Digital Media Specialist

Responsibilities

• Develop and implement digital media strategies that increase measurable engagement among VEA members, prospective members, local affiliates, and the Virginia public; align digital communications initiatives with VEA’s mission, strategic goals, communications priorities, and organizing objectives; develop digital engagement strategies that reflect diverse member experiences and advance VEA’s racial and social justice priorities; identify opportunities to use digital platforms and emerging technologies to strengthen member participation, promote Association initiatives, and expand VEA’s reach; monitor digital engagement metrics and use data-driven insights to evaluate effectiveness and recommend improvements; design, deploy, and evaluate digital tools that support local and statewide organizing, advocacy, recruitment, retention, and mobilization campaigns; develop and manage campaign websites, landing pages, petitions, event registration tools, targeted messaging, and other digital engagement resources; support the use of platforms such as Action Network and other campaign management tools to facilitate member participation and advocacy; develop and distribute targeted email and text messaging campaigns through Salesforce Marketing Cloud (SFMC) or successor platforms and services; collaborate with organizing staff, local affiliates, and member-leaders to ensure digital strategies support campaign goals and reach intended audiences; track campaign performance and provide recommendations to improve participation, engagement, and outcomes; develop, maintain, and update all VEA managed websites [RB2]; ensure website content is accurate, current, accessible, user-friendly, and consistent with VEA’s communications standards and brand identity; monitor website performance, traffic, and user engagement using analytics and other reporting tools; coordinate with internal staff and external vendors, as appropriate, to address website functionality, technical issues, and enhancements; apply current best practices for search engine optimization, accessibility, mobile responsiveness, and digital security; ensure website content and design reflect inclusive practices, provide equitable access to information, and adhere to accessibility standards; manage, develop, and implement VEA social media accounts using strategies that advance VEA’s communications, advocacy, organizing, and public engagement objectives; create, edit, schedule, publish, and monitor engaging digital content tailored to specific audiences and platforms; develop multimedia content, including short-form videos, graphics, memes, presentations, digital storytelling, and other shareable products; monitor social media engagement, identify opportunities to expand reach, and provide recommendations based on performance data; maintain consistency in messaging, branding, tone, and visual presentation across digital channels; produce and edit photography, video, graphics, presentations, and other digital communications materials that support VEA programs, campaigns, events, and organizational priorities; translate complex information into clear, compelling, and accessible digital content for members and the public; develop materials suitable for digital messaging, social media distribution, virtual presentations, and member meetings; ensure digital content adheres to VEA branding, editorial standards, accessibility practices, and applicable copyright and usage requirements; provide training, guidance, and technical assistance to VEA staff, member-leaders, and local affiliates on digital communications tools, platforms, and strategies; promote effective and consistent use of digital tools to support organizing, advocacy, and member engagement; collaborate with communications, marketing, organizing, government relations, and other departments to coordinate digital initiatives and integrated campaigns; share best practices, platform updates, and recommendations that strengthen the Association’s digital communications capacity; establish and monitor appropriate performance measures for websites, social media, digital messaging, and campaign initiatives; prepare reports on digital engagement, audience reach, website traffic, campaign performance, and other relevant metrics; evaluate new digital platforms, tools, and technologies and recommend solutions that improve effectiveness, efficiency, and engagement; maintain current knowledge of digital communications trends, emerging technologies, and industry best practices; perform other related duties and responsibilities as assigned to support the work of the Office of Communications and Public Affairs and the overall mission of VEA.

Requirements

• Bachelor’s degree in communications, digital media, marketing, journalism, public relations, or a related field, or an equivalent combination of education and relevant professional experience
• At least three years of progressively responsible experience developing, managing, and evaluating websites, social media platforms, digital communications campaigns, and related digital tools
• Demonstrated commitment to racial and social justice, equity, and inclusion, with the ability to incorporate these principles into digital communications, content development, and member engagement strategies
• Demonstrated ability to develop and execute digital communications strategies that support audience engagement, advocacy, organizing, or organizational goals
• Excellent written and verbal communication skills, including writing, editing, proofreading, scripting, and presenting information to diverse audiences
• Proficiency with Microsoft Office, Adobe Creative Cloud or equivalent creative software, website content management systems, and digital analytics tools such as Google Analytics
• Experience with social media management, email marketing, digital messaging, and online engagement platforms
• Strong organizational skills, attention to detail, project management abilities, and the capacity to manage multiple priorities and deadlines
• Ability to work collaboratively with staff, member-leaders, and external partners while exercising sound judgment and initiative
• Commitment to VEA’s mission and the advancement of public education, member engagement, and organizing

Preferred

• Experience supporting labor unions, membership organizations, advocacy campaigns, political engagement, or nonprofit communications
• Experience with Salesforce Marketing Cloud, Action Network, or comparable digital campaign and messaging platforms
• Experience with website administration, content management systems, search engine optimization, and website accessibility standards
• Demonstrated ability to produce short-form video, digital graphics, photography, and other multimedia content
• Experience analyzing digital performance data and using results to refine communications strategies
• Experience training or providing technical assistance to staff, volunteers, or member-leaders

Benefits

• 95% of employer-paid medical insurance
• 100% covered employee-level dental and vision
• 100% employer-funded Health Reimbursement Arrangement account for medical and wellness expenses
• 18% automatic contribution to 401k with an additional 2% match