Job Ref #: DL00
Industry: PR/Communications/Journalism/Media And Promotions
Job Type: Permanent
Positions Available: 1

Job Description

Key Responsibilities:

Audience Growth and Digital Platform Management 

Website Traffic and Digital Targets:

• Achieve and maintain monthly unique browser and page view targets across ECR's digital platforms
• Implement SEO best practices to maximize organic traffic growth
• Monitor and optimize website performance through analytics and user behaviour insights
• Develop strategies to combat declining web traffic caused by AI platform migration
• Stay current with AI disruption trends and develop content strategies that remain community-indispensable rather than traffic-dependent
• Research and implement emerging technologies and platforms that could enhance ECR's digital presence 

Paid Digital Marketing and Campaign Management: 

• Manage station's paid advertising accounts across Meta, Google, TikTok, Twitter and other relevant platforms
• Develop and execute PPC (pay-per-click) campaigns to drive traffic to station website and streaming platforms
• Optimize ad spend through ongoing campaign monitoring, A/B testing and performance analysis
• Create targeted audience segments for maximum campaign effectiveness and ROI
• Manage digital marketing budget efficiently, ensuring optimal allocation across platforms
• Track and report on paid campaign performance, cost-per-acquisition and return on ad spend
• Negotiate with platform partners to maximize budget effectiveness

User Experience Optimization

• Ensure consistent design and functionality across mobile, desktop and app platforms
• Ensure seamless synchronization between mobile and desktop versions
• Collaborate with development partners to regularly update apps with latest features and improvements
• Create innovative portal solutions to ensure evergreen functionality and utility

Podcast Audience Development

• Grow and maintain podcast download targets across all ECR shows
• Develop podcast content strategies that serve niche audiences while building scale
• Monitor South African listener engagement and optimize content accordingly
• Explore hybrid audio/video podcast opportunities

Streaming Audience Growth

• Achieve monthly unique session targets for ECR and East Coast Gold streaming platforms
• Develop strategies to convert FM listeners to digital streaming consumers
• Monitor streaming quality, reliability and user experience
• Work with technical teams to ensure platform stability and innovation

Reporting and Analytics

• Compile comprehensive monthly OPCO and Digital Reports
• Present insights and recommendations to programming and operations teams
• Provide regular analytics updates to digital team and station leadership
• Track performance against targets and adjust strategies accordingly

Staff Development and Digital Team Leadership 

Team Development and Training

• Upskill digital team through regular training sessions, creative workshops and professional development opportunities
• Keep team current with evolving social media and digital content trends
• Implement weekly creative guru sessions for skill development and innovation
• Identify skill gaps and provide targeted learning opportunities
• Train team on paid advertising best practices and campaign optimization techniques

Industry Knowledge and Collaboration

• Stay informed about latest trends and best practices in digital marketing and content creation
• Monitor AI disruption trends and their impact on digital publishing, content consumption and audience behavior
• Research emerging platforms, technologies and content formats that could benefit ECR
• Share industry knowledge and insights with team regularly
• Collaborate monthly with KMR (Kagiso Media Radio) and Jac (Jacaranda) digital teams
• Attend industry conferences, workshops and training as appropriate
• Foster culture of continuous learning and experimentation
• Participate in industry forums and networks to stay ahead of digital transformation

 Content Strategy and Community Engagement 

Audience-Centric Content Development

• Develop and maintain content strategies tailored to target audience interests and needs
• Create content that resonates with KZN communities and encourages meaningful interaction
• Conduct ongoing audience research to understand content preferences and consumption patterns
• Implement feedback mechanisms (polls, surveys, engagement analysis) to refine content approach
• Ensure all content aligns with ECR's brand values and speaks authentically to KZN
• Develop AI-resistant content strategies that leverage ECR's local market position and human authenticity

