Audience Development Specialist, R29 Multicultural

Job Description

Role x You

We are looking for a sharp audience development specialist to join our team at Refinery29. As the audience dev specialist, you'll have a range of both technical and editorial skills and be responsible for developing and managing data-driven, multi-channel acquisition strategies to help grow and retain audiences for R29's sub-brands, Unbothered and Somos. Supporting the end-to-end audience journey from awareness to conversion, you will be instrumental in enhancing audience connection with the brands and discovering new ways to engage these communities. You will identify and implement key optimization tactics, across editorial, social, newsletter, video, and more that support the brand's overall audience strategy.

Refinery29's Multicultural work focuses on their two sub-brands, Unbothered and Somos. Refinery29 Unbothered, the sub-brand dedicated to celebrating and serving Black folx, and Somos, the sub-brand dedicated to the Latinx community. These teams, overseen by VP, Multicultural Brand Strategy & Development, operate across several departments including editorial, social, video, experiential, and more. We create anything from long-form articles and programs to social assets, videos, and experiences. We help shape and guide how Refinery29 supports and serves these audiences, delivering on those promises with fresh content, tools, and discussion every day.

In the short term…
• Work with Unbothered and Somos teams on multicultural content channel audit to plan and create audience development campaigns that drives growth across editorial, social, newsletter, video, and more

After 6 months in this role..
• Use analytical tools to measure effectiveness of audience growth strategies, identify trends for editorial and social teams, and make recommendations for targeting and engagement (Google Analytics, YouTube Analytics, Facebook Insights, etc.)
• Initiate and maintain relationships with audience development partners and platforms to develop content, monitor performance, and deliver feedback

And after a year…
• Work closely with key leadership and stakeholders to inform and define the overall audience development strategy for Unbothered and Somos

Responsibilities:
• Lead regular programming & brainstorming sessions to help hone audience strategy tactics based on editorial calendar moments and tentpoles
• Responsible for internal reporting including weekly and monthly cross-channel reports that interpret data and deliver key insights to relevant teams
• Creatively repurpose our sub-brands' existing library of content for highest audience engagement
• Use performance insights to analyze the performance of output to drive content programming decisions and improve the quality of work
• Provide guidance on editorial, social, and video marketing materials such as thumbnails, metadata, cover art and logos
• Stay up to date on new and interesting ways of driving engagement and community
• Execute on paid marketing campaigns across platforms

You have these:
• Minimum 3 years experience in audience development in a newsroom or digital media environment
• Bachelor's Degree in interactive media, journalism, communications, marketing, creative writing or equivalent experience with strong skills in computing and analysis
• Strong knowledge of Instagram, Twitter, YouTube, and TikTok, sound content judgment, and an understanding of the types of content that resonates with audiences on these platforms
• Strong understanding of relevant organic and paid marketing tactics, with working knowledge of content management systems, data tracking platforms, search engines, and related software tools
• Strong visual skills. Ability to think visually and socially about what will entice audiences to engage with content and provide consistent new ideas and concepts for great content.
• Vested interest in and knowledge of the stories and experiences of Black & Latinx folx today
• Willingness and ability to use data to inform decisions
• Experience using digital analytics platforms, project management and video editing tools

We'd love if you also have these:
• Collaborative, a team-player, and comfortable giving and receiving feedback
• Goal-driven, with the ability to adapt to change and new opportunities/priorities
• Ready to adapt to an ever-changing environment and industry
• Curious, courageous, and careful about your work
• Strong organizational skills

Refinery29 is the leading media and entertainment destination focused on women and underrepresented voices. Through a wide spectrum of lifestyle stories, original video programming, social, shareable content, and experiences, Refinery29 provides its global audience with the inspiration and tools to discover and pursue a more independent and informed life. Refinery29 is part of Vice Media Group, a global multi-platform media company.

Equal Opportunity Employer:

VICE Media (VICE.com, VICE Studios, VICE TV, Virtue, VICE News, Refinery29, PULSE Films, i-D) is an equal opportunity employer. We view everyone as an individual, and we understand that inclusion is more than just diversity – it's about belonging. We celebrate the fact that everyone is unique, and that's what makes us so good at what we do. We pride ourselves on being a company that embraces difference and truly represents the global clients we work with.

This position is not eligible to be performed in Colorado.

Candidates, please note that if you are contacted by anyone with an email other than @vice.com purporting to be recruiting on behalf of Vice Media, it is not legitimate, and you should not engage.

The salary range is subject to change and may be amended in the future. Experience, education, skills, and other factors are considered when determining the salary offered.

Pay Range Details:

New York/California: 60,000 - 65,000 USD

Jobcode: Reference SBJ-gp5zvx-18-116-42-208-42 in your application.