Sr. Manager, Audience Acquisition job at CNN Digital

Job Description

Sr. Mgr. Audience Acquisition

Job Title: Sr. Mgr., Audience Acquisition

Job Category: Digital/Interactive Media

Job Location: United States - Georgia - Atlanta

Job Type : Full Time

Requisition # : 153930BR

Posting Job Description :

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CNN Digital is seeking an individual who is passionate about analytics, audience development and
integrated marketing.

This person should be a mix of art and science, understanding the technical side of SEO and Social
Media acquisition, among other audience development tactics, while also managing the reach
& frequency between CNN's paid and owned channels. This innovative self-starter will help lead
the growth and profitability of our target audience segments through orchestrating our audience
acquisition practice by partnering interdepartmentally with Editorial, Social, Product, Research and
other stakeholders.

What part will you play?

Manage a team of audience acquisition specialists to build and execute detailed audience development and engagement plans based on targeting key strategic audience segments across SEO, Newsletters, paid traffic networks and social media platforms, in alignment with editorial plans, product releases and strategic business priorities.
Partner across multiple teams to lead the development of a centralized audience development strategy that ties together editorial calendars, social calendars, business priorities, product launches and adapts to the news cycle.
The ideal candidate will have experience acquiring audiences for news organizations through both organic and paid sources such as Social Media, SEO/SEM, Sponsored Content Networks and Newsletters, among others.
The Sr. Manager is responsible for building and evolving a comprehensive audience development plan based on the detailed understanding of the online news and information landscape and the habits and preferences of CNN Digital's strategic audience segments.

What will you be doing?

Define audience development plans to support editorial futures planning, special projects and building audiences for key editorial priorities. Identify opportunities for leveraging audience data across editorial processes to better satisfy strategic audience segments and ensure increase in reach and habit of such segments.
Document and evolve best practices and create case-studies to help increase support for Audience Development initiatives. Champion improved processes for insight collection and dissemination across the organization.
Work closely with editorial and business teams to produce case studies showcasing best practices.
Analyze market and competitive trends to help identify and acquire new audiences by creating and optimizing acquisition campaigns.
Partner with product and technology teams to identify and implement Audience Development requirements in the CNN Product roadmap and execute projects that lead to increased audience loyalty.

SOCIAL

Monitor Social Media campaign performance to troubleshoot, resolve and/or escalate potential issues.

SEARCH OPTIMIZATION AND MARKETING

Manage SEO Analysts who work closely with Editorial to identify opportunities for optimizing CNN content for discoverability and leverage Search trends to inform editorial decisions.
Create and manage SEM keyword campaigns to boost evergreen content and CNN's search rankings for high priority topics.
Optimize YouTube search performance to increase reach and habit of the CNN YouTube audience.
Develop App Store optimization plans to increase adoption and usage of CNN Apps.

AUDIENCE ENGAGEMENT - NEWSLETTERS

Work with the Audience Intelligence team to continually identify audience segments that can be effectively converted into email subscribers.
Seek opportunities to meaningfully segment the email audience, and tailor the number and content of messages by segment.
Participate in the creative development process from concept to execution, collaborating closely with the different editorial, product and design stakeholders to guide development of new newsletters.
Develop and manage plans for newsletter promotion deployment, focused on quality subscriber acquisition. Test different cadences of acquisition messaging.

What do we need from you?

6-7 years of business of experience working in the Digital media in an audience development or digital marketing.
3+ years in a managerial role, with emphasis on managing media analysts.
Deep understanding of Digital Marketing channels such as SEO/SEM, Social Media, Newsletters, Sponsored Content networks, YouTube, Apps Stores and other news and entertainment digital outlets and their respective metrics.
Experience managing large budget audience acquisition campaigns. Ideally managing budgets of more than $1MM annual.
Strong understanding and experience with AB/MVT testing methodologies. Creating and testing hypotheses based on insights from audience targeting and analyses, both on owned platforms as well as in Social Media networks, particularly Facebook, YouTube and newsletters (via MailChimp).
Strong working knowledge of analytics platforms, eg Omniture, Chartbeat, Sprinklr, Facebook Insights, YouTube analytics, Google Analytics, Twitter, BrightEdge and Google WebMaster tools.
Strong communication, presentation and organizational skills, particularly simplifying digital media analytics into easy to understand presentations aimed at providing actionable recommendations.
Bachelor's Degree in Business, Science, Engineering, Marketing, Journalism or a related discipline
Relevant higher degrees such as an MBA from a leading school are advantageous but not a requirement

But wait, there’s more!

Paid time off every year to volunteer
2015 Best Company for Working Mothers
An in-house learning and development team to help shape and grow your career
Part of the Time Warner family of powerhouse brands like HBO, Cartoon Network, Adult Swim, TNT, and TBS

Turner Broadcasting System, Inc. and its subsidiaries are Equal Opportunity Employers Minorities/Females/Sexual Orientation/Gender Identity/Protected Veterans/Disabled. Turner Broadcasting System, Inc. and its subsidiaries are E-Verify users.

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