Content & Digital Marketing Specialist

GENERAL STATEMENT OF JOB

The Content & Digital Marketing Specialists executes the digital content strategy to amplify the district’s reach, expand the audience, deepen engagement, and increase brand awareness. This position collaborates and communicates effectively with principals, directors, and other leadership staff to implement a comprehensive and evidence based districtwide digital media strategy under the direction of the Coordinator of Communications and Public Relations. The Content & Digital Marketing Specialist works to ensure all digital assets are up to date and have a cohesive message that reflects the mission, vision, values, and the strategic direction of the district. The position also provides graphic design, photography, and video support and reports to the Coordinator of Communications and Public Relations.

SPECIFIC DUTIES AND RESPONSIBILITIES

ESSENTIAL JOB FUNCTIONS

• Works with the Coordinator of Communications and Public Relations to create a comprehensive website and social media strategy, which promotes the district’s goals and messages, increases visibility and delivers district information to internal and external stakeholders.
• Plans, develops, tests, edits, maintains, and controls content, look and flow of the RCPS website and social media outlets.
• Works with contracted web host/developer and the district’s information technology department regarding technical aspects of the district’s website.
• Meets with internal and external customers as appropriate to evaluate and modify district website and clarify goals for new webpages.
• Designs images, banners, bullets, charts, maps, infographics, etc. to enhance the clarity and appearance of the district website and social media sites and provides graphic design support to other departments within the district as necessary.
• Facilitates, supports, and serves school and department content managers, acting as a coach to help them keep their web sites attractive and up to date. Serves as the responsive go-to person for web support.
• Works with Professional Learning to train district staff regarding best practices, updating, and managing school/department websites and social media.
• Evaluates and analyzes website and social media traffic to increase engagement.
• Updates website and social media with new and relevant information to attract new and repeat users.
• Optimizes online presence to enhance engagement, strengthen the reputation, and increase brand awareness of RCPS as model for urban public education.
• Keeps abreast of current emerging technologies and professional trends related to websites, electronic communications, and social media and disseminates information to appropriate employees.
• Assists other members of the Communications and Marketing department with special promotions, communications issues, and events including community meetings, special events, dedications, banquets, celebrations, etc.
• Represents the district in communications with sensitivity to the cultural, ethnic, gender, and religious diversity of students, staff, parents, and the community and ensure equity in communications.
• Provides back up administrative support for other members of the Communications and Marketing department.
• Performs other related duties as required.

ADDITIONAL JOB FUNCTIONS

The duties of the Content & Digital Marketing Specialist will have been satisfactorily performed when the evaluation of this person is at the standard or above on the applicable Performance Evaluation System.

MINIMUM TRAINING AND EXPERIENCE

Degree in graphic design, public relations, mass communications, journalism or equivalent combination of related professional work experience and training which provide the required knowledge, skills and abilities with a minimum of 5 years of working experience.

MINIMUM QUALIFICATIONS OR STANDARDS REQUIRED TO PERFORM ESSENTIAL JOB FUNCTIONS

Physical Requirements: Must be physically able to operate a variety of equipment including computers, copiers, overhead projectors, video cassette recorders, etc.  Must be physically able to operate a motor vehicle. Must be able to exert up to 10 pounds of force occasionally, and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects, including the human body. Light Work usually requires walking or standing to a significant degree.

Data Conception: Requires the ability to compare and/or judge the readily observable, functional, structural, or composite characteristics (whether similar or divergent from obvious standards) of data, people, or things.

Interpersonal Communication: Requires the ability to speak and/or signal people to convey or exchange information. Includes giving instructions, assignments, or directions to subordinates or assistants.

Language Ability: Requires the ability to read a variety of correspondence, reports, forms, articles, proposals, contracts, etc. Requires the ability to prepare correspondence, reports, forms, evaluations, contracts, policies, handbooks, budgets, etc., using prescribed formats and conforming to all rules of punctuation, grammar, diction, and style. Requires the ability to speak before groups of people with poise, voice control and confidence.

Intelligence: Requires the ability to apply principles of logical or scientific thinking to define problems, collect data, establish facts, and draw valid conclusions; to interpret an extensive variety of technical instructions in mathematical or diagrammatic form; and to deal with several abstract and concrete variables.

Verbal Aptitude: Requires the ability to record and deliver information, to explain procedures, to follow oral and written instructions. Must be able to communicate effectively and efficiently in a variety of technical or professional languages including education, legal and counseling terminology.

Numerical Aptitude: Requires the ability to utilize mathematical formulas; to add and subtract; multiply and divide; utilize decimals and percentages; and to apply the principles of descriptive statistics, statistical inference, and statistical theory.

Form/Spatial Aptitude: Requires the ability to inspect items for proper length, width, and shape.

Motor Coordination: Requires the ability to coordinate hands and eyes rapidly and accurately in using office equipment.

Manual Dexterity: Requires the ability to handle a variety of items such as office equipment and hand tools. Must have minimal levels of eye/hand/foot coordination.

Color Discrimination: Does not require the ability to differentiate between colors and shades of color.

Interpersonal Temperament: Requires the ability to deal with people beyond giving and receiving instructions. Must be adaptable to performing under stress and when confronted with emergency situations.

Physical Communication: Requires the ability to talk and hear: (Talking: expressing or exchanging ideas by means of spoken words. Hearing: perceiving nature of sounds by ear.) Must be able to communicate via telephone.

KNOWLEDGE, SKILLS AND ABILITIES

Demonstrate leadership qualities and the ability to work effectively with students, teachers, parents, and business and community leaders and partners.

Strong project management and organizational skills are required with the ability to track intricate details and prioritize multiple initiatives and timelines.   

Ability to attend evening school board meetings upon request and work a flexible schedule.

Authentic, effective, professional communication style with excellent public speaking and presentation skills and the ability to make presentations to large groups of people. 

Ability to understand cultural differences with students and parents.

Advanced knowledge of the principles and practices of graphic design and desktop publishing, website design and development.

Experience with design software such as Creative Cloud or Suites, InDesign, Photoshop, Adobe Acrobat Professional, digital and video cameras and related software, and other communication-related, web-based applications.

Must be proficient with Microsoft Office.

Work cooperatively with staff members and agency personnel

Work cooperatively with designated supervisor and staff

Understand program objectives.

Maintain confidentiality. 

Performs accurate record keeping and provide program report updates to School Board.  

DISCLAIMER

The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to this job.