Black & White Zebra - Manager, External Communications & Marketing

• 1. Create and lead thought leadership campaigns • You will turn content, reports, and data into high-impact external campaigns. • Translate video, written, audio, event content, reports, surveys, and data into market-facing campaigns • Package insights into clear narratives and points of view for senior decision-makers • Ensure each campaign has a defined distribution and amplification plan • Drive ideas into industry conversation through media, partners, and platforms • Build repeatable campaign formats that can be scaled across brands • Your goal is to make our ideas visible, relevant, and actively discussed in the market. • 2. Position people, content, and programming externally • You will place our voices and ideas into high-impact external environments. • Identify and secure speaking opportunities, panels, and partner events • Place content, insights, and voices into credible media and external platforms • Extend the reach of events and programming through external distribution • Support the promotion and distribution of events across external channels to drive awareness and attendance • Prepare editors, executives, and contributors with clear messaging and positioning • Build and manage relationships with media and strategic partners • Secure placements and partnerships that generate high-quality backlinks and increase authority • Your goal is to increase visibility and credibility among senior decision-makers. • 3. Drive external reach and audience growth • You will expand distribution beyond owned channels and connect it to growth. • Distribute thought leadership through media placements, partnerships, and external channels • Use social as a strategic distribution channel to extend reach • Execute paid and sponsored distribution where it drives high-value audience acquisition • Develop and execute campaigns that drive event visibility, registration, and attendance among target audiences • Reinforce repeat exposure to build ongoing engagement and habit • Ensure external distribution contributes to backlink growth and search visibility • Create and maintain a BWZ speakers bureau, aligning internal experts to external speaking opportunities that increase market visibility, reinforce authority, and drive ICP acquisition and engagement • Your goal is to make external channels a consistent driver of audience growth. • 4. Connect visibility to engagement, retention, and revenue • You will ensure external activity drives measurable outcomes. • Increase return engagement from audiences acquired externally • Strengthen direct and branded traffic through consistent visibility • Support partnerships, campaigns, and events that drive attendance and create revenue opportunities • Ensure external visibility contributes to ongoing audience consumption and retention • Your goal is to ensure visibility translates into engagement, loyalty, and business impact. • 5. Measure performance and optimize for growth • You will own how external efforts are measured and improved. • Define how success is measured across campaigns, placements, and partnerships • Track performance across media, partners, social, paid distribution, and search impact • Make clear adjustments to improve performance over time • Ensure all external activity is tied to measurable audience and business outcomes • Your work should lead to continuous improvement in visibility, audience growth, and revenue impact. • How Your Success Will Be Measured: • Increased return engagement from externally acquired audiences • Growth in direct and branded traffic from target audiences • Increased visibility through media placements, partnerships, and external appearances • Growth in high-quality backlinks and overall authority from external placements • Strong performance of thought leadership campaigns and distribution efforts