Digital Director – 13527

  • Anywhere


We’re looking for a digital news leader who understands rich/unique/local news content and distribution on multiple platforms and can lead for the future. The Director of Digital Content for WBIR, TEGNA’s powerhouse NBC station in Knoxville, will serve as a member of the station management team and lead the publication and distribution of engaging, compelling content across multiple platforms. Must be an expert at leading a team, training varying levels of digital/social/distribution to perform at the highest level, and implementing exceptional, engaging content on digital properties.

This includes, but is not limited to breaking news coverage, special project content, franchise support, social media, text/email updates/alerts/contests, and various digital revenue products available to our audience on, mobile apps, social and voice platforms, OTT/streaming, and more. Works closely with the News Director to prioritize and set short and long-term goals for the newsroom. Must be a team player dedicated to continuous improvement, staff engagement, and driven to perform at a superior level. This person will play a key role in charting the station’s digital content and growth strategy. The ideal candidate is more than an analytics junkie. You must love to lead and provide feedback to a team hungry to win.



  • Manage the digital content team in both news and programming and lead digital strategy to grow multi-platform content, audience, and engagement
  • Be the voice of innovation in the newsroom and inspire others to follow your lead
  • Lead our content teams to develop workflows that deliver our content 24/7 across current and future platforms with storytelling that is optimized for each screen
  • Analyze and actively use data and metrics to inform editorial and strategic decisions and to create accountability for results
  • Actively partner with the news director and marketing director to create three-screen synergy (TV, digital, mobile) around station content and campaigns
  • Oversee all station efforts on social media including Facebook, Twitter, Instagram, YouTube, and other emerging platforms.
  • Lead the content team in identifying new content types and innovative technologies that help us reach and serve new audiences
  • Create unique, engaging, and shareable content
  • Teach, coach, and mentor our content teams in best practices for writing and producing content for digital and social platforms
  • Skillfully use social media and digital tools to research, discover and distribute content
  • Collaborate with content leaders across TEGNA to maximize the sharing of our content and leverage innovation and best practices among stations
  • Hold newsroom employees accountable to WBIR/TEGNA ethical and editorial standards




  • Bachelor’s degree in journalism, communications, or equivalent experience in the field
  • At least five years of content experience, including at least one year formally or informally leading other digital journalists
  • Solid journalistic judgment and a news philosophy that emphasizes accurate, fair, and unique local content, along with community engagement
  • A deep understanding of SEO best practices for articles, images, and video
  • Ability to calmly handle live, breaking news situations and the ability to deal with the rapid pace of news
  • Knowledge of online CMS and news production systems along with social newsgathering tools
  • Experience analyzing audience data and identifying behavioral trends. Google Analytics experience a major bonus
  • Passion and vision for emerging media
  • Strong organizational, leadership, and communication skills
  • Ability to work under pressure and meet deadlines
  • Familiarity with the Knoxville area and/or a reason to relocate here, a plus

Travel: Rarely: less than 10%

Work Environment Set: Office: normally performed in a typical interior/office environment

Physical Demands Set: Sedentary work: Involves sitting most of the time; walking, lifting, bending, standing, etc.


We are an Equal Opportunity Employer and value the benefits of diversity in our workplace.