Communications Specialist – Digital Media

Communications Specialist – Digital Media

The Communications Specialist – Digital Media creates and oversees the content, voice and style for the organization’s online presence including the town’s websites, apps, e-newsletters, online calendars, multi-media outlets, digital advertising and emerging methods of digital engagement. This position works closely with the Communications Director to support all departments to ensure a timely, consistent and coordinated two-way communications effort that aligns with the Town of Vail brand standards and the organization’s reputation for leadership, professionalism and excellence. The Communications Specialist – Digital Media serves in an essential role as a first responder during crisis communications and incident response. 

Essential Duties and Responsibilities 

• Develops and implements the town’s digital communications strategies and leads the town’s overall approach to digital engagement across all platforms.
• Creates and oversees digital content, coordinates technology support and implementation in partnership with IT, monitors analytics and sets performance metrics to increase engagement and optimize user experience. 
• Ensures consistent brand positioning and messaging across all digital channels, oversees responses to public inquiries in a professional manner, and utilizes digital platforms to foster positive, proactive relationships with the community, members of the media, and other strategic partners.
• Leads the town’s digital accessibility efforts.
• Manages paid digital advertisement placement and purchasing.
• Identifies new online engagement tools and processes for continuous improvement. 
• Serves as the primary information resource and trainer for other departments, ensuring digital content is relevant and up to date, the town’s brand standards are upheld, and best practices are implemented in outreach, usability, ADA compliance, style guidelines and performance metrics. 
• Helps plan and execute certain town-owned events, such as the Vail Social. 
• Serves as a Public Information Officer (PIO) during a crisis communications event, working closely with the Town Manager’s Office to create and disseminate messages that are transparent while upholding and protecting the reputation of the town.
• Helps update and maintain the Crisis Communications Plan to reflect the most recent changes in best practices.   
• Serves as a PIO during emergencies, working closely with the Police Department and Fire & Emergency Services to ensure public safety information is conveyed quickly and accurately during an incident.
• Coordinates with the Eagle County PIO group on larger or regional emergencies or incidents as needed.
• Serves the residents and guests of the Town of Vail by abiding by all Town of Vail core values.
• Performs job in accordance with all Town of Vail safety practices.
• Performs other duties as assigned. 

Accountability and Decision-Making 

• Maintains a high-level awareness and understanding of town initiatives and priorities.
• Creates and implements goals, strategies and tactics with decision-making impacting the entire organization.
• Exercises independent judgment to resolve issues as needed and may seek resources or assistance in matters as needed.
• Decisions have significant, broad implications on the overall strategy and direction of the Town of Vail in its messaging.  

Knowledge, Skills and Abilities 

• Comprehensive knowledge and expertise in all aspects of digital marketing and communications, including a thorough knowledge of digital engagement and social media platforms. 
• Thorough knowledge of website content management systems and familiarity with HTML.
• Thorough knowledge of email marketing systems and database management.
• Ability to work within graphic design programs. 
• Writing, editing and communication skills.
• Proven experience with project management and multi-discipline facilitation.   
• Expertise in building and maintaining relationships with internal and external constituencies.
• Ability to work independently in a fast-paced, dynamic environment. 

Education, Experience and Certificates 

• Relevant bachelor’s degree or equivalent combination of education and experience.
• Minimum of three years of related experience.
• Obtains training and certification in the National Incident Management System.