Online Media Lead

Apply Job Type Full-time Description Position Objective:?? Use your social media skills and interest in news, current affairs, and public discourse to change the world for animals by building and maintaining relationships with media influencers and journalists who shape online news conversations and public opinion, and using social media to represent our campaigns to them on various platforms, including X, Instagram, Substack, TikTok, and YouTube. You’ll focus on press outreach in online spaces, serving as a key connector between our campaigns and the journalists and influencers covering them, rather than producing direct content. Primary Responsibilities and Duties: • Initiate and maintain relationships with reporters, news focused digital show hosts, and other news influencers across social media platforms (including X, Substack, Instagram, TikTok, YouTube, and more), and work closely with media relations and marketing staff to oversee engagement • Research, identify, develop, and coordinate pitches and correspondence that promote animal liberation messages and generate media coverage for PETA’s campaigns across X, Substack, TikTok, YouTube, and other platforms o Independently manage outreach projects from idea development through execution and follow up o Respond quickly and strategically to news moments by drafting outreach messages, replies, or pitches aligned with PETA’s media strategy o Analyze outreach outcomes and refine strategies based on engagement, responsiveness, and impact o Adapt to new plans and opportunities quickly, adjust media outreach strategies, and enact plans based on success and analytics • Stay current with the latest social media trends, platform updates, and best practices, to identify new opportunities for growth • Stay current with the latest news influencers to ensure effective outreach of animal liberation issues and PETA campaigns • Support placement of PETA experts in longer form digital interviews (e.g., podcasts, YouTube shows) to build credibility and sustained audience engagement • Collaborate with other media relations staff to broaden the reach of traditional pitching efforts and campaign launches • Maintain database records of media contacts, interactions on various platforms, and supplemental information • Keep informed about PETA’s work, social media presence, and traditional media coverage • Professionally represent PETA's campaigns to the media and the general public • Exercise sound judgment, professionalism, and confidentiality at all times • Perform other duties as assigned by the supervisor Requirements • Minimum of five years of professional experience working 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 X, 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 • Strong interest in news, current events, and public discourse • 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 produce high-quality work within short timeframes • Excellent writing skills, particularly for concise, persuasive outreach and pitching • Willingness and ability to be on call during weekend and evening hours • Proven ability to deal with a variety of people in a professional manner • Demonstrated ability to make sound judgments and work independently with a high level of autonomy • 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 $52,500 - $80,168.40 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 here . Application Deadline: Applications for this position will be accepted until August 20, 2026. We may fill this job opening before the deadline if we find a qualified candidate.