Digital Marketing Specialist

Alexandria, VA
$46,758.92 - $61,226.36 Annually
Sep 30, 2019
Oct 21, 2019
Full Time
Digital Marketing Specialist

The City of Alexandria is located in northern Virginia and is bordered by the District of Columbia (Potomac River), Arlington and Fairfax counties. With a population of approximately 150,000 and a land area of 15.75 square miles, Alexandria is the seventh largest city in the Commonwealth of Virginia. Alexandria has a charming waterfront and is a unique and historic place to live and work. About one-quarter square miles in the city have been designated as a national or local historic district. We proudly embrace our rich history and seize the endless opportunities that lie ahead. If you are interested in working for the vibrant City of Alexandria, we invite qualified candidates to apply for our Digital Marketing Specialist.

The Digital Marketing Specialist position performs responsible public relations/public information/ communications work for a City department. Work in this class involves planning, creating, implementing, monitoring and reporting on effectiveness of digital media marketing campaigns and strategies through web, social media, email, video, search engine, and digital advertising. Work requires the exercise of creativity and independent judgment and is performed under general supervision.

What You Should Bring
Your capability to be proactive in seeking out and staying current with innovative digital marketing strategies, process improvements, trends, technologies, tools, and channels to increase campaign effectiveness will be required. Your ability to promote, track and build public and staff engagement on all digital platforms will ensure your success in this role. Each member of our team is accountable for the outstanding delivery of services to the community. You will work to meet the needs of our community. You will ensure service is Responsive, Professional, Courteous and Accountable. You will have the support of and work under the direction of the Marketing Manager. You will provide a work product that meets the high standards of excellence.

The Opportunity

  • Creates engaging, mobile-friendly web content using HTML, CSS and Content Management Systems (CMS) for public and internal websites.
  • Monitors user experience analytics and provides recommendations for reducing steps to access desired content, including online registration system.
  • Performs regular content audits to assess and ensure quality, accuracy and appropriate use of language, hyperlinks and media assets
  • Works closely with content authors to ensure web content is accurate, current and compelling for the intended audience, with a focus on enhancing user experience.
  • Writes and edits web content as necessary, identifying opportunities to increase engagement by specified audience segments.

  • Designs and develops social media content for various platforms (Facebook, Twitter, YouTube, Instagram, etc.).
  • Plans and develops social media paid advertising strategy
  • Recommends social media strategies and blogging activities.
  • Schedules social media campaigns using Social Studio and/or other social media management platforms.

  • Collaborates with stakeholders to create and execute data-driven, targeted lifecycle emails; retention/reactivation programs; and loyalty-building messaging.
  • Collects data and maintains various reports, files and calendars.
  • Develops effective best practice benchmarks for measuring the impact of digital marketing campaigns.
  • Evaluates customer research, market conditions and competitor data.
  • Uses analytics to track, review, and report on effectiveness of online campaigns and provides monthly performance reports, insights and recommendations to maximize results.

  • Creates content/graphics and digital video/audio using Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro, Dreamweaver, etc.).
  • Maintains style and design standards in content creation (design, layout, appropriateness, typography and appearance) and by monitoring online presence through active listening tools.

  • Oversees the implementation, optimizing and tracking of SEM programs, including tracking and reporting on effectiveness by engagement, participation and customer/sales conversion rates.
  • Recommends changes to website information architecture, content, hyperlinking and other factors to improve Search Engine Marketing (SEM)/Display/Remarketing/Search Engine Optimization (SEO) positions for target keywords.
  • Reviews industry trends and analytics to adjust SEO; develop or adjust content to meet site user needs; and fill content and search term gaps to increase engagement
  • Performs related work as required.

About the Department
The mission of Recreation, Parks & Cultural Activities is to enrich the City of Alexandria by creating meaningful experiences through public spaces, cultural activities, and programming. The Department's vision is to improve the well-being of every person in our community by connecting them to each other and their environment. The Department of Recreation, Parks and Cultural Activities received national accreditation from the Commission for Accreditation of Park and Recreation Agencies (CAPRA). National accreditation requires park and recreation agencies to meet 155 standards representing elements of effective and efficient park and recreation operations.

Minimum & Additional Requirements

Four-Year College Degree; three years of experience in communications, public relations, public information and graphic production or publications editing work; three years of experience with desk top graphic publishing and experience with writing and editing information for wide distribution under deadlines; and completion of college-level courses in journalism, communications, multimedia production, public administration, government, or a related field; or any equivalent combination of experience and training which provides the required knowledge, skills and abilities. The employee must possess a valid driver's license issued by the state of their residence.

Must upload resume with relevant work samples.

Preferred Qualifications

Four-Year College Degree in Communications, Multimedia or related field; three to five years of experience with emphasis in communication and digital media technologies; experience in web and video content creation; and executing analytic-informed digital media campaigns


This position requires successful completion of a criminal records background check and drug screening prior to employment.

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