Director, Audience Development - POSSIBLE

About Hyve

We believe that when people come together, powerful things happen. Hyve Group plc connects global industry communities through unmissable events, online networking platforms, and hyper-productive meeting programs. Our decades of experience put us at the heart of industries, and we are committed to using our influence to shape innovation and drive progress across our customer communities. Our market-leading portfolio of global brands includes Shoptalk, Groceryshop, POSSIBLE, and Fintech Meetup.

At Hyve, we are driven by our values: brilliant work, fresh thinking, rich connections, and collective buzz. We value diversity, collaboration, and a culture of belonging, supported by strong professional development opportunities.

About POSSIBLE

POSSIBLE is the premier event bringing together the global marketing ecosystem – brands, agencies, platforms, and the technology and innovation shaping the future of marketing. As one of Hyve's flagship growth brands, POSSIBLE is scaling fast, and agency and brand relationships is at the center of that growth story.

Key Purpose

POSSIBLE is seeking a Director, Audience Development to own buyer recruitment strategy and execution for POSSIBLE US, year-round. This is a hands-on leadership role, you will personally manage senior level relationships and a portfolio of strategic brand and agency accounts, while also building and leading a small team of sellers. The role suits someone who wants full ownership of a show's audience development engine – combining individual sales execution with the strategic vision to build a scalable relationship focused model as POSSIBLE grows.

Key Responsibilities

• Own the year-round audience development strategy for POSSIBLE US, covering the Hosted Buyer Program and supporting paid ticket development for agencies and brands
• Carry a personal sales target, recruiting and managing a portfolio of strategic brand and agency accounts from prospecting through to onsite delivery.
• Recruit, lead, and coach a team of 1–2 Audience Development leads, setting individual and team targets and providing hands-on day-to-day guidance.
• Maintain attendance trackers and pacing models, delivering regular reporting on registration, buyer mix, and pipeline health.
• Develop contingency plans where recruitment is off-pace against target, adjusting strategy in-year as needed.
• Develop outreach strategy and core messaging, including value propositions, email templates, and onboarding/retention materials.
• Analyze audience makeup and identify growth segments, adjusting approach by vertical, seniority, and account type to meet recruitment goals.
• Build and maintain senior/C-suite relationships to support recruitment of high-value brand and agency accounts.
• Partner with marketing and sales teams to inform new buyer prospecting strategy and campaign targeting.
• Collaborate cross-functionally with marketing, sales, content, and operations to deliver strong buyer recruitment outcomes for the show.
• Contribute to the wider buyer recruitment playbook, sharing learnings and best practice across the broader Hyve portfolio.
• Establish a culture of product integrity, high standards of customer experience, and community building within the team.

Skills & Experience Required

• Minimum 8 years' experience in targeted, performance-based attendee acquisition, account management, or sales roles, ideally within events, media, or the marketing/advertising ecosystem.
• Proven track record of carrying and overachieving a personal sales or recruitment target.
• Experience managing or mentoring teams, with the ability to set targets, coach performance, and drive accountability.
• Confident senior/C-suite presenter, able to build credible relationships with brand and agency leaders.
• Skilled in consultative, relationship-led sales or recruitment approaches.
• Strong analytical skills, comfortable working in Excel (pivot tables, VLOOKUP, formulas) for pacing and reporting.
• Knowledge of CRM tools such as HubSpot, ZoomInfo, or similar.
• Strong market awareness of the marketing, advertising, or agency ecosystem.
• Exceptional verbal and written communication skills.
• Comfortable operating with autonomy and full ownership in a fast-paced, entrepreneurial environment.
• Based in or willing to work from our New York office.

Desirable

• Experience recruiting or selling into agencies, brands, or the marketing/advertising community specifically.
• Experience building or contributing to buyer recruitment playbooks used across multiple shows.
• Experience scaling attendee acquisition for a growing or newly launched event.

Benefits

• Competitive base salary of $110,000–$120,000, depending on experience.
• Uncapped commission with significant earning potential.
• Comprehensive medical, dental and vision coverage.
• 401(k) retirement plan with company match.
• Competitive Paid Time Off: 20 days of PTO, 5 sick days, your birthday off, 2 volunteer days, plus 11 paid company holidays.
• Hybrid working from our Miami office.
• Ongoing learning, development and career progression opportunities across Hyve's global portfolio.