About the Brand
With more than 70M monthly users, 26M weekly readers and nearly 50M social fans, PEOPLE is the biggest entertainment news brand in America, delivering the most trustworthy celebrity, news and human interest stories, connecting readers to the pulse of American culture. For 50 years, this iconic brand has been an everyday essential and escape, taking readers inside the lives of stars, newsmakers, up-and-comers and ordinary people doing extraordinary things.
About the Team
The People App Team is building on PEOPLE’s rich history, as it leads its digital evolution and redefines how audiences engage with the brand. Our next-generation mobile experience connects millions of users to trusted celebrity news and lifestyle content while meeting changing media expectations and behaviors through creativity, collaboration, and innovation.
About the Role
The Vice President of Marketing, PEOPLE App will lead the end-to-end marketing strategy for the PEOPLE App, inclusive of consumer, product, and lifecycle marketing functions. Reporting to the GM of the PEOPLE App, this senior executive will scale from the ground and spearhead user acquisition, retention, and engagement efforts, ensuring the mobile app becomes a key growth channel for the business. The VP will partner closely with product, engineering, and design teams to align marketing strategies with app development and brand objectives.
Hybrid 3x a week- New York, NY
In-office Expectations: This position is hybrid in-office, with the ability to work remotely for up to 2 days per week.
Key Responsibilities
Strategic Leadership:
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Develop and own a comprehensive marketing strategy for the PEOPLE app, encompassing pre-launch planning, post-launch optimization, and sustained growth initiatives.
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Collaborate with senior leadership to define KPIs and revenue goals for this mobile marketing initiative.
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Build a long-term vision for app marketing, including monetization strategies such as subscriptions, in-app purchases, and premium offerings.
Brand and Messaging:
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Define the brand positioning and voice for the app, ensuring consistent messaging across all touchpoints, including app stores, social media, O&O, and digital campaigns.
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Collaborate with editorial and creative teams to align app marketing with the broader brand narrative and editorial voice.
User Acquisition and Growth:
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Lead multi-channel growth strategies, leveraging paid media, app store optimization (ASO), influencer partnerships, and organic acquisition campaigns.
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Oversee high-impact marketing campaigns to achieve aggressive user growth and engagement targets while optimizing acquisition costs.
Engagement and Retention:
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Partner with product teams to design lifecycle marketing strategies that increase retention, reduce churn, and improv e long-term user value.
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Build a robust CRM and push notification strategy to deepen user engagement and improve personalization.
Performance Marketing and Analytics:
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Lead performance marketing efforts, leveraging tools like Appsflyer, Amplitude, or Mixpanel to track campaign ROI and optimize user acquisition funnels.
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Use data-driven insights to refine strategies and identify opportunities to scale.
Cross-Functional Collaboration:
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Collaborate with product, engineering, and design teams to align marketing strategies with feature launches and app improvements.
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Partner with editorial teams to integrate marketing campaigns with content strategies.
Team Leadership:
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Build and manage a high-performing marketing team, fostering a culture of innovation, collaboration, and accountability.
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Mentor and develop team members, empowering them to achieve ambitious goals.
About The Positions Contributions:
Weight % Accountabilities, Actions and Expected Measurable Results
60% - Growth Strategy, Campaign Execution, and Measurable Business Impact
20% - Brand Positioning and Cross-Functional Collaboration
20% - Leadership, Analytics, and Team Development
The Role’s Minimum Qualifications and Job Requirements:
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12+ years of marketing experience, with at least 7 years in consumer mobile app marketing or growth-focused roles.
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Proven track record of launching and scaling successful B2C mobile apps with measurable growth in DAUs/MAUs and revenue.
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Expertise in user acquisition, performance marketing, and lifecycle marketing for consumer mobile apps.
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Deep experience with app store optimization, push notification strategy, and CRM tools.
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Data-driven mindset with strong analytical skills and hands-on experience using app analytics tools like Appsflyer, Amplitude, or Mixpanel.
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Exceptional communication and leadership skills, with experience influencing C-level executives and other senior stakeholders.
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A visionary approach to brand storytelling and creative marketing for mobile-first audiences.
Preferred Qualifications
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Experience in media, entertainment, or lifestyle brands is highly desirable.
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A background in both organic and paid growth strategies, with expertise in monetization models such as ad supported, subscriptions and in-app purchases.
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Passion for delivering engaging user experiences at the intersection of technology, content, and culture.
This is a high-impact role with the opportunity to shape the future of a flagship media brand for millions of users. If you are a strategic, data-driven marketing leader with a passion for apps, we want to hear from you.
What the Team is Saying
People Inc. Compensation & Benefits Highlights
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Healthcare Strength — Multiple medical plan options with company-funded HSAs, mental-health resources, and dental/vision are emphasized, with transgender-inclusive coverage also listed. Inclusive family-building support via Progyny further strengthens the health offering.
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Parental & Family Support — Fully paid parental leave, adoption and fertility benefits via Progyny, Care.com backup care, and onsite mother’s rooms (where applicable) are called out. These offerings reflect broad support for a range of family needs.
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Leave & Time Off Breadth — Generous PTO, paid sick days and holidays, plus flexible schedules and summer hours are highlighted. These options indicate breadth in paid leave and scheduling flexibility.
People Inc. Insights
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What We Do
People Inc. is America’s largest digital and print publisher. Our 40+ iconic and fast-growing brands harness the best intent-driven content, the fastest sites, and the fewest ads to help nearly 200 million people every month, including 95 percent of US women, make decisions, take action, and find inspiration. People Inc. brands include PEOPLE, Better Homes & Gardens, Verywell, FOOD & WINE, The Spruce, Allrecipes, Byrdie, REAL SIMPLE, Investopedia, Southern Living and more.
Why Work With Us
People Inc. has a people-first mentality - our audience, our employees, our teams. We take our role of providing the best content across the best brands very seriously and we are always looking to make sure that our teams have the space to be creative, innovate and try out new things.
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People Inc. Offices
Hybrid Workspace
Employees engage in a combination of remote and on-site work.
