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 is a plus.

To apply: MUST HAVE A PORTFOLIO! Please submit your resume, application and portfolio to:

Marketing Director, Wes Rodda: ...

Click HERE to download and complete employment application.

Any offer of employment is conditional upon the successful completion of a pre-employment drug screening, investigative background check, employment/education verifications and reference checks. You must hold a valid driver's license and be insurable under Texas Law.

No Phone Calls Please

KPRC is an Equal Opportunity Employer. In addition to complying with the requirements of federal law, KPRC will comply with applicable state and local laws prohibiting employment discrimination.