VP, Audience Insights

About TEGNA

TEGNA Inc. (NYSE: TGNA) serves local communities across the U.S. through trustworthy journalism, engaging content, and tools that help people navigate their daily lives. Through customized marketing solutions, we help businesses grow and thrive. With 64 television stations in 51 U.S. markets, TEGNA reaches approximately 100 million people every month across the web, mobile apps, streaming, and linear television. For more information, visit TEGNA.com.

This position may be located in the NYC area or Tysons/ DC area.

TEGNA is seeking a Vice President of Audience Insights to lead a unified approach for how TEGNA captures, analyzes, and applies audience intelligence. This role will help drive decision-making across content, marketing, brand, product and research functions across 50+ local brands. The VP will focus on creating a single source of truth for audience insights that empowers TEGNA’s mission to deliver trustworthy journalism that impacts communities across America.

Responsibilities:
•    Centralize a Cross-Platform Insights Engine: Build and lead a high-impact team that consolidates research, performance data, and audience strategy functions into a shared center of excellence supporting all of TEGNA’s brands and stations.
•    Establish the Single Source of Truth: Integrate legacy and emerging data sources (e.g., Nielsen, Comscore, Adobe Analytics, Google Analytics, ACR, CRM, social, and first-party) to create a unified view of the consumer journey across all touchpoints.
•    Champion Consumer-Centric Intelligence: Translate audience behaviors and motivations into actionable insights with data recommendations that improve content creation, brand strategy, lifecycle marketing, and community impact, with a focus on transparency, trust, and measurable accountability.
•    Modernize Tools & Methodologies: Leverage AI, machine learning, and real-time dashboards to automate insights, identify trends faster, and drive predictive intelligence for programming, promotions, and product development.
•    Activate Local Stations Through Data Insights Toolkits: Deliver KPIs, templates, and feedback mechanisms that make insights immediately usable for station teams—empowering local experimentation while maintaining strategic alignment.
•    Partner Across the Consumer Experience Team: Serve as a core partner to news content, sales, finance, marketing, product, and performance teams to surface insights that increase reach, deepen engagement, and drive brand equity.
•    Measure Marketing Channel Effectiveness: Implement frameworks and KPIs to evaluate the performance of paid, earned, and owned channels—identifying the most effective drivers of audience acquisition, retention, and monetization.
•    Advance Attribution and ROI Measurement: Integrate multi-touch attribution models and marketing mix modeling tools to connect cross-channel performance with business outcomes, informing smarter investment decisions.
•    Support Advertiser-Facing Solutions: Collaborate with ad sales and brand partnership teams to ensure data insights drive campaign performance, accountability, and client success.
•    Lead Organizational Change: Redesign how insights are structured, shared, and scaled—simplifying workflows, eliminating duplications, and aligning research resources around shared business priorities.
•    Represent TEGNA in the Measurement Ecosystem: Keep TEGNA at the forefront of innovation within the measurement and insights space.

Qualifications:
•    15+ years in research, audience measurement, marketing analytics, or data strategy—preferably in local media.
•    Proven track record of building and managing teams across locations.
•    Expertise in audience measurement tools and platforms (e.g., Nielsen, Comscore, Adobe, etc.) and data visualization tools.
•    Familiarity with AI and real-time analytics tools; experience launching or applying AI-driven systems preferred.
•    Demonstrated success influencing senior stakeholders and cross-functional teams.
•    Experience navigating cultural and operational shifts in large, matrixed organizations.
•    Deep understanding of how insights impact content, sales, finance, marketing, product, and lifecycle performance.
•    Passion for consumer-first storytelling and local community impact.
•    Operational rigor for simplification and scalability.
•    Executive presence with strong communication skills—able to distill complexity into clarity.
•    A track record of turning insights into business outcomes across platforms and disciplines.
•    Comfort leading through change and ambiguity while staying anchored in strategic purpose.

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.

EEO statement:

TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email askhr@tegna.com 

Recruiting Fraud Alert:

To all candidates: your personal information and online safety are important to us. Only TEGNA Recruiters or Hiring Managers will reach out to you regarding consideration of your application or background.  Communications with TEGNA employees will either come from a TEGNA email address with a domain of tegna.com or one of our affiliate station domains.  

Recruiters or Hiring Managers will never request payments, ask for financial account information or sensitive information such as social security numbers.