Director, Audience Development
Team: PBS Digital Studios
The Director, Audience Development will work across PBS original digital programming platforms, social media and community platforms and linear broadcast content, to inform General Audience Programming content strategy and to engage audiences on new and existing series. This person should have extensive experience in analyzing audience behavior on digital platforms and turning this data into actionable recommendations for the PBS General Audience Programming teams, Member Stations, third-party producers and talent.
This position is also responsible for managing owned, paid, and earned media efforts across PBS Digital Studios original programming. This includes social channel management, paid media campaign creation, oversight, and reporting. Additionally, this role manages channel optimization efforts toward audience recirculation and retention. This person should have a passion for storytelling and expertise in analyzing consumer behavior and turning this data into actionable recommendations.
Essential duties include, but are not limited to:
-Develop audience strategies to leverage and build existing communities for PBS’ key target audiences across YouTube, Facebook, Instagram, PBS OTT, PBS.org and emerging platforms
-Identify and execute engagement KPIs across YouTube, Facebook, social platforms, and Owned Platform Streaming
-Lead market research and UX research analysis for prospective digital audiences and platforms; share insights and recommendations with General Audience Programming team to inform content strategies.
-Identify synergies between broadcast programming audiences and digital-first audiences through collaboration with the Multiplatform Content Team. Drive traffic, conversions of members, and revenue.
-Lead audience development for podcast and audio platforms
-Help research and design audience targeting strategies and competitive analysis.
-Develop influencer campaigns with multiple creators and hosts from large YouTube channels, Facebook Watch pages, and other platforms.
-Work with PBS General Audience editorial and programming teams to devise cross collaboration campaigns with likeminded influencers, hosts, talent and channels.
-Manage strategy and budget for paid media campaigns
-Manage the implementation of promotional content creation, outreach, and qualitative/quantitative market research for the PBS Digital Studios network, its individual shows, and its partnerships.
-Maintain relationships with key stakeholders (DS Programming, DS Operations, PBS Social, PBS Corporate Communication, PBS Marketing, Business Intelligence Group team, etc.) to build and execute strategies that drive audience and convert existing audience to fans/subscribers/viewers.
-Develop and maintain relationships with platform and niche adjacent brands to grow show specific audiences
Experience / Skills
-6 years’ experience in social media and audience development
-Bachelor’s degree or equivalent
-Strong communication skills with the ability to present and develop unique strategies
-A thorough knowledge of engagement and optimization best practices for YouTube, Facebook, TikTok, and Instagram TV
-A team player, able to work cross-functionally to design custom solutions to achieve maximum results.
-Experience at an TV/cable network, multi-channel network, ad network, SEM platform, DSP, or other online advertising role.
-Existing relationships with PR agencies, outreach firms, and major publications (i.e., Buzzfeed, IFLS, HuffPost)
-Strong quantitative skills and negotiation ability.
-A demonstrated ability to think outside-the-box, while at the same time maintaining acceptable corporate standards and sensibilities.