What are the responsibilities and job description for the Senior Media Audience Data Analyst position at Sinclair Broadcast Group?
The Sr. Audience Data Analyst will be responsible for tracking and developing performance insights across social media and audio operations for our growing portfolio of sports, news and lifestyle podcasts and social brands.
The ideal candidate understands the nuances of social media and podcast audience habits and growth strategies, and has the ability to derive actionable insights from data provided by the social platforms.
The Sr. Audience Data Analyst will work closely with executive leaders, audio and social content producers, sales, finance, accounting and other departments, ensuring all departments have needed performance insights, up-to-date analytics and recommendations on opportunities for improvement.
This is not just a reporting and analysis role. Excelling in this position will require proactively using data to identify audience trends and opportunities to improve production, content selection and marketing strategies for optimal audience reach, growth and advertiser value.
You will be working directly with teams that produce some of the biggest shows and brands in the country, and success will mean having a direct impact on making them even better.
Responsibilities
- Analyze changes in audience and revenue patterns and recommend actions to grow overall audience engagement.
- Identify audience interest trends across social media platforms to identify unmet areas of opportunity for content production teams.
- Deliver regular reporting and analysis of social and audio business performance.
- Fluent in the language of Digital, Social, Podcasts, Sales, News, Sports, Data Science and other divisions without being afraid to ask questions or dig into issues to bring about solutions.
- Develop and maintain dashboards and reports that track key metrics and provide a clear view of performance and trends.
- Assist with creating data assets and visualizations for sales presentations or internal reporting.
- Work with content production teams to highlight data-supported growth opportunities and train producers to access needed data on their own.
- Stay on top of general social media trends, including new features, capabilities and platforms, ensuring analysis tools and strategies are always ready to measure and take advantage of such changes.
Qualifications
- Bachelor's degree in marketing, data science, business, journalism, or a related field.
- Proven experience as a data analyst, researcher or similar role in a media company.
- Strong understanding of social media platforms and audience growth strategies.
- Excellent analytical skills and proficiency in data analysis tools.
- Expert in utilizing social analytics and APIs from Facebook, Instagram, Threads, X, TikTok, YouTube, and other social platforms.
- Familiarity with podcast analytics from platforms like Art19 or Megaphone
- Strong writing and communication skills, and ability to work collaboratively with various teams.
- Ability to derive actionable insights from complex data sets.
- Knowledge of sports leagues, teams and sports landscape is a plus.
- Self-motivated with an ability to drive research and insights without detailed direction.
- Proficiency using Excel and data visualization tools (Power BI, etc.) to present insights clearly.
- Familiarity with Sprout is a plus.
- Able to travel if requested, approximately 5% of the time.
