Audience Engagement Specialist (Content Marketing)

This is a Full Time Job

At The WNET Group, we are looking for a creative, strategic thinker who can use a range of content marketing and communications tactics to increase viewership of our award-winning national, local and digital series across platforms.

Using a custom mix of earned, owned, and paid media, influencer and partner engagement, and dynamic and engaging digital content marketing (e.g. web, social, newsletters), the Audience Engagement team delivers new, diverse audiences to a range of national PBS programming, including American Masters, Nature, Great Performances, Secrets of the Dead, and more.

The Audience Engagement Specialist will work with social media and series production teams to develop, execute and optimize data-driven multiplatform marketing and publicity campaigns with specific, measurable KPIs for driving viewership. You'll take the lead in identifying target audiences; creating messaging; and planning, managing, and executing promotional efforts.

Specific responsibilities include:

• Work closely with production teams and social media to identify program priorities, define goals, and support efforts to develop and maintain new audiences and engage and retain existing audiences;
• Identify, plan and oversee data-driven, creative, measurable multiplatform campaigns with earned, owned and paid media tactics;
• Conduct targeted media outreach to drive earned media coverage of projects;
• Writing for a variety of uses, including paid and organic social media, Google ads, website copy, blogs, publicity and marketing materials, and newsletters;
• Identify and engage appropriate thought leaders, partners and influencers to support campaign goals;
• Review and ensure alignment of series messaging in station fundraising, education and other materials;
• Clearly communicate campaign results and insights with production and station leadership and peers to drive collaboration and improve outcomes;
• Cooperatively and productively work across departments to achieve shared goals;
• Twice a year, manage, plan and execute press conferences with high-profile talent and executives as part of the semiannual Television Critics Association (TCA) press tour (travel and overtime required);
• Additional duties, as assigned.

Qualified candidates will possess excellent verbal/written communication skills with the ability to effectively prioritize multiple projects. Additional qualifications include:

• Minimum of 3 years of experience in digital marketing, audience engagement and/or publicity including experience managing digital marketing campaigns across platforms;
• Knowledge of film, documentary, television and/or online media business;
• Strong writing skills, including campaign reporting, media pitches, press releases, copywriting for ads, social, blogs, and more including SEO;
• Experience in data-driven multiplatform campaign planning, execution, optimization and reporting with a strong understanding of digital analytics (Google Analytics, social media platform analytics);
• Experience in content marketing, including newsletters, audience targeting, and segmentation;
• Record of measurable improvements in Audience Engagement, Audience Development and/or ratings.
• Candidates with experience with Office 365, Cision, MuckRack, Basecamp, WordPress, Mailchimp, Constant Contact and/or Salesforce are preferred.

This is a hybrid position. The WNET Group reserves the right to change and/or modify the hybrid schedule at its discretion.

The WNET Group
825 Eighth Avenue
New York, NY 10019-7435
www.wnet.org

The WNET Group believes that diversity is about learning from others who are not the same, and that differences such as race, ethnicity, gender, sexual orientation, socioeconomic status, age, physical abilities, religious beliefs, political beliefs, and other statutorily protected characteristics or other ideologies can enhance the work we do in public media. We believe that as a diverse and inclusiv