Growth Editor – BBC Africa
BBC Africa aims to make, explain and connect African and global stories by providing a unique insight into the main stories of the day in original formats. The African service digital offer consists of websites, mobile sites and Social Media with all services providing multimedia content in text, video, interactive and audio for radio, online, TV, mobile and social media platforms.
Audience engagement is a new digital specialism that has three main priorities for getting BBC journalism in front of more audiences: the creation of a data-led newsroom, successful strategies for connecting with underserved audiences and a transformative increase in social referrals back to our browser sites, in collaboration with the Social Media team. It has five approaches: real time insights, training, growth experiments, dashboards and investigations into what is and isn’t working, which we internally call “creative deep dives”.
The Growth Editor, working on a Regional level at Languages, is vital to the work of the wider editorial teams and Languages overall digital strategy. The successful candidate will improve the way we listen to our audiences, taking analytics several steps deeper to understand the driving forces behind our content’s performance.
The role is responsible for the delivery of the following innovations to drive data-led workflows across our digital output:
- Deep Dives: produce forensic, retrospective investigations into the performance of sections against key metrics including reach, engagement, on-and-offsite social activity and efforts to engage women. The conversion of complex data into user-friendly visuals and recommendations on changes to editorial, workflow and optimization, backed up with consultancy to support the transition. These snapshots are a cornerstone of the digital strategy for World Service.
- Growth experiments: develop robust methodology for measuring the impact of growth experiments to drive on-and-offsite performance, known as lean analytics and growth hacking.
- Segmentation of data to drive a culture of actionable metrics: work with historical reporting tools including ComScore and Chartbeat Report Builder to develop a set of signals to alert journalists to how well their stories are performing against the average. This is the biggest incentive we have to drive performance on a daily basis, including driving SEO.
- Change management: communicating the results of this work in best practice forums to stakeholders and journalists, make recommendations to Regional digital editors/news editors (where appropriate).
The Ideal Candidate
- You will be able to demonstrate an in-depth understanding of latest trends in digital consumption, publishing best practice, online analytics and real-time data tools
- A strong track record in contributing to and/or formulating editorial strategies to deliver audience growth
- An excellent understanding of the different tools needed to analyse audience and visualise the data. These include: tools used to monitor and understand audience behaviours, such as ComScore and Chartbeat; social media data tools, such as SocialFlow, CrowdTangle, Dataminr, Spredfast and Social Bakers; statistical analysis and modelling, such as Excel and OpenRefine; visualisation, including Plotly and Tableau and presentation: PowerPoint, Google Slides and Prezi
- A curiosity about audience behaviour and the analytical mind needed to interpret data to inform content decisions
- Ability to work collaboratively with different departments and disciplines to deliver shared audience objectives
- Experience of working in a multi-disciplinary team of technical specialists, web analysts and audience insight experts
- Speaks and writes outstanding clear and concise English
Salary: Local Terms and Conditions Apply
About the Company
We don’t focus simply on what we do – we also care how we do it. Our values and the way we behave are very important to us. Please make sure you’ve read about our values and behaviours in the document attached below. You’ll be asked questions relating to them as part of your application for this role.
The BBC is committed to building a culturally diverse workforce and therefore strongly encourages applications from underrepresented groups. We are committed to equality of opportunity and welcome applications from individuals, regardless of their background.