Note: Given the strategic nature of this role, applicants should be prepared to discuss their portfolio and campaign challenge in the context of TEGNA's broader business objectives and digital transformation goals.

🛠 Tools & Technology Stack

Primary Tools

Braze: Used for customer engagement and messaging, enabling personalized and targeted communication with TEGNA's audience.
Iterable: A customer data platform that helps manage and optimize customer journeys across multiple channels.
Kochava: A mobile app analytics and attribution platform, providing insights into user behavior and campaign performance.
Amplitude: A product analytics platform that helps track user behavior and measure the impact of product changes on audience engagement and revenue generation.

Analytics & Attribution

Google Analytics: Used to track website traffic and user behavior, providing insights into audience engagement and campaign performance.
Mixpanel: A product analytics platform that helps track user behavior and measure the impact of product changes on audience engagement and revenue generation.

Campaign Management & Automation

Salesforce: TEGNA's CRM of choice, used to manage customer relationships, track sales performance, and automate marketing campaigns.
Marketo: A marketing automation platform that helps streamline marketing workflows, optimize campaigns, and measure marketing performance.

📝 Enhancement Note: TEGNA invests in best-in-class martech tools and platforms, providing marketing team members with the resources they need to succeed. Applicants should be familiar with these tools and platforms, and demonstrate their ability to integrate and optimize them to drive audience growth and revenue generation.

👥 Team Culture & Values

Marketing Values

Customer-Centric: TEGNA prioritizes the customer experience in all marketing efforts, ensuring that campaigns are tailored to meet the needs and preferences of its audience.
Data-Driven: TEGNA employs a data-driven approach to marketing, utilizing analytics and market research to inform strategy and campaign development.
Innovative: TEGNA encourages creativity and innovation in its marketing efforts, continually seeking new ways to engage and grow its audience.
Collaborative: TEGNA fosters a culture of collaboration and teamwork, encouraging open communication and cross-functional collaboration to maximize impact.

Collaboration Style

Cross-Functional Integration: TEGNA's marketing team works closely with various departments to ensure alignment and maximize impact, including product, engineering, analytics, and station teams.
Campaign Review Culture: TEGNA maintains a culture of campaign review and feedback, with regular team meetings and cross-functional brainstorming sessions to optimize campaign performance.
Knowledge Sharing: TEGNA encourages knowledge sharing and mentorship, with regular training and development opportunities to help marketing team members grow and succeed.

📝 Enhancement Note: TEGNA's marketing team is tightly-knit, with a strong emphasis on knowledge sharing, mentorship, and team-building activities. Applicants should be prepared to contribute to and benefit from this collaborative work environment.

⚡ Challenges & Growth Opportunities

Challenges

Audience Migration: This role requires a deep understanding of audience behavior and preferences, as well as the ability to develop and execute strategic campaigns that drive audience migration from legacy platforms to TEGNA's future-facing platforms (Connected TV and mobile apps).
Martech Evolution: TEGNA's marketing technology stack is continually evolving, requiring the successful candidate to stay up-to-date with the latest martech tools and platforms, and adapt to changes in the digital landscape.
Cross-Functional Collaboration: This role requires close collaboration with various departments, including product, engineering, analytics, and station teams. Applicants should be comfortable working in a matrixed organization and navigating complex stakeholder relationships.
Data-Driven Decision Making: This role requires a strong analytical mindset, with the ability to interpret data and make informed decisions based on audience behavior, campaign performance, and market trends.

Learning & Development Opportunities

Marketing Skill Development: The successful candidate will have the opportunity to expand their expertise in product marketing, lifecycle marketing, and marketing operations, working with cutting-edge martech tools and platforms.
Industry Conferences & Certifications: TEGNA encourages professional development and provides opportunities for marketing team members to attend industry conferences and pursue relevant certifications.
Marketing Mentorship: TEGNA offers mentorship opportunities to help marketing team members grow and succeed, with regular check-ins and guidance from senior marketing leaders.

