Digital Ads and Community Manager

Position Overview

The Digital Advertising and Community Manager is an exciting new dual-focused position responsible for developing, leading and executing comprehensive, full funnel digital advertising strategies while crafting and building out cultivation and fundraising strategies across PBS News communities on major social platforms. This role requires a strategic mindset combined with hands‑on execution skills to drive awareness, engagement, audience growth, and revenue through paid media campaigns, authentic community building, and member benefit initiatives.

The successful candidate will combine fundraising and analytical rigor with creative community stewardship on platforms like You Tube, Patreon, and other social media channels.

• Develop and execute comprehensive digital advertising strategies for WETA (and potentially PBS News) that align with organizational goals, including audience growth, engagement, membership, and revenue targets.
• Manage full‑funnel campaigns spanning awareness, consideration, and conversion phases across platforms including Google Search and Display Networks, programmatic display, CTV/OTT, and emerging channels.
• Plan, implement, and optimize paid media campaigns with rigorous A/B testing of creative assets, targeting parameters, and messaging strategies. Monitor campaign performance daily, analyzing key metrics such as CPM, CTR, CPA, ROAS, and engagement rates to inform optimization decisions and budget allocation.
• Collaborate with creative teams to develop compelling ad creative that resonates with target audiences while maintaining brand consistency. Provide data‑driven creative direction based on performance insights and audience research.
• Manage advertising budgets, ensuring efficient allocation of resources and maximum return on investment.
• Evaluate WETA (and potentially PBS News) digital advertising performance, in coordination with the Data Strategy and Development Services team. Provide regular detailed reporting on campaign performance, insights, and recommendations for optimization to leadership and stakeholders.
• Work in coordination with the Director of Digital Fundraising and lead the cross‑departmental Digital Ads advisory group.
• Stay current on digital advertising trends, platform updates, and best practices in the public media and news sectors. Identify new opportunities for audience reach and engagement through emerging platforms and innovative ad formats.

• Build, manage and grow a membership or subscription‑based community, from existing large PBS News audiences, creating exclusive content opportunities and member benefits that drive maximum fundraising revenue and retention while deepening supporter relationships.
• Develop and build out community engagement strategies to build, nurture, grow and manage communities on major social media platforms such as You Tube, Tik Tok, Instagram and Patreon for PBS News.
• Develop and implement PBS News community guidelines, moderation policies, and engagement protocols that create safe, inclusive spaces for dialogue while protecting organizational values and community members.
• Monitor and respond to comments, questions and feedback across platforms in a timely, authentic, and brand‑appropriate manner. Identify opportunities to elevate community voices and user‑generated content that strengthens relationships with PBS News digital audiences.
• Monitor and analyze community sentiment, engagement metrics, and feedback providing insights and recommendations to help inform content strategy, advertising approaches, messaging, and organizational decision‑making. Track and report on community health metrics including growth, engagement rates, sentiment, and retention.
• Collaborate with PBS News Digital Fundraising Manager, PBS News digital team, content creators, editors, and producers to facilitate community‑driven content opportunities.

• Work closely with membership, editorial, production, development, and communications teams across both WETA and PBS News programs to ensure alignment between advertising campaigns,…