Audience Growth Strategist

About the Role

Key Responsibilities

• Identify & Elevate Impactful Stories - Collaborate daily with news and marketing to surface stories with the highest digital/social engagement potential.
• Optimize Presentation - Shape headlines, social captions, thumbnails, and video packaging for each platform (website, mobile, YouTube, Instagram, TikTok, Facebook, etc.).
• Strategic Distribution - Recommend platforms, formats, and posting times for each piece of content based on audience behavior and platform algorithms.
• Data-Driven Decisions - Use Google Analytics, Chartbeat, Domo (and similar tools) to interpret audience data and make real-time adjustments to headlines, imagery, and placement.
• Brand Alignment - Ensure all optimizations support overarching brand goals while maintaining journalism ethics and credibility.
• Trend Identification - Spot emerging digital trends, growth opportunities, and underperforming areas; turn insights into actionable recommendations.
• SEO & CMS - Apply SEO best practices and use CMS tools to ensure content is discoverable, timely, and visually optimized.
• Live Optimization - Monitor breaking news and big events to adjust content in real time for maximum reach and engagement.
• Training & Collaboration - Lead quick-turn training on social optimization, SEO, and audience targeting for producers, reporters, and marketing staff.
• Performance Reporting - Monitor engagement metrics and report back with clear, actionable next steps for improving results station-wide.

Requirements

• Bachelor's degree in journalism, communications, marketing, media studies, or related field or equivalent job experience.
• Bilingual in English and Spanish is required.
• Proven experience in digital content strategy, audience engagement, or content marketing — preferably in a newsroom or media organization.
• Strong knowledge of social media platforms, content management systems, and SEO best practices.
• Proficiency in analytics tools (Google Analytics, Chartbeat, Parse.ly, Domo, or similar).
• Creative and technical proficiency in video editing (Adobe Premiere, Final Cut Pro, CapCut) and graphic design (Photoshop, Canva).
• Understanding of algorithms, best posting times, and behaviors of each social/digital platform.
• Ability to make high-impact, fast-turn decisions during breaking news.

Nice to Have

• Passion for local news and strong knowledge of the Houston media landscape.

Qualifications

• Bachelor's degree in journalism, communications, marketing, media studies, or related field or equivalent job experience.

Benefits & Perks

• 401(k)
• Dental insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Parental leave
• Referral program
• Relocation assistance
• Retirement plan
• Tuition reimbursement
• Vision insurance