Job Description

Executive Producer — My Carolina on CBS 17

CBS 17 in Raleigh is looking for a creative, organized, high-energy Executive Producer to lead My Carolina, our fast-growing weekday lifestyle show.

In just two years, My Carolina has grown from a five-minute segment into a full hour-long lifestyle program with strong momentum among viewers, clients, and community partners. Now, we’re looking for the right leader to take the show from a successful local lifestyle program to a must-watch daily brand across broadcast, digital, social, streaming, and community platforms.

This is not just a show-management role. We need someone who can walk in with a vision, lead the team, build a long-term content strategy, elevate the quality of daily segments, strengthen client integration, develop new franchises, and help grow audience engagement.

The ideal candidate is a strong show leader, creative thinker, team motivator, content planner, and problem solver who understands how to balance entertainment, local storytelling, sponsored content, viewer value, and sales needs, all while keeping the show fresh, organized, and moving forward.

The Executive Producer will oversee the overall direction, content strategy, daily execution, and long-term growth of My Carolina This person will lead the show team, work closely with hosts, producers, sales leadership, marketing, production, and station management, and be responsible for creating a clear plan to take the show to the next level.

The Executive Producer will set the tone, structure, and creative direction of the show while ensuring every segment serves a purpose, reflects the My Carolina brand, and delivers value to viewers, clients, and the station.

Key Responsibilities

Content Leadership & Show Vision

• Develop and execute a clear content strategy for My Carolina across broadcast, digital, social, streaming, and community platforms.
• Create a long-term content calendar that includes daily show themes, seasonal programming, recurring franchises, sponsored opportunities, special episodes, and community-focused features.
• Identify what the show should be known for and build consistent content pillars around those strengths.
• Elevate the overall quality, pacing, tone, look, and feel of the show.
• Bring fresh ideas that make the show more useful, entertaining, local, and engaging for viewers.
• Build segment franchises that can grow audience loyalty and create new sponsorship opportunities.
• Ensure the show feels timely, relevant, polished, and connected to life in Raleigh, Durham, Chapel Hill, and communities across Central North Carolina.

Team Leadership & Daily Execution

• Lead the day-to-day operations of My Carolina and provide clear direction to producers, hosts, editors, photographers, and contributors.
• Run daily and weekly planning meetings with purpose, accountability, and clear next steps.
• Assign responsibilities, track progress, and make sure the team is prepared for each show, shoot, interview, and client segment.
• Coach producers and hosts on storytelling, interview preparation, segment structure, guest flow, energy, and audience connection.
• Create a culture of creativity, preparation, collaboration, urgency, and accountability.
• Make sure the team is not just filling time, but building a better show every day.
• Keep communication strong between the show team, sales team, production team, marketing department, and station leadership.

Show Planning & Rundown Oversight

• Oversee daily rundowns and ensure each show has strong pacing, variety, flow, and audience appeal.
• Review and approve show content, scripts, segment order, graphics, guest information, sponsored content, and digital extensions.
• Work with the producer to ensure ENPS rundowns are accurate, complete, timed properly, and ready for air.
• Balance client segments, editorial segments, entertainment content, community stories, and service-driven lifestyle content.
• Identify weak segments before they make air and work with the team to improve them.
• Build a stronger weekly planning process so the show is prepared in advance, not built at the last minute.
• Plan ahead for holidays, major events, local happenings, advertiser opportunities, and seasonal viewer interests.

Client Integration & Sales Collaboration

• Work closely with sales leadership and account executives to strengthen the quality and effectiveness of client segments.
• Help identify the key message, audience benefit, and best creative approach for each sponsored segment.
• Make sure paid content feels polished, engaging, natural, and valuable to viewers.
• Partner with sales to develop new sponsor-friendly franchises, themed weeks, integrations, and special content opportunities.
• Attend client meetings or pre-production calls when needed to help shape stronger segments.
• Protect the credibility, tone, and quality of the show while also supporting revenue growth.
• Help turn client segments into better storytelling, stronger video, better social content, and more successful campaigns.

