Summary
WORKING FOR THE CITY OF MCKINNEY
Working for the City of McKinney is more than a job. It is an opportunity to make a meaningful difference in the lives of others. It is also an opportunity to have a hand in the development of one of the fastest growing communities in the nation. Proudly recognized on the Top Workplaces USA list by USA TODAY, our team is dedicated to making McKinney one of the best places to work, live, and raise a family. That’s why we exist. Join us and start making a difference today.
OUR CORE VALUES
City of McKinney employees work hard and at a very fast pace. However, we also look after and support one another. All of us are guided by four employee-inspired values – Respect, Integrity, Service, and Excellence (RISE). We are also supported by servant-based leaders who foster and support a healthy, family-oriented culture. All new employees are expected to embrace and live by our core values and commit to helping us sustain our exceptional work environment as a high performance organization (HPO).
Summary Of Position
Under the direction of the Chief Communications and Marketing Officer and in close partnership with peer leadership team members, the Digital Communications Manager leads the City’s digital communications strategy and oversees the planning, development, execution, and evaluation of digital content and engagement initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms.
This position is responsible for ensuring the City’s digital communications are strategic, timely, accurate, engaging, and aligned with organizational priorities and brand standards. The Digital Communications Manager develops and implements integrated digital communications strategies that strengthen community engagement, support organizational initiatives, enhance public trust, and effectively communicate with residents, stakeholders, employees, and media audiences.
The position directly supervises the Web Specialist and Video Producers and is responsible for establishing clear expectations, driving accountability, supporting professional development, and fostering a collaborative, high-performing team culture. The Digital Communications Manager works cross-functionally with departments, executive leadership, and communications peers to ensure consistency, alignment, and effectiveness across all digital communications efforts.
Essential Functions/Knowledge, Skills, & Abilities
GENERAL EXPECTATIONS FOR ALL EMPLOYEES
In order for us to continue to achieve our primary function of making McKinney a better place to live, work, and raise a family, we hold these expectations for all employees.

• Learn and demonstrate an understanding of how team, department, and City goals are interconnected.
• Contribute to a positive work culture.
• Maintain regular and reliable attendance.
• Ability to assess his/her work performance or the work performance of the team.
• Contribute to the development of others and/or the working unit or overall organization.
• Ability and willingness to work as part of a team, to demonstrate team skills, and to perform a fair share of team responsibilities.
• Ability to continuously learn and develop through a mix of internal and external training opportunities, and if applicable, encourage subordinates to do the same.
  

Essential Duties And Responsibilities
Digital Communications Strategy and Content

• Leads the planning, development, execution, and evaluation of the City’s digital communications strategies and initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms.
• Serves as the City’s lead digital content strategist and primary manager of the City’s social media presence, including developing content, managing publishing and engagement, responding to public inquiries and comments, and ensuring timely, accurate, and brand-aligned communications across digital platforms.
• Oversees and participates in the creation of digital campaigns, marketing initiatives, and communication plans that support organizational priorities, community engagement, educational outreach, and brand visibility.
• Manages digital advertising, promoted content, and online engagement efforts to maximize audience reach, engagement, and effectiveness.
• Ensures digital communications content is accurate, accessible, strategically aligned, visually compelling, and consistent across all digital channels and touchpoints.
• Oversees the City’s employee e-newsletters, websites, digital engagement platforms, and online survey efforts, including survey distribution, analysis, and reporting.
• Conducts creative briefings and coordinates with internal staff, contractors, agencies, and creative partners to support effective execution of digital communications initiatives.
• Ensures photo and video coverage of City events and initiatives as assigned.
  

Organizational Collaboration and Public Engagement

• Collaborates closely with executive leadership, departments, and peer communications managers to ensure alignment, consistency, and strategic integration across communication initiatives.
• Meets with departments to identify communication needs, recommend digital outreach strategies, and support organizational initiatives through effective digital engagement.
• Builds and maintains strong professional relationships across departments and with external stakeholders to support collaboration, information sharing, and public trust.
• Communicates complex or technical information clearly, accurately, and in plain but compelling language appropriate for diverse audiences.
• Fosters positive interaction between city government and the community through responsive, transparent, and audience-focused digital communications.
  

Leadership and Team Management

• Directly supervises the department Web Specialist and Video Producers by establishing clear expectations, managing performance, reinforcing accountability, supporting professional development, and fostering a collaborative, high-performing team culture.
• Provides leadership and direction for digital content, web, video, and online engagement initiatives, ensuring alignment with departmental goals, organizational priorities, and brand standards.
• Works in close partnership with department leadership team members to support alignment, communication consistency, shared ownership, and effective execution across communications initiatives.
• Operates with a high level of professionalism, responsiveness, sound judgment, and ownership in managing high-visibility communications responsibilities and organizational priorities.
  

Crisis Communications and Strategic Response

• Serves as a key member of crisis response efforts, including participation in Emergency Operations Center (EOC) communications during emergency events and rapidly developing situations.
• Develops, coordinates, and distributes timely digital communications, holding statements, public updates, and related messaging during emergencies and high-profile situations.
• Exercises strong judgment and professionalism in responding to politically sensitive, high-visibility, or complex public communications matters.
  

