Messaging Specialist

Gannett; McLean (VA); Remote; USD 73,000 - 90,000; Full time

Job summary

USA TODAY is seeking a Messaging Specialist to lead email newsletter strategy and audience growth. You will advise on performance, experimentation, and the integration of messaging across newsletters, SMS, WhatsApp, and Substack.

This role emphasizes data-driven storytelling and collaboration with newsroom teams to maximize reach and revenue. You will coach journalists on effective newsletter practices, translate data into insights, and align editorial goals with audience needs in a

Qualifications

• Bachelor's or master's degree in communications, journalism, marketing or related field or equivalent combination of education and experience.
• 5+ years in digital journalism or newsroom leadership; journalism experience is mandatory.
• 3-5 years of analytics experience; preference for content analytics.
• Experience curating newsletters and growing newsletter audiences.
• Strong knowledge of digital media landscape and audience engagement.
• Ability to manage priorities independently and collaborate cross-functionally.
• Coaching and leadership experience across divisions.
• Ability to align editorial work with audience and organizational goals.

Responsibilities

• Lead USA TODAY's email newsletter and messaging strategy to assess portfolio performance and drive innovation.
• Own flagship newsletter products, partnering with newsroom teams to increase discoverability, growth, engagement, retention, and revenue.
• Support SMS, WhatsApp and other messaging initiatives across the newsroom and network.
• Monitor performance, identify growth opportunities, and run experiments with content strategy.
• Adapt platform strategy to deliver timely experiences during breaking news and major events.
• Translate data points into actionable insights using analytics tools.
• Collaborate across divisions to improve newsletter revenue and retention.
• Coach journalists on best practices and lead trainings for hosts, editors and curators.
• Balance editorial and business priorities with audience needs and organizational goals.

Skills

Analytics

Newsletter strategy

Cross-functional leadership

Editorial alignment

Coaching

Education

Bachelor's or master's degree in communications, journalism, marketing or related field

Tools

Google Analytics

Parse.ly

Salesforce Marketing Cloud/ExactTarget

Substack

Job description

USA TODAY is looking for a high-energy, audience-focused Messaging Specialist with journalism experience (required) to monitor and advise on the performance and innovation of USA TODAY's messaging portfolio - focusing primarily on email newsletters.

The ideal candidate is passionate about preserving the future of news through innovative storytelling and engagement experiences. This role is right for you if you're constantly monitoring the latest trends in messaging (including email newsletters, SMS, WhatsApp, Discord) and emerging platforms and love to experiment and innovate.

As a key strategic leader on the new USA TODAY audience team, you will combine expertise in newsletter strategy, messaging, data analytics, and platform insights to grow audience and discoverability, deepen engagement, and support new revenue opportunities. You will take a portfolio-wide view of USA TODAY's newsletter and messaging offerings, translating editorial and business priorities and audience needs into experiences that are timely, relevant, and engaging.

You will also help strengthen audience engagement across the newsroom by coaching journalists on effective newsletter and messaging practices that build trust and loyalty. The successful candidate will be a collaborative, strategic thinker who can work across divisions and translate company-wide priorities into clear, actionable plans for the newsroom.

Help us ensure the future of journalism is strong and that our newsroom continues to evolve to meet the needs of a growing digital audience.

This position is remote and can be based anywhere in the US, except for Alaska, Hawaii and Wyoming. If you live near one of our local newsrooms, you may have the option to use that as a base of operations.

Responsibilities

• Lead USA TODAY's email newsletter and messaging strategy, working with USA TODAY leaders and the broader USA TODAY audience team to assess our portfolio and performance, develop audience journeys and drive innovation.
• Own flagship newsletter and messaging products, partnering with newsroom teams to increase discoverability, audience growth, engagement, retention, and revenue.
• Support SMS, WhatsApp and other messaging initiatives throughout the USA TODAY newsroom and broader USA TODAY Network.
• Monitor performance, identify growth opportunities, and lead experiments in partnership with content strategy.
• Adapt platform strategy in real time to deliver timely, relevant experiences during breaking news and major events.
• Translate data points into actionable insights. The right candidate deeply understands data tools and knows how to apply their analytical mindset to content.
• Partner across divisions to improve newsletter revenue and consumer retention.
• Collaborate with AI leads to test and implement tools that strengthen newsletter and messaging efficiency.
• Coach journalists on newsletter and messaging best practices and lead training for newsletter hosts, audience editors, and curators.
• Balance and execute editorial and business priorities while keeping audience needs and broader organizational goals at the center of every decision.

Requirements

• Bachelor's or master's degree in communications, journalism, marketing or related field or equivalent combination of education and experience.
• 5+ years of experience in digital journalism or newsroom leadership, including experience in a digital, print, or television news organization. Journalism experience is mandatory .
• 3-5 years of experience in analytics, with a preference for content analytics.
• Experience curating newsletters, growing newsletter audiences, and developing innovative messaging strategies.
• Strong knowledge of the digital media landscape and the role newsletters and messaging plays in audience engagement, discoverability, retention, and revenue.
• Ability to independently manage priorities and execute across competing demands.
• A collaborative spirit, able to lead not only direct reports but peers across the organization and a passion for coaching others.
• Strong business judgment and the ability to align editorial work with audience and organizational goals.

Technical specifications

• Experience using AI and automation to enhance journalism, newsletters, or messaging workflows.
• Proficiency with Google Analytics, Parse.ly, or similar analytics platforms.
• Experience with messaging and email platforms such as Salesforce Marketing Cloud/ExactTarget, Subtext, and Substack.
• Excellent communication skills, both written and verbal, to effectively convey findings and recommendations to diverse stakeholders.
• Familiarity with news products and journalism and understanding of media analytics and ethics.

The annualized base salary for this role will range between $73,000 and $90,000. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable.