Job posting: Marketing Manager

The American Press Institute is hiring a Marketing Manager responsible for increasing the awareness, reach, relevance and engagement for our brand, programs, products and services. With a background in multi-channel marketing and an emphasis on digital, the Manager will be a skilled and creative tactician who can also think and plan strategically in a collaborative environment.

API is a nonprofit organization based in Arlington, VA, that leads and inspires innovation in the news industry. Foremost, we help local news leaders grow and sustain their businesses by focusing on audiences’ needs and behaviors.

Our team of about a dozen people come primarily from journalism backgrounds, however, having experience working in a media or news organization is not a requirement. The main goal of this position is to build and maintain awareness of API as an entity and of its programs and services. We are seeking candidates with professional marketing experience who can help our programs and resources reach a diverse group of people and organizations across the news industry. This role is about 30 percent strategic and 70 percent tactical.

We are looking for creativity and energy: Someone who can prioritize, plan, and execute marketing strategies using disciplined, results-based methods. Someone who can identify core value propositions of our work and express them in messages tailored to different groups. Someone who can keep track of multiple projects and meet deadlines. Someone who is a self-starter and thrives in an entrepreneurial culture. Someone who is excited about the role that journalism plays in a healthy society and democracy, and who wants to help us advance that cause.

Job responsibilities

The key functions and responsibilities of the job are:

  • Develop and execute marketing strategies for API’s programs and services that include targeted campaigns, content creation, direct email outreach, social media, or other methods. Those programs include Metrics for News, Table Stakes, our adviser programs, the Need to Know newsletter, the Better News website, major API research that is released occasionally and other initiatives. 
  • Work collaboratively with other API staff to identify and target new audiences for API’s wide range of research, training, experiments and technology programs. 
  • Facilitate production of promotional materials, from conception to publication.
  • Write dynamic copy for promotional emails, brochures, web content, advertisements, and other collateral. The ability to develop creative clear, persuasive, and original copy is essential.
  • Create or supervise the creation of images for marketing campaigns.
  • Collect and report metrics on marketing efforts, analyze the data and use results to improve future marketing efforts.
  • Be the primary owner of and content producer for API social media accounts. This person will develop and execute social strategies that use those platforms toward our broader marketing and branding goals.
  • Manage updates of marketing-related information about programs and services on API-operated websites.
  • Help API identify and leverage new channels to distribute research and program opportunities to more kinds of journalists and news organization leaders.
  • Occasional travel to meetings, API-organized summits or industry conferences.

Experience requirements

Our ideal candidate has the following skills and experience:

  • Minimum 3 years experience in a relevant multi-channel marketing or digital marketing job, with results to show.
  • Proven expertise in executing campaigns that build awareness of a brand and its services, preferably for a non-profit or mission-driven organization.
  • Demonstrated experience in social media marketing, targeted digital advertising campaigns, email outreach and other forms of messaging, including the use of digital tools (e-mail, social and analytics) to post, monitor and track performance.
  • Demonstrated ability to work with multiple program areas and internal stakeholders.
  • Excellent time-management skills.
  • Excellent communication and writing skills.
  • Ability to exercise initiative and self-direction in an entrepreneurial culture.
  • Familiarity with the news business and current issues affecting the news industry is helpful.
  • Experience with using visual digital tools such as Photoshop, Canva or others to create visual marketing content is helpful.
  • Bachelor’s degree in Marketing, Communications or related fields preferred.

This is a full-time position with health benefits and 401k retirement plan, and a salary commensurate with skills and experience. Candidates must live in or relocate to the Washington, D.C., area and work from API’s office in Arlington, VA. 

API is an equal opportunity employer. We value diversity, equity and inclusion in the news industry, and we seek to increase diversity in our own operation. We encourage applications from people in communities traditionally underrepresented in this field.

About the American Press Institute

The American Press Institute advances an innovative and sustainable news industry by helping publishers understand and engage audiences, grow revenue, improve public-service journalism, and succeed at organizational change. The American Press Institute is a national 501(c)3 nonprofit educational organization affiliated with the News Media Alliance. It works with and draws on the best ideas from anyone working in news publishing and journalism and anyone interested in its mission of making journalism sustainable.

How to apply

TO APPLY: Please send an email to, and include “Marketing Manager” in the subject line. Include a resume, tell us about yourself and why you are interested in and qualified for this job, and attach any samples of prior work that may be relevant. Please be prepared to provide three professional references upon request.