Content & Audience Director, Campaign

Reporting to: Managing Director, Asia

Overview

The Content & Audience Director plays a critical leadership role in driving the growth, quality, and commercial value of Haymarket Media Asia's editorial output - particularly the premium content and subscriptions strategy for our business media brand

Campaign in the marcoms sector.

This role has full oversight of content strategy, editorial operations, audience development, and the advancement of premium and subscription-based products across Asia.

The role is intentionally strategy‑first - focusing on audience growth, product innovation, and long‑term editorial development - while empowering brand editors to manage day‑to‑day content planning, editorial operations, and daily publishing decisions.

It requires close collaboration with senior editors, commercial leaders, events teams, and global colleagues to ensure Haymarket maintains its reputation for high‑quality journalism while delivering measurable audience and revenue growth.

The Content & Audience Director serves as a key ambassador for Haymarket's brands across the region, building external partnerships, elevating brand influence, and aligning editorial strategies.

Key Responsibilities

Premium content and product development
-Set the long‑term editorial strategy and vision for the brands.
-Work with editors to identify and develop new premium content formats, products, and subscription offerings.
-Define content priorities, premium editorial pillars, and unique value propositions across markets and verticals.
-Support editors to translate strategic direction into operational plans they execute.
-Ensure editorial integrity, brand positioning, and quality benchmarks are upheld without managing daily workflows.
-Lead R&D identify emerging trends, industry shifts, and new opportunities to grow editorial authority and brand reach.

Audience Strategy
-Set audience KPIs around engagement, registration conversions, dwell time, content depth.
-Work with editors and the audience development team to optimise gating strategies, editorial formats and journeys that support subscriber acquisition.
-Ensure audience analytics are used strategically for decision-making, product planning, and performance tracking.
-Develop and implement audience strategies that expand core readership and boost engagement with high-value content.
-Use analytics tools to monitor performance, identify growth opportunities, and optimize content output and audience funnels.
-Partner with marketing, design, delivery and commercial teams to ensure consistent execution of growth strategies across channels.

Subscriptions and Revenue Growth
-Serve as the business owner of paid subscriptions across the Campaign portfolio, responsible for driving recurring-revenue growth.
-Build and execute audience development strategies to grow paid subscribers and convert core audiences.
-Work with the subscription sales team to set pricing strategy, membership tiers, retention frameworks and onboarding journeys.
-Work with the digital development team to ensure seamless user experience for sign ups and content access to support new registrations and retention.
-Build close alignment between editorial, marketing, data, and the subscriptions team to ensure premium content drives acquisition and renewal.
-Use audience and revenue data to inform the development of new subscription propositions, enterprise licensing, and multi-seat access products. -Monitor performance dashboards and KPIs while enabling the subscriptions team to execute sales and funnel activities.
-Partner with marketing to design campaigns, conversion pathways, and content-led lead-generation initiatives.

People Leadership & Development
-Build, motivate, and mentor high-performing editorial teams across Asia. Take direct management of editorial teams. Secondary reporting lines of subscription sales teams.
-Lead standards training, workflow improvements, and the adoption of best practices.
-Collaborate with global peers in the UK and other offices to align strategies, share best practices, and strengthen global quality standards.

Professional and Personal Attributes
-Editorial and brand leadership experience within business media.
-Strong understanding of digital audience development, analytics, and subscription funnels.
-Strong commercial acumen and experience working cross-functionally with commercial teams.
-Highly collaborative and able to build strong cross-functional relationships. -Strategic thinker with a growth mindset.
-Passion for journalism, storytelling, and audience engagement.
-Strong leadership presence and ability to mentor diverse teams across markets.
-Ability to represent Haymarket brands externally with confidence and professionalism. -Adaptable and comfortable working in a fast-paced, multi-market environment.