Digital Media Director – Digital Content Strategy

Job Description

Digital Media Director | Nexstar Media Group

The Tone:
This is a full-time role at KLBK-TV, a Nexstar Media Group station, located in Lubbock, TX. KLBK-TV delivers local news and content to its community. This critical leadership position is responsible for spearheading the station’s entire digital presence, encompassing content strategy, audience expansion, social media initiatives, and execution across streaming and CTV platforms. The Digital Media Director will be instrumental in evolving editorial strategy and ensuring seamless integration across all broadcast and digital platforms.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person, Lubbock, TX

• Team: Reports directly to the Director of News & Multiplatform Content. Oversees Digital Producers and digital content staff.
• Mission: Lead KLBK’s digital content operation, audience growth strategy, social media initiatives, and streaming/CTV content execution to shape editorial strategy and drive multiplatform innovation.

What You’ll Actually Do
• Strategize: Lead KLBK-TV’s digital, social, streaming, and CTV content strategy as a key member of the newsroom leadership team.
• Collaborate: Partner with newsroom leaders to drive multiplatform content planning, audience growth, and coverage execution.
• Execute: Direct digital coverage during breaking news, severe weather, and major events, including leading KLBK+ and streaming initiatives to identify opportunities for live and original content.
• Grow: Drive measurable growth in digital audiences, social engagement, streaming and CTV viewership, SEO performance, audience loyalty, and multiplatform content execution.
• Manage & Develop: Supervise Digital Producers and digital staff, providing coaching, performance management, and professional development while fostering collaboration and a digital-first newsroom culture.

The Must-Haves
• Background: Bachelor’s degree in Journalism, Communications, Digital Media, or a related field, or equivalent experience. This role requires leadership experience in digital news, audience development, streaming, social media, or multiplatform content operations.
• Experience: Minimum five (5) years of leadership experience. Demonstrated success driving audience growth and managing high-performing teams.
• Skills: Strong knowledge of digital analytics, SEO, audience behavior, social media platforms, and streaming ecosystems. Excellent editorial judgment, communication, organizational, and leadership skills. Ability to thrive in a newsroom environment and manage multiple priorities.
• Bonus: Experience working across broadcast, digital, social, and streaming platforms.