Audience Growth Producer

News Raleigh, NC


The Raleigh News & Observer is seeking an Audience Growth Producer to grow and diversify readership for our journalism. The successful candidate will engage with readers on social media, through newsletters and across our digital platforms.

Audience Growth Producers are experts in SEO and news alert strategy, and they are responsible for helping to determine the best ways to connect our readers to our stories, videos and multimedia packages. Keen news judgment, strong communication and writing skills, and the ability to collaborate are musts. This is an evolving space, and an enthusiasm for creative engagement as well as public service journalism is essential. 

This position is a member of an audience growth team that works closely with the Durham Herald-Sun and the Charlotte Observer, as well as with other news sites across McClatchy.

The Raleigh-Durham region is among the fastest growing metropolitan areas in the nation. Known as the Triangle, the area is home to major universities, state government and numerous corporate headquarters and fast-growing startups. Our journalists work in communities with vibrant choices for foodies, arts and music lovers, and outdoors enthusiasts.

Key tasks:

  • Manage content-focused social media campaigns that elevate our journalism. The ideal candidate will write sharp, clean social copy to help readers understand and engage with the local news that affects their daily lives. 

  • Coach newsrooms on SEO best practices, ensuring local and breaking news stories are surfaced for readers through search.

  • Identify new audiences, and launch engagement efforts to connect with communities.  

  • Ability to use analytics tools such as to make real-time decisions and develop digital strategies. 

  • Write and curate newsletters.

  • Coach newsroom on and write headlines. 

  • Experiment with new tools and platforms.

  • Identify audience strategies for high-impact journalism projects. 

  • Other digital audience growth duties as needed.


  • Passion for news and love for experimentation. 

  • Experience managing social media accounts and working knowledge of SEO concepts and Google Trends.

  • Possess excellent communication skills including being comfortable with leading training. 

  • An independent spirit that can make decisions quickly and can handle several tasks at once.

  • Minimum bachelor’s degree preferred. 

  • May include evening and weekend shifts. 

  • At least 2 years of writing, editing, digital and/or social media experience.

  • Must have reliable transportation. Must have valid driver’s license and vehicle insurance required (at least minimum insurance required for the state in which the employee works).

 Please include a cover letter with your application.



McClatchy is committed to providing equal employment opportunity (EEO) for all applicants and employees. McClatchy considers all candidates without regard to basis of race, color, religion, sex, national origin, age, marital status, sexual orientation, ancestry, medical condition, family care status, pregnancy or physical disability (except where physical fitness is a valid occupational qualification), or any other basis protected by state and federal laws.