Newsletter Director

February, 2024
Dear YourTango?s New Newsletter Director...
Great to see you. It?s been way too long. But also, welcome aboard! We - myself, the rest of the leadership and the entire enterprise - at YourTango, the #1 publisher focused on relationships, are beyond thrilled to have you on the team.
Our mission is to engender relational wellness in society. We seek to revolutionize relationships of all stripes - with our spouses, kids, friends and family, co-workers, and, critically, with ourselves. We call for tremendous curiosity, compassion, empathy, wisdom, and non-judgment in our editorial in order to foster emotional engagement and relatability with our audience, with the ultimate goal of motivating meaningful, positive change in millions of lives.
Adding you, our newsletter guru, to the team is a critical step in our evolution. The YourTango 3.0 experience (1.0 was our transition from a print-first model and 2.0 was our mastery of outside-in audience - re: search and social) will thrive with your steady, thoughtful hand guiding our users? journeys. From clicking open on a first email (or push notification or SMS) to becoming a Raving Super-FanTM, your work will be vital in helping us to give people the tools, confidence and absolute inspiration to truly maximize their relationships.
When thinking of your addition to the team, I am incredibly jazzed - if people still say ?jazzed? - by your expertise, wealth of industry knowledge and unbelievable heart. And I truly hope that working at YourTango will prove to be as rich and deeply rewarding an experience for you as it has been for me (and the other members of the team who count this as their best job ever!).
Purpose-driven and profitable, YourTango has reached an amazing inflection point and is poised for take off. Our history as a truly independent (and female founded and led) media company has defied the odds at every step of our incredible journey. Here are a few highlights:
? Organically scaling our traffic to ~10mm people per month (uvpm per GA) - When you include our presence on MSN, SmartNews, Apple News and our social channels, we reach nearly 30mm people with our compelling stories and expert advice every month!
? Building our newsletter base to more than 600,000 subscribers, with another quarter million push notification recipients. These numbers are very good but you?re here to add a significant multiplier to them.
? Maintaining profitability for the majority of the past six years - including many years with very substantial margins.
? Pioneering a B2B membership platform called YourTango Experts that caters to healing professionals - from psychotherapists to Reiki Masters to estate planners. Especially in light of the mental and emotional health difficulties facing our society, YourTango is doing the important work of supporting the healers and helpers on the front lines of this crisis.
? Assembling an incredible foundation (one that features a vast content archive, technical superiority, tremendous distribution, etc, around themes of vital importance and value) that is poised to have monumental value unlocked - including with video, commerce, thought leadership, increased user engagement, scaling our YTE platform, launching a series of events, launching a podcast, building significant brand awareness and so much more.
? Establishing a unique, profoundly impactful publishing brand that is making a positive impact in the world! YourTango opens readers? hearts, builds relationships, and ignites positive change in millions of lives through compelling, actionable editorial. More on our mission here.
? Last but not least, cultivating a team of professionals that care deeply about our work and each other. As a result, we have developed an empowering, caring culture replete with curiosity, purpose, problem-solving, appreciation, ownership, initiative, and more, where each of us regularly goes the extra mile - not because it?s mandated but because we care deeply about what we have built, our team, and how we are positively impacting the world around us. It?s profoundly gratifying to have worked with so many of these people the better part of the decade (& some much longer!) and to consider them close friends and partners.
With respect to our newsletter and direct audience marketing, we?ve laid an incredibly valuable foundation but you?re here to take it to an 11.
As Newsletter Director, you will turbocharge our growth through primarily direct channels with your first-hand experience managing and building a content-led email newsletter program, as well as familiarity with push and SMS channels.
Additional skills requisites include expertise with both organic and paid acquisition models as well as SalesForce Marketing Cloud. You own automation and segmentation workflows; partner with editorial talent to create compelling and personalized newsletter experiences; and report on success using analytics tools including Parse.ly, Google Analytics and others.
While this role has not formally existed before, we believe that it will encompass:
? Work with our editorial team to create unique and compelling content experiences that engage our existing audience and attract new superfans to the brand
? Master our ESP?s templating, drip, personalization, re-engagement and pop-up tools
? Define KPI and develop daily, weekly & monthly reporting based on success metrics
? Relentlessly A/B test headlines, subjects, design and personalization
? Manage and report on newsletter monetization
? Leverage analytics and partnered tech tools to deeply understand traffic and user behavior
? Educate the broader organization on direct audience development strategy
? Partner with Editorial, Sales, Marketing and Partnerships teams on key initiatives
? Before joining our team, you had (and have!):
? 7 years experience managing direct channels within a content-first environment
? Proven track record across all facets of newsletter optimization and monetization
? Facility with Parse.ly, Google Analytics and SalesForce Marketing Cloud
? Experience collaborating across editorial, advertising, tech, social, video and design teams
? Excellent organizational and reporting skills and a ?more is more? communication style
? A deep-seated curiosity for how to improve workflows
? An incredible affinity for relationships, self-development and wellness, first and foremost, as well as pop culture, a respect for horoscope and tarot, a deep desire to help people tell their stories, and a great love for helping others connect more meaningfully with everyone in their lives.
More than anything, as a successful new teammate you will reject what may no longer work and constantly iterate on that which does. We have created an extraordinary foundation and you are the superstar to help us as we hit an inflection point - beyond traditional monetized web traffic and into targeted newsletters, podcasts, subscription offerings, interactive digital experiences, virtual summits and IRL events, just to name a few.. We?re very glad to have you as a crucial member of our leadership team and really looking forward to the spectacular future we have together.
In addition to having what I hope is a very fulfilling experience, the compensation package for this role includes:
? Competitive salary and opportunity for performance/bonus payments
? 401K participation
? Paid vacation, holidays and personal/sick days
? 50% Paid premiums for health insurance
? Stock Options in Tango Publishing
? Considerable room for professional growth and development
? The opportunity to put your signature on a high growth, purpose-driven and successful publishing brand
? An AMAZING work environment, including a collegial, caring, empowering and stimulating corporate culture
I look forward to meeting you and achieving extraordinary growth together!
xo
Andrea Miller
CEO & Founder
Tango Publishing
Ps: YourTango?s team has operated very successfully as a virtual workplace for many years - well before the Pandemic began. We are a close-knit group of professionals that get a ton done working from our homes! We are also a collection of parents, daughters and sons, friends and family members who have serious career ambitions but who also have responsibilities to other people (and pets!) in our lives and so we are happy to offer a reasonable amount of flexibility in our team?s schedules

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