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Director of Audience Development for World Channel – WGBH Educational Foundation – Boston, MA

Company: WGBH Educational Foundation

Address: Boston, MA

  • Full Time

WGBH Educational Foundation

WGBH enriches people’s lives through programs and services that educate, inspire, and entertain, fostering citizenship and culture, the joy of learning, and the power of diverse perspectives.


WORLD Channel shares stories that humanize complex issues. WORLD presents the best of public media in news, documentaries and fact-based informational programming that helps us understand conflicts, movements and cultures that may be distinct from our own. WORLD’s original content offers a national platform to makers examining issues too often ignored by mainstream media. These emerging and master filmmakers spotlight a diversity of voices, telling stories not heard elsewhere. WORLD has won a Peabody Award, Alfred I. duPont-Columbia Award, News and Documentary Emmy and numerous national honors—including an RTNDA Kaleidoscope Award, a Media for a Just Society Award, two Lesbian & Gay Journalist Awards, a Gracie and an Asian American Journalists Award. WORLD Channel is committed to presenting more voices, perspectives and experiences across our platforms. To foster a work environment that values inclusiveness and reflects the broad perspectives of the American public, we encourage qualified applicants from all racial, ethnic, religious and socioeconomic backgrounds, sexual orientations, gender identities and functional limitations to apply, especially those from historically marginalized communities. The stories WORLD present are not your traditional stories but they are important and relevant to understand a transforming America .


WORLD Channel is seeking a new Director of Audience Development with a deep understanding of diverse and traditionally underrepresented communities and who can help WORLD aggressively grow our audience across social media, e-mail subscriber list and expand our brand recognition beyond public media.

The successful candidate will be an effective digital leader who is results originated. He/She/they will have a vision for how our work can be used in new and innovative ways to reach an audience that might not know about our important original content. This should include people who are digital-first consumers of non-fiction content, who use mobile devices as their primary means to consume news and who tend to be younger than the traditional public media audience.

This new leadership position will inform our content teams on how to best package and deploy WORLD original stories to social media and will come to the table with new digital strategies, a partnership that amplifies our award-winning brand to diverse communities. His/he/they mandate will have a deep passion for diversity and inclusion and be able to take a passion for the social media platforms to share the WORLD Channel brand.


  • Target audiences that are under the age of 50 and more diverse than the core PBS online audience as well as initiate and constantly experiment with wide-ranging reach and engagement platform strategies to build value for WORLD’s diverse audiences around important themes;
  • Employ list-building tactics to attract multicultural communities and develop a winning email and social media strategy.
  • Utilize audience data to help identify the best placement of WORLD’s original content, inform the packaging and distribution on ever-competitive digital platforms to encourage online viewing, strategize around digital and social media platforms and advise future placement and release strategies;
  • Create outreach and marketing toolkits to share with member stations. Develop platform-specific marketing and social strategies that extend the WORLD brand, with a special focus on demographics in underrepresented communities;
  • Re-think WORLD’s social media platforms and social media strategy working with WGBH’s Director of Social Media, to implement best practices learned from WGBH National Productions; grow our key KPIs by 10%, including increases in unique visitors and views at WORLD and on social platforms such as Facebook, YouTube, and Instagram;
  • Work with WGBH’S VP for Digital Services and other digital leaders at WGBH, experiment with direct donation strategies; adopt best practices and infrastructure that allows the development of a donation revenue stream while also supporting station imperatives to develop audience;
  • Work with the WGBH Research team to study and examine audience diversity across all public media digital platforms, and find ways to measure WORLD’s contributions in reflecting America’s many diverse communities.


  • Must be able to work cooperatively with artists and business colleagues in a fast-paced production-focused environment.
  • Ability to lead the team in person and virtually.
  • Excellent reading, writing, verbal, organizational, communication and analytical skills required.
  • Demonstrated writing ability and the proven capability to set priorities and meet deadlines.
  • Must have experience with Macintosh operating system, Word and Excel, and document comparison programs and general love of new technologies.


Bachelors Degree required. Preferred MFA or MA in film of MBA Business. Foreign Language (Eg. Spanish, Mandarine, French ). A minimum of 4-7 years’ related social media, social impact, audience development or marketing experience. A strong journalism background with experience working in production at some level. Experience managing and running multiple social media platforms. Must have experience analyzing metrics and other data points.


This is a project contract position


WGBH is an equal opportunity employer. The community and audience we serve is diverse, and we wish to foster that diversity in our workplace. Toward that end, WGBH does not discriminate against individuals in hiring, employment or promotion on the basis of race, religion, color, sex/gender, gender identity and gender expression, age, marital status, national origin, sexual orientation, citizenship, handicap or disability, veteran or military status, political belief, pregnancy, genetic information or any other characteristic protected by law.

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