Audience Development Manager

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Role Purpose:

The Audience Development Manager is responsible for improving the organic traffic growth for the Motorsport Network Motorsport brands’ (Autosport.com, motorsport.com) 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.

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 optimising articles and galleries for maximum visitor engagement.

  • Manage category, tag, and metadata taxonomies for use in content organisation, 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 optimise 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:

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.

  • 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