Marketing Specialist (includes weekend support) (offsite)

Description

Vistra seeks an experienced Marketing Specialist to provide research to the Department of the Army's Office of the Chief of Public Affairs (OCPA) and the Department of Defense (DOD) Public Affairs. The ideal candidate will have a strong background in social science or behavioral research experience. This role requires the ability to media analysis and provide daily breaking news briefings to senior leaders within the Army.  

This key position requires conducting comprehensive media and communication campaign analysis, monitoring public opinion, and providing actionable insights to optimize Army messaging. This position plays a key role in evaluating communication efficacy across multiple media platforms and developing strategic reports to inform Army leadership on media trends and communication outcomes. The role requires proficiency in industry-leading social listening and media analysis tools and a strong understanding of communication strategies to align Army messaging with mission goals effectively. 

Primary Responsibilities 

Research and Analysis 

• Collaborate with communication campaign leads to develop metrics that assess the effectiveness of Army communication efforts, enabling data-informed adjustments to messaging. 
• Conduct and oversee primary and secondary research, including qualitative and quantitative analysis, to inform OCPA’s communication strategy across mainstream and Army-owned platforms (e.g., Facebook, Twitter, YouTube). 
• Provide expert recommendations to identify and engage key Centers of Influence (COIs), relevant media outlets, and social media influencers, with a focus on specific topics or regions as directed by the OCPA. 

Data Collection and Media Monitoring 

• Collect and analyze data from various sources, including print, broadcast, online, and social media, using industry-recognized tools (e.g., Sprinklr, Talkwalker, Meltwater, Google Analytics) for comprehensive audience and performance insights. 
• Manage the systematic collection and objective analysis of media and social media data, ensuring all analyses are auditable and replicable for validation. 
• Prepare monthly media analysis reports with insights into thematic trends, tone, engagement, and demographic reach, segmented by traditional and social media metrics. 

Reporting and Communication 

• Provide detailed in-depth assessment reports for the Strategy and Plans Division, highlighting key topics, events, or communication platforms, and offering insights to optimize communication efforts. 
• Deliver quarterly progress reviews and other reports on OCPA’s annual communication plan, including an executive summary, thematic analysis, and relevant recommendations. 
• Produce weekly “Good News Stories” reports, summarizing positive coverage to support internal and external Army communications. 

Database and Knowledge Management 

• Establish and oversee a robust database system for the efficient storage, access, and dissemination of research and analysis data, ensuring compatibility with Microsoft Office Suite programs. 
• Maintain archived data for up to three years and ensure data usability for both human and machine analysis. 
• Coordinate with the Strategy and Plans Division, Media Relations Division, Army Outreach Division, and Digital Media Division to manage PA Portal content and ensure data accessibility for relevant OCPA staff. 

Social Listening and Trend Analysis 

• Lead the use of social listening tools to monitor and analyze trends, campaign engagement, and content resonance across major social media networks, including DoD-owned platforms. 
• Provide insights on social media analytics and trends, offering periodic reports that highlight emerging issues and inform communication decisions. 
• Maintain a comprehensive database of analysis and trending topics across all DoD-operated digital platforms, including defense.gov, Facebook, Twitter, Instagram, Flickr, and LinkedIn. 

Consulting and Recommendations 

• Advise OCPA leadership on industry best practices and new techniques in media and communication analysis, ensuring findings are presented in accessible, actionable formats. 
• Provide technical counsel on strategic data visualization and reporting methods to enhance the presentation and application of communication research. 
• Recommend strategies to optimize DoD messaging based on data analysis and insights gathered from public responses across media platforms. 

Additional Responsibilities 

• Respond to communication trends and alerts with in-depth analysis, assisting OCPA in understanding and managing emerg