Digital Communications Specialist 

Position Summary

Reporting to the Manager, Brand & Marketing, the Digital Communications Specialist will play a crucial role in creating content across all corporate digital channels to help create meaningful engagement with our community. This role will manage social media content planning, working in close collaboration with our Communications team to create cohesive, data-driven campaigns that educate, inspire, and build awareness around City initiatives.

The ideal candidate is a natural storyteller who can translate complex City initiatives into compelling, accessible content that resonates with diverse audiences. You think in campaigns, not just posts, and understand how to build momentum over time through strategic content planning. Equally comfortable behind a camera and in a spreadsheet, you bring creative ideas but back them up with data and strategic thinking. You're highly collaborative, excelling at drawing out authentic stories from across the organization, liaising with subject matter experts and the Communications team. You're passionate about community building and civic engagement. If you're ready to shape how our city connects with its community and turn municipal initiatives into inspiring digital narratives, we want to hear from you.

Key Duties and Responsibilities

• Be the City’s go-to expert for social media, helping departments use it effectively and safely and making sure staff follow the City’s social media policies (including reviewing and updating the policy bi-annually)
• Create and manage year-round social media content plans that bring city initiatives, community projects, and organizational priorities to life through consistent storytelling that reflects who we are as a place and a brand
• Facilitate content creation workshops and planning sessions with Communication Advisors and other City staff  
• Collaborate with subject matter experts and advisors to develop awareness and education-focused campaigns, translating technical content into compelling marketing assets for paid media channels
• Support the Brand and Marketing Manager with media buys, and campaign coordination including liaising with media vendors and budget tracking
• Research and identify new advertising opportunities for the City to expand its digital and out-of-home campaigns
• Lead regular photo and video shoots to continuously improve our visual storytelling; identify gaps and update the city's digital media library to ensure we have fresh, high-quality content
• Plan and lead photo and video shoots that capture everything from major city projects to attending events on-site that bring our community to life on social media
• Analyze social media data, performance metrics, and campaign ROI to continuously optimize content strategy and engagement across organic and paid initiatives
• Develop reporting dashboards and use data insights to inform decision-making and demonstrate the impact of our social media efforts

Community Engagement

• Manage community engagement on all social media channels by actively listening and responding in a timely manner, including addressing inquiries, escalating concerns to relevant departments, amplifying authentic user-generated content and continuously monitoring community sentiment to identify emerging stories and conversation trends
• Monitor City-related social media channels run by internal departments to ensure adherence to City standards and guidelines, and collaborate with internal clients to create content as required
• Monitor and post service-related messages (i.e. road closures, watermain breaks) as required
• Attend City events as required to produce social media content, take photos, etc.
• Communicate with other municipalities to share information and for benchmarking
• Develop relationships with stakeholders and other government agencies to work on best practices and create succinct content
• Coordinate the creation of branding, layout and design for corporate projects and initiatives working collaboratively with the Design and Production team, Brand and Marketing Manager, Communications Advisors and departmental representatives

Education and Experience

• Degree in Communications, Marketing, Journalism or related discipline
• Post-Graduate education in Communications, Public Relations, or social media or digital marketing certification, considered an asset
• 3 years’ experience in a similar role, experience in the public sector or an agency considered an asset

Required Skills/Knowledge

• Proficient in Microsoft Office Suite, Adobe Suite and social media platforms (i.e. Facebook, Twitter, LinkedIn, YouTube, Instagram, etc.)
• Experience in issues management, and a demonstrated understanding of how to identify current and emerging issues of significance to the corporation
• Proven track record of developing and executing successful organic social media strategies
• Digital marketing expertise, and current knowledge of social media platforms, with understanding of paid social integration
• Demonstrated competency in photography and videography, including shooting and basic editing (Mobile and DSLR photography, video editing software i.e. Photoshop and/or Lightroom)
• Proficiency with social media scheduling platforms and analytics platforms (i.e. Sprout)
• Ability to interact professionally with people in a digital capacity and experience handling digital customer service inquiries
• Experience with storyboarding and creative brief development
• Familiarity with accessibility standards and inclusive content practices
• Excellent written and verbal communication skills; with great attention to detail
• Strong project management abilities with capacity to manage multiple priorities

Leadership Competencies