Social Media Growth and Engagement

• Increase social media following, reach and engagement across all ECR platforms
• Ensure diverse mix of content types including images, videos, infographics, stories, reels and live content
• Maintain consistent posting schedules across all social platforms
• Respond promptly to comments, messages and community interactions
• Run targeted social media advertising campaigns to reach specific audience segments
• Co-own social strategy with marketing and content teams
• Monitor platform algorithm changes and adjust organic and paid strategies accordingly

Personalized Content and Community Building 

Newsletter and Direct Communication

• Develop and implement digital community engagement strategy through targeted newsletters
• Successfully deliver regular newsletters that drive engagement and loyalty
• Grow newsletter subscriber base through strategic promotion and value delivery

WhatsApp Channel Development

• Build and maintain active WhatsApp channel for direct audience communication
• Grow WhatsApp community through compelling content and exclusive access
• Use WhatsApp as tool for appointment listening and promotional support
• Create personalized content experiences that deepen listener relationships

Content Development and Management Responsibilities

Daily Content Operations

• Source and curate digital content through research across various platforms, identifying trending themes
• Develop multimedia story concepts that align with ECR's editorial strategy and brand positioning
• Manage content development process by engaging with creators, providing guidance and ensuring brand alignment
• Draft scripts for live reads and promotional content for on-air dissemination
• Prepare online content for marketing and sales campaigns in collaboration with commercial teams

Content Quality and Compliance

• Create all content in line with legislative requirements, ethical guidelines and ECR policies
• Ensure content is ready for publication using correct templates and formats
• Proofread website content regularly, evaluating against editorial style guide
• Support content producers with updates on trends, best practices and editorial policies

Content Management System (CMS) Administration

• Create station-specific website portals, campaigns and bespoke pages for station and client needs
• Manage CMS effectively, resolving queries and escalating technical issues appropriately
• Populate and maintain CMS layouts to optimize user experience
• Ensure content synchronization across all digital touchpoints

Budget Management and Financial Accountability

Digital Marketing Budget Administration

• Manage allocated digital marketing budget across all paid platforms
• Forecast budget requirements and provide recommendations for optimal allocation
• Track spending against budget, ensuring cost-effective campaign execution
• Provide monthly budget reports with performance metrics and ROI analysis
• Identify opportunities for budget optimization and efficiency improvements
• Negotiate vendor contracts and platform partnerships to maximize value

Stakeholder Engagement

Internal Collaboration

• Work closely with Programming, Marketing, Sales, and Production departments
• Generate data-driven ideas to support show content, marketing campaigns and sales initiatives
• Participate in daily meetings, providing input and implementing agreed strategies
• Present monthly analytics insights to leadership and operations teams
• Collaborate with finance department on budget planning and reporting

External Partnerships

• Engage with platform partners to ensure third-party services align with ECR strategy
• Work with group development team on Station App and Website innovation
• Identify and pursue content syndication and affiliate partnership opportunities
• Manage relationships with advertising platforms (Meta, Google, TikTok, Twitter)
• Coordinate with content producers, suppliers and syndicate publications

Job Requirements

Educational Requirements:

• Matric/ Grade 12 
• Degree or Diploma in Journalism, Media Studies, Digital Marketing or related field. 

Knowledge, Skills & Experience Requirements: 

• 3-5 years in digital content development, with demonstrated success in:
• Multi-platform digital content strategy and execution
• Social media management and audience growth
• PPC campaign management and optimization across multiple platforms
• Digital marketing budget management
• Analytics and data-driven decision making
• Team leadership and development
• Content creation across multiple formats

Technical Skills:

• Advanced proficiency in analytics systems (Google Analytics 4)
• Google Ads and Meta Business Manager certification or equivalent experience
• PPC campaign management and optimization
• Content management systems
• Adobe Creative Suite (Photoshop, Illustrator) or equivalent
• Video and audio editing software
• Social media management tools (Hootsuite or similar)
• Microsoft Office suite
• SEO optimization tools and techniques