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Audience Engagement Specialist

The WNET Group, New York, NY USA

Salary: $58,500 - $62,000 annually

Level: Experienced

Duration: Full Time

At The WNET Group, we are looking for a creative, strategic thinker who can use a range of content marketing and communications tactics to increase viewership of our award-winning national, local and digital series across platforms.

Using a custom mix of earned, owned, and paid media, influencer and partner engagement, and dynamic and engaging digital content marketing (e.g. web, social, newsletters), the Audience Engagement team delivers new, diverse audiences to a range of national PBS programming, including American Masters, Nature, Great Performances, Secrets of the Dead, and more.

The Audience Engagement Specialist will work with social media and series production teams to develop, execute and optimize data-driven multiplatform marketing and publicity campaigns with specific, measurable KPIs for driving viewership. You’ll take the lead in identifying target audiences; creating messaging; and planning, managing, and executing promotional efforts.

Specific responsibilities include:

  • Work closely with production teams and social media to identify program priorities, define goals, and support efforts to develop and maintain new audiences and engage and retain existing audiences;
  • Identify, plan and oversee data-driven, creative, measurable multiplatform campaigns with earned, owned and paid media tactics;
  • Conduct targeted media outreach to drive earned media coverage of projects;
  • Writing for a variety of uses, including paid and organic social media, Google ads, website copy, blogs, publicity and marketing materials, and newsletters;
  • Identify and engage appropriate thought leaders, partners and influencers to support campaign goals;
  • Review and ensure alignment of series messaging in station fundraising, education and other materials;
  • Clearly communicate campaign results and insights with production and station leadership and peers to drive collaboration and improve outcomes;
  • Cooperatively and productively work across departments to achieve shared goals;
  • Twice a year, manage, plan and execute press conferences with high-profile talent and executives as part of the semiannual Television Critics Association (TCA) press tour (travel and overtime required);
  • Additional duties, as assigned.

Qualified candidates will possess excellent verbal/written communication skills with the ability to effectively prioritize multiple projects. Additional qualifications include:

  • Minimum of 3 years of experience in digital marketing, audience engagement and/or publicity including experience managing digital marketing campaigns across platforms;
  • Knowledge of film, documentary, television and/or online media business;
  • Strong writing skills, including campaign reporting, media pitches, press releases, copywriting for ads, social, blogs, and more including SEO;
  • Experience in data-driven multiplatform campaign planning, execution, optimization and reporting with a strong understanding of digital analytics (Google Analytics, social media platform analytics);
  • Experience in content marketing, including newsletters, audience targeting, and segmentation;
  • Record of measurable improvements in Audience Engagement, Audience Development and/or ratings.

Candidates with experience with Office 365, Cision, MuckRack, Basecamp, WordPress, Mailchimp, Constant Contact and/or Salesforce are preferred.

This is a hybrid position. The WNET Group reserves the right to change and/or modify the hybrid schedule at its discretion.

The WNET Group

825 Eighth Avenue

New York, NY 10019-7435


The WNET Group believes that diversity is about learning from others who are not the same, and that differences such as race, ethnicity, gender, sexual orientation, socioeconomic status, age, physical abilities, religious beliefs, political beliefs, and other statutorily protected characteristics or other ideologies can enhance the work we do in public media. We believe that as a diverse and inclusive organization, recognizing the unique and multiple perspectives of our employees, we can better fulfill our mission. As a public media institution, our message is enhanced by our diverse workforce where everyone is empowered to make a difference.

WNET is an Equal Opportunity/Affirmative Action Employer that does not discriminate on the basis of actual or perceived race, religion, creed, color, age, national origin, alienage or citizenship status, gender, gender identity or expression, sexual orientation, disability, pregnancy or pregnancy related condition, marital and partnership status, familial status, arrest or conviction record, union membership, status as a victim of domestic violence, stalking or sex offense, unemployment status, caregiver status, credit history, salary history, military status, predisposing genetic characteristics, an employee's or an employee's dependent's sexual and reproductive health decisions, as well as all other classifications protected by applicable laws.

The WNET Group offers competitive salaries, excellent benefits, and a supportive working environment. Salary ranges are based on benchmarked nonprofit and industry related data provided by an outside consulting firm and are commensurate with skills and experience. The hiring salary range for this position is $58,500 - $62,000. Internal equity considerations will be reviewed before making a final offer.

About The WNET Group

We’re the home of PBS stations THIRTEEN and WLIW21, network NJ PBS, and Long Island’s only NPR station WLIW-FM.

Through our ALL ARTS 24/7 multi-platform arts and culture hub, our broadcast channels, three cable services (THIRTEEN PBSKids, Create and World), the NJ Spotlight News newsroom and online streaming sites, we bring quality arts, education, news and public affairs content to millions of our tri-state neighbors each month.

We’re proud to produce and present a wide range of Emmy- and Peabody Award-winning public media series. Our national PBS shows include Nature, American Masters, Great Performances, Cyberchase, Secrets of the Dead, PBS NewsHour Weekend and Amanpour and Company. Local shows include MetroFocus, NJ Spotlight News with Briana Vannozzi and NYC-ARTS. And through our Long Island-based NPR station 88.3 WLIW-FM, we’re excited to bring listeners shows like Long Island Morning Edition, The Afternoon Ramble and Heart of the East End, to name a few.

In addition to our documentaries, kids’ shows, web series, podcasts and news and cultural offerings, we also produce the multi-platform initiatives Chasing the Dream: Poverty and Opportunity in America, Peril & Promise: The Challenge of Climate Change and Exploring Hate: Antisemitism, Racism and Extremism.

We’re public media. We’re Media Made Possible by All of You. We’re The WNET Group.

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