Job Vacancy Audience Development Specialist, R29 Multicultural VICE Media Group

Job title: Audience Development Specialist, R29 Multicultural

Company: VICE Media Group

Job description: Role x You

We are looking for a sharp audience development specialist to join our team at Refinery29. As the audience dev specialist, you’ll have a range of both technical and editorial skills and be responsible for developing and managing data-driven, multi-channel acquisition strategies to help grow and retain audiences for R29’s sub-brands, Unbothered and Somos. Supporting the end-to-end audience journey from awareness to conversion, you will be instrumental in enhancing audience connection with the brands and discovering new ways to engage these communities. You will identify and implement key optimization tactics, across editorial, social, newsletter, video, and more that support the brand’s overall audience strategy.

Refinery29’s Multicultural work focuses on their two sub-brands, Unbothered and Somos. Refinery29 Unbothered, the sub-brand dedicated to celebrating and serving Black folx, and Somos, the sub-brand dedicated to the Latinx community. These teams, overseen by VP, Multicultural Brand Strategy & Development, operate across several departments including editorial, social, video, experiential, and more. We create anything from long-form articles and programs to social assets, videos, and experiences. We help shape and guide how Refinery29 supports and serves these audiences, delivering on those promises with fresh content, tools, and discussion every day.

In the short term…

Work with Unbothered and Somos teams on multicultural content channel audit to plan and create audience development campaigns that drives growth across editorial, social, newsletter, video, and more

After 6 months in this role..

Use analytical tools to measure effectiveness of audience growth strategies, identify trends for editorial and social teams, and make recommendations for targeting and engagement (Google Analytics, YouTube Analytics, Facebook Insights, etc.)

Initiate and maintain relationships with audience development partners and platforms to develop content, monitor performance, and deliver feedback

And after a year…

Work closely with key leadership and stakeholders to inform and define the overall audience development strategy for Unbothered and Somos


Lead regular programming & brainstorming sessions to help hone audience strategy tactics based on editorial calendar moments and tentpoles

Responsible for internal reporting including weekly and monthly cross-channel reports that interpret data and deliver key insights to relevant teams

Creatively repurpose our sub-brands’ existing library of content for highest audience engagement

Use performance insights to analyze the performance of output to drive content programming decisions and improve the quality of work

Provide guidance on editorial, social, and video marketing materials such as thumbnails, metadata, cover art and logos

Stay up to date on new and interesting ways of driving engagement and community

Execute on paid marketing campaigns across platforms

You have these:

Minimum 3 years experience in audience development in a newsroom or digital media environment

Bachelor’s Degree in interactive media, journalism, communications, marketing, creative writing or equivalent experience with strong skills in computing and analysis

Strong knowledge of Instagram, Twitter, YouTube, and TikTok, sound content judgment, and an understanding of the types of content that resonates with audiences on these platforms

Strong understanding of relevant organic and paid marketing tactics, with working knowledge of content management systems, data tracking platforms, search engines, and related software tools

Strong visual skills. Ability to think visually and socially about what will entice audiences to engage with content and provide consistent new ideas and concepts for great content.

Vested interest in and knowledge of the stories and experiences of Black & Latinx folx today

Willingness and ability to use data to inform decisions

Experience using digital analytics platforms, project management and video editing tools

We’d love if you also have these:

Collaborative, a team-player, and comfortable giving and receiving feedback

Goal-driven, with the ability to adapt to change and new opportunities/priorities

Ready to adapt to an ever-changing environment and industry

Curious, courageous, and careful about your work

Strong organizational skills

is the leading media and entertainment destination focused on women and underrepresented voices. Through a wide spectrum of lifestyle stories, original video programming, social, shareable content, and experiences, Refinery29 provides its global audience with the inspiration and tools to discover and pursue a more independent and informed life. Refinery29 is part of , a global multi-platform media company.

Working at VICE:

We want to find people who believe in our mission and goals and feel inspired to grow while they’re here, rather than someone who checks the boxes but isn’t invested. We encourage you to apply and show us what you’ve got.

VICE Media Group prioritizes the voices, ideas and people that other media companies miss. We believe that innovation is a direct result of diverse, inclusive cultures so we don’t just “tolerate” differences, we celebrate it and see it as essential to our staff, culture, and business. To learn more read the .

In alignment with our and to ensure the safety of all of our employees and the communities we serve, we require all incoming employees to be fully vaccinated against COVID-19. If hired, you will be required to provide proof of vaccination, which will be kept confidential. If you require reasonable accommodation during the application and selection process, please let us know by contacting . We will work together to best meet your needs.

Agencies: VICE Media Group is not partnering with agencies nor accepts unsolicited resumes and will not be responsible for any fees or expenses related to such unsolicited resumes and/or applicants.

Equal Opportunity Employer:

VICE Media (, VICE Studios, VICE TV, Virtue, VICE News, Refinery29, PULSE Films, i-D) is an equal opportunity employer. We view everyone as an individual, and we understand that inclusion is more than just diversity – it’s about belonging. We celebrate the fact that everyone is unique, and that’s what makes us so good at what we do. We pride ourselves on being a company that embraces difference and truly represents the global clients we work with.

This position is not eligible to be performed in Colorado.

Expected salary:

Location: Brooklyn, NY

Job date: Sun, 21 Aug 2022 05:45:32 GMT

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