Position Summary Information

Classification Title Public Communications Specialist Working Title Director of Social & Digital Media Location Boone, North Carolina Job Category 5 Position Number 091031 Not Eligible for Visa Sponsorship

VISA sponsorship is not available for this position. All candidates must be eligible to work and live in the U.S

Department Special Projects-120010 Primary Purpose of Position

The Director of Social and 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. The Director develops content, manages campaigns and analyzes performance data across App State Athletics’ social media channels, and serves as the primary strategic communications contact for men’s basketball and other assigned sports, as needed.

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 received from appropriately accredited institutions.
Special Note: This is a generalized representation of positions in this class and is not intended to reflect essential functions per ADA. Examples of competencies are typical of the majority of positions, but may not be applicable to all positions.

License/Certification Required 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 Comms – Play a key role in digital communication efforts for non-sport-specific departmental units and initiatives
Strategic Comms 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

Knowledge, Skills, & Abilities Required for this Position

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

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

Required Functional Competencies to Successfully Perform Job Duties.

Project Management: Consults with and determines client/customer needs and project parameters. Plans and manages multi-faceted and specialized projects. Conceptualizes and creates communications as they relate to the area of responsibility from creation through delivery.

Knowledge Technical: Understands standard and routine communication, design and visual arts principles and concepts. Understands and applies a variety of standardized and commonly accepted design procedures and techniques. Understands and applies communication software programs as well as use of other applicable technology and equipment. Keeps current with technical developments and trends as they relate to the field of communications, public relations, publishing, marketing and Web-based communications.

Consultation/Advising: Assists with communications in needs and issues in routine and non-complex situations.

Communication-Verbal: Understands and communicates basic program information and routine, non-complex ideas; conveys information effectively to a targeted audience. Learns the communications environment and establishes working relationships with colleagues and clients.

Type of Position Permanent Full-Time Staff/Non-Faculty Staff/Non-Faculty Appointment Type 1.0 Work Schedule/Hours

Varies (includes nights, weekends and travel)

Number of Hours Per Week 40 Number of Months Per Year 12 Mandatory Staff No Physical Demands of Position

Viewing a computer terminal and sitting for extended periods of time.

Overall Competency Level Contributing Salary Grade Equivalency Salary Range Anticipated Hiring Range $45,000-$50,000 (Commensurate with experience)

Pay will be commensurate with applicant competencies, budget, equity and market considerations.

Posting Details Information

Posting Date 06/24/2026 Closing Date 07/03/2026 Competency Level Statement Management will only consider applicants who meet the required competencies. Special Instructions to Applicants

Please attach required documents:

Cover Letter
Current Resume

List a minimum of 3 professional references in the application or attach a List of References with Contact Information

Search Chair Name Joey jones Search Chair Email jonesj7@appstate.edu Applicant Pool Preference External (Post on the Web)

Departmental Information

Quick Link https://appstate.peopleadmin.com/postings/54818 Posting Number 201502994P

Director of Social & Digital Media

Key skills

About this role