Director of Audience Development, POPSUGAR
Vox Media
- New York City, NY
- $119,000-155,000 per year
- Permanent
- Full-time
- Serve as a key stakeholder in POPSUGAR's strategic directions, identifying growth opportunities and recommendations for coverage and brand direction
- Establish and oversee the growth and engagement strategies for Instagram, YouTube, TikTok, Facebook, X, and other emerging platforms, including setting KPIs, tracking performance, and guiding content creation
- Oversee a social video program and oversee the social video lead, in collaboration with the longform video team, and editorial teams, that helps grow the POPSUGAR's relevance and audiences
- Oversee POPSUGAR's newsletter strategy and program, including assessing performance
- Work closely with POPSUGAR's editorial teams and design directors to collaborate on social-only content that aligns closely with the brands' ethos
- Guide long-term SEO strategy, including identifying areas of opportunity and best practices to put into place, as well as experiments to try
- Establish and oversee robust system of analytics reporting across written and video teams to assess performance and offers insights that will shape their content strategy and support audience growth
- Partner with editors to deliver content insights with regularity, in order to improve POPSUGAR's audience reach, and to identify and address specific audience growth issues
- Partner with editorial leadership to inform editorial decision-making around major tentpoles, areas of regular coverage, and long-term planning
- Work closely with Vox Media's lifestyle GM to ensure audience strategies and revenue opportunities are aligned and identify opportunities for growth
- Work as a liaison between Vox Lifestyle partnerships and Central audience team to stay informed and get ahead of new opportunities, platform changes, etc
- Be a vocal leader to ensure the entire POPSUGAR team has solid understanding of our audience and social strategies
- Keep up with industry trends - steering platform strategies accordingly, educating leadership, communicating changes and level-setting expectations for other POPSUGAR stakeholders
- 6+ years of experience overseeing social media accounts and strategy, preferably in a digital news environment
- Strong understanding of analytics reporting, including on video platforms
- Strong writing and editing skills, attention to detail, and a journalist's sense of editorial integrity
- Strong communication skills, including ability to translate analytics and patterns into easy-to-act on insights and recommendations for staffers (editors, writers, social, and video)
- A collaborative attitude and eagerness to work in partnership with editorial leaders
- Creativity and a journalist's sensibility, in order to contribute to editorial decision-making
- A willingness to vocally advocate for the audience POV in editorial decision-making settings
- Management experience, especially training/managing younger managers
- Experience with tools such as VidIQ, Youtube Studio, Google Analytics, Dash Hudson, Google Analytics, SocialFlow, and ESPs like Sailthru
- Experience overseeing video platforms and performance is a plus
- A passion for lifestyle journalism is a plus