JOB SUMMARY (Two/Three Lines):
· Develop and implement business and communication strategies to grow and engage the audience for LehighPublicMedia.org and other digital platforms.
· Develop email and digital campaigns for audience acquisition and retention, using a content management system and other marketing platforms.
· Conduct user research, market research, and usability studies, collaborating with designers, developers, and research teams to ensure competitive positioning and to identify potential new partners to enhance the product.
· Assists in overseeing all components of product or third-party integrations throughout its entire product lifecycle – from inception to retirement. This includes providing inputs into strategies and partnering with colleagues to drive execution that maximizes value and competitive marketing positioning while ensuring profitability.
RESPONSIBILITIES (Tasks):
· Act as the liaison with product data suppliers and digital partners, ensuring updates are managed and introduced to all users, and help connect necessary data technology to support the platform.
· Develop strategies and partner with colleagues to drive strategy execution for user acquisition and retention for Lehigh Valley Public Media digital platforms through email communications and other channels - including promotions, perks, and campaigns.
· Collaborate with cross-functional teams and external vendors to design, develop, and test digital product features, and oversee project timelines.
· Monitor and evaluate digital product performance, providing regular reports on user activity and revenue, and supplying data for finance reports and senior management.
KEY ACCOUNTABILITIES (Results Ownership):
· Increase LehighValleyPublicMedia.org audience growth and donations by leveraging Product Design and marketing campaigns by measuring new and total registered users and newsletter mailing list, website unique visitors and other relevant digital media metrics as defined by LVPM leadership.
· Launch successfully performing UX features on LehighValleyPublicMedia.org to drive audience engagement and loyal readership
· Responsible for the following core components of the product; (1) Providing inputs for product strategy, (2) Collecting customer feedback and prioritizing requests and bug fixes into release cycles (3) Maintain a product roadmap for assigned product line, (4) Provide inputs for product related communications both internally and externally, (5) Support product marketing strategies and plans to drive awareness, adoption, and revenue growth for our products (6) Provide digital marketing platform how-to support to colleagues as needed.
KEY COMPETENCY COMPONENTS (Behaviors Exhibited):
· SKILLS: (Ability to use knowledge effectively and competently in execution)
o Proven experience in developing and executing digital and email marketing campaigns using digital marketing platforms.
o Ability to analyze data and user metrics to inform strategy and improve campaign performance by utilizing Google Analytics 4 and other relevant data sources.
o Strong organizational skills to manage multiple projects, timelines, and stakeholders.
· KNOWLEDGE: (Facts acquired by a person through experience or education)
o In-depth understanding of digital marketing principles, strategies, and best practices.
o Comprehensive knowledge of digital marketing techniques, including segmentation, and A/B testing; marketing automation knowledge is a plus
o Proficiency in analyzing and interpreting user data and metrics; digital media industry expertise (streaming media, news websites, podcasts) is a bonus.
o Familiarity with CMS and digital marketing platforms
o Understanding of UX principles and methods to enhance user interactions with digital products.
o Knowledge of data privacy regulations and compliance requirements related to digital marketing and user data.
· EXPERIENCE: (Work experience, degree attainment, professional certifications)
o Bachelor’s degree in marketing, communications, business, or a related discipline
o Minimum of at least three (3) years of experience in digital marketing, digital product management, or a related field.
o Experience conducting user research, usability studies, and industry research to enhance product development.
o Proven track record in managing successful email and digital marketing campaigns.
o Experience with marketing platforms such as Ghost or WordPress (preferred), CRM systems, email marketing tools (Iterable, Ghost), and data technology (notably Google Analytics 4, or metrics for SEO and digital marketing campaigns).
o Demonstrated experience in leading cross-functional projects and managing timelines and deliverables.
· TRAITS: (Distinguishing qualities of a person)
o Constantly seeking new ideas and approaches to drive audience growth and engagement.
o Thrives in a dynamic environment and can easily adjust to changing priorities and strategies.
o Works well with others, fostering a team-oriented atmosphere and building strong relationships while helping colleagues upskill (as needed) on digital marketing and analytics.
o Strong problem-solving skills, with the ability to analyze data and derive actionable insights.
o Demonstrates a genuine passion for digital media, journalism, and audience engagement with the Lehigh Valley community.
· CHARACTERISTICS: (The special trait that makes a person unique)
o Effectively utilizes available resources and seeks out new ones to overcome obstacles and achieve goals.
o Exhibits a strong desire to learn and stay updated on industry trends and innovations.
o Inspires and motivates others and fosters a culture of excellence.
OTHER WORK REQUIREMENTS:
· Able to commute into the Bethlehem, PA office location on a daily basis.
· May be asked to work longer hours and occasional weekends with short notice.
· As you will/may be driving a company vehicle or your own vehicle on a regular basis, a valid driver’s license and a good driving record as determined by a driver’s license background check is required for this position.
· All team members must successfully pass a background check (7 years), FBI fingerprint clearance and PA child clearance.
