Manager, New and Emerging Media

Grant Funded

Reporting to the Director of Media Relations, this role will lead the outreach and engagement with non-traditional media outlets to advance the implementation and integration of the AAP cultural strategy to embed pediatric health story lines into popular culture online content. The person in this role will collaborate across internal teams to ensure messaging is informed by audience insights and media consumption trends, as well as aligned with a unified communications strategy.

Some tasks will include:

1. Collaborate with internal teams and external agencies to execute a cultural strategy to embed child health and immunization story lines into popular media, ensuring messaging resonates authentically across diverse audience segments.
2. Build and maintain relationships with social media news influencers, podcasters, content creators, and other emerging and non-traditional media partners.
3. Identify, pitch and facilitate interviews and other collaboration opportunities with emerging and new media content creators and journalists to embed routine vaccination and child health themes into non-traditional media reporting, formats or story lines.
4. Assess performance of influencer and non-traditional media campaigns using analytics, audience insights, and qualitative feedback. Monitor and report daily on non-traditional media pickup of the AAP and priority child health issues.
5. Translate research findings into actionable strategy recommendations, including integration into scripted entertainment, influencer content, and adjacent media.
6. Monitor evolving cultural trends, audience behaviors, and social narrative shifts influencing vaccine confidence.
7. Develop materials to support cultural strategy initiatives, including content plans, talking points, pitch materials, and creative briefs.
8. Partner with media relations and social media teams to ensure consistency in narrative framing, tone, and audience segmentation across all channels.
9. Contribute to the daily work of the media relations and social media team, including drafting news releases, creating backgrounders and talking points, researching fact checks, staffing press briefings, responding to interview requests, and other activities.
10. Perform other duties as assigned.

Qualified candidates will possess:

1. Bachelor's degree in public relations, journalism, digital marketing, communications, or related discipline or an equivalent combination of relevant education and work experience required.
2. At least three years' related experience managing/implementing social media influencer activations, cultural/creator strategies, and/or public relations programs for non-traditional media required, including assessing social media performance. National public relations and/or social media experience and working in an association or medical environment preferred, as well as experience translating research into communication or cultural insights.
3. Excellent journalistic, promotional writing styles, communications, interpersonal, diplomacy, decision-making, and time management skills required. Must be able to manage multiple projects simultaneously within strict deadlines, pay close attention to detail, take initiative, work both independently and as part of a team, and collaborate effectively with various internal and external constituents. Strong technical acumen essential with proficiency in MS Office, core social media platforms, and the ability to learn and apply new technologies and trending technology platforms including the use of AI; experience with document collaboration platforms (e.g., SharePoint) and virtual meeting platforms (eg, WebEx, Teams) preferred. Must be skilled in leading and developing staff, as well as promoting and maintaining a positive and cooperative team-oriented work environment, with a commitment to fostering a culture where everyone feels valued and respected. Some evening/weekend work and travel required, as well as the ability to be flexible with work schedule to accommodate physicians' availability.

A reasonable estimate of the current base pay range for this position is $92,823.63 - $97,980.74. Compensation decisions take into account a wide range of factors, including but not limited to relevant experience, skills, certifications, geographic location, business needs, and organizational policies. In addition to those factors, we believe in the importance of pay equity and consider internal equity of our current team members as a part of any final offer. Hiring at the maximum of the range would not be typical. We also offer a comprehensive benefits package which includes healthcare and retirement savings plans.

Click to see all benefits offered: http://aap.org/BenefitsAtAAP. The AAP does not use artificial intelligence (AI) to make employment decisions.

Hybrid work environment of 40% of work time in the office per month.

To learn more about the organization, see a full job description, and/or apply for the position, please visit https://www.aap.org/employment.