Audience Development Strategist
- Full Time
Division and Unit Overview
The Marketing, Sales and New Product Innovation Department is responsible for developing marketing strategies and implementing sales programs for the ACS Publications Division’s product lines. Inherent to this is analyzing all results and recommending future direction for the marketing and positioning of ACS Publications’ products within the chemical/scientific community marketplace. The Marketing Department is committed to building a better online, purchasing, and reading experience, as well as improving the scholarly research and communications environment for both the customer and the end user. Key constituents include institutional librarian administrators, corporate librarians, authors, reviewers, ACS members, editors, and the range of end-users (subscribers and non-subscribers).
A critical function of the Marketing Department is a strategic outreach program that fosters communication and nurtures relationships with many of these key constituents. With an extensive portfolio of journals, eBooks and other digital products, the Marketing Department is tasked with developing ongoing conversations and strengthening relationships to instigate positive brand recognition and ultimately increase sales and revenue. With a truly global research community as its audience, ACS Publications has a growing need to expand its footprint and influence, both on a global and regional level.
The Audience Development Strategist will lead the implementation of audience growth strategies (organic and paid) for ACS Publications and across all digital platforms utilizing analysis of scientific content and data. The ideal candidate is passionate about the data and analytical correlation between audience/user behavior and published content. This person should be well versed in the digital media landscape. The Audience Development Strategist will focus on audience growth and health across the ACS Publications portfolio of journals through data analysis, partnerships, content strategy and social strategy with the goal of driving article usage and citations. The ideal candidate is an avid online scientific news consumer; active on social media, has a background in data analysis and audience insights and has previously worked in a creative/editorial-focused environment.
The incumbent will be expected to identify audience growth opportunities through partnerships with editorial publishers, new platforms, news stories, and paid marketing initiatives. Of particular importance is that the person is a solid writer who can ingest the fundamentals of a research article published in an ACS journal and translate that into a story that will capture both media attention and the heightened interest in the science by the greater research community. As a consequence, the Audience Development Strategist should have experience writing press releases and news pieces to this end. This person should be well versed in the digital media landscape and will regularly provide reports and presentations on content performance, publishing best practices, success or failure of partner initiatives and strategy recommendations. In addition, this individual will advise on setting KPIs based on historical data, content performance and high-end organizational objectives.
The Audience Development Strategist should also have a strong understanding of best practices for publishing and video content creation and formats across different social and online platforms, such as Facebook, YouTube, Twitter, Instagram, and WeChat. He/She will be expected to shape our social media strategy and conceptualize unique and creative campaigns to drive traffic to the pubs.acs.org site and therefore usage of our published output.
- Curate scientific content to promote through large-scale media initiatives to drive usage on the ACS Publications platform
- Data analysis on ACS Publications content (format and performance), publishing strategies, audience insights, editorial trends, audience growth, and monitoring KPIs
- Provide regular feedback to management and editorial teams on content analysis, engagement, and overall performance
- Lead all PR initiatives for the Publications Division and Award Submissions
- Own the Publications Division’s Social Media Strategy & Policy, advising social teams on optimal publishing schedules and strategies
- Identify opportunities for audience growth on new platforms, new formats, news stories, etc.
- Manage relationship with social networks (Facebook, Twitter, etc)