Digital Content Manager - College of Education, Health, and Human Sciences - UTK

Responsibilities

• Digital Content Creation and Field Capture - Plans, writes, designs, and produces original content (graphics, short-form video, reels/stories, copy) tailored to each platform (Instagram, Facebook, LinkedIn, X, TikTok, YouTube); maintains a consistent, on-brand voice and visual identity across channels; sources and edits photo/video assets from events, classrooms, and student/faculty features to convert into shareable digital content; coordinates timely coverage of live events, takeovers, and time-sensitive announcements. Other duties assigned.
• Digital Media Strategy, Planning, and Execution - Develops and owns CEHHS's overall digital marketing strategy, including social media strategy, direct digital marketing campaigns, platform priorities, audience growth goals, and content pillars; builds and maintains a strategic content calendar across all managed platforms; plans and leads multi-post campaigns tied to enrollment, events, fundraising, and college initiatives in coordination with the Director and college stakeholders; recommends new platforms, formats, or strategic shifts based on trends and performance data; represents the digital/social perspective in broader college marketing planning. Other duties assigned.
• Analytics & Reporting - Tracks platform performance (engagement, reach, growth, conversion) using native and third-party analytics tools; compiles regular performance reports for the Director and college leadership and translates data into actionable strategic recommendations; adjusts strategy and content mix based on performance trends and platform algorithm changes.
• Community Management & Engagement - Monitors and responds to comments, messages, and mentions across platforms in a timely and on-brand manner; builds relationships with followers, prospective students, alumni, and partners; identifies and engages with user-generated content and brand advocates; flags reputational or crisis-adjacent issues to the Director as needed.
• Student Ambassador/Influencer Coordination - Recruits, trains, and coordinates student contributors, ambassadors, or micro-influencers to generate authentic, student-voice content; reviews and approves student-created content prior to publishing; provides feedback and creative direction to ensure brand and strategic alignment.

Requirements

• Education : Bachelor’s
• Experience : Three to five years of professional experience managing social media strategy and digital content, ideally in a higher education, nonprofit, or brand marketing setting. Experience may substitute for education on a year-for-year basis.
• Knowledge, Skills, Abilities: Strong strategic knowledge of major social media platforms, their audiences, algorithms, and best practices (Instagram, TikTok, Facebook, LinkedIn, X, YouTube), with ability to translate platform trends into an actionable content strategy
• Ability to write concise, engaging, platform-appropriate copy for varied audiences
• Ability to use social media analytics and scheduling/management tools (e.g., Sprout Social, Hootsuite, Meta Business Suite, native insights), with ability to turn data into strategic recommendations
• Ability to independently set and drive a multi-platform content strategy aligned with broader college goals
• Ability to manage multiple channels and campaigns simultaneously in a fast-paced, deadline-driven environment
• Ability to work independently with general guidance from the Director; sets own priorities and strategic direction within college-wide marketing goals
• Strong interpersonal skills for coordinating with students, faculty, staff contributors, and the broader marketing team
• Ability to capture digital content (photos, videos, etc.)

Preferred

• Education : Master’s
• Experience :
• Experience with paid social/digital advertising, influencer or ambassador program management, and analytics-driven content strategy at a strategic/leadership level.
• Knowledge, Skills, Abilities:
• Strong knowledge of university/college branding and ability to apply it consistently across digital platforms
• Skilled in short-form video creation and editing (e.g., CapCut, Adobe Premiere Rush, native platform editors)
• Skilled in graphic design tools appropriate for social media content (Canva, Adobe Creative Suite)
• Skilled in photography and editing skills.
• Advocates for best practices in digital communications.
• Knowledge of higher education.