Journo Jobs

The New York Times seeks an audience development manager, social and community, Wirecutter

June 13, 2023

Posted by Mariam Ahmed

Wirecutter is looking for an experienced manager to lead social media strategy and production, as well as community engagement across channels. This is a collaborative role that demands creativity to the max, a knack for smart-and-engaging storytelling, a keen eye for trends and accuracy, and a clear perspective on where Wirecutter can and should fit in all of that on social.

As manager, you will report to Wirecutter’s director of audience development and be a key leader on the audience team. You’ll oversee a team of strategists and work with partners across the company to grow and engage Wirecutter’s audience through social channels, and develop a deeper relationship with our readers on-site and on social—all while supporting our mission of providing high-quality journalism.

Wirecutter’s social channels aim to delight and inform, providing readers with everything from shopping and cleaning advice to the best deals on Wirecutter-approved picks. And they introduce Wirecutter to new audiences through compelling content and must-follow series. And that’s just the start! If you love audience engagement, social storytelling, and data-driven strategy development, this role is for you. This role is a New York-based hybrid position.



  • Lead Wirecutter’s social presence and reader relationships on Instagram, Facebook, Twitter, TikTok, and other emerging platforms with a goal of converting new audiences into loyal followers and building strong relationships with readers
  • Lead all production of social content—from ideation to distribution to analysis—developing efficient workflows, calendars, and cross-team collaboration
  • Co-develop franchises in partnership with other audience managers that drive followers to tune in, react, and share
  • Partner with our Social Video Manager to build a video strategy that drives engagement and growth on social
  • Work with Wirecutter journalists to plan seasonal and event-based content, and identify coverage areas with high audience interest
  • Evangelize best practices to the Audience and larger Editorial teams, inspiring collaboration and contributions
  • Coordinate a diverse team of editors to contribute to social, ensuring a range of perspectives is represented
  • Support the development of creative brand guidelines
  • Collaborate with New York Times teams and other partners to increase the reach of Wirecutter’s journalism
  • Partner with the data team to create robust reporting; share actionable insights on off-platform performance and best practices to stakeholders across the company
  • Engage with Wirecutter’s followers off-platform, promoting an organic dialogue and reporting out on feedback trends
  • Gather, synthesize, and share reader feedback on high-priority areas of focus for Wirecutter’s editorial team and business initiatives
  • Lead management of social and community publishing and listening tools
  • Serve as the people manager for the social and community team—hiring, performance-managing, nurturing individual and team growth
  • Perform related work as assigned that drives audience engagement and growth

Basic Qualifications:

  • Minimum 8 years of experience working in an audience development role for a brand or major media outlet
  • Minimum 3 years of experience in a people management role

Preferred Qualifications:

  • Proven experience growing social accounts, and deep understanding of what content and formats work on different platforms
  • Proficient in analytics and social listening tools like Chartbeat, Facebook Insights, Sprout Social, and other comparable tools
  • Deep understanding of experimentation and iteration to find what resonates with various audiences
  • Excellent editorial judgment, with your finger on the pulse of trends and what people are talking about online
  • Passion for The New York Times’s and Wirecutter’s mission and commitment to be a part of our innovation and growth

Salary: The annual base pay range for this role is between $120,000.00 and $135,000.00.

For more details click here.

Subscribe to TBN

Receive updates about new stories in the industry daily or weekly.

Subscribe to TBN

Receive updates about new stories in the industry.