Digital Media Specialist

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Full-time Regular Richmond, VA, US

5 days ago Requisition

Salary Range: $86,721.00 To $ Annually

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 [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…