ProPublica is seeking a director of audience to oversee our audience strategy, including social, search, newsletters and off-platform efforts. You will help drive audience growth and ensure maximum visibility for our journalism in the places where it can make an impact. This key role reports to a managing editor and the vice president of strategy and operations.
We’re a nonprofit newsroom focused on producing accountability journalism that drives real-world change; our audience-development efforts aim to extend the reach and resonance of our work and to cultivate more direct, meaningful relationships with people in a variety of ways — as readers, experts, community members, citizens and donors. We aim both to find large national audiences for our biggest stories and to ensure that our ambitious local investigations reach the communities and places most affected by the issues we cover.
What you’ll do here:
- Work closely with both editorial and business-side colleagues to identify key audiences for ProPublica’s journalism and develop strategies and tactics for reaching and retaining those audiences.
- Manage a growing team that works with newsroom colleagues to create compelling social storytelling and off-platform experiences for ProPublica’s journalism.
- Oversee the development, growth and performance of editorial newsletters in conjunction with the newsletter editor.
- Use various analytics tools to define goals for and track the performance of our publishing platforms — including the website, mobile apps, social media accounts, newsletters and third-party platforms — on key metrics of reach, engagement and loyalty.
- Collaborate with ProPublica’s platform team to develop strategies for maximizing on-site efforts to reach and retain readers, including SEO and user experience.
- Identify new opportunities to distribute our work and reach key audiences, working with colleagues across the organization to advocate for, test and launch your ideas.
- Collaborate with communications and online fundraising colleagues to help frame ProPublica’s work for stakeholders and donors.
We’re looking for someone who …
- Has a proven track record of setting and achieving audience-development goals, including growth and engagement targets.
- Can build and manage high-performing, collaborative teams.
- Has experience building audiences for mission-driven public-interest work.
- Has demonstrated a passion for learning and experimentation.
- Advocates for the needs of diverse audiences in conversations about storytelling, design, and platform and product development.
- Is a savvy data analyst, able to identify opportunities, gaps and emerging problems to refine and improve goals.
- Is a clear written and verbal communicator, whether crafting an accurate, engaging headline or giving a presentation to the masthead.
- Is familiar with at least some of the tools we use — including (but not limited to) Chartbeat, Craft CMS, Google Analytics, Google Docs, Outlook, Sailthru, Semrush, Similarweb and Socialflow — and has ideas about others we should be using.
Ideally, you also have some of the following:
- Strong visual and/or multimedia skills, as you would be the leader of teams that work in highly visual and interactive media environments.
- Teaching, training or coaching experience on related topics that will enable you to work with eager-to-learn colleagues in other departments.
- Experience working in a newsroom.
We know there are great candidates who may not fit into what we’ve described above or who have important skills we haven’t thought of. If that’s you, don’t hesitate to apply and tell us about yourself.
We are dedicated to improving our newsroom, in part by better reflecting the people we cover. (Here is a breakdown of our staff.) We are committed to diversity and to building an inclusive environment for people of all backgrounds and ages. And we are taking steps to meet that commitment. We especially encourage members of traditionally underrepresented communities to apply, including women, people of color, LGBTQ people and people with disabilities.
If all of this sounds exciting to you, you can apply using this form. The deadline for applications is 10 a.m. ET on June 21.
This job is full-time and includes benefits. The position is ideally based in our New York office, but we’re open to applicants based in one of our other locations as well. Applicants must be eligible to work in the U.S. Questions? Send them to [email protected]. No phone calls, please.