Digital Media Specialist

US:

TX:

San Antonio | Public Relations | Full-time

61, USD per year

Posted 4 days ago

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, Linked In, and You Tube.
• 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, Cap Cut, 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…