Senior Digital Producer

WBAL-TV 11 Baltimore; Baltimore (MD); On-site; USD 50,000 - 52,000; Full time

Benefits offered by this job

Medical benefits

401(k) matching

Paid Time Off

Paid Parental Leave

Emotional Wellness Support

Additional benefits to meet needs

Job summary

WBAL-TV 11 Baltimore is seeking a Senior Digital Producer to lead digital strategy and audience growth across WBAL.com and 98online.com. You will oversee WordPress CMS, drive data-driven decisions, and collaborate with editorial leaders to deliver engaging digital experiences.

The role focuses on planning, presentation and distribution of content across websites, mobile, newsletters, podcasts, and social platforms, with a strong emphasis on analytics and performance optimization.

Qualifications

• Demonstrated success using analytics to drive audience growth and content performance.
• Experience with website content management systems and WordPress.
• Experience in digital publishing, audience development and performance data.
• Knowledge of best practices for major social platforms (Facebook, X/Twitter, Instagram, TikTok, YouTube).

Responsibilities

• Lead and execute the overall digital strategy for WBAL.com and 98online.com.
• Manage and optimize WordPress CMS platforms, ensuring content is current and engaging.
• Analyze audience behavior, traffic trends and content performance to guide editorial recommendations.
• Develop initiatives to grow audiences across web, mobile, newsletters, podcasts and social platforms.
• Lead SEO and content optimization efforts to improve discoverability and engagement.
• Coordinate digital coverage plans for breaking news and major events.
• Collaborate with editorial, newsroom, show producers and sales to support digital publishing.
• Train station staff in digital best practices and social publishing trends.
• Utilize Facebook, Instagram, TikTok, X, YouTube to engage audiences and promote content.
• Prepare analytics reports with actionable recommendations for teams.

Skills

Analytics

Audience growth

Editorial judgment

Cross-functional communication

Strategic thinking

Content strategy

Project management

Training others

Social media optimization

Data-driven decision making

Education

Broadcasting degree or equivalent

Military training (DINFOS)

Tools

WordPress CMS

Adobe Premiere

Photoshop

Audition

Job description

Job Description

WBAL NewsRadio 1090 AM and FM 101.5 and 98 Rock, Hearst-owned radio stations in Baltimore, are seeking an innovative, data-driven Senior Digital Producer to lead digital strategy, audience growth initiatives and day-to-day platform operations.

WBAL NewsRadio 1090 AM and FM 101.5 and 98 Rock, Hearst-owned radio stations in Baltimore, are seeking an innovative, data-driven Senior Digital Producer to lead digital strategy, audience growth initiatives and day-to-day platform operations. The Senior Digital Producer will oversee the execution of digital strategy for WBAL.com and 98online.com. This role manages the organization and optimization of both WordPress content management systems (CMS) and works with editorial leaders to deliver timely, engaging digital experiences. The position focuses on digital planning, presentation and distribution; content priorities remain with each department’s editorial leadership.

Reporting to the Director of Digital & Creative Services, the Senior Digital Producer works closely with program directors, the Creative Services Director, newsroom staff, show producers and sales teams. The role develops strategies to grow audiences across websites, mobile, newsletters, podcasts, social media and emerging platforms, and uses performance data to recommend improvements. The salary range for this position is $50,000 - $52,000.

The ideal candidate is passionate about digital publishing, audience development, analytics and emerging platforms. They bring strong editorial judgment, excellent organizational skills and experience managing digital content, using analytics to guide decisions and growing audiences across multiple platforms.

Job Responsibilities

• Lead and execute the overall digital strategy for WBAL.com and 98online.com.
• Manage and optimize the stations’ WordPress CMS platforms, ensuring content is accurate, current, well organized and visually engaging.
• Analyze audience behavior, traffic trends and content performance to guide editorial and promotional recommendations.
• Develop initiatives to grow audiences across web, mobile, newsletters, podcasts, social media and emerging platforms.
• Lead SEO and content optimization efforts to improve discoverability and engagement.
• Coordinate digital coverage plans for breaking news and major station events.
• Work with Digital Content Producers, newsroom staff, show producers and on-air talent to support timely, effective digital publishing.
• Train station personnel in digital best practices, content optimization, social publishing and emerging platform trends.
• Use Facebook, Instagram, TikTok, X, YouTube and other platforms to engage audiences and promote station content.
• Prepare regular analytics reports with actionable recommendations for editorial and business teams.

Experience Requirements

• Demonstrated success using analytics to drive audience growth and content performance.
• Experience managing website content through a content management system.
• Knowledge and experience with Adobe Premiere, Photoshop, and Audition preferred
• Broadcasting degree or equivalent preferred
• Knowledge of best practices for Facebook, Twitter/X, Instagram, TikTok and YouTube

Qualifications Requirements

• Highly organized.
• Exceptional writing and editing skills.
• Strong analytical and strategic thinking abilities.
• Excellent news judgment.
• Passion for audience growth and digital innovation.
• Detail-oriented with excellent project management skills.
• Comfortable working in fast-paced, deadline-driven environments.
• Collaborative team player with strong cross-functional communication skills.
• Ability to influence and train others without direct supervisory responsibility.
• Flexible in schedule, with some availability needed outside regular hours for breaking news and major events.

Education

• Related experience and/or training considered as well as a combination of education and experience.
• Military training from Defense Information School with experience will be considered
• Hearst Television is a proud supporter of military veterans. Related military training and experience will be considered.

Values in Action

At Hearst Television, we tell stories every day. Stories about people of all backgrounds, perspectives, and identities. That’s why, behind the scenes, we believe in being an organization that fosters collaboration and open communication, ensuring that the content we create is authentic, accurate, and connected to the communities we serve.

Benefits

• Medical | Dental | Vision
• 401(k) matching
• Emotional Wellness Support
• Paid Time Off
• Paid Parental Leave
• LGBTQ+ Health Services
• Additional benefits to meet your and your family's needs

About Us

Hearst Television (HTV) owns and/or operates 35 television and two radio stations serving 27 media markets across 39 states reaching nearly 25 million U.S. television households. HTV is recognized as one of the industry's premier broadcasting companies and has been honored with numerous awards for distinguished journalism, industry innovation, and community service. We are an Equal Opportunity Employer. we do not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national, origin, physical or mental disability, protected veteran status, or any other characteristic protected by federal, state, or local law.