Vice President, Social Strategy

New York
Nov 18, 2013
Dec 18, 2013
Ms. Melly Sawatdee
Full Time
The Vice President of Social Strategy’s mission is to create and lead an agile team that, through perpetual innovation and sound analytical strategy, pushes the boundaries of a news and broadcast media brand in a digital age. This position will be charged with a constant quest to engage current and future viewers and find new ways to package content for a fluctuating news landscape that creates a wide audience base on a journey from social engagement to turning on the television, visiting the website and creating a positive impression of the Al Jazeera America brand.


• Oversee a closely knit team that is the institution’s “center of excellence” and drives innovation that is oriented to converting and developing a larger audience
• Generate solutions and tactics to drive more traffic to AJAM products and increase engagement
• Work closely with divisional colleagues in Shows, Marketing, Communications, Digital, and Research to ensure that we effectively leverage available opportunities for growth
• Work with Marketing, Communications, Digital and Editorial teams to develop audience growth strategies
• Support various consumer and stakeholder target audiences
• Develop and execute audience development plans for new show launches and collaborate with teams on implementation of such plans
• Work with Shows, Marketing, and Editorial on Search and Social Media strategy and continually advance and deploy best practices in order to grow inbound, side door traffic to the sites including working in conjunction with the Editorial, Digital, and Technology teams to maximize efforts in this area
• Regularly report performance, evaluating ROI on audience development efforts to drive insight and inform approach
• Develop reporting against initiatives and garner insight
• Mine data for insights on opportunities to increase engagement
• Continually evaluate current partnerships / executions to determine working effectiveness
• Oversee development and growth of Newsletter
• Identify and develop external partnerships, including content sharing / traffic exchange deals to maximize external traffic driving efforts
• Develop and execute strategic social media initiatives across multiple platforms (e.g. Facebook, LinkedIn, Twitter, Instagram) YOU TUBE, GOOGLE PLUS
• Coordinate with talent or editorial executives who are on social media to ensure the messaging is consistent
• Utilize social media to effectively publicize breaking news
• Develop and manage viral marketing campaigns
• Consistently maintain awareness of new platforms and analytics
• Monitor relevant conversations on social media channels and respond as appropriate
• Educate executives on best practices for various platforms
• Work with matrix cross-functional teams with diverse and global backgrounds
Develop and update competitive assessments on a regular basis


• 10+ years of experience in digital audience development and/or partnerships, including SEO and social
• Media background in journalism, news, and/or TV
• Expert knowledge of social networking channels, social media best practices, industry trends and upcoming technology
• Significant knowledge of the digital media space and enthusiasm for the news category
• Exceptional written and verbal communication and interpersonal skills is required
• Must have demonstrable social networking experience and possess a strong familiarity with online marketing best practices
• Must be deeply attuned and knowledgeable of competitor practices and performance to inform solutions/tactics
• Strong strategic and analytical skills and the ability to think critically and deliver recommendations
• BS/BA degree in Marketing, Communications or related subject matters
• Existing relationships with executives at social media channels desired

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