The Senior Manager, Audience Development will work with the digital and marketing teams and will lead PRI’s efforts to analyze the behavior, needs, and networks of its digital audiences and the impact of our coverage. The senior manager will help position PRI as a leader in redefining the relevance of journalism in an age of information saturation and global interconnection.
The Senior Manager, Audience Development will collaborate closely with software developers, social media journalists, digital producers, and the marketing team to create a new model for engaging online audiences in coverage of global news, issues, and cultures and inspiring people to move from information to action. S/he will take part in web and social analytics training and the annual Online News Association (ONA) conferences, and will represent PRI at communications conferences. This position will report to both PRI’s Vice President of Interactive and the Senior Vice President of Marketing.
By the end of the fellowship, the senior manager will have developed expertise in analyzing online audiences and adjusting content; creating social and digital tactics to manage relationships based on shared interests, behavior, and compelling content; and developing communications strategies. The skills acquired during the fellowship will be valuable for roles in management, audience and membership development, communications, web analytics, content development, and digital strategy. These skills can be applied directly in for-profit, non-profit, and social policy organizations that seek to engage the public in information gathering, social movements, and perceptual and behavioral change.
Responsibilities include:
• Analyzing a variety of data to evaluate and segment PRI’s audience based on demographics, behavior, and interests using cutting-edge web analytics, social analytics, and survey tools;
• Tracking social media tactics for different audience segments and analyzing for engagement;
• Collaborating with PRI journalists to develop and test multiplatform storytelling methods (including audio, video, interactive graphics, and user-generated information) that are most effective at spreading content and inspiring action;
• Providing insights to establish an integrated digital content, social media, SMS, communications, and app strategy for growing PRI’s audience and deepening engagement with global news, issues, and cultures;
• Synthesizing information into clearly-written reports and recommendations;
• Researching the use of established and emerging social networks by various audience segments to identify opportunities, new tools, and new tactics for engagement;
• Working with leaders of PRI’s content, interactive, marketing, and resource development departments to establish and track impact metrics for grants and to pioneer methods of audience development and engagement;
• Developing marketing campaign plans for target audiences, informed by analysis, for key initiatives; and
• Coordinating media outreach for key initiatives, including prioritizing and qualifying media opportunities in national wires, business periodicals, broadcast media, online/social media outlets, and industry trades.
Qualifications:
• PhD in the humanities or humanistic social sciences;
• Interest and experience in quantitative and qualitative research methods, including survey creation;
• An ability to synthesize extensive research and data into clear written and oral presentations for non-technical/non-academic stakeholders;
• Passion for social media and global news;
• Multicultural experience and sensitivity to cross-cultural differences; and
• Aptitude for and desire to be trained in web analytics, social media analytics, Drupal7 CMS, and various social media and digital tools.
Applications:
Deadline to apply was March 17, 2015 at 6pm EDT.