Head of Off-Platform Promotion

Role purpose and overview

The decline in search traffic to publishers and the rise of AI means that alternative ways of reaching audiences have become of paramount importance to The Telegraph.

This role is crucial in ensuring that we are successful in diversifying and boosting the traffic sources into our products. The successful candidate will be responsible for the conception and delivery of a strategy to ensure that we use social, video and aggregation platforms to access new potential subscribers.

Working to the Executive Editor - Audio and Visuals you will be capable of both thinking and doing. You will need to be able to create a granular strategy and ensure that there is co-ordination across the commissioning departments, publishing departments, audio, video, newsletters and social. You will also need to face into the marketing department as appropriate.

This is a high level role that would suit an experienced journalist who understands the rhythms, priorities and characteristics of a daily newsroom as well having subject matter expertise in identifying and reaching new audiences.

Key responsibilities

• Help develop and deliver a strategic plan for how the Telegraph promotes its journalism off-platform. This should include an analysis of the appropriate platforms for different types of content and subjects. It should also include targeting aggregators or other websites on which our content might appear with referrals back to our site. It will involve liaising with commissioning desks on appropriate content for other platforms as well as re-purposing assets already created on-platform.
• Determine the purpose and oversee the running of the Telegraph accounts across:
• core social media platforms, including X, Facebook, Instagram, LinkedIn and Reddit;
• primarily video platforms, including YouTube and TikTok;
• primarily audio platforms, including Spotify and Apple Podcasts;
• newsletter platforms, ie Substack.
• Work with Newsletter editors to grow and optimise audiences through Telegraph owned newsletters.
• Over all responsibility for the relationships with other platforms that could generate significant referrals to the Telegraph, such as Apple News and Drudge.
• Evaluate opportunities for purposeful reach on any other emerging social, video, audio and community platforms.
• Work with marketing, comms and appropriate commissioning desks to ensure that we build talent profiles in an intentional and meaningful way across key verticals.
• Maintain a keen outward-looking focus, studying competitor activity, growth audience opportunities and platform changes to ensure that our strategy is constantly updated and optimised.

Key skills

Essential

• Experienced audience specialist with good knowledge of social platforms and aggregators who understands how to deliver growth in a meaningful and actionable way.
• Digital editor and publisher with significant experience of working in an always-on newsroom.
• Good news and story judgement.
• Expertise in how to write brilliant headlines and sells and present content visually.
• High literacy in analytics and ability to absorb, understand and reflect complex data in simple, meaningful and actionable ways.

Desirable

• Deep understanding of the Telegraph reader, their interests and what they are likely to read.
• Strong interpersonal skills and ability to communicate effectively with executive editors, heads of departments, senior journalists and external partners.
• Knowledge of the Telegraph’s subscription-based strategy and the business’s strategy to achieving growth.
• Strong relationship management skills.

Our benefits

The nature of our industry means life at the Telegraph Media Group is fast-paced, demanding, and interesting. We also want it to be rewarding for everyone who works here by creating a suite of benefits that contribute to lifestyle choices and leisure activities. From dynamic working opportunities, medical cover, and parental leave (six months fully paid maternity leave and enhanced paternity/partner leave), to life assurance and season ticket loans, you can choose from a range of flexible benefits, designed to support your lifestyle and help you achieve a healthy work-life balance.

Training and development

With support from your manager and colleagues, you’ll also have access to a variety of training and development opportunities through The Academy. Covering a range of personal and professional skills, our courses enable you to develop an enjoyable and rewarding career.

Our commitment to inclusion

At Telegraph Media Group, we foster a diverse and inclusive workplace and we are committed to building a team that reflects a wide variety of skills, perspectives and backgrounds. We believe in equality of opportunity and welcome candidates from all backgrounds, regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief.

We are proud to be a Level 3 Disability Confident Leader as part of the government’s Disability Confident Scheme. If you are disabled or have a long-term health condition and would like support in applying for any of our roles or if you require any reasonable adjustments in the recruitment process with us, please make us aware.

To find out more about Diversity, Inclusion and Belonging at Telegraph Media Group, and for more information on our purpose, beliefs, and people values, please visit our website.