Mashable is looking for a head of audience development to lead the planning and execution of organic growth and paid campaigns across platforms with an eye toward increasing audience, engagement, and video views. We're looking for someone who can target the right people, at the right time, in the right place, with the right content to grow engagement and increase audience to videos, articles and brand initiatives.
We're looking for an analytical problem-solver and leader who can drive our growth strategy and oversee multiple paid campaigns at the same time. The ideal candidate has experience directing a content strategy, leading a team, analyzing trends and data sets, managing budgets, and communicating with senior leaders. She/he will be well versed in the digital media landscape, aware of new and emerging trends in video and social marketing, and able to adapt quickly to an ever-changing environment.
The Day-to-Day
Drive audience development, with a focus on video, through a mix of organic growth and paid campaigns.
Lead social strategy, including identifying opportunities on emerging platforms and best practices to target audiences.
Develop and execute strategies to convert visitors into repeat consumers.
Lead and manage paid media team, overseeing paid campaign strategies, budgets and pacing.
Package stories for specific channels, platforms and target audiences.
Create best practices and models based on data to inform annual and quarterly planning.
Strategize growth for video views across platforms and create partnerships for video distribution.
Deliver audience to client campaigns across platforms, ensuring benchmarks and contracted goals are achieved.
Develop and execute campaigns around big events, product launches and key brand moments.
Manage yearly budgets, forecasting on a monthly basis based on deliverability of campaigns.
Partner with revenue operations to ensure stable pricing and impression goals for clients.
Provide forecasting guidance based on campaign requirements.
Track the pacing and optimization (adjusting bids, budgets, redirecting partners, etc) of campaigns and communicate to key stakeholders.
Find and develop new partners and vendors.
Approve invoices.
Run experiments, collaborating with teams across editorial and product, to help optimize and evaluate new content initiatives.
Use Google Adwords and SEO tools to increase audience.
Collaborate with the marketing team on overall growth initiatives.
Must Haves
5+ years of experience in audience development, specifically managing media campaigns via social media and SEO, with a focus on video being a plus
2-3 years of experience in editorial or content strategy
Proven and deep knowledge of social platforms, both mainstream and emerging
Proficient in analyzing complex issues and developing actionable plans
Ability to communicate data and reports to optimize strategy across teams
Familiarity with Omniture, Google Analytics and Comscore
Deep experience with AdSense / AdWords
Ability to model campaign budgets and spend
Power user of Excel
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