Digital Media Specialist
Job Description
The Digital Media Specialist supports the mission and strategic goals of the Virginia Education Association (VEA) by developing, implementing, and evaluating digital communications strategies that increase member engagement, strengthen the Association’s public presence, and advance organizing and advocacy initiatives at the local and state levels.
Reporting to the Director, Office of Communications and Public Affairs, the Digital Media Specialist develops and manages digital content, websites, social media platforms, targeted digital messaging, and multimedia products. The position works collaboratively with staff, member-leaders, local affiliates, and other stakeholders to create accessible, engaging, and impactful digital communications that connect members and the public with VEA’s priorities, programs, and campaigns.
The Digital Media Specialist also serves as a resource and trainer for staff and members, promoting the effective use of digital tools to support organizing, recruitment, retention, advocacy, and member mobilization. The position requires strong technical, creative, analytical, and communication skills, along with the ability to adapt to evolving digital platforms and emerging technologies.
This position is based at VEA Headquarters in Richmond, Virginia (23229) and is represented by the Virginia Professional Staff Association (VPSA), VEA’s internal staff union.
Essential Duties and Responsibilities
Digital Strategy and Member Engagement
- 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.
Digital Organizing and Campaign Support
- 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.
Website Development and Management
- Develop, maintain, and update all VEA managed websites
- 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.
Social Media Strategy and Content Development
- 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.
Multimedia Production and Digital Content
- 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.
Training, Technical Assistance, and Collaboration
- 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.
Evaluation and Continuous Improvement
- 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.
Other Duties
- 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.
Minimum Qualifications
- 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 Qualifications
- 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.
Salary and Benefits
This position is covered by the VPSA / VEA Collective Bargaining Agreement (CBA) and has a salary range of $86,721 - $116,421.
The position also includes a rich fringe benefits package, including
- 95% of employer-paid medical insurance,
- 100% covered employee-level dental and vision and
- 100% employer-funded Health Reimbursement Arrangement account for medical and wellness expenses.
- 18% automatic contribution to 401k with an additional 2% match
