The American Academy of Ophthalmology is looking for a PR Manager. The manager is responsible for planning and executing professional and public awareness campaigns in science, trade and consumer media to elevate the practice of ophthalmology, enhance the positive image of the Academy, and raise awareness of the Academy’s public education programs promoting eye health and safety.
We are seeking a Communications Manager for a newly expanded role with the American Academy of Ophthalmology Communications Department, the team primarily responsible for communication to our 32,000 member ophthalmologists and a public audience of 20 million annually.
The Communications Manager must have broad command of digital communications strategies and best practices, serving with the Director of Communications as the key drivers of the Academy’s web, email, mobile app and social media strategies.
The Communications Manager has three key areas of responsibility: The primary job is to be the day-to-day managing editor of EyeSmart, the eye health information section of AAO.org, the Academy’s website. In addition, this person manages the Academy’s staff intranet and newsletter and supervises our social media specialist.
The Communications Manager is essential to the success of EyeSmart, the vehicle through which the Academy reaches its greatest audience and shows the public that ophthalmologists are their most-trusted source for eye health information. The role requires content strategizing and planning, website production and search optimization, all aimed at making the site a leading source of eye health content for the public in a highly competitive space.
In managing the Academy intranet and newsletter, the Communications Manager works closely with the Director of Communications, the Human Resources Department and key Academy leaders to ensure these tools are successful.
The Communications Manager supervises the Communications Specialist, who is the point person for all Academy social media programming. The specialist programs social media channels, tracks key performance indicators and stays abreast of changes in best practices.
Responsibilities for EyeSmart:
Manage site to keep it fresh and relevant daily Monitor keyword performance and identify strategies — including monthly search engine marketing campaigns and website optimization — to improve search rankings and share of voice Manage the Academy’s Google Ads account, including our relationship with our Google account rep and the discretionary decisions each month about how to allocate our ad budget, which makes up about 40% of the EyeSmart budget Produce and share metrics reports required to monitor key performance indicators Use relevant metrics to drive day-to-day and long-term efforts and to recommend strategic initiatives Engage physician leaders for input on content strategy and for submissions of images, new content ideas and participation in content development Manage the assignment and editing of freelancer-produced content and make decisions about how to allocate our freelance resources, which make up about 10% of the EyeSmart budget Coordinate with the Patient Education Department on production of weekly Ask an Ophthalmologist content, managing the publication of new content Coordinate with the Patient Education Department on the Spanish translation of content to ensure the Spanish version of the site mirrors the English version, managing the publication of new translations Coordinate with the Public Relations Department on development of content related to monthly observances, patient stories and news events Coordinate with the Marketing Department on promotion Plan and supervise EyeSmart’s presence at the Academy’s annual meeting Produce monthly EyeSmart member newsletter and monthly EyeSmart public newsletter Coordinate EyeSmart social media channel efforts with Public Relations Department Manage the EyeSmart YouTube channel to maximize video exposure Other responsibilities:
Supervise the department’s Communications Specialist responsible for social media programming and other projects Manage day-to-day operations of the Academy’s staff intranet and newsletter Manage intranet content from internal stakeholders across all Academy divisions Manage publication of weekly or monthly updates from the Academy CEO, COO, vice presidents and other key leaders. Requirements:
A minimum of three year’s experience managing consumer-focused digital media content operations with three plus years of supervisory experience Strong proficiency in writing, editing for style, consistency and content Up-to-date technical knowledge and experience with web authoring and social media tools, information architecture, graphics and design for the effective delivery of online content Intermediate knowledge of HTML, still image and video editing Comprehensive knowledge of social media and email newsletter best practices. Experience using web analytics, competitive analysis and ROI analysis for digital efforts Adept in the elements of Associated Press journalistic style, English grammar and web-writing best practices Knowledge of search engine optimization and search engine marketing strategy Ability to handle multiple projects simultaneously Strong problem-solving and analytical assessment capabilities Ability to create clear, concise, action-oriented web content, templates and images for multiple audiences Ability to select the appropriate online storytelling technique Ability to manage an editorial calendar and a team of cross-departmental and freelance content contributors Strong leadership skills Ability to manage and motivate individuals to achieve their goals and to grow professionally Strong verbal communication and presentation skills Ability to communicate clearly with all stakeholders Ability to work as a self-starter who can function independently as well as collaboratively Ability to work well under pressure and meet deadlines Ability to travel for annual meeting