The Audience Development Manager is responsible for improving the organic traffic growth for the Motorsport Network Motorsport brands from search engines, external referrers, recirculation and cross-promotion among Motorsport Network sites. This position is a mix of Content Strategist/SEO Specialist/Data Analyst.
The ideal candidate is obsessed with data, and knows how audiences and networks scale. He/she is an evangelist of content development and traffic growth initiatives who can convince key executives, product owners, editors, developers and designers to approve and execute.
Key Responsibilities
- Develop content strategy by studying on-site performance, industry trends in search, and competitor offerings to identify gaps and opportunities
- Drive change through the business so content strategy and data are considered throughout the business as useful tools to drive audience engagement
- An evangelist who puts data at the heart of the strategy and decision making
- Compile daily, weekly and monthly performance reports for all sites and present key findings of data analysis with actionable items on a regular basis
- Create strategies to optimize competitive position of search rankings for industry keywords across multiple countries and languages
- Consult with web developers to improve the navigation and design of sites to enhance user experience, recirculation, and search engine ranking
- Work with editors, writers, developers, designers and product managers on effective SEO strategies for their area of expertise
- Monitor site performance for speed, page load, and broken experiences. Report bugs, assign site maintenance, and test all fixes pre- and post-production.
- Support sales team by answering inquiries on site KPIs, visitor demographics, content performance, and competitive analyses
- Provide ongoing feedback to writers and editors on optimizing articles and galleries for maximum visitor engagement
- Manage category, tag, and metadata taxonomies for use in content organization, SEO, and recirculation features
- Identify content syndication and cross-promotion/traffic exchange partners for Sales & Marketing to pursue
- Work with the social teams for content strategy specifically for the social platforms to increase customer engagement for the brands
Key Deliverables
- Identify areas to improve and optimize SEO rankings
- Regular reporting on KPI’s
- Using market analysis to improve and develop the SEO strategy
- Pursue new organic traffic sources through content distribution and syndication
Skills and Experience Required
- Proven success in content development, content marketing and SEO strategy / tactics
- Strong data analysis skills to compile and present actionable reports for key executives, editors, developers, and sales teams
- Experience in project management for shepherding traffic growth initiatives from concept to production
- Having an arsenal of tools in mind for tracking trends in search
- The ability to easily answer questions, and anticipate the next question to answer before it is even asked
- Paid search experience
- Motorsport industry experience preferred
- Project Management
Knowledge Required
- 4+ years in Website content development, SEO, digital marketing, Web analytics, and/or related roles
- 3+ years in content marketing
- Advanced practice with SEO tools such as Google Search Console, Google Developer Tools, SEMrush, Hitwise, SearchMetrics, Majestic, ScreamingFrog, Bing Webmaster Tools, etc.
- Mastery of KPI tools such as Google Analytics, Adobe Analytics or ComScore
- A technical understanding of HTML, CSS, structured data, and page load elements
- An up-to-date, working knowledge of current, past, and projected trends in the SEO industry
Qualifications Required
- Degree level educated
- Google certified