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The Marshall Project
156 West 56th Street, Suite 701
New York, New York (United States)

Phone: 2128035205

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Director of Audience Strategy

Job ID: 57390
Job Views: 354
Location: New York, New York, United States
Postal Code: 10019
Job Category: Online | New Media
Employment Type: Full time
Salary: negotiable per year
Posted: 09.09.2019

Job Description

The Marshall Project seeks an accomplished audience development expert to help us understand our readership, attract new audiences and deepen our engagement with them. We hope to enlarge the number of people who care about criminal justice reform and to create a sustainable stream of revenue from our audience. This person in this position will serve as the digital leader for the business side of The Marshall Project, reporting to the president, with a dual report to the editor-in-chief and close ties to the newsroom.


  • Develop a strategic vision for The Marshall Project’s audience growth across channels in support of broader business and journalistic goals. Launch studies of audience, develop analytics and define goals to help us understand and expand our readership, help our journalism have greater impact and meet our revenue goals for membership.
  • Attract and acquire new audiences and deepen engagement with them—including social, search, email and third-party.
  • Work closely with the newsroom to ensure maximum visibility for our journalism in the places where it can make an impact. Collaborate with newsroom editors and reporters to analyze what content reached which audiences; establish best practices in the newsroom for audience cultivation and engagement.
  • Track analytics on subscribers, web visitors and social media audiences, and develop strategies for increasing them; work with the newsroom’s digital team to maximize search engine optimization; drive testing and experimentation in collaboration with the team.
  • In close partnership with the newsroom, work to develop new products such as weekly newsletters to build The Marshall Project’s audience of non criminal justice specialists; identify new channels for distribution.
  • Oversee the work of the Social Media Editor and help to track real-time and overall traffic patterns, using various analytics tools.
  • Work with the Director of Communications and Strategy to ensure partnerships are delivering maximum audience to The Marshall Project.
  • Present key digital insights to The Marshall Project’s board of directors, and assist in fundraising where appropriate.

Job Requirements

Candidates should have 5-7 years’ experience in generating audience analytics and developing audience strategies, with specific expertise in mining Google Analytics, Chartbeat and other tools for audience insights. They should be skilled in search engine optimization and be able to train and work with newsroom teams on SEO and product development, particularly email newsletters. They should also understand user experience and persona development. Experience generating revenue for newsrooms is highly valuable.

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