Digital Media Specialist

Position Title:                       Digital Media Specialist
Service Group:                     Marketing & Communications
Reports To:                           Digital Media Manager
Exemption Status:               Exempt
Position Summary      
The Digital Media Specialist plans and executes The Florida Aquarium’s social media content and strategy to grow brand awareness and increase brand equity to elevate the organization’s reputation while generating inbound conversations and developing relationships with our online community and followers.
This role manages social media campaigns and day-to-day posting activities while coordinating with all Aquarium departments to support their objectives while ensuring consistency in organizational voice and cultivating a strong, supportive online community. Duties include: strategic social media content development, scheduling and execution; research and development of innovative social media practices; and adding a strategic social media layer to marketing, communications, conservation, fundraising and education initiatives and campaigns.

Essential Position Functions
  • Performs social media efforts including: crafting and curating content, posting and tracking content across various social media platforms — including Facebook, Twitter, SnapChat, Instagram, Pinterest and YouTube — with a focus on customer experience (pre and post guest visits), The Florida Aquarium’s mission and vision, and fundraising campaigns.
  • Monitors/listens to social media audiences to establish and update lists of influencers, engaging as directed.
  • Organizes and maintains a social media editorial calendar for social media postings, special days of the year, trending topics, hashtags and other content that supports other department goals and larger business initiatives and strategic priorities.
  • Creates/curates campaigns and social posts that align with popular trending topics and hashtags.
  • Coordinates with supervisor to assist with blog contributors, third-party photographers, videographers and other needs to support the brand’s larger narrative/reputational needs.
  • Executes social media driven campaigns and promotions.
  • Acts as an advocate of social media integration within the organization, encouraging appropriate incorporation of social media in relevant projects. 
  • Makes recommendations to Digital Media Manager regarding new social media technology and features.
  • Stays current with all social media industry developments and best practices.
  • Provides reporting of social media performance through weekly, monthly and often per campaign analytics. Provides benchmark data to inform department decisions.
  • Makes text edits, image updates and content changes to various pages of the Aquarium’s website.
  • Gathers information, images and video to support digital communications platforms and vehicles including website, e-mail communications and social media.
  • Takes photos and video of activities and operations on and offsite; helps maintain and update the Aquarium’s photo and video library.
  • Monitors competitors and market changes.
  • Assists with management of marketing interns.
  • Delivers extraordinary customer service to all Aquarium guests and internal customers
  • Other duties as assigned or required by manager
  • Monitors industry social news, issues and developments on social media
  • Bachelor’s degree, preferably in communications, marketing or a related topic, plus two (2) or more years’ related job experience. An equivalent combination of formal education, training and experience may also be considered.
  • Profiency with using website content management software and systems.
  • Minimum of two (2) years’ experience using social media tools and web analytics software.
  • Proficiency with shooting and editing photos and video.
  • Proficiency with Adobe products including Photoshop and Premiere preferred.
  • Thorough understanding of all social media platforms, tools, etiquette, best practices and metrics.
  • Familiar with industry standard management tools and third-party services such as SproutSocial,, MailChimp etc.
  • Demonstrated superior writing and presentation skills.
  • Superior interpersonal communication skills.
  • Professional demeanor to represent Aquarium favorably in a public forum.
  • Proven ability to work both independently and as part of a team, exercising sound judgment and managing relationships to meet team goals.
  • Demonstrated ability to uphold and promote Aquarium’s values and to link Aquarium communications efforts to the values and the mission.
  • Expressed interest and support of marine conservation

  • Customer Service Orientation — Listening and understanding the customer (both internal and external) and anticipating and evaluating the customer’s needs; making the customer’s satisfaction a high priority in all areas on responsibility.
  • Teamwork — Supporting, facilitating, and participating in activities that promote team effectiveness; demonstrating sensitivity for the feelings and needs of team members and supporting team goals.
  • Judgment – Deciding on and committing to an action upon examination of the facts at hand; finding creative solutions to situations and opportunities that arise, and respecting the safety and operational process and procedures around animals and habitats.
  • Integrity/Trust — Maintaining social, ethical and organizational values and norms; building trust and confidence with the staff and with internal and external customers; respecting the confidentiality of personal and proprietary information.
  • Communication (oral and written) — Effectively expressing ideas verbally and non-verbally and actively listening to individuals and groups; preparing and focusing presentations to the characteristics and needs of the audience; expressing ideas clearly and concisely in written form, through memoranda, letters, reports, and other documents.
  • Creativity – Proactively combining ideas, resources and skills in new and adaptive ways to better meet outcomes and objectives.
  • Follow-up — Institutes methods for monitoring people and projects
  • Concern for Detail – pays attention to every portion of any task, down to the smallest item, and research and presenting factual information
  • Initiative — Taking actions to achieve goals; self-starting and proactive; asserting oneself to support others in the achievement of their goals; originating action rather than responding only to the actions of others; anticipating the needs of both internal and external constituencies.
  •  Awareness of Animal Welfare — Ensuring the safety and dignity of all animals at the Aquarium and in the field at all times

Typical Physical Requirements
  • Sitting (6 hours per day)
  • Standing (1 hours per day)
  • Walking (1 hours per day)
  • Bending/Stooping — Occasionally
  • Climbing stairs — Occasionally
  • Carrying and lifting (up to 50 lbs.) — Occasionally
  • Typing on a computer keyboard
  • Coping with demands (stresses that are associated with the job and/or the work environment so that acceptable levels of performance and overall contribution are maintained)
  • More than normal talking
  • Daily contact with a living collection of plants and animals in a central Florida climate
  • Ability to travel (car, boat, plane, truck) as needed — locally and/or nationally
  • Flexibility in working weekends, evenings and holidays