Job Description

The Herald is Scotland's leading quality news brand. We want an Audience and Content Editor who can build our audiences, deepen engagement with our readers, and deliver subscriber growth.
This is a rare opportunity to shape the future of one of Scotland's most respected news brands and play a senior role in the newsroom.
The Audience and Content Editor will help lead and execute our digital strategy across multiple channels, including SEO, social media, newsletters, the homepage, and video with a data-led, audience-first mindset.
Working closely with our senior editors, they will ensure our journalism reaches the right readers in the right format at the right time and accelerates our subscriber growth.
Key Responsibilities

• Develop and lead a multi-channel audience growth and engagement strategy, using audience data and analytics to inform daily editorial decisions and long-term planning.
• Set clear KPIs for reach, engagement, conversion, and retention-and report regularly on progress.
• Oversee on-site SEO strategy and execution, including headline and metadata optimisation.
• Work with editors and reporters to embed SEO best practice in newsroom workflows.
• Manage our social media output across established and emerging platforms.
• Lead our homepage curation and planning, balancing editorial priorities with real-time audience behaviour.
• Own our newsletter strategy - including growth, scheduling, tone and conversion
• Work with reporters to grow visual storytelling across the site and social.
• Help commission and package short-form video content that's optimised for engagement and shareability.
• Stay up to date with new digital tools, formats, and audience trends-and champion experimentation in the newsroom.

Skills, Knowledge & Expertise

• Proven experience leading audience development in a newsroom or digital media environment.
• Deep understanding of SEO, social media algorithms, homepage management and newsletter strategy.
• Strong editorial judgment and an instinct for what works across different platforms.
• Excellent leadership and communication skills, with the ability to guide and motivate cross-functional teams.
• Fluency with data tools such as Adobe Analytics, Parse.ly, and social analytics platforms.

Desirable

• Experience working on a subscription-based or reader revenue-focused brand.
• Confidence working across video strategy or social video formats.
• Knowledge of Scottish news and political landscape.

What we offer

• The opportunity to shape the audience future of one of Scotland's most trusted news brands.
• A collaborative, supportive newsroom with a hunger to innovate.
• Access to tools, training, and opportunities to grow professionally in a forward-thinking media environment.

About Newsquest Media Group
We are a media company with a difference. We are committed to bringing a voice to your region by investing in a passionate team of journalists who proudly serve their communities by sharing authoritative news that readers trust. Our sales teams provide local businesses with highly responsive digital advertising and marketing solutions.
We are one of the largest regional news publishers in the UK and have a portfolio of more than 250+ local news brands and magazines online and in print. With an online audience of 41 million users a month and 7 million readers a week in print, our content is read by a substantial proportion of the UK population.
In addition to our local news brands, we own a number of digital pure play and specialist media businesses such as s1jobs and s1homes, Exchange & Mart, and Newsquest Specialist Media. We also own LOCALiQ, an award-winning digital marketing agency that specialises in driving more leads, increasing online growth and generating return on marketing investment on behalf of thousands of UK SMBs.