Director of Digital & Audience Engagement

This is a Full Time Job


The Director of Digital & Audience Engagement is a key newsroom leader responsible for developing and executing the station's digital content strategy across all platforms, including website, mobile app, social media, streaming, newsletters, OTT, and emerging technologies. This role ensures that digital storytelling meets high editorial standards, reflects the station's brand, increases audience engagement, and drives measurable growth in reach and revenue.

The ideal candidate is a strategic thinker who blends editorial judgment, audience analytics, innovation, and leadership. They will work closely with News, Community, Marketing, Sales, and Technology teams to expand digital-first journalism and deliver content that serves the local community 24/7.

Responsibilities

Digital Strategy & Leadership
• Develop and implement a digital-first content strategy aligned with newsroom goals and audience growth targets.
• Lead and mentor a digital content team, providing coaching, feedback, and performance guidance.
• Create editorial calendars and coverage plans tied to key events, ratings periods, local trends, and viewer behavior.
• Drive innovation in storytelling formats (short-form video, live streams, explainers, interactive graphics, polls, AI tools, etc.).

Content & Editorial Oversight
• Oversee the creation, editing, and publication of content across all digital platforms.
• Ensure accuracy, timeliness, legal compliance, and editorial ethics, in partnership with News leadership and Legal teams.
• Prioritize breaking news, weather, investigative stories, and community impact reporting in real time.
• Work collaboratively with producers, anchors, and reporters to adapt on-air stories for digital and social.

Audience Development & Analytics
• Use various analytic tools to guide team on optimizing content and headlines, in addition to using tools to analyze posting strategy and growing audience engagement.
• Establish data-driven KPIs, including impressions, engagement rates, video views, subscriptions, conversion, retention, and monetization.
• Drive initiatives to grow audience segments, including Gen Z, bilingual viewers, and historically underserved communities.

Collaboration & Monetization
• Partner with Sales & Marketing to create sponsored digital content, branded storytelling, and OTT opportunities.
• Work with Promotions & Community Engagement teams to amplify station initiatives, town halls, and local partnerships.
• Align digital strategy with station revenue goals while maintaining journalistic standards.

Innovation & Emerging Technologies
• Identify and implement tools related to AI, SEO, CMS workflows, captioning, accessibility, automation, standard templates, and content tagging.
• Stay current on industry trends: streaming, personalization, vertical video, newsletters, text alerts, podcasting, etc.
• Evaluate new platforms and recommend expansion opportunities.

Required Qualifications & Skills
• Minimum of 7+ years of newsroom or digital content experience, including editorial decision-making.
• Strong leadership experience managing a fast-paced digital team.
• Demonstrated expertise across content management systems, analytics tools, social platforms, & SEO best practices.
• Proven track record of growing digital audiences and driving engagement.

Preferred Qualification:
• Experience in local news or broadcasting environment.
• Familiarity with AP Style and knowledge of FCC / legal standards.
• Experience working with OTT platforms, newsletter strategy, and subscription models

Required Education
• Bachelor's degree in Journalism, Communications, Digital Media, or related field.