Analytics, Project Management, and Continuous Improvement

• Manages project-based communications and marketing plans, ensuring projects are completed accurately, efficiently, and within established timelines and priorities.
• Tracks, analyzes, and evaluates digital communication performance metrics, audience engagement data, and campaign effectiveness to inform decision-making and continuous improvement.
• Identifies emerging digital trends, technologies, tools, and communication opportunities and recommends innovative strategies to improve organizational communication effectiveness.
• Prepares applications and supporting materials for local, state, and national awards programs and recognition opportunities.
• Represents the City on committees, task forces, boards, and working groups as assigned.
• Maintains the ability to work evenings, weekends, and extended hours when events, meetings, emergencies, and organizational needs require.
• Complies with all City policies, procedures, and attendance expectations.
  

Other Job Functions

• Perform other duties as assigned or directed.
  

Knowledge, Skills, Abilities, And Behaviors

• Ability to embrace and embody the City’s core values of Respect, Integrity, Service, and Excellence (R.I.S.E.).
• Ability to communicate effectively with peers, supervisors, subordinates, and people to whom service is provided.
• Ability to produce desired work outcomes, including quality, quantity, and timeliness.
• Ability to plan and organize work, time, and resources, and if applicable, that of subordinates.
• Strong knowledge of digital communications strategy, social media management, audience engagement, integrated marketing principles, web communications, and digital content development.
• Demonstrated ability to operate strategically by anticipating communication needs, identifying opportunities and risks, and developing proactive communication solutions aligned with organizational priorities.
• Strong judgment and ability to navigate complex, politically sensitive, and high-visibility situations with professionalism, discretion, accuracy, and sound decision-making.
• Proven ability to lead and develop high-performing teams by establishing clear expectations, fostering accountability and collaboration, addressing performance issues constructively, and supporting professional growth and continuous improvement.
• Ability to work in close partnership with executive leadership, departments, and peer managers to ensure alignment, consistency, and shared ownership across communications initiatives.
• Demonstrated ability to develop clear, concise, strategically aligned, and audience-focused communications deliverables across a variety of digital platforms and communication channels.
• Excellent writing, editing, proofreading, and verbal communication skills, including strong attention to detail and proficiency in AP style.
• Ability to communicate complex or technical information in clear, compelling, and accessible language appropriate for diverse audiences.
• Demonstrated ability to manage multiple high-visibility priorities simultaneously, adapt quickly to changing circumstances, and consistently deliver accurate, high-quality work in a fast-paced environment.
• Strong organizational, project management, and time management skills, including the ability to prioritize effectively, manage competing deadlines, and drive projects through completion.
• Demonstrated ability to build professional, trust-based relationships across teams and functions while maintaining appropriate professional boundaries and exercising sound judgment in the best interest of the organization.
• Experience leveraging analytics, data, technology, and emerging digital tools to evaluate communication effectiveness, improve audience engagement, and support informed decision-making.
• Ability to work collaboratively with cross-functional teams, external partners, contractors, and stakeholders to support effective communication outcomes.
• Flexibility, professionalism, creativity, diplomacy, responsiveness, and attention to detail are essential.
• Strong understanding of communications planning, campaign development, and strategic messaging.
• Ability to embrace change, identify opportunities for improvement, and support innovation in communications practices and processes.
• Budget management skills and the ability to use organizational resources effectively and responsibly.
• Proficiency in Microsoft Office programs, social media management platforms, project management systems, web content management systems, and related communications technologies.
• Ability to work in a fast-paced, dynamic environment and adept at using specialized knowledge while working collaboratively toward broad strategic goals and objectives.
  

Required Qualifications
MINIMUM QUALIFICATIONS
Any work related experience resulting in acceptable proficiency levels in the below Minimum Qualifications may be an acceptable substitute.
Bachelor’s degree in Journalism, Marketing, Digital Communications, English or closely related field; Master’s degree preferred; supplemented by five (5) or more years’ experience that includes digital communications, social media, websites, communications strategy, creative services, communications, writing, and/or marketing; or an equivalent combination of training, experience or education, and two (2) or more years’ experience in a communications management/supervisory role.
A record of creative achievement and driving creative innovation and an ability to show initiative in performing job duties and tying work to strategic communications and marketing plans and objectives.
Preferred Qualifications

• Familiarity with graphic design principles, Adobe Creative Suite, Wrike or other project management software, asset management systems and Web CMS, in addition to a well-rounded communications background.
  

CONDITIONS OF EMPLOYMENT

• Must pass a drug screen and background check.
• Must have Class C Texas Driver’s License
  

Physical Demands/Supplemental
PHYSICAL DEMANDS
While performing the duties of this job, the employee is frequently (over 2/3 of the time) required to listen, talk, sit, and work on the computer. The employee is (between 1/3 and 2/3 of the time) required to stand and walk. The employee is rarely (under 1/3 of the time) required to reach, touch, handle or feel objects, and lift and/or exert force up to ten (10) pounds. Close vision and color vision are special vision requirements.
WORK ENVIRONMENT
There is limited exposure to environmental conditions.
The above statements describe the general nature and level of work being performed as of the date of preparation and approval. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of the position. Employees holding this position will be required to perform any other job-related duties as requested by management. The job description does not constitute an employment agreement between the employer and employee, and all requirements are subject to possible modification to reasonably accommodate individuals with disabilities.
The City of McKinney is an equal opportunity employer (EOE) committed to an alcohol / drug free workplace and to providing equal opportunities regardless of age, race, color, gender, religion, national origin, marital status, veteran status, disability or any other legally protected status.