Director, Marketing - West

Description

About TEGNA

TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.

The Regional Marketing Director is the senior marketing leader for the regional marketing team — setting strategy, owning station relationships, and directing the full ecosystem of centralized capabilities toward outcomes that grow audiences and drive business results across the portfolio of markets.

This role sits at the intersection of strategy and execution: close enough to station leadership to understand what each market needs, and senior enough to direct how Production, Paid Media, Social, CRM and Lifecycle work together to deliver it. The RMD leads a lean operational team and is accountable for the marketing performance of every station in the region.

Strategy & Direction

Own the audience and market point of view; be the authority on who each station serves and what their market requires, and carry that perspective into every strategic decision and campaign investment.

Set the marketing strategy; translate enterprise priorities, station business objectives and competitive dynamics into market-specific plans that direct the full scope of centralized capability investment and drive results.

Synthesize audience research, ratings, digital performance and market intelligence into strategic insight that sharpens plans over time and informs enterprise-level decisions.

Review and approve campaign briefs before execution begins; serve as the final review before campaigns reach market, ensuring every initiative meets the standard for strategy and quality.

Station Partnership & Leadership

Serve as the senior marketing relationship for station general managers, news directors and content leaders across the region; build the trust and institutional knowledge that positions marketing as a strategic voice in station leadership decisions.

Own the strategic marketing conversation, aligning with station leadership on business objectives, campaign priorities and resource commitments; manage expectations when capacity or strategy requires adjustment.

Serve as the final escalation point for station-level marketing decisions, stakeholder conflicts and cross-market trade-offs.

Capability Direction & Performance

Direct the deployment of centralized capabilities — Production, Paid Media, Social, CRM and Lifecycle — across markets; ensure resources are allocated against the highest-priority campaigns and that each channel lead has clear strategic direction.

Own marketing performance accountability for the region; track results against station KPIs to evaluate campaign effectiveness and guide resource allocation.

Own the regional brand marketing budget; partner with the Paid Marketing Director to manage station performance marketing investment, allocating resources against the right priorities and delivering measurable return.

Identify patterns across the portfolio and bring those insights back to inform enterprise strategy and best practice.

Own the decision to activate marketing channels in response to breaking news or urgent market situations; the Marketing Lead and Specialist execute under that direction.

Team Leadership & Development

Lead and develop the regional team — Marketing Lead and Marketing Specialist — providing strategic direction, coaching and the clarity of priorities that allows the team to operate with confidence and speed.

Model the standard for strategic thinking, stakeholder partnership and campaign discipline.

Requirements

• 8–12 years in marketing, brand strategy or integrated campaign leadership — media, broadcast or a multi-market content environment strongly preferred.
• Demonstrated ability to set and execute marketing strategy across multiple markets simultaneously; track record of connecting campaign work to measurable audience and business outcomes.
• Exceptional stakeholder leadership skills; able to earn the trust of station GMs and news directors, align on competing priorities and navigate complex organizational dynamics with credibility.
• Strong command of the full channel ecosystem — Production, Paid Media, Social, CRM, Lifecycle, CTV — and how to direct each toward a shared strategic outcome.
• Analytical and data-driven; comfortable with audience research, ratings, digital analytics and performance measurement in a media or broadcast context.
• Proven people leader and developer of talent; able to direct, coach and elevate a lean team operating across a large and complex portfolio.
• Comfortable operating as both a strategic leader and a hands-on contributor in a fast-moving, 24/7 news-driven environment.
• Bachelor's degree in marketing, communications, journalism or a related field, or equivalent professional experience.
• This role can be hired in any of the following markets: Denver, CO, Phoenix, AZ, Portland, OR, San Diego, CA, or Seattle, WA. LI-MS1

Conditions

$150,000 - $190,000 USD

Benefits

• TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families. TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.
• Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA’s 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.
• Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor’s appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.
• TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.
• Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.