Director of Marketing
Reports to: Co-Publisher
Direct report: Marketing & Operations Co-Ordinator (new role)
Key collaborators: Director of Sales; Director of Events
Compensation: Base salary range: $105k - $125k, plus a revenue-linked variable tied to explicit growth goals. See Compensation and Goals below
Scope: Audience growth across events, digital, and membership for the RegStream portfolio, beginning with Campaigns & Elections, together with responsibility for building the marketing playbook that will extend to future sector launches
Role Overview
The Director of Marketing owns audience growth across events, digital, and membership as a result, not as a set of activities, with explicit goals and a revenue-linked incentive to match.
RegStream’s model runs on three products: trusted journalism, original research, and can’t-miss events. A growing, engaged audience of campaign professionals, consultants, and political operatives is what makes RegStream’s journalism worth reading, its research worth citing, and its events and membership worth paying for. You will run marketing activity that serves two constituencies at once: the professionals who read, attend, and engage, and the vendors, consultancies, and brands who want to reach them.
You will also carry a second, distinct mandate. Campaigns & Elections is the first sector in a planned portfolio that recently grew to include another B2B media brand, with additional verticals to be added later. What you build here is the model the business will pick up and run again: the channels, the content ladder, the launch sequence, and the technology setup. You are not just marketing a portfolio. You are proving how RegStream markets a sector.
The Two Commercial Engines You Run
Audience growth across events, digital, and membership
- Own audience growth across the newsletter, website, research reports, events, and the membership program, from awareness through to loyal, returning readers, attendees, and members.
- Drive year-on-year growth in event registrations, subscriber numbers, and membership enrollment, with particular focus on new audience segments within the campaigns, elections, and political affairs community.
- Build and maintain a segmented audience database that grows in both size and quality.
- Develop a year-round engagement program encompassing newsletters, alerts, research briefings, social, and member benefits that keep the portfolio front of mind between flagship moments.
- Track audience health: subscriber, registration, and membership growth; return and renewal rates; new audience acquisition cost; and content and engagement metrics by segment.
The MQL-to-SQL pipeline for commercial sales
- Design and manage a content-led demand generation program targeting political consultants, ad buyers, government affairs firms, and vendors serving the campaigns and elections industry.
- Build a content ladder that moves prospects from awareness to consideration to sales-readiness, using journalism, research, and event content as the fuel at each stage.
- Own the MQL definition and the SQL handoff criteria in partnership with the Director of Sales.
- Manage lead nurture sequences through HubSpot, so no prospect goes cold through inattention.
- Report pipeline contribution on a regular cadence: MQL volume, MQL-to-SQL conversion, and revenue influenced.
Strategy and Planning
- Own the annual marketing plan, with clear objectives, channel strategies, budget allocation, and success metrics.
- Develop a deep understanding of the campaigns and elections industry: who the buyers are, what they care about, how they make decisions, and how the political calendar shapes demand.
- Identify new audience segments and market opportunities the portfolio is not yet reaching, and drive database growth into those segments.
- Feed audience and market intelligence back into the editorial and product teams, to inform event programming, research topics, and content development.
Building the Playbook for Portfolio Expansion
Part of the job is building the Campaigns & Elections audience; the other part is documenting how you built it, so the model is scalable and transfers to the next sector.
- Capture what works, including audience acquisition channels, the content ladder, the event marketing sequence, and the HubSpot setup, in a form that a future hire or a new sector team can pick up and run.
- Develop a repeatable cold-start model for new sectors: database seeding, launch campaign design, and an early content roadmap that gets a new portfolio from zero audience to a functioning pipeline.
- Balance building the current portfolio with institutionalizing the model, so growth into new sectors does not depend on reinventing the approach each time.
Team and Collaboration
Marketing & Operations Co-Ordinator (direct report)
A new role combining revenue-engine marketing work, campaign execution, database management, reporting, and on-site delivery at events. It is built as a growth position, and should be resourced and developed accordingly.
