Digital Communications Manager
14 days ago
Mckinney
Digital Communications Manager Working for the City of McKinney is more than a job. It is an opportunity to make a meaningful difference in the lives of others. It is also an opportunity to have a hand in the development of one of the fastest growing communities in the nation. Proudly recognized on the Top Workplaces USA list by USA TODAY, our team is dedicated to making McKinney one of the best places to work, live, and raise a family. That's why we exist. Join us and start making a difference today. Our core values are Respect, Integrity, Service, and Excellence (RISE). We are also supported by servant-based leaders who foster and support a healthy, family-oriented culture. All new employees are expected to embrace and live by our core values and commit to helping us sustain our exceptional work environment as a high performance organization (HPO). Under the direction of the Chief Communications and Marketing Officer and in close partnership with peer leadership team members, the Digital Communications Manager leads the City's digital communications strategy and oversees the planning, development, execution, and evaluation of digital content and engagement initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms. This position is responsible for ensuring the City's digital communications are strategic, timely, accurate, engaging, and aligned with organizational priorities and brand standards. The Digital Communications Manager develops and implements integrated digital communications strategies that strengthen community engagement, support organizational initiatives, enhance public trust, and effectively communicate with residents, stakeholders, employees, and media audiences. The position directly supervises the Web Specialist and Video Producers and is responsible for establishing clear expectations, driving accountability, supporting professional development, and fostering a collaborative, high-performing team culture. The Digital Communications Manager works cross-functionally with departments, executive leadership, and communications peers to ensure consistency, alignment, and effectiveness across all digital communications efforts. In order for us to continue to achieve our primary function of making McKinney a better place to live, work, and raise a family, we hold these expectations for all employees: Learn and demonstrate an understanding of how team, department, and City goals are interconnected. Contribute to a positive work culture. Maintain regular and reliable attendance. Ability to assess his/her work performance or the work performance of the team. Contribute to the development of others and/or the working unit or overall organization. Ability and willingness to work as part of a team, to demonstrate team skills, and to perform a fair share of team responsibilities. Ability to continuously learn and develop through a mix of internal and external training opportunities, and if applicable, encourage subordinates to do the same. The essential duties and responsibilities include: Leads the planning, development, execution, and evaluation of the City's digital communications strategies and initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms. Serves as the City's lead digital content strategist and primary manager of the City's social media presence, including developing content, managing publishing and engagement, responding to public inquiries and comments, and ensuring timely, accurate, and brand-aligned communications across digital platforms. Oversees and participates in the creation of digital campaigns, marketing initiatives, and communication plans that support organizational priorities, community engagement, educational outreach, and brand visibility. Manages digital advertising, promoted content, and online engagement efforts to maximize audience reach, engagement, and effectiveness. Ensures digital communications content is accurate, accessible, strategically aligned, visually compelling, and consistent across all digital channels and touchpoints. Oversees the City's employee e-newsletters, websites, digital engagement platforms, and online survey efforts, including survey distribution, analysis, and reporting. Conducts creative briefings and coordinates with internal staff, contractors, agencies, and creative partners to support effective execution of digital communications initiatives. Ensures photo and video coverage of City events and initiatives as assigned. The position also involves: Collaborating closely with executive leadership, departments, and peer communications managers to ensure alignment, consistency, and strategic integration across communication initiatives. Meeting with departments to identify communication needs, recommend digital outreach strategies, and support organizational initiatives through effective digital engagement. Building and maintaining strong professional relationships across departments and with external stakeholders to support collaboration, information sharing, and public trust. Communicating complex or technical information clearly, accurately, and in plain but compelling language appropriate for diverse audiences. Fostering positive interaction between city government and the community through responsive, transparent, and audience-focused digital communications. Leadership and team management responsibilities include: Directly supervising the department Web Specialist and Video Producers by establishing clear expectations, managing performance, reinforcing accountability, supporting professional development, and fostering a collaborative, high-performing team culture. Providing leadership and direction for digital content, web, video, and online engagement initiatives, ensuring alignment with departmental goals, organizational priorities, and brand standards. Working in close partnership with department leadership team members to support alignment, communication consistency, shared ownership, and effective execution across communications initiatives. Operating with a high level of professionalism, responsiveness, sound judgment, and ownership in managing high-visibility communications responsibilities and organizational priorities. Crisis communications and strategic response duties include: Serving as a key member of crisis response efforts, including participation in Emergency Operations Center (EOC) communications during emergency events and rapidly developing situations. Developing, coordinating, and distributing timely digital communications, holding statements, public updates, and related messaging during emergencies and high-profile situations. Exercising strong judgment and professionalism in responding to politically sensitive, high-visibility, or complex public communications matters. Analytics, project management, and continuous improvement responsibilities include: Managing project-based communications and marketing plans, ensuring projects are completed accurately, efficiently, and within established timelines and priorities. Tracking, analyzing, and evaluating digital communication performance metrics, audience engagement data, and campaign effectiveness to inform decision-making and continuous improvement. Identifying emerging digital trends, technologies, tools, and communication opportunities and recommending innovative strategies to improve organizational communication effectiveness. Preparing applications and supporting materials for local, state, and national awards programs and recognition opportunities. Representing the City on committees, task forces, boards, and working groups as assigned. Maintaining the ability to work evenings, weekends, and extended hours when events, meetings, emergencies, and organizational needs require. Complying with all City policies, procedures, and attendance expectations. Other job functions include: Perform other duties as assigned or directed. Knowledge, skills, abilities, and behaviors include: Ability to embrace and embody the City's core values of Respect, Integrity, Service, and Excellence (R.I.S.E.). Ability to communicate effectively with peers, supervisors, subordinates, and people to whom service is provided. Ability to produce desired work outcomes, including quality, quantity, and timeliness. Ability to plan and organize work, time, and resources, and if applicable, that of subordinates. Strong knowledge of digital communications strategy, social media management, audience engagement, integrated marketing principles, web communications, and digital content development. Demonstrated ability to operate strategically by anticipating communication needs, identifying opportunities and risks, and developing proactive communication solutions aligned with organizational priorities. Strong judgment and ability to navigate complex, politically sensitive, and high-visibility situations with professionalism, discretion, accuracy, and sound decision-making. Proven ability to lead and develop high-performing teams by establishing clear expectations, fostering accountability and collaboration, addressing performance issues constructively, and supporting professional growth and continuous improvement. Ability to work in close partnership with executive leadership, departments, and peer managers to ensure alignment, consistency, and shared ownership across communications initiatives. Demonstrated ability to develop clear, concise, strategically aligned, and audience-focused communications deliverables across a variety of digital platforms and communication channels. Excellent writing, editing, proofreading, and verbal communication skills, including strong attention to detail and proficiency in AP style. Ability to communicate complex or technical information in clear, compelling, and accessible