Director, Off-Platform Reach

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Your New Role...

CNN is looking for a Director of Off-Platform Reach to lead CNN’s audience growth and engagement strategy across key social platforms including YouTube, TikTok, and Instagram. As we work maximize reach, engagement, and monetization of CNN journalism where our audiences are, we are growing a team dedicated to producing platform-specific and social-first journalism that is digitally native, experimental and editorially excellent. This role oversees a team of platform-native experts and works cross-functionally with editorial, product, audience, data, and revenue teams to scale CNN’s presence across external platforms. You are an analytical and creative leader with deep platform fluency, editorial excellence, and a

strategic mindset.

Your Role Accountabilities...

Platform Strategy & Audience Development

• Define and evolve CNN’s multi-platform video strategy for YouTube, TikTok, and Instagram in alignment with audience growth, engagement, and revenue goals.

• Translate company-wide editorial and business priorities into tailored strategies for each platform.

• Lead efforts to build content franchises, develop repeatable formats, and experiment with new storytelling techniques that resonate natively on each platform.

• Balance short-term performance (e.g., views, subscribers, watch time) with long-term brand building and habit formation.

Editorial Oversight & Creative Leadership

• Ensure each platform’s voice, tone, and visual identity aligns with CNN’s brand while remaining native to the medium.

• Guide frameworks and best practices for content packaging decisions including titles, thumbnails, hashtags, and SEO optimization.

• Partner with video producers, editors, and newsroom leadership to adapt content for off-platform formats without compromising editorial integrity.

Performance Optimization & Analytics

• Set and track KPIs for each platform; lead performance reviews and data-driven strategy adjustments.

• Partner with insights and analytics teams to identify audience trends, content opportunities, and platform shifts.

• Promote a culture of experimentation, testing, and rapid iteration.

Cross-Functional & External Collaboration

• Act as a key liaison with platform partners (YouTube, Meta, TikTok) to maximize editorial and product collaboration.

• Represent the off-platform team in internal meetings with editorial, marketing, product, audience development, and monetization stakeholders.

• Surface insights and share platform learnings across global digital and social teams to enhance broader strategy alignment.

Team Management & Leadership

• Lead, mentor, and grow a team of channel managers and content strategists across YouTube, TikTok, and Instagram.

• Drive team excellence through clear goals, performance feedback, and a culture of iinnovation and journalistic excellence.

• Advocate for off-platform needs and opportunities within broader digital leadership.

Your Qualifications & Experience...

• 7+ years of experience in digital content strategy, including managing professional YouTube, TikTok, and/or Instagram accounts for a news or media organiza