Online Media Lead

Description

Use your social media skills and knowledge of public relations to change the world for animals. PETA is seeking an Online Media Lead to develop cutting-edge social media strategies, grow new relationships with media influencers, and represent our campaigns to them on various platforms, including Instagram, Substack, TikTok, and YouTube.

Primary Responsibilities and Duties:

• Research, identify, develop, and coordinate pitches and correspondence that promote animal liberation messages and generate media coverage for PETA’s campaigns across Instagram, Substack, TikTok, YouTube, and other platforms

• Develop processes for effective strategic media influencer outreach across assigned social media platforms by creating assets, managing projects, deploying outreach, and tracking results; increase PETA’s impact and build a network of media contacts

• Oversee engagement with news influencers across social media

o Help PETA seize opportunities to engage with news influencers about animal liberation issues by monitoring social media and preparing replies as needed

o Stay current with the latest social media trends, platform updates, and best practices, to identify new opportunities for growth

o Stay current with the latest news influencers to ensure effective outreach of animal liberation issues and PETA campaigns

o Regularly track PETA mentions and news influencer conversations on social media to find outreach and pitch opportunities

• Adapt to new plans and opportunities quickly, adjust media outreach strategies, and enact plans based on success and analytics

• Brainstorm, develop, and implement pitch ideas; manage media outreach projects independently to completion

• Keep informed about PETA's work, social media presence, and traditional media coverage

• Maintain database records of media contacts, interactions on various platforms, and supplemental information

• Exercise sound judgment and confidentiality at all times

• Professionally represent PETA's campaigns to the media and the general public

• Perform any other duties assigned by the supervisor

Requirements

• Degree in a related field or equivalent experience

• Minimum of three to five years of professional working experience in social media

• You must have proven success in fostering engagement and analysis

• Not only do you have a solid working knowledge and understanding of Substack, Instagram, TikTok, and YouTube, but you also know best practices for contacting news influencers on these platforms

• Track record of successful strategic projects demonstrating increased outreach and influence for supported brands, clients, or companies

• Previous public relations experience, a plus

• Excellent writing and organizational skills

• Ability to think strategically and creatively to achieve objectives

• Experience with public relations listening and engagement tools such as Sprout Social, Muck Rack, Dash Hudson, Upfluence, and Sprinklr

• Willingness and ability to be on call during weekend and evening hours

• You must have the proven ability to prioritize work, take initiative, handle multiple tasks, work well under pressure, and follow through to meet deadlines. Social media moves at the speed of light, so you must be able to crank out high-quality work within short timeframes.?

• Proven ability to deal with a variety of people in a professional manner

• Demonstrated ability to make sound judgments and work independently

• Professional appearance and adherence to a healthy vegan lifestyle?

• Demonstrated thorough knowledge of animal liberation issues and campaigns

• Support for PETA's philosophy and the ability to professionally advocate PETA's positions on issues

The salary range for this position is $52, - $80, annually. The ultimate salary within this range that will be offered to a qualified candidate will be determined based on the candidate’s experience and the cost of living in the area in which the candidate will live and work.

A list of benefits available to qualified employees is available .

Application Deadline:

Applications for this position will be accepted until March 12, 2026.

We may fill this job opening before the deadline if we find a qualified candidate.