Digital Media Specialist

Position Summary
The Digital Media Specialist is a creative and data-informed communications professional responsible for leading the University's social media strategy and digital storytelling efforts. This role enhances McMurry's brand presence, supports enrollment and engagement goals, and connects with key audiences through compelling, platform-specific content.


Reporting to the Director of Integrated Communications, the Specialist serves as the University's primary social media strategist and content creator. The position collaborates closely with all members of the StratCom team to support integrated digital campaigns, ensuring messaging is cohesive, engaging, and aligned with institutional priorities.

Essential Duties and Responsibilities


Social Media Strategy & Management

• Lead the development and execution of a comprehensive social media strategy aligned with University goals and brand standards.

• Manage and grow McMurry's primary social media channels, ensuring consistent voice, tone, and visual identity.

• Plan and execute an annual and ongoing social content calendar across platforms.

• Expand audience reach and engagement through strategic content development and active community management.

• Advise campus partners on social media best practices, account creation, and platform use.

Content Creation & Storytelling

• Create engaging, platform-specific content, including posts, photography, graphics, and short-form video, that highlights the McMurry experience.

• Capture and produce high-quality photo and video content, including event coverage, interviews, and campus life, and edit short-form video optimized for social platforms.

• Collaborate with campus partners to identify and develop compelling stories that showcase student life, academic excellence, and campus culture.

• Ensure all content aligns with University brand guidelines and editorial standards.

Campaign Development & Collaboration

• Develop and execute social media campaigns that support enrollment, advancement, and institutional initiatives.

• Collaborate with web and email marketing team members to support integrated, multi-channel campaigns.

• Provide content, messaging, and creative assets to support website and email marketing initiatives.
• Coordinate with internal stakeholders and external vendors to support campaign execution.

Analytics & Optimization

• Monitor and analyze social media performance, using data to inform strategy and improve outcomes.

• Track key performance indicators (KPIs) including engagement, reach, and conversions.

• Provide regular reports and insights to internal stakeholders.

• Identify opportunities to optimize content and audience engagement across platforms.

Core Competencies

• Social Media Strategy & Execution

• Content Creation & Storytelling

• Data Analysis & Performance Optimization

• Collaboration & Relationship Building

• Brand Stewardship

• Organizational Agility & Adaptability

• Judgment & Decision-Making

Required Qualifications

• Bachelor's degree in marketing, communications, or related field

• 1-3 years of professional experience in social media or digital content creation

• Demonstrated experience managing social media platforms and executing campaigns

• Strong writing, editing, and visual storytelling skills

• Familiarity with social media management and analytics tools

Preferred Qualifications

• Experience in higher education marketing or communications

• Experience managing social media for an organization or brand

• Experience analyzing metrics and translating data into actionable insights

• Basic photography and video editing skills

Equal Employment Opportunity/Affirmative Action
McMurry University is committed to an educational and working environment that provides equal opportunity to all members of the university community and prohibits unlawful discrimination on the basis of race, color, gender, national origin, age, genetic information, disability or veteran status, in employment or the provision of services, in accordance with applicable federal, state and local laws. Discrimination on the basis of sexual orientation is also prohibited pursuant to University policy.