Digital Media Manager
Nexstar Media Group · Brownsville
The Digital Media Manager leads the station's digital content strategy across website, mobile, social media, streaming, and emerging platforms. This position is responsible for growing audience engagement, increasing digital revenue opportunities, overseeing digital content production, and ensuring the newsroom maximizes the reach and impact of its content across all platforms.
The ideal candidate is a strong leader who understands digital journalism, audience development, social media strategy, analytics, SEO, video publishing, and content monetization. This person will work closely with newsroom, marketing, sales, and production teams to execute a comprehensive digital strategy that supports the station's brand and business goals.
Essential Duties and Responsibilities
Content Leadership
- Lead the daily digital content strategy and execution across all station platforms.
- Manage website and mobile content to ensure accuracy, timeliness, and audience engagement.
- Oversee digital producers, executive producer, and content creators to ensure high-quality storytelling.
- Develop and enforce digital content standards, workflows, and best practices.
- Ensure breaking news, severe weather, sports, and special coverage are optimized for digital audiences.
Audience Growth & Engagement
- Develop strategies to increase website traffic, video views, social engagement, and newsletter subscriptions.
- Monitor audience trends and identify opportunities to expand digital reach.
- Lead social media strategy across all platforms, including Facebook, Instagram, TikTok, X, YouTube, and emerging channels.
- Build audience engagement initiatives that encourage community interaction and loyalty.
SEO & Analytics
- Utilize SEO best practices to maximize search performance.
- Monitor key performance indicators using audience analytics tools.
- Generate regular reports on traffic, engagement, video consumption, and audience growth.
- Use data to guide editorial decisions and content strategies.
Video & Streaming Strategy
- Oversee publishing and optimization of video content on websites, apps, social media, OTT, and streaming platforms.
- Work with producers and reporters to create digital-first video content.
- Identify opportunities for live streaming and digital-exclusive programming.
- Support the growth of CTV and OTT products.
Team Leadership
- Recruit, train, mentor, and evaluate digital content staff.
- Foster a culture of innovation, accountability, and collaboration.
- Conduct regular coaching sessions and performance evaluations.
- Coordinate schedules and workflow to ensure adequate digital coverage.
Cross-Department Collaboration
- Work closely with newsroom leadership to maximize content distribution.
- Partner with marketing to promote station initiatives and special projects.
- Collaborate with sales and business development teams on sponsored content opportunities while maintaining journalistic integrity.
- Assist in developing digital campaigns that support station revenue objectives.
Qualifications
- Bachelor's degree in Journalism, Communications, Digital Media, Marketing, or related field preferred.
- Minimum 3-5 years of digital media, newsroom, content management, or audience development experience.
- Previous leadership or supervisory experience preferred.
- Strong understanding of SEO, social media strategy, audience analytics, and content management systems.
- Experience with video publishing platforms and streaming services.
- Excellent writing, editing, and communication skills.
- Ability to work under pressure and manage multiple priorities in a fast-paced environment.
- Strong organizational and project management skills.
Preferred Skills
- Knowledge of Adobe Analytics, Chartbeat, or similar audience measurement tools.
- Experience with WordPress, Akta, Adobe Premier, Adobe Express, Adobe Photoshop, Social News Desk, or equivalent systems.
- Understanding of digital advertising and content monetization strategies.
- Experience managing newsletters, push alerts, podcasts, and streaming content.
- Graphic design and video editing experience is a plus.
- Knowledge of AP Style and digital journalism best practices.
- Fluency in English and Spanish
Key Performance Indicators (KPIs)
- Website page views and unique visitors
- Video views and watch time
- Social media engagement and follower growth
- Search traffic performance
- CTV Downloads and hours watch
- Newsletter subscriber growth
- Digital revenue support goals
- Breaking news response time
- Audience retention and engagement metrics
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