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Social Media and Digital Marketing Specialist

Columbia Public Schools
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PURPOSE

 

The Social Media and Digital Marketing Specialist plays a key role in shaping the digital presence and storytelling of Columbia Public Schools. This position is responsible for developing, implementing, and overseeing a comprehensive social media and digital marketing strategy that aligns and supports district-wide marketing goals, engages diverse audiences, and strengthens community trust.

 

 

ESSENTIAL RESPONSIBILITIES AND DUTIES

  • Lead the planning, ideation, and management of the district’s content calendar aligned with the district’s overall strategic communications, marketing objectives, campaigns, and key initiatives.
  • Partner and host regular meetings with school and district contacts to strengthen district-wide social media standards and community engagement and to identify top priority social content to integrate into a social media planning and a content calendar that includes district events, school spotlights, and key campaigns to ensure timely and coordinated promotions.
  • Develop and manage paid media advertising campaigns to drive awareness, engagement, and enrollment.
  • Create high-quality digital content, including photos, videos, reels, and graphics from on-site school events, district programs, and community activities. Use available tools and resources to produce and publish compelling content for assigned platforms.
  • Serve as a member of the district’s Community Relations team and collaborate with team members to ensure consistent branding, storytelling, and message alignment across platforms. Collaborate with district staff, schools, departments, and community partners to plan and distribute information across multiple communication platforms.
  • Partner with school-based staff to train, support, and oversee content execution at the school, department, and/or program level.
  • Develop, implement, and manage the district’s social media strategy, including content creation, timely posting, audience engagement, and crisis communication protocols. Post approved statements during emergency situations under guidance from Communications leadership.
  • Ensure all posted content complies with FERPA, student media consent rules, and district privacy protocols.
  • Monitor comments, direct messages, and community groups daily to identify misinformation, emerging issues, rumors, or parent concerns and if necessary, respond to community questions within set turnaround times, or route questions to appropriate departments (Enrollment, Transportation, Student Services, Special Services, etc.).
  • Ensure content across assigned platforms is accurate, current, and aligned with the district’s strategic communications, marketing, and brand identity, including event coverage and social storytelling (photo/video as needed).
  • Monitor, analyze, and report on social media performance metrics to inform content strategy and optimize engagement outcomes. Monitor and evaluate content and campaign performance; summarize results and adjust strategies for continual improvement.
  • Stay current with social and digital trends, recommending new strategies to enhance the district’s online presence and community connection. Maintain professional learning in emerging technologies and best practices in communications.
  • Deliver high-quality customer service and effective communications for internal and external audiences.

Perform other duties as necessary to support the mission and vision of Columbia Public School District. 

                                                                                                                                      

DISTRICT EXPECTATIONS

 

All employees of the District are expected to adhere to the policies and regulations of the Board of Education, maintain appropriate certification and competencies necessary for the position, and demonstrate the values of the district at all times. For information on polices, regulations and values, visit http://www.cpsk12.org.

 

REPORTING RELATIONSHIPS

 

Reports To:        Chief Communications Officer 

 

Supervises:        None

 

 

QUALIFICATIONS

 

Minimum:       

Bachelor’s degree in journalism, communications, marketing, digital media, or related field. 3–5 years of professional experience managing media platforms for a brand, organization, school district, or public government entity.

 

Preferred:       

Master’s degree in journalism, communications, marketing, digital media or related field or accreditation in public relations. 5+ years of professional experience managing media platforms for a brand, organization or public entity. Experience with managing media platforms for a school district.

 

Ideal:   Proven experience developing social media and marketing campaigns, paid ads, and multimedia content. Strong proficiency in media management tools, analytics platforms, and creative software (e.g., Meta Business Suite, Canva, Adobe Suite, including Premier or other similar video editing software). Excellent writing, storytelling, and project management skills. Ability to manage multiple projects simultaneously in a fast-paced, collaborative environment. Passion for public education and community engagement.