CREATIVE SERVICES DIRECTOR - WNEM

Gray Media; Saginaw (MI); On-site; USD 110,000 - 170,000; Full time

Job summary

Gray Media's WNEM-TV is seeking a Creative Services Director to lead brand identity, promotional strategy, and creative production across on-air, digital, and social platforms in Michigan. You will oversee the creative services and promotion team, collaborating with News, Sales, Engineering, and Digital departments to grow audience and revenue.

The role calls for strong leadership, a track record in station marketing, and a flair for writing.

Qualifications

• 5+ years in station marketing/promotion/brand management.
• Creative writer with ability to use research to meet goals.
• Collaborates with managers and staff to achieve results.
• College degree preferred or equivalent experience.
• Valid driver's license with clean record.

Responsibilities

• Create, lead, and implement brand marketing for WNEM TV5 and GLSEN.
• Inspire and develop the creative team's skills.
• Manage production of image, sweeps, and campaigns across platforms.
• Identify multi-platform strategies to boost brand awareness and ratings.
• Oversee production of brand-targeted station content for all platforms.
• Produce and post targeted social media marketing.
• Collaborate on outside media advertising efforts.
• Supervise promotional on-air inventory and digital ad inventory.
• Manage television promotional inventory on all platforms.
• Develop and monitor annual department budget.

Skills

Brand management

Creative leadership

Marketing strategy

Brand research

Budget management

Education

Bachelor's degree in Marketing/communications

Job description

About Gray Media:

Today, we are a growing multimedia company headquartered in Atlanta, Georgia. We are the nation's largest owner of top-rated local television stations and digital assets serving 117 full-power television markets that collectively reach approximately 37% of US television households. The portfolio includes 80 markets with the top-rated television station and 100 markets with the first- and/or second-highest-rated television station in average all-day ratings across 116 of such markets that were measured by Nielsen in 2025. We also own the largest Telemundo Affiliate group with 46 markets and Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Our additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

About WNEM:

At WNEM, it is our job and inherent desire to be the best local television station in the Mid-Michigan market and the #1 digital platform across the state, region, and the country. We are committed to the highest standards of excellence in our local news, entertainment, information, and public service programming. We have the top-rated news station plus broadcast website. We are a Midsize market with opportunity to grow. We are a self-starting team driven for success with unique selling opportunities for a creative seller. Essential to that effort is a foundation of honesty and integrity - qualities which help us earn and build trust with our viewers, co-workers, and business partners.

Job Summary/Description:

The Creative Services Director leads the WNEM-TV and Great Lakes Sports Entertainment Network’s brand identity, promotional strategy, marketing campaigns, and creative production across on-air, digital, and social platforms. This role oversees the creative services and promotion team, collaborating closely with News, Sales, Engineering, and Digital departments to grow audience engagement, expand brand reach, and drive revenue.

• Brand Champion: Drive the master brand strategy for WNEM TV5, Focus on 5 lifestyle show, and GLSEN across all platforms.
• Multi-Platform Playground: Oversee the creation of head-turning campaigns for on-air, digital, streaming, and social media.
• Community & Partnerships: Collaborate with local community partners to keep WNEM TV5 at the heart of Mid-Michigan.
• Chief Strategist: This is where you finally get to try stuff and stretch your creative muscles - without being told what to make and when.

Duties/Responsibilities include, but are not limited to:

• Create, lead, and implement the brand marketing for WNEM TV5 and GLSEN
• Provide inspiration and strategic direction to grow the skill set of our creative team
• Manage production of compelling image, sweeps, and special event campaigns for all platforms
• Identify dynamic multi-platform strategies to increase all stations' brand awareness and ratings
• Oversee the creative team in the production of compelling brand-targeted station/news/weather image, targeted special reports, daily topicals, digital/streaming, programming, and special event campaigns for all platforms
• Produce and post targeted social media marketing
• Collaborate, manage, and execute dynamic outside media advertising efforts
• Supervise promotional on-air inventory for daily logs and manage digital ad inventory
• Manage television promotional inventory on all platforms
• Develop and monitor annual department budget and expenses

Qualifications/Requirements:

• 5+ years in station marketing/promotion/brand management
• Must be creative, a compelling writer, and be able to use research to meet station goals
• Works well with other station managers and personnel to achieve
• College degree preferred or equivalent work experience
• Must have a valid driver's license with a good driving record

WNEM-TV/Gray Media is a drug-free company

Additional Info:

Gray Media provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, Gray Media complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Gray Media expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status. Improper interference with the ability of Grays employees to perform their job duties may result in discipline up to and including discharge.