At National Geographic, we believe in the power of science, exploration, education and storytelling to change the world. The Director of Audience Engagement will play an important role in bringing this vision to life by leading our digital audience engagement organization in support of current and future digital and mobile initiatives at the Society. We create engaged and impactful relationships with our various stakeholder communities, including Explorers, Educators and Students, and Key Influencers (Foundations, Policy Makers, Donors, etc.) across the Web, mobile and social channels. The Director will lead a results-oriented and audience-focused team with a creative, data-driven approach to discovering, engaging and activating specific high-impact audiences. The integrated audience engagement organization consists of social media/community management, paid digital advertising (e.g. Social, SEM, Display, etc.), content discovery (SEO) and data/analytics functions. The Director ensures that the audience engagement team is aligned on strategy and delivers results for the overall NGS organization and its primary business stakeholders, including Marketing, Education, Explorers and a variety of Impact Programs. The team works with internal stakeholders, business leaders, and customers to develop and implement digital audience engagement strategies that best meet the business needs.
- Leadership. Responsible for leading and building a best in class digital audience engagement team, including social media, website, content optimization and paid digital media experts. Oversee audience engagement budget, social/digital campaign planning and foster a collaborative environment for the team to develop expertise and innovate in data driven social media, content marketing and paid digital media. (20%)
- Responsible for creating and leading a multi-year audience growth and engagement strategy for NGS utilizing social media, compelling content, paid digital media (e.g. Social, SEM, Display), etc. Develop KPIs to measure, report, test and optimize content and audiences. (20%)
- Using a data driven and collaborative approach, guide the development and distribution of owned social content that will appeal and engage the right audience on the right channels. Define, guide and implement processes for social media publishing, moderation and optimization. Create an insights driven environment where we are constantly testing, measuring, learning, iterating and improving. (20%)
- Collaborate and work effectively with executives and cross functional leads in marketing, programs (exploration and education), development, impact, product and content operations groups (20%)
- Ideate and create strategies to engage and develop on-going relationships with influencers and target audiences, while working in close collaboration with digital, marketing and program leads (10%)
- Pursue internal and external audience engagement partnerships when appropriate to expand and extend reach and engagement to target audiences. Work closely with NGP as appropriate. (10%)
A proven Director of Audience Development, with demonstrated success planning and executing programs to build targeted, engaged and active audiences for brands, companies and/or NGOs.
- Deep experience in digital marketing (e.g. SEM, Display, Email, etc.) and social media marketing
- Experience working with business owners to develop a deep understanding of customer needs.
- Highly intelligent strategist with proven track record of driving successful strategies to grow and engage audiences
- Exceptional skill at clear, concise, and compelling communication.
- Strong analytical background for data-driven rigor in decision-making.
- Experienced managing and mentoring data-driven digital marketing teams
- Skilled collaborator and a creative, data-driven and humble leader who thrives solving complex problems and can lead/support the team
- Passionate about the global mission of NG
- Experience in presenting to and interacting with senior executives and successfully getting their buy-in, setting goals and expectations and communicating progress
- Extremely organized and detail oriented
- Experience with leading edge analytics, social media and various tools to identify and reach influencers at scale
- Pro-active self-starter with a “can do” approach to problem solving who thrives with hard challenges and approaches problems with a data-driven mindset
- Follows industry trends, benchmarks, best practices, etc. to ensure we’re ahead of the curve
Supervision
- 6 to 8 staff members
Responsibility percentages may vary depending on business needs.
National Geographic's headquarters is located in the heart of Washington, D.C. In addition to a unique and dynamic work environment, National Geographic offers its employees a comprehensive benefits package, including health and dental benefits, generous vacation and leave time, a 401(k) plan, and flexible work options. National Geographic is an Equal Opportunity Employer