- Owns day-to-day execution of demand generation campaigns, nurture sequences, and database hygiene in HubSpot.
- Leads on-site delivery at events: registration, badging, attendee experience, and the operational details that make an event run.
- Takes on increasing ownership of discrete growth initiatives over time, as a deliberate development path.
Director of Events (collaborator, not a direct report)
- The Director of Events owns editorial voice for marketing materials tied to events. Partner on messaging and defer to that editorial judgment on industry voice and tone.
- Align on event marketing calendars, positioning, and on-site experience design.
Director of Sales (collaborator, not a direct report)
- Jointly own the MQL definition and SQL handoff criteria, and the reporting that shows what marketing contributes to pipeline.
- Build the working relationship proactively: marketing’s job here is to make the sales team’s job easier.
External resource
- Manage agency and freelance relationships for specialist resource: paid media, design, SEO, and video.
CRM, Data, and Marketing Technology
- Own the marketing database: segmentation, hygiene, growth, and data compliance.
- Ensure HubSpot is configured to support the full MQL-to-SQL journey, working with IT and systems support on automated reporting where needed.
- Use data to make decisions on campaign performance, audience behavior, and pipeline contribution, and build that discipline into the team.
- Provide regular, robust reporting on marketing performance: what is working, what is not, and what you are doing about it.
Compensation and Goals
- Base salary range: $105k - $125k, calibrated to experience and final scope.
- A revenue-linked variable component tied to explicit, jointly agreed growth goals across events, digital, and membership. It is not a discretionary bonus.
- Goals are set with the Co-Publisher at the start of each year and reviewed on a regular cadence, so the variable tracks real outcomes rather than activity.
What Success Looks Like
- Explicit, jointly agreed growth goals across events, digital, and membership met or exceeded, with year-on-year growth in target segments.
- A defined, functioning MQL-to-SQL pipeline that the sales team trusts and uses.
- SQL volume and quality sufficient to support the revenue targets carried by the Director of Sales.
- A growing, well-segmented audience database with strong engagement and renewal metrics.
- A documented, transferable marketing playbook that can be applied to other verticals.
- The Marketing & Operations Co-Ordinator develops real ownership of growth initiatives.
- Marketing spend that can be traced to commercial outcomes, not just activity.
Experience and Qualifications
- Proven track record in a senior B2B marketing role, ideally within media, events, or a closely adjacent sector; experience in political, public affairs, or association media is a strong plus but not required.
- Direct experience of event marketing: driving registrations, managing campaigns across the full event cycle, and growing attendee numbers.
- Experience growing a membership or subscription program is a strong plus, given membership is one of the three growth pillars for this role.
- Hands-on experience building demand generation programs, including content marketing, email, paid media, and SEO.
- Strong working knowledge of CRM and marketing automation platforms; hands-on HubSpot experience is expected, since it is RegStream’s system.
- Comfortable with data: able to build reports, interpret performance metrics, and make decisions based on evidence rather than instinct alone.
- Experience launching a new audience, publication, or market segment from scratch is a strong advantage, given the expansion mandate attached to this role.
- Some experience managing or developing a direct report is preferred, given this role’s responsibility for growing the Marketing & Operations Co-Ordinator as the company launches additional sectors.
Personal Attributes
- Owns outcomes, not activity. Comfortable being measured on audience and revenue growth rather than a list of completed tasks.
- Commercially minded. You think about marketing in terms of pipeline and revenue, not just reach and engagement.
- A strong collaborator with sales. You understand that marketing’s job is to make the sales team’s job easier, and you build that relationship proactively.
- Comfortable sharing editorial territory. You work well with the Director of Events’ ownership of campaign copy rather than needing sole control of the written word.
- Organized and rigorous. Planning, measurement, and follow-through.
- Comfortable with ambiguity. You can build from a blank page, which is what the portfolio expansion will ask of you.
- Confident enough to push back when asked to do things that won’t work, and pragmatic enough to get on with it once the decision is made.
- Genuinely invested in developing the Co-Ordinator into a capable marketer, not just extra capacity.
