Digital Media Specialist

Summary:

GENERAL DESCRIPTION OF WORK:

Responsible for developing, implementing, and optimizing VIA's social media/digital content strategy across multiple platforms to increase brand awareness, audience engagement, ridership, and community connection. This position oversees the creation and scheduling of content including photography, short-form video, reels, and real-time social storytelling that aligns with VIA's branding and organizational priorities. Monitors digital trends, audience behavior, and platform performance to develop engaging and data-informed content strategies and key performance indicators (KPIs) that support VIA's marketing campaigns and engagement efforts. Collaborates closely with internal departments and leadership to ensure consistent messaging, strong visual storytelling, and strategic digital engagement across all social media channels.


ESSENTIAL FUNCTIONS:

• Develops and executes VIA's social media strategy to support corporate goals, brand awareness, and community engagement, as well as service launches, changes, and promotions.
• Establishes annual and campaign-specific KPIs, benchmarks, and success metrics; monitors performance and recommends adjustments as needed.
• Creates and maintains social media content calendars, ensuring integration with marketing initiatives, ridership campaigns, and public information needs.
• Develops short-form video concepts, scripts, storyboards, and content calendars aligned with campaign goals and audience targets.
• Produces, captures, and edits social-first photo and video content for major social platforms, including Instagram, LinkedIn, and YouTube.
• Collaborates with VIA's Brand Manager, creative designers, and other contributors to produce multimedia content, including graphics, video, and motion assets.
• Leads platform optimization, including algorithm awareness, paid media targeting, and engagement tactics.
• Manages social listening, reputation management, and crisis communication procedures for VIA's social channels.
• Supports paid social media/digital initiatives through audience targeting, content optimization, and campaign coordination.
• Monitors emerging platforms, tools, and trends to assess potential application for VIA's objectives.
• Prepares reports, dashboards, and presentations for leadership and stakeholders.
• Ensures compliance with accessibility standards, copyright and privacy laws, and VIA brand guidelines.
• Procures and oversees appropriate vendors to develop various promotional materials.
• Oversees promotional and advertising campaigns on social media executed by advertising agencies, ensuring alignment with VIA branding and organizational priorities.
• Performs other related duties as assigned.

This job description excludes marginal functions that are incidental to performing the job. Other duties may exist.

REQUIRED EDUCATION AND EXPERIENCE:

Bachelor's Degree in Marketing, Communications, Digital Media, or related field and four (4) years of professional experience in social media management, digital marketing, or communications. Experience may be substituted in lieu of education on a year-for-year basis up to four (4) years.


PREFERRED QUALIFICATIONS:

• Experience with video editing and creative software including Adobe Creative Cloud, Premiere Pro, After Effects, CapCut, or similar tools.
• Experience with social media management and analytics platforms such as Sprout Social, Hootsuite, Meta Business Suite, Sprinkler or equivalent.
• Experience in public transit, government, or public-sector communications.

ADDITIONAL REQUIREMENTS:

• Knowledge of methods and practices of online marketing and public relations, as well as engagement strategies.
• Knowledge of accessibility standards (ADA/WCAG) and best practices for inclusive social media.
• Knowledge of paid and organic social tactics, analytics, and trends.
• Excellent verbal and written communication skills, to include writing, spelling, proofreading, grammar and punctuation, and development of social content.
• Strong organization, prioritization, and time management skills.
• Strong analytical and networking skills.
• Ability to capture and edit photo and video content for digital and social media platforms.
• Ability to develop and execute social media strategies and content calendars across multiple social platforms.
• Ability to communicate effectively within and outside the organization.
• Ability to work independently with little or no direction, as well as part of a team.
• Ability to establish and maintain effective working relationships with a wide range of people and entities.
• Ability to oversee and produce various types of printed material and graphic compositions.
• Ability to summarize key points in an oral and written format succinctly.
• Ability to read, analyze, and interpret research data and demographics, and translate into actionable insights.
• Ability to work in a fast-paced environment, managing multiple priorities and meeting deadlines, while maintaining attention to detail.
• Must be able to maintain good work attendance.

Safety Accountability Statement:

- Employees must consider safety in all tasks performed, as well as demonstrate safe judgment and decisions that not only maintain their own safety; but that of fellow employees and customers.

- Demonstrate a professional commitment to assure compliance with all organizational policies, practices, and programs related to safety, health, and system security.

- Employees have a responsibility to identify and report hazards, as well as potentially unsafe conditions, to your immediate supervisor or Safety Department.

- Employees are responsible, and required, to stop a job/task to prevent an unsafe incident or act from occurring. This acknowledges the threat of potential injury, property damage and the opportunity for better judgment to be used.

Must comply with and support all applicable VIA EEO Policies and Procedures.

PHYSICAL REQUIREMENTS:

Physical ability required to be mobile, bend, stoop, stand, reach, and occasionally lift 5-25 pounds of objects, such as files, equipment and supplies, and books.


WORK ENVIRONMENTS:

• Work involves deadlines and multiple priorities.
• Works typically within a normal office environment, with occasional fieldwork, community events, or service-area visits.
• May require flexible hours, including evenings or weekends, to support campaigns, events, or service disruptions.

VIA is an Equal Employment Opportunity Employer, providing equal opportunity to all qualified individuals, regardless of race, color, religion, age, sex, national origin, veteran status, genetic information, or disability.