Digital Media Manager

Nexstar Media Group; Brownsville (TX); On-site; USD 80,000 - 110,000; Full time

Job summary

The NAB Leadership Foundation seeks a Digital Media Manager to lead the station’s digital strategy across website, mobile, social, streaming and emerging platforms. You will collaborate with newsroom, marketing, sales and production to maximize reach, revenue opportunities and audience engagement.

The role requires strong leadership, expertise in SEO, analytics, and content monetization, and a track record of building digital-first storytelling across multiple channels.

Qualifications

• Bachelor’s degree in Journalism, Communications, Digital Media, Marketing, or related field preferred.
• 3–5 years of digital media, newsroom or audience development experience.
• Leadership or supervisory experience preferred.
• Strong SEO, social media strategy, audience analytics, and CMS knowledge.
• Experience with video publishing platforms and streaming services.

Responsibilities

• Lead daily digital content strategy across all station platforms.
• Oversee website and mobile content for accuracy and engagement.
• Direct digital producers and content creators to ensure high-quality storytelling.
• Develop digital standards, workflows, and best practices.
• Optimize breaking news, weather, sports and special coverage for digital audiences.
• Develop strategies to increase traffic, video views, and newsletter signups.
• Lead social media across Facebook, Instagram, TikTok, X, YouTube, etc.
• Monitor analytics to guide editorial decisions and content strategies.
• Oversee video publishing on websites, apps and streaming platforms.

Skills

Digital leadership

SEO

Analytics

Audience development

Social media strategy

Video publishing

Content management systems

Newsroom collaboration

Project management

Writing & editing

Education

Bachelor’s degree (related field)

Tools

WordPress

Adobe Creative Suite

Adobe Analytics

Chartbeat

Social News Desk

Job description

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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