Digital, Social & Streaming Growth

• Build a plan to extend My Carolina beyond the television hour.
• Oversee the clipping, posting, repackaging, and promotion of show content for CBS17.com, social platforms, newsletters, streaming, and other digital outlets.
• Identify which segments should become short-form social content, web articles, reels, digital extras, or sponsor recaps.
• Work with the digital team to grow audience engagement and drive traffic from show content.
• Create digital-first ideas that support the show brand and reach audiences who may not watch live.
• Track what content performs well and use those insights to shape future content decisions.

Brand Development & Growth Strategy

• Help define and grow the My Carolina brand in the market.
• Develop a stronger identity for the show, including tone, recurring features, host roles, visual style, community presence, and audience promise.
• Look for ways to make My Carolina feel bigger, more local, more useful, and more connected to the community.
• Build partnerships with local businesses, attractions, restaurants, nonprofits, events, and community leaders.
• Identify opportunities for special shows, on-location episodes, sponsored series, community events, and seasonal programming.
• Work with marketing and station leadership to promote the show and increase awareness.
• Bring ideas that can help the show grow viewers, revenue, social reach, and community impact.

What Success Looks Like

The right Executive Producer will help My Carolina become more than a weekday lifestyle show. Success in this role means:

• The show has a clear content strategy and brand identity.
• The team is organized, prepared, and working ahead.
• Daily segments are stronger, sharper, and more viewer-focused.
• Sponsored content looks and feels more polished and effective.
• Hosts are better prepared and positioned for success.
• Digital and social content grows consistently.
• Sales has more creative opportunities to bring to clients.
• The show becomes more visible and valuable in the community.
• My Carolina continues to grow as a trusted lifestyle brand for Central North Carolina.

Requirements and Skills

• Bachelor’s degree in Broadcast Journalism, Communications, Marketing, or a related field preferred, or equivalent professional experience.
• Minimum of 3–5 years of experience producing or leading a lifestyle, entertainment, talk, news, or live local television program preferred.
• Strong leadership skills with experience managing or guiding producers, hosts, editors, photographers, or content teams.
• Proven ability to create content plans, build rundowns, develop segment ideas, and manage daily show execution.
• Strong understanding of live television production, guest booking, interview structure, sponsored content, and field production.
• Ability to balance creative content, client expectations, viewer needs, and station goals.
• Excellent writing, editing, communication, organization, and decision-making skills.
• Experience with ENPS, Adobe Premiere, digital publishing tools, and social media platforms preferred.
• Ability to coach talent and improve segment performance.
• Strong eye for video, pacing, graphics, production quality, and audience engagement.
• Comfortable working with clients, sales teams, station leadership, and community partners.
• Ability to manage multiple projects, meet deadlines, solve problems quickly, and lead under pressure.
• Positive, collaborative, accountable leadership style.
• Flexibility to work varying hours, attend shoots, participate in client meetings, and support special programming as needed.
• Valid driver’s license with a good driving record.

Ideal Candidate

The ideal candidate is someone who can come in and immediately bring structure, ideas, leadership, and energy. This person should not wait to be told what the show needs. They should be able to assess the current product, identify opportunities, create a plan, rally the team, and execute.

We’re looking for someone who can answer questions like:

• What should My Carolina be known for?
• What content will make viewers come back every day?
• How do we make sponsored segments better?
• How do we create stronger weekly and monthly planning?
• How do we turn one TV segment into multiple digital and social pieces?
• How do we make the hosts shine?
• How do we make the show feel bigger in the community?
• How do we create franchises that grow audience and revenue?

This role is for a leader who wants ownership, not just oversight.

Apply Today

If you are a creative leader, strong producer, content strategist, team builder, and problem solver who wants to shape the future of a growing lifestyle brand, we want to hear from you.

Apply today to lead My Carolina on CBS 17 and help take the show to the next level.