Senior Producer, Audience Growth

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Work at CBC/Radio-Canada

At CBC/Radio-Canada, we create content that informs, entertains and connects Canadians on multiple platforms. Our successes and accomplishments are driven by embodying and upholding values, which include creativity, integrity, inclusiveness and relevance. 
 
Do you think you have the ability and drive to keep up with this exciting, ever-changing industry? Whether it be in front of the camera, on air, online or behind the scenes, you would be joining a team that thrives on making connections and telling stories that are important to Canadians.

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Senior Producer, Audience Growth(English Services) (On-Site)

CBC Prairies is looking for an experienced newsroom leader who understands how to create content that will grow younger audiences where they look for it - on their phones.

This is a full-time, temporary one year position.

As CBC News prioritizes the needs of mobile and streaming audiences and delivers content that aligns with our strategic objectives, the new senior producer of audience growth ensures CBC's content directly connects with people who live and work in the province, including new and younger Canadians. You understand what people want to consume — and where, when, and how they want to consume it. You are obsessed with optimizing display content - the headlines, images and framing that audiences first see when they encounter our stories across platforms.

You bring a deep understanding of platform behaviours, effective publishing practices, video formats, SEO, comments, moderation and audience expectations. You understand and keep up to date on industry trends and technologies. You know how to package compelling text and video for CBC’s mobile and streaming news apps, as well as third‑party platforms like YouTube and TikTok. 

As a strong editorial leader reporting to the Managing Editor in your area you work closely with reporters and producers to ensure daily digital storytelling is innovative, timely and consistent with CBC's Journalistic Standards and Practices. You work in conjunction with the wider Audience Growth team to support best practices that set us up to win on mobile and streaming platforms. You are constantly communicating learnings and data back to the teams.

The position requires full-time, on-site presence at CBC locations in Calgary, Edmonton, Saskatoon, Regina, or Winnipeg.

Key Responsibilities:

• Provide and interpret audience data to newsroom leaders to help inform their programming decisions.
• Provide clear, actionable feedback to teams on audience needs and publishing and packaging fundamentals.
• Work in partnership with CBC News’ Audience Growth team to:
• Communicate audience insights and context across all platforms to daily news teams.
• Establish best practices across platforms to deliver on measurable audience growth goals for CBC News.
• Optimize high-performing local stories (including photos, graphics headlines, story-framing, sidebars, etc.).
• Evolve tactics for growing local audiences, including new platform experiments (e.g., WhatsApp).
• Identify training needs across the newsroom.
• Partner with EPs and MEs to set regional audience targets aligned with engagement objectives.
• Make quick editorial decisions under pressure in complex, time‑sensitive environments.
• Work closely with teams to get breaking news to the audience quickly and cohesively.
• Monitor trends across digital media and adapt workflows and publishing strategies as needed.
• Partner with executive producers and CBC Prairies’s Managing Editors to set regional audience targets aligned with engagement objectives.
• Use key production tools (9CMS, DTV, Media Central, Dalet, Adobe).

Skills & Experience:

• Minimum seven years of journalism experience, five years of which must include video experience in a breaking news environment.
• Experience interpreting audience analytics and applying them to editorial and strategic decisions.
• Demonstrated ability to assign, motivate, and develop staff.
• Excellent editorial judgment and a strong understanding of CBC’s Journalistic Standards and Practices.
• Proven passion for strong journalism, innovative video storytelling, and sharp, effective writing.
• Experience in copy editing, fact‑checking, packaging, and production across platforms.
• Intimate knowledge and experience producing different video formats, such as vertical and mobile‑optimized storytelling.
• Nuanced understanding of audience behaviours on social and video‑sharing platforms.
• Comfortable with constant change; able to adapt, communicate clearly, and maintain composure.
• Strong coaching skills and ability to train staff quickly.
• Cultural awareness, openness, and collaborative communication skills.
• Ability to work flexible hours, including early mornings, evenings, weekends, and holidays.
• Ability to meet tight deadlines and navigate unexpected overtime.
• University degree or equivalent experience

Candidates may be subject to skills and knowledge testing.
 

We thank all applicants for their interest, but only candidates selected for an interview will be contacted.

As part of our recruitment process, candidates who advance to the next

step will be asked to complete a background check. This includes:  

• A mandatory Criminal record check. 

• Other background checks may be conducted based on the operational requirements of the position.

CBC/Radio-Canada is committed to being a leader in reflecting our country’s diversity. That’s because we can only create and tell the stories that connect Canadians, by having a workforce that mirrors the ever-changing makeup of our country. That’s why we, as an employer, value equal opportunity and nurture an inclusive workplace where our individual differences are not only recognized and valued, but also extend to and pervade all the services we provide as Canada’s public broadcaster. For more information, visit the Diversity and Inclusion section of our website. If you have accommodation needs at this stage of the recruitment process, please inform us as soon as possible by sending an e-mail to [email protected].
 
You are invited to consult and familiarize yourself with our Code of Conduct, which can be found on our corporate website. All employees must adhere to the Code as a condition of employment. We also invite you to take a look at our policy on conflicts of interest. In the event that you become an employee, it will be important to inform us, as quickly as possible, of any situation that, because of your hiring, constitutes or could appear to constitute a conflict of interest.

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