Director of Audience Strategy and Distribution

Job Profile:

Administrative Operations Specialist 4

Job Family:

Administrative Operations Time Type:

Full time Apply before 11:59 PM Arizona time the day before the posted End Date.

Minimum Qualifications:

Bachelor's degree and seven (7) years of experience appropriate to the area of assignment/field; OR, Any equivalent combination of experience and/or training from which comparable knowledge, skills and abilities have been achieved.

Job Profile

Summary:

Provides leadership and support in planning, managing, developing, and evaluating departmental strategy, initiatives and activities.

Job Description:

Salary Range: $110,000 - $115,000 per year; DOEMedia Relations & Strategic Communications (MRSC) is looking for a Director of Audience Strategy and Distribution to expand the reach and impact of ASU’s stories, content and communications.

The director will work across editorial, creative, social media, media relations and broadcast platforms. The director will work with MRSC and university partners to identify priority audiences, develop distribution strategies, uncover new channels and partnerships, and use performance insights to help exceptional ASU content travel farther.

Media Relations & Strategic Communications is the central communications team for Arizona State University, one of the largest public research universities in the country. ASU is a new type of American university, one grounded in both excellence and access.

ASU is an R1 research university with more than $1 billion in annual research expenditures and is a national leader in microelectronics, engineering, space exploration, climate and sustainability, and more. In a given year, 200,000 people enroll at ASU either in person or online.

The Director of Audience Strategy and Distribution will report to the Vice President of Media Relations & Strategic Communications.

Essential Duties:

Maintain an audience-first, channel-agnostic approach to content distribution.

Introduce audience and distribution considerations early in planning, recommending the appropriate channels, formats, timing, packaging and content adaptations for different audiences.

Develop and coordinate distribution plans for high-priority stories, announcements, campaigns and institutional initiatives, identifying priority audiences, desired outcomes, channel roles, timing, content adaptations, distribution partners and performance measures.

Identify and prioritize the audiences most important to each initiative, distinguishing between broad awareness goals and efforts intended to reach specific communities, professions, industries, regions or stakeholders.

Conduct and synthesize research on current and desired audiences using social listening, search behavior, channel analytics, media intelligence, subscriber data and other appropriate sources to identify behaviors, needs, strengths, challenges and opportunities for growth.

Determine how one piece of content can be adapted for different audiences and contexts without compromising accuracy or quality.

Identify opportunities to amplify and resurface priority content through coordinated distribution waves, follow-up angles, new formats, timely connections and partner distribution.

Explore and identify podcasts, creators, professional associations, community organizations, niche publications, newsletters, digital platforms, syndication services and other partners that can help reach and activate new audiences.

Audit all existing MRSC distribution channels, including You Tube, Instagram, Linked In, Salesforce Marketing Cloud and newsletters, assessing the reach, engagement, strengths and opportunities for improvement.

Establish consistent definitions and methods for evaluating distribution performance.

Create audience and distribution…