Al-Ain News is IMI's multilingual digital news platform, delivering around-the-clock coverage of regional and international news. The platform combines breaking news, live updates, analysis, opinion, explainers and video to provide audiences with reliable, accessible journalism.
Available in Arabic, English, Turkish and Persian, Al-Ain News serves audiences across multiple regions through a network of editorial teams and regional bureaux.
Role Summary
The Audience Growth Analyst will be responsible for analyzing, monitoring, and optimizing engagement strategies across various digital platforms to maximize audience interaction and enhance the overall brand experience. This role demands a deep understanding of audience behavior, content performance, and data analysis to improve customer retention, engagement, and satisfaction. The analyst will collaborate closely with marketing, content, and product teams to provide actionable insights and develop data-driven strategies.
Key Responsibilities
Audience Analytics & Reporting
- Analyse audience engagement metrics, including website traffic, social media interactions, and email performance.
- Classify published content on a daily and weekly basis by content source, producing team, and video presenter.
- Monitor user behaviour across platforms (social media, websites, mobile apps) to identify key trends.
- Utilize tools such as Google Analytics, social media insights, and CRM systems to gather data on audience preferences.
- Provide regular reports on content performance, offering actionable recommendations for improvement.
- Assist in creating reports that assess the audience impact of key stories or events.
- Implement data visualization tools (e.g., Tableau, Power BI) to create more intuitive reports for stakeholders.
Content & Newsroom Support
- Support newsroom teams with data-led content analysis, including series impact and story formats.
- Contribute to content optimization by recommending adjustments in audience targeting, timing, and messaging.
- Integrate A/B testing for content formats, headlines, and CTAs to optimize engagement across platforms.
- Conduct research on core target audiences and trends for upcoming events or areas of interest.
- Uphold AlAin News editorial guidelines to maintain the brand’s reputation and respect for IMI’s constituents.
Engagement Strategy & Platform Optimization
- Assist in implementing multi-channel engagement strategies to enhance customer experience and retention.
- Segment audiences by behaviour, demographics, and engagement level for personalized marketing campaigns.
- Continuously optimize digital platform performance (website, social media, email) to improve user engagement.
- Engage in cross-platform audience migration techniques, promoting seamless experiences across multiple digital touchpoints.
- Adopt audience gamification tactics to increase retention and participation in content-driven campaigns.
AI & Predictive Analytics
- Leverage AI and machine learning tools to predict audience behaviour and recommend personalized content strategies.
- Utilize predictive analytics to forecast trends in audience engagement and suggest proactive strategies.
- Use sentiment analysis tools to assess emotional responses to content and adjust strategies accordingly.
Audience Growth Initiatives
- Monitor the impact of incentives, events, and activations on registered users.
- Assist the social media team in engaging with audiences and converting them into followers or subscribers.
- Develop an influencer partnership strategy based on engagement data to extend reach and credibility.
- Drive initiatives around zero-party data collection (voluntary user data) to build accurate audience profiles without relying on third-party sources.
- Play a key role in organizing AlAin News outreach programs, managing event logistics.
Cross-Team Collaboration & Stakeholder Engagement
- Collaborate with marketing and content teams to refine strategies based on data insights.
- Regularly communicate with the marketing team to support audience growth initiatives.
- Work with product and UX teams to align platform functionality with engagement goals.
- Collaborate with the product team to integrate audience feedback loops into content creation processes, ensuring alignment with user preferences.
- Present insights and trends to stakeholders, including marketing, sales, and product teams.
Key Requirements
- 3–5 years of experience in audience analytics, digital growth, or audience development, ideally within a news or digital media organization.
- Hands-on experience with Google Analytics, social media insights, CRM systems, and web/app analytics platforms.
- Proficiency in data visualization tools such as Tableau or Power BI, and strong Excel skills.
- Practical experience running A/B tests and turning data into clear, actionable recommendations.
- Familiarity with AI/ML, predictive analytics, and sentiment analysis tools is a strong advantage.
- Good understanding of audience segmentation, engagement funnels, and multi-platform content distribution.
- Strong communication and presentation skills, with the ability to explain data to editorial and non-technical teams.
- Understanding of newsroom workflows and editorial standards.
- Fluency in Arabic and English (written and spoken).
- Bachelor’s degree in Data Analytics, Marketing, Media, Journalism, Statistics, or a related field.
