Associate Director, Audience Engagement in London

Human Rights Watch (HRW) is seeking an Associate Director, Audience Engagement to support the Audience Engagement division in the Communications Department. This division uses a variety of digital techniques to build influence through Human Rights Watch’s work across all its platforms and languages.

Working closely with the Director, Audience Engagement, the Associate Director will play a senior role in developing HRW’s vision for ambitious and data-led global audience engagement. They will drive an audience-centered approach for priority investigations, reports and campaigns across social media, newsletters, podcasts, the website and other relevant channels.

Leading our nascent audience insights function, this team member will help lead on our critical data and insights work, helping develop a better understanding of our audiences and what content, platforms and technologies are driving deeper impact for our major investigations and reports. This position reports to the Director, Audience Engagement, based in the UK. This role will be based within commuting distance of the following HRW offices and must be willing to work from the office on an as-needed basis: London, Berlin, Amsterdam, or Stockholm.

Responsibilities

• In partnership with the Director, support the development and implementation of HRW’s cross-channel audience engagement strategy, identifying opportunities to amplify HRW’s voice, deepen engagement with our investigations and research, and promote action on human rights issues.
• Use audience research, analytics and experimentation to identify opportunities, inform comms, editorial and distribution decisions, and improve audience journeys and engagement.
• Supervise the Audience Insight Manager and other members of the Audience Engagement team; deputize for the Director when needed.
• Support the Director to help ensure HRW’s digital outreach supports advocacy and fundraising objectives.
• Supervise the Audience Insights Manager to embed audience insight, measurement and experimentation into strategy and decision-making across the communications department.
• Partner with colleagues on the content and social media teams to ensure design and video production are aligned with our goals and objectives.
• Help guide and build cohesion and effective deployment of digital products across various language website pages and social media channels.
• In regular partnership with the Associate Director, Social Media, create copy and content ideas for channels.
• Manage vendors, including agencies and freelancers as required, and associated budgets.
• Oversee and develop a full promotional lifecycle for our products, from user journey mapping to production and performance analysis.
• Support the Director to lead measurement and evaluation of all marquee products.
• Help senior leadership, program colleagues, and donors understand opportunities, develop capacities, and apply best practices.
• Represent the organization at events and conferences, as required.

Qualifications

We are eager to hear from all candidates who can perform the essential functions of this role even if they do not meet all of our desired qualifications – particularly if they are from backgrounds underrepresented in the NGO sector.

Education: A bachelor's degree or equivalent work experience in journalism, communications, international relations, media innovation, marketing, social science, or related field is required.

Experience:

• 7+ years of experience in digital strategy, campaigns, social media, digital communications, and/or digital marketing.
• Demonstrated expertise in analyzing and visualizing data, generating insights, and implementing best practices.
• Experience using digital tools and software including Google Analytics (GA4), Salesforce Marketing Cloud, Sprout Social, and similar products.
• Experience in project management and project management software such as Asana, Monday.com or similar products.
• Experience working with and negotiating with vendors/salespeople.
• Background in copywriting and creative direction/design a plus.
• Strong interpersonal and influencing skills.
• Fluency in a non-English language is desirable, especially French, German or Spanish.

Other: Applicants for this position in Sweden and the Netherlands must possess valid work authorization for the location where they wish to be based.

Salary and Benefits: HRW seeks exceptional applications and offers competitive compensation and employer paid benefits.

Human Rights Watch is strong because it is diverse. We actively seek a diverse applicant pool and encourage candidates of all backgrounds to apply. Human Rights Watch does not discriminate on the basis of disability, age, gender identity and expression, national origin, race and ethnicity, religious beliefs, sexual orientation, or criminal record. We welcome all kinds of diversity. Our employees include people who are parents and nonparents, the self-taught and university educated, and from a wide span of socio-economic backgrounds and perspectives on the world. Human Rights Watch is an equal opportunity employer.

Human Rights Watch is an international human rights monitoring and advocacy organization known for its in-depth investigations, its incisive and timely reporting, its innovative and high-profile advocacy campaigns, and its success in changing the human rights-related policies and practices of influential governments and international institutions.