Audience Growth Strategist

KPRC 2 is seeking a full-time, bilingual (English/Spanish) Audience Growth Strategist to ensure digital and social content is strategically planned, packaged, and distributed for maximum audience connection and brand impact. Reporting to the marketing director, this is a non-managerial role that works across our news and marketing teams.

You’ll leverage journalistic principles, marketing expertise, and data-driven insights to amplify stories that resonate most with Houston’s diverse audiences, optimize content across platforms in real time, and drive English and Spanish user growth.

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.

Skills:

• Editorial Instincts – Knows what stories will emotionally connect and in what format for each platform.
• Strong Writing & Visual Packaging – Able to craft clear, compelling, and platform-appropriate copy and visuals.
• Data Literacy – Skilled at pulling analytics, spotting trends, and translating findings into plain English.
• Platform Expertise – Understands algorithms, best posting times, and unique behaviors of each social/digital platform.
• Brand Stewardship – Balances content creativity with brand positioning and credibility.
• Agility – Comfortable making high-impact, fast-turn decisions during breaking news.
• Creative + Technical – Proficiency in video editing (Adobe Premiere, Final Cut Pro, CapCut) and graphic design (Photoshop, Canva).

Qualifications:

• 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).

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