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Senior Engagement Manager - Digital Marketing
AH Belo
Dallas, TX, United States
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The Dallas Morning News currently has an opening for a Sr. Engagement Manager in our Digital Marketing department. The Engagement Manager is responsible for working closely with the newsroom to flesh out the vision and strategic evaluation of content expansion tests to drive “conversation starting” audience initiatives. Core to this effort is identifying priority segments in parallel to establishing a path to scale and appropriately curate/filter such efforts in partnership with the newsroom on niche / high conversion content expansion strategies and training efforts. This role will also importantly work with newsroom partners to implement a scalable newsletter strategy adopting industry best practices, drive other “top of funnel” initiatives including sweepstakes, contests, community tools, polls, and other registration-driving and align closely with newsroom-led social media engagement efforts.
The Sr. Engagement Manager will be comfortable leveraging analytics to help identify strategic niche and audience engagement opportunities inclusive of developing retention-oriented engagement tactics. This individual will work closely with the newsroom on tactics that can specifically target “at risk” audience and/or “cart abandoners” to encourage enhanced engagement.
This role will manage newsletter strategy and the base of non-paid, self-identified audience, drive increased known audience on a per channel and product basis, and will act as a key point of contact with the newsroom on the portfolio of newsletter offerings and with external vendors supplying delivery solutions. The Sr. Engagement Manager will evangelize registration growth and improvement while utilizing the best practices found in other industry and non-industry registration driving initiatives.
Other top responsibilities include:
• Manage initiatives related to ensuring all Terms and Conditions and Permissions on our sites are properly managed in accordance with State, Federal, and International Privacy Laws. Lead efforts to ensure organization is in compliance and optimize strategic flexibility for our use of actively and passively assembled consumer data.
• Work with IT to implement tracking system for identifying specific active and passive consumer permissions (e.g. OneTrust, Privacy Cheq, etc.)
• Develop and guide policies that ensure consistent and high quality initiatives that engage our audience by niche content vertical or expansion coverage
• Proactively provide engagement optimization recommendations for digital properties
• Work with newsroom on engagement via extended distribution social platform and channels
• Think strategically to bolster engagement – in particular for premium products and top tier subscribers
• Work closely with Newsroom, Business Intelligence, and Development teams to establish and maintain strategic requirements
• Lead an engagement strategy that supports business objectives and is crafted to deliver a high-quality customer experience, maintaining the brand/product as top of mind and instilling pride for members (continuous evolvement of strategy is a must)
• Gather data, perform analysis and make recommendations based on those results
• Identify, negotiate and manage related vendor relationships as required. Lead exploration and implementations of vendor platforms designed to improve engagement
• Manage a team of 1-2 direct reports at inception with a demonstrated capability to lead a larger group of contractors, freelance, and matrix-managed individuals.
Key Performance Metrics to Measure Success Will Include:
• Newsletter Audience Growth
• Newsletter Audience Engagement: Open Rates, Click Through, Unsubscribes, Conversions
• Engagement of Audience measured via Frequency of Visitation, Depth / Time of Visit, Social Platform engagement, etc.
• Expansion of Content Coverage via Performance-Based Contribution Models
• Registered Audience Growth resulting from “top of funnel” engagement initiatives (contests, sweeps, polls, etc.) that are incremental to newsletter initiatives.