Summary

The Wikimedia Foundation seeks an innovative, creative and collaborative marketing leader to define and execute strategies for engaging young people (aged 18-25) on short form video platforms with Wikipedia. As part of this work, they will build and lead a fast moving and dynamic team from across departments to create a range of dynamic and experimental content and creative campaigns that can help us unleash our potential in reaching this important audience group on these channels.

Our work on short form video is part of the Foundation’s Future Audiences initiative, which explores strategies for creating new audiences for Wikipedia, in an effort to reach everyone in the world with the sum of all human knowledge. We know that young people are spending more time on short form video platforms (TikTok, Instagram Reels, etc) than on traditional search engines or websites to get their information (see our report on global trends). In order to stay front of mind for these audiences, our goal is to build an engaged online community of young people that love, learn from, engage with, trust and share Wikipedia content on short form video platforms. We also wish to create new experiences that increase engagement with these audiences where they are.

Already through various experiments on these channels, we’ve demonstrated that we can reach younger audiences at scale. Now we’re looking to significantly increase our experimentation efforts, through a variety of tactics (for example, influencer marketing, creative campaigns, partnerships), to learn how to effectively increase our brand presence and engagement with these audiences in the longer term.

You are responsible for:

This role will sit in the External Communications team within the Foundation’s Communications Department. It will be responsible for:

Leading and collaborating with multiple teams across the Wikimedia Foundation (Product, Partnerships, Brand Studio, and others) to develop creative and experimental video content at an accelerated pace.
Exploring, developing, executing, and testing various marketing strategies and activities on these channels (TikTok, Reels, YouTube), taking a “test and learn” approach, and pivoting quickly if things aren’t working, to help us achieve innovation and impact at scale.
Working with creatives, agencies and others to mastermind campaigns that capture attention.
Effective storytelling, crafting compelling narratives that resonate with our target audiences.
Using metrics and analytics to iterate and improve experiment output and audience resonance; continually ensuring experiments align with both Foundation goals and audience preferences.
Staying on top of emerging practices, themes, stories, and trends in marketing, and building these into your approach.
Line managing the social media team, overseeing the work on short form video platforms, and also our wider social media strategy, effectively in a fast moving environment, ensuring coaching and career development.
Working in partnership with Product and Tech teams to help facilitate new and innovative approaches to product testing with young people, to help enhance engagement with these audiences in the longer term.
Contributing to wider marketing and communications plans for Future Audiences initiatives by aligning on objectives, strategies, tactics, budgets, timelines, and resource allocation.

Skills and Experience:

Experience working for a global brand, effectively marketing to young people through short form video, as well as other channels.
Experience embracing bold, creative, experimental, and successful risk taking, leading to greater innovations and improved performance.
Experience delivering creative work scrappily, in low-resource environments.
Strong knowledge of the creative development process, coupled with practical experience in managing (internal or external) creative and production teams.
Experience in effectively building engaged online communities.
Ability to effectively manage stakeholders across multiple levels and functions, including strong communication and problem-solving skills, to ensure alignment with project goals and foster positive relationships.
Ability to work quickly, and flexibly, across multiple timezones, cultures and priorities.
Sound judgment with proven ability to make objective, data-based decisions.
Line management experience, having previously led a successful social team.
Budget management.

Qualities that are important to us:

Comfortable being strategic and also doing the work.
Ability to thrive in a fast-paced, dynamic environment, and comfortable with ambiguity.
Experience working with remote teams.
The ability to lead autonomously while being comfortable in a highly collaborative, consensus-oriented environment.

Additionally, we’d love it if you have:

A deep love for Wikipedia / Wikimedia, the joy of discovery, and empowering the expansion of free knowledge.

Senior Marketing Manager (Social Platforms)

Anywhere in the world

Remote

Senior

Wikimedia Foundation