Hearst Magazines is looking for a media-obsessed strategist with a passion for turning data-driven insights into action plans. The Director of Editorial Insights leads all audience research efforts across our growing and diverse portfolio of 25+ titles, including Cosmopolitan, Harper’s Bazaar, Delish, Good Housekeeping, and Men’s Health. Managing a team of two insights-focused analysts, this role oversees all aspects of audience tracking, growth and feedback — from reporting about what happened today on our dotcoms and social platforms to leading audience research projects that inform tomorrow’s biggest editorial ambitions in video, print, and online.
The ideal candidate is ready to roll up his or her sleeves and lead focus groups, dig into data, and develop strategic insights to help our content creators answer questions such as:
Who are our most loyal readers? And how do we define ‘loyalty’?
How can we measure impact for new off-platform experiences, such as IGTV and Apple News?
What are our most successful franchises on each editorial platform?
What videos get the most engaged watch time and why?
Lead an insights team to define and execute long-term research projects as well as respond quickly and thoughtfully to real-time requests
Help define our next success metrics and develop regular pacing and daily/weekly/monthly recaps that track against print and digital editorial goals
Lead and share insights from in-person and online focus groups and user testing
Work with editorial teams across the org to ensure data and insights are clear, actionable, and guide content strategies
Stay on top of the content performance of our editorial portfolio, sharing feedback with editors and monitoring gains and losses
Work with editorial teams to develop, test, and track innovative editorial and social packaging and share learnings to other teams across the org
Be the internal expert and a proactive mentor teaching editorial teams how to make better data-driven decisions and use available tools/reports
Research and share broader audience insights to key Hearst Magazines stakeholders at the Director, VP, and Executive levels for presentations, special projects, and more
Work closely with cross-functional teams, including audience, biz dev, product, marketing, and more to develop new projects and vet opportunities
10+ years working in data analytics and/or audience or editorial research at a consumer-facing company, preferably a media-related business
At least 5 years management experience
Deep knowledge of Google Analytics and other editorial audience-tracking resources, such as Adobe Analytics, Crowdtangle, Facebook Insights, ComScore, etc.
An expert in analyzing data, interpreting results, and building digestible reports in Excel, Google Slides, and other BI tools
Proven ability to weave primary quantitative/qualitative research, third party research, and behavioral data together into clear, cohesive, and compelling insights
Highly detail-oriented and able to juggle multiple projects simultaneously across a variety of platforms and editorial topics
Strong knowledge of the different editorial ecosystems — magazine, online, social, video, etc — and how they all work and are measured from a technical perspective.
Well-versed in building strong relationships with colleagues and explaining complex topics in simple terms
An inherently curious and strategic thinker that will work doggedly to connect the dots