MARKETING SPECIALIST, SENIOR

JOB DESCRIPTION

MARKETING SPECIALIST, SENIOR
PARKS AND RECREATION

Newport News, Virginia Human Resources
Department

GENERAL STATEMENT OF RESPONSIBILITIES

Under limited supervision, this position is instrumental in developing and executing marketing
strategies and creative messaging that supports Parks and Recreation programs, facilities, events, and
initiatives while aligning with the overall City of Newport News brand. This position plans, leads, and
implements dynamic digital and creative marketing initiatives across advertising, websites, social
media, email communications, public relations, and third-party platforms to creatively market Parks
and Recreation offerings and to promote a positive City image, increase community awareness, and
encourage residents and visitors to experience Newport News. Reports to assigned Assistant Director.

ESSENTIAL JOB FUNCTIONS

Designs, develops, and implements comprehensive marketing and communications campaigns,
collateral, and content for Parks and Recreation programs, facilities, and events. Advises and supports
the Department’s executive team on branding, marketing strategies, messaging, and audience
engagement. Ensures a consistent voice, tone, and visual identity in accordance with the City’s brand
standards and style guide. Supports annual and seasonal citywide and departmental campaigns that
advance organizational goals and community engagement.

Maintains and updates the Department’s presence on its website and external social media platforms.
Provides oversight for content, usability, and coordination of digital campaigns across websites, email
communications, blogs, and social media channels. Assists with development and maintenance of
Parks and Recreation website content. Manages the presentation and utilization of the City’s web
calendar to ensure accurate, timely promotion of programs and events.

Manages multiple social media channels; independently operates each channel while coordinating
unified messaging across platforms. Develops, implements, and maintains an annual social media plan
aligned with departmental and City strategic goals. Creates and posts engaging, creative content;
monitors and moderates channels; and engages with followers. Tracks analytics, evaluates
performance, and prepares social media and website performance reports. Develops relationships
with partners and community organizations to generate relevant content and manage cross-posting.

Uses graphic design techniques and tools to develop marketing materials to promote and publicize
department programs and events. Develops design concepts, layouts, photography, video, and
advertising copy. Creates brochures, guides, flyers, advertisements, and promotional materials in
accordance with City of Newport News brand standards. Manages and maintains a digital image and
media library; plans and implements photo/video shoots, contests, and creative initiatives.
Collaborates with the City’s Communications Department to ensure consistent branding and
messaging.
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Develops, implements, evaluates, and maintains a comprehensive public relations plan for the
Department. Researches, writes, proofs, and edits content for routine and special projects, including
press releases, talking points, scripts, newsletters, and web content. Develops materials for
presentations to leadership, city council and community groups. Provides media interviews for
television and radio in support of department services, programs, and initiatives. Develops, edits, and
distributes communication tools for key stakeholders. Responds to requests for information from the
public, external organizations, and City departments.

Researches advertising opportunities and provides market research data to support annual and
strategic planning efforts. Assists with development of annual marketing and communications plans.
Analyzes campaign performance and market trends; communicates findings and recommendations to
leadership.

Responsible for effective supervision of assigned staff including selection, performance management,
employee relations and related activities. Develops and implements staff development programs;
establishes and administers systems to ensure City and departmental personnel policies and
procedures are appropriately administered. Establishes systems for developing, reviewing, and
evaluating performance standards.

Performs other duties as assigned.

PERFORMANCE STANDARD

Employees at all levels are expected to effectively work together to meet the needs of the community
and the organization through work behaviors demonstrating the City’s Values. Employees are also
expected to lead by example and demonstrate the highest level of ethics.

REQUIRED KNOWLEDGE

• Public Relations and Communications – Thorough knowledge of the principles, techniques and

• Information Technology – Thorough knowledge of office equipment and personal computer to

• Customer Service — Considerable knowledge of principles and processes for providing customer

REQUIRED SKILLS

• Computer Skills – Utilizes a personal computer with word processing, spreadsheet, database,

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• Judgment/Decision Making - Evaluates the best method of research and then exercising

• Interpersonal Relationships – Develops and maintains cooperative and professional relationships

REQUIRED ABILITIES

• Communication – Excellent ability to communicate ideas and proposals effectively to diverse

• Time Management – Ability to plan and organize daily work routine. Establishes priorities for the

EDUCATION AND EXPERIENCE

Bachelor’s Degree in Marketing, Public Relations, Communications, Tourism, or a related field and 3-
5 years related marketing or public relations experience or an equivalent combination of education and
experience.

ADDITIONAL REQUIREMENTS

An acceptable general background investigation to include a local and state criminal history check, as
well as a valid driver’s license with an acceptable driving record.

PHYSICAL REQUIREMENTS

• Requires the ability to exert light physical effort in sedentary to light work.

• Some lifting, carrying, pushing and/or pulling of objects and materials of light weight (5 – 10 lbs.).

• Tasks may involve extended periods of time on the keyboard or workstation.

• Some tasks require the ability to perceive and discriminate sounds and visual cues or signals.

• Some tasks require the ability to communicate orally.

ENVIRONMENTAL EXPOSURES

Essential functions are regularly performed without exposure to adverse environmental conditions.

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