New York Times Audience Strategy Editor in New York, New York
The editor will help set strategy and manage execution of audience development across the video desk. This person will create off-site strategies for thinking about how to tell video stories on new and old platforms. They will specialize in the video social and influencer strategy, creating conversations off-platform, storytelling off-site, and using analytics and other tools to provide analytical insights. They will also be responsible for identifying emerging growth tactics and new platforms that the team should be thinking about.
Fluency across all areas is not required, but applicants should demonstrate excellence in one or more categories and comfort experimenting in all. Comfort with analytics is essential.
Work with video on audience social strategy. Responsibilities include serving as a strategist and go between on all areas of audience growth and engagement as they relate to off-platform:
Build an overall video social strategy across a number of social platforms: Instagram, Twitter, Facebook and more. Set clear goals and strategy for off-site for each area of our coverage: shows, enterprise, breaking news, off-platform.
Create best practices for programming and editorial content for the different platforms: provide best practices and insights around programming and social share text (e.g. followers are active at 10 am and 4 pm, not at 6 pm -- tweet / post during more during active times); build an editorial strategy for off-platform content to optimize for engagement and brand recognition off-platform depending on the team (shows & series, enterprise, core news etc.); train producers and editors in crafting social headlines and tactics necessary to help run accounts.
Test and optimize: run A/B tests to determine what’s working and not working; build templates for social media depending on the platform; optimize the editorial content for each team and platform. Strategize on how are we testing framing, thumbnails, opening frames etc.
Work to create conversations off-site and on-site around our biggest video stories and coverage lines.
Reader Center and community engagement: work with the Reader Center and community teams on a strategy for reader engagement with video both onsite and off. (e.g. work with desks on community involvement around tentpole projects or tentpole events to grow conversations around our most important stories). Create ways to tell the stories through different platforms off-site.
Social team and newsdesk: work closely with the social team on UGC opportunities for video based on our social feeds and incorporating them into our overall report on-site.
Develop new UGC tactics as a way to source stories for the video desk, in conjunction with our video editorial teams.
Outreach and influencers: build informal relationships by doing swaps and pitching on other social pages; create conversations around communities of influencers using our video content.
Use data to set strategy, learn and optimize our off-platform strategy.
All of the above will require an analytical approach to all levers and platforms. Gain fluency in our current data tools: Chartbeat, Blossom, Stela, GA, TrackMaven, Crowdtangle; use Google analytics to make informed strategic and audience decisions; work closely with our analytics team on identifying what works and what needs work, as well as learning how to use in house built or third party tools to identify insights on your own. (e.g. what is driving engagement off-site, what is bringing users back to the NYT site).
Work with other teams across the building on off-platform strategy and promotion.
Marketing: our marketing team looks to build engagement off-platform and bring users and subscribers back to site. Work with them to determine how video can fit into their strategy and develop a clear workflow and set of goals to work towards.
PR: our PR team is focused on attracting new NYT users and continue promoting the brand among our loyal subscribers. Work with them to determine how video can fit into their strategy and develop a clear workflow and set of goals to work towards.
Global: our global team is focused on growing users outside of the U.S. Work with them to determine how video can fit into their strategy and develop a clear workflow and set of goals to work towards.
Be an expert in video off-site and bring new, innovative ideas to the team.
Identify new opportunities for the video team to test and try.
Bring new product ideas to the video team to increase viewers and engagement.
Be an expert on the competitive landscape.
This is an excluded position.
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