What are the responsibilities and job description for the Digital Strategist position at ASHA?
A. General Description:
Digital Strategist is responsible for leading the development and maintenance of ASHA’s overall digital content strategy across multiple digital platforms including asha.org, microsites and social channels (Facebook, Instagram, LinkedIn, etc.). Incumbent develops content that is tailored to different digital and social media platforms. Develops multi-channel content that is engaging, implement, and assess effectiveness. Incumbent works within a team to strategize approaches, write, and develop compelling digital content and plans, implement, and access effectiveness making changes as needed.
B. Responsibilities:
- Develop new digital content and recommend changes to existing digital content structure and platform to promote the association’s mission and strategic objectives, increase engagement and community. Strategist will make recommendations on best digital channels to utilize based on content and appropriate digital channel to reach members and by analyzing user experience data and providing insights.
- Collaborate with a multidisciplinary team of subject matter experts, user experience, creative media, and marketing teams to create and share content.
- Define KPIs to measure effectiveness of content, platforms, channels. Make recommendations to improve performance, utilize new product modules to extend audience reach. Provide analytics and analysis on effectiveness of campaigns, new content, social postings, etc.
- Provide consultation and make recommendations to subject matter experts developing content and distributed social media liaisons on best practices to improve association’s online presence.
- Monitor social media channels for member concerns and assist in developing strategies to address them.
- Define, enhance, and train staff on ASHA brand voice and best social media practices.
- Keep up to date on the latest platforms and digital strategies in managing digital content.
C. Contacts:
To accomplish responsibilities listed above, the incumbent has contact with:
- National Office Staff at all levels
- ASHA Members
- Public
- Vendors/Contractors/Consultants Consumers
D. Freedom to Act:
Incumbent will receive projects from Coach as well as initiate projects. In the implementation of those projects, considerable latitude will be given to incumbent.
E. Qualifications – Education, Experience, Knowledge, Skills:
Knowledge and skills typically acquired through:
- B.A./B.S.
- Relevant experience managing content across multiple digital channels
- Continuing education, advanced certificate
Scope and depth of technical skills/knowledge:
- 3 years’ experience developing and managing digital content in a complex digital environment.
- Advanced understanding of digital content development, information architecture, search engine optimization, web analytics, and accessibility
- Advanced understanding of content strategy for major digital channels (i.e., websites, social media, video, email)
- Demonstrated excellence in digital writing across multiple channels and editing of web content
- Ability to train and support others in content development
- Demonstrated experience in Google Analytics platform and analysis
- Advanced experience with social media management platforms (such as Sprout Social, Hootsuite)
- Familiarity with principles of usability and user experience design
- Experience with Microsoft Office applications and Adobe Acrobat
- Experience with HTML and content management systems is helpful
- Experience using Photoshop or other imaging software is helpful
- Familiarity with principles of page layout and design is helpful
Scope and depth of nontechnical skills/knowledge:
- Strategic thinking
- Strong interpersonal and communication skills
- Ability to work independently
- Strong presentation skills
- Ability to prioritize and manage multiple projects
- Attention to detail
- Project management
F. National Office EEO Policy:
It is the policy of the American Speech-Language-Hearing Association to provide equal opportunity to all employees without regard for race, sex, national origin, religion, marital status, disability, veteran's status, age, sexual orientation or LGBT status, genetic information, citizenship, or any other factor protected by applicable federal, state, or local laws and ASHA's Bylaws. This policy applies to recruiting, hiring, transfer, promotion, compensation and benefits, upward mobility, training and development, access to facilities, termination, and other personnel actions. Under the direction of the Chief Executive Officer, with a firm commitment from coaches at all levels within the organizational structure of the National Office, affirmative action will be taken to ensure the full utilization of members of racial/ethnic minority groups, women, persons with disabilities, and Vietnam and disabled veterans within our workforce.
G. Disclaimer:
“This description is intended to provide an overview of the responsibilities and duties of the position. It is not all inclusive. The incumbent in the position will be expected to perform other duties as required. The responsibilities may change over time. This description is provided for informational purposes only and does not form the basis of a contract.”
