Director of Social & Digital Media

Director of Social & Digital Media
The Director of Social & Digital Media is responsible for developing and implementing social media strategies for App State Athletics’ official accounts. Reporting to the Senior Associate AD for Strategic Communications, the Director works with the department’s external units and sports teams to increase brand visibility, drive engagement, and generate revenue using a consistent, compelling voice.

Essential Job Functions

Manage Official Social Platforms – Serve as the primary manager of App State Athletics’ official social media accounts (Instagram, Facebook, X, TikTok, YouTube and emerging platforms)

Develop Department-Wide Strategy – Create and execute comprehensive, data-driven social media strategies that elevate the App State Athletics brand and support departmental goals

Align Sport-Specific Messaging – Work with individual sport programs and internal units to ensure consistent, coordinated and brand-aligned messaging across all digital channels

Monitor Trends and Adapt – Track platform trends, audience behavior and industry best practices to proactively adjust content strategy

Lead Digital Campaigns – Plan and execute multi-platform campaigns designed to grow brand awareness, increase engagement and support revenue-generating initiatives

Use Analytics for Decisions – Analyze performance metrics and produce regular reports to inform content decisions, optimize strategy, and support ticketing, sponsorship and marketing objectives

Engage Online Communities – Monitor, respond to, and engage with followers across platforms to foster a positive and active digital community

Coordinate Cross-Department Content – Collaborate with marketing, sponsorships, ticketing, broadcast operations, development and other units to ensure cohesive and strategic content flow

Produce High-Impact Content – Utilize video, photo and graphic editing tools to create compelling digital content that adheres to brand standards and resonates with target audiences

Oversee Student Assistants – Supervise students who will assist with social & digital media campaigns, content creation and performance metrics analyses

Support Website Operations – Assist in managing App State Athletics’ official website (appstatesports.com), including multimedia integration such as videos, galleries and social embeds

Lead Non-Sport Digital Communications – Play a key role in digital communication efforts for non-sport-specific departmental units and initiatives

Strategic Communications Contact – Act as the primary strategic communications contact for men’s basketball and other assigned sports, providing digital coverage, storytelling and media relations support

Other duties as assigned

Minimum Qualifications

Bachelor’s degree in a discipline related to the area of assignment or equivalent combination of training and experience; all degrees must be from appropriately accredited institutions

Preferred Qualifications

Experience in an athletics setting

2+ years of experience in social media management

Excellent writing and communication skills

Understanding of social media trends, best practices, analytics, and metrics

Proficiency in the Adobe Creative Suite and other design and editing tools

Knowledge, Skills, & Abilities

The Director of Social & Digital Media is responsible for developing and implementing social media strategies for App State Athletics’ official accounts

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