Digital Content & Social Media Strategist

POSITION SUMMARY

The Digital Content & Social Media Strategist is responsible for developing and managing compelling digital content across multiple platforms to enhance Asbury Theological Seminary’s online presence and enrollment marketing efforts. This role strategically integrates graphic design, multimedia storytelling, SEO-driven content strategy, and social media management to engage prospective students and external audiences. The Strategist collaborates with internal teams to align digital content with branding, enrollment objectives, and audience engagement strategies while ensuring an optimized user experience.

ESSENTIAL FUNCTIONS

1. Digital Content Strategy & UX Optimization
   • Develop and maintain engaging web and digital content that aligns with Asbury Seminary’s brand identity and enrollment marketing goals.
   • Optimize content for user experience (UX), accessibility, and engagement.
   • Conduct keyword research and implement SEO best practices to increase online visibility and search rankings.
   • Use analytics tools (Google Analytics, heatmaps, etc.) to assess content performance and optimize strategies.
   • Collaborate with the Web Developer to refine content structure, ensure accessibility compliance, and improve overall site performance.
2. Graphic Design & Multimedia Content Creation
   • Design compelling digital and print materials, including banners, flyers, brochures, presentations, and visual assets for marketing campaigns.
   • Develop multimedia content (video, interactive media, photography) to enhance digital storytelling.
   • Maintain a library of branded assets, templates, and design resources.
   • Ensure all creative materials align with Asbury Seminary’s brand guidelines and messaging.
3. Social Media Management
   • Develop and manage a strategic social media content calendar.
   • Create and schedule organic and paid social media campaigns across platforms such as Facebook, Instagram, LinkedIn, YouTube, etc.
   • Monitor trends, track performance metrics, and adjust strategies to enhance engagement and visibility.
   • Respond to social media interactions, foster an active online community, and build relationships with followers.
   • Analyze campaign performance using analytics tools and optimize strategies for maximum impact.
4. Collaboration & Cross-Functional Coordination
   • Work closely with enrollment team to ensure cohesive digital messaging and branding.
   • Partner with designers, developers, and Admissions team to execute digital projects effectively.
   • Provide guidance and training to internal teams on web content best practices and UX strategies.
5. Institutional Engagement & Workplace Priorities
   • All full-time employees are required to attend semi-annual training events (e.g., Asbury CARES) as part of their professional responsibilities.
   • Employees must arrange their schedules to ensure availability for all mandatory meetings and institutional events.
   • Full-time employees who are also enrolled in courses must prioritize their work responsibilities over academic coursework during scheduled work hours.
   • Employees are expected to actively participate in institutional discussions and engagement opportunities that support collaboration and department-wide goals.
6. Other duties or responsibilities as assigned

PREFERRED QUALIFICATIONS & EXPERIENCE

• Degree in Digital Marketing, Communications, Graphic Design, or a related field.
• Experience in digital content strategy, UX design, or web content management.
• Proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects) and Canva.
• Knowledge of SEO best practices and analytics tools such as Google Analytics.
• Experience managing social media platforms, including both organic and paid campaigns.
• Strong storytelling capabilities and experience in video content creation.
• Familiarity with email marketing tools such as Mailchimp or HubSpot.
• Basic knowledge of HTML/CSS for minor website content updates (not development).
• Ability to work independently and collaboratively in a fast-paced environment.
• Strong written and verbal communication skills.
• Understanding of higher education marketing and theological education is a plus.
• Photography and video skills are a plus.
• Demonstrates a positive attitude, adaptability to changing priorities, and a willingness to receive and apply feedback in a collaborative work environment.