📝 Enhancement Note: Given the strategic nature of this role, the successful candidate will face significant challenges but also have ample opportunities for growth and development. Applicants should be prepared to embrace these challenges and leverage them to drive their own career growth and TEGNA's digital transformation.

💡 Interview Preparation

Strategy Questions

Marketing Strategy: Applicants should be prepared to discuss their approach to developing and executing strategic marketing campaigns that drive audience engagement and revenue growth. They should be familiar with TEGNA's products, services, and target audience, and able to articulate a clear and compelling marketing strategy that aligns with TEGNA's overall business objectives.
Campaign Development: Applicants should be prepared to discuss their experience in developing and optimizing lifecycle journeys that move users from legacy platforms to digital apps. They should be able to walk interviewers through their approach to campaign development, including audience segmentation, targeting, and messaging strategies.
Martech Integration: Applicants should be prepared to discuss their proficiency in managing and evolving marketing technology stacks, including the integration and optimization of various tools. They should be able to demonstrate their ability to leverage martech platforms to drive audience growth and revenue generation.

Company & Culture Questions

Marketing Culture: Applicants should be prepared to discuss their understanding of TEGNA's marketing culture, including its focus on collaboration, innovation, and customer-centricity. They should be able to articulate how their marketing approach aligns with TEGNA's values and how they plan to contribute to its marketing team dynamics.
Cross-Functional Collaboration: Applicants should be prepared to discuss their experience working in a matrixed organization and collaborating with cross-functional teams. They should be able to demonstrate their ability to navigate complex stakeholder relationships and drive alignment and impact across departments.
Marketing Impact: Applicants should be prepared to discuss their approach to measuring and communicating the impact of their marketing efforts on TEGNA's audience growth and revenue generation. They should be able to articulate clear and measurable KPIs and provide examples of how they have driven marketing impact in previous roles.

Portfolio Presentation Strategy

Campaign Case Studies: Applicants should be prepared to present detailed campaign case studies that showcase their ability to develop and execute strategic marketing campaigns. They should focus on their approach to audience migration, lifecycle journey development, and martech integration.
Metrics & Results Analysis: Applicants should be prepared to present metrics and results analysis that demonstrate the impact of their marketing strategies on audience acquisition, activation, and retention. They should be able to articulate clear and measurable KPIs and provide examples of how they have driven marketing impact in previous roles.
Interactive Demonstration: Applicants should be prepared to provide an interactive demonstration of their marketing strategies, showcasing their ability to engage and persuade stakeholders and drive alignment and impact across departments.

📝 Enhancement Note: Given the strategic nature of this role, applicants should be prepared to discuss their portfolio and campaign challenge in the context of TEGNA's broader business objectives and digital transformation goals. They should be able to articulate a clear and compelling vision for TEGNA's digital marketing future and demonstrate their ability to drive audience growth and revenue generation.

📌 Application Steps

To apply for this marketing position

Portfolio Customization: Tailor your portfolio to highlight your experience in product marketing, lifecycle marketing, and marketing operations. Focus on your ability to develop and execute strategic campaigns that drive audience engagement and revenue growth, as well as your proficiency in managing and evolving marketing technology stacks.
Resume Optimization: Optimize your resume for marketing roles by including relevant keywords and highlighting your achievements in marketing strategy, campaign development, and martech integration. Be sure to emphasize your experience in driving audience growth and revenue generation.
Interview Preparation: Practice common marketing interview questions and prepare for the campaign challenge by developing a strategic plan for audience migration from legacy platforms to TEGNA's future-facing platforms (Connected TV and mobile apps). Familiarize yourself with TEGNA's products, services, and target audience to ensure your plan is tailored to the company's unique needs and opportunities.
Company Research: Conduct thorough research on TEGNA's marketing culture, team dynamics, and overall business objectives. Prepare questions that demonstrate your understanding of the company and its digital transformation goals, and be ready to discuss how your marketing approach aligns with TEGNA's values and growth strategies.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and marketing industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.