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SUMMARY: The Audience Growth and Brand Manager is the champion for Voice of San Diego’s investigative journalism and the products that deliver it and ensures the consistency of the Voice brand and visual identity. This colleague is responsible for brand awareness and readership, listener and follower growth throughout the community and within the digital space, including social media, website traffic and lead generation.
The Audience Growth and Brand Manager creates and leads integrated campaigns that drive measurable and thoughtful growth of Voice’s audience throughout the county. Responsibilities include collaborating with Voice colleagues and leadership to develop and execute marketing tools, technologies and tactics that promote Voice products and services in support of its mission.
ABOUT VOICE OF SAN DIEGO: Launched in 2005, Voice of San Diego was the first digital nonprofit news organization to serve a local community. Its founders, longtime columnist and editor Neil Morgan and entrepreneur Buzz Woolley, felt the region desperately needed more investigative reporting and journalistic competition. Our mission is to consistently deliver ground-breaking investigative journalism for the San Diego region. To increase civic participation by giving residents the knowledge and in-depth analysis necessary to become advocates for good government and social progress.
Voice made a name nationally with its investigative reports and by creating a new business model for supporting that kind of journalism. Hundreds of other nonprofit news organizations from across the country have since adopted this approach. It’s based on civic engagement and opportunities for San Diego residents to discuss and debate the issues that impact their quality of life. As a 501(c)(3) nonprofit organization, we are fully funded by individual members, major charitable gifts, foundations and community partnerships.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following:
· Develop innovative marketing campaigns to drive lead generation through optimized web content, social media, email campaigns, SEO, Google ads, and other strategies.
· Manage social media campaigns and presence on social networking sites.
· Lead efforts to understand audience needs and interests. Conduct regular audience analysis, including subscribers, website visitors, members, and those who unsubscribe.
· Develop and maintain audience profiles, creating identities and strategies to reach and convert those audiences.
· Develop and execute annual marketing budget and plan. Allocate resources and implement campaigns, including digital advertising, social media campaigns (paid and unpaid), and traditional advertising and promotion. Measure and report on results regularly.
· Safeguard the Voice brand. Manage brand image and use in all materials.
· Create all marketing and promotional messages across Voice. Ensure a cohesive look and feel across all channels and communications, including email campaigns and fundraising campaigns.
· Use Google Analytics and other tools to analyze performance, inform marketing strategies, and drive results.
· Collaborate with multimedia journalist to develop and disseminate content, including videos, photographs, stories, and podcasts.
· Collaborate with the digital manager on SEO to maximize reach and discoverability of Voice content.
· Manage third-party graphic designers.
· Regularly brief staff and board about audience research findings.
· Follow all company and department policies and procedures.
· Develop and maintain productive, informative and respectful relationships that support the achievement of Voice of San Diego’s mission statement.
· Perform other essential duties and responsibilities as assigned.
Voice of San Diego