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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.&nbsp;
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.&nbsp;
Key Responsibilities:&nbsp;
<ul>
<li>Identify &amp; Elevate Impactful Stories – Collaborate daily with news and marketing to surface stories with the highest digital/social engagement potential.</li>
<li>Optimize Presentation – Shape headlines, social captions, thumbnails, and video packaging for each platform (website, mobile, YouTube, Instagram, TikTok, Facebook, etc.).</li>
<li>Strategic Distribution – Recommend platforms, formats, and posting times for each piece of content based on audience behavior and platform algorithms.</li>
<li>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.</li>
<li>Brand Alignment – Ensure all optimizations support overarching brand goals while maintaining journalism ethics and credibility.</li>
<li>Trend Identification – Spot emerging digital trends, growth opportunities, and underperforming areas; turn insights into actionable recommendations.</li>
<li>SEO &amp; CMS – Apply SEO best practices and use CMS tools to ensure content is discoverable, timely, and visually optimized.</li>
<li>Live Optimization – Monitor breaking news and big events to adjust content in real time for maximum reach and engagement.</li>
<li>Training &amp; Collaboration – Lead quick-turn training on social optimization, SEO, and audience targeting for producers, reporters, and marketing staff.</li>
<li>Performance Reporting – Monitor engagement metrics and report back with clear, actionable next steps for improving results station-wide.</li>
</ul>
Skills:&nbsp;
<ul>
<li>Editorial Instincts – Knows what stories will emotionally connect and in what format for each platform.</li>
<li>Strong Writing &amp; Visual Packaging – Able to craft clear, compelling, and platform-appropriate copy and visuals.</li>
<li>Data Literacy – Skilled at pulling analytics, spotting trends, and translating findings into plain English.</li>
<li>Platform Expertise – Understands algorithms, best posting times, and unique behaviors of each social/digital platform.</li>
<li>Brand Stewardship – Balances content creativity with brand positioning and credibility.</li>
<li>Agility – Comfortable making high-impact, fast-turn decisions during breaking news.</li>
<li>Creative + Technical – Proficiency in video editing (Adobe Premiere, Final Cut Pro, CapCut) and graphic design (Photoshop, Canva).</li>
</ul>
Qualifications:&nbsp;
<ul>
<li>Bachelor’s degree in journalism, communications, marketing, media studies, or related field or equivalent job experience.</li>
<li>Bilingual in English and Spanish is required.</li>
<li>Proven experience in digital content strategy, audience engagement, or content marketing — preferably in a newsroom or media organization.</li>
<li>Strong knowledge of social media platforms, content management systems, and SEO best practices.</li>
<li>Proficiency in analytics tools (Google Analytics, Chartbeat, Parse.ly, Domo, or similar).</li>
</ul>
Passion for local news and strong knowledge of the Houston media landscape&nbsp;

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