Social Media and Digital Marketing Coordinator

Job Description: Director of Social Media and Digital Marketing

Department: Communications and DevelopmentLocation: Las Cruces, New MexicoEmployment Status: Full-Time, Exempt (subject to applicable wage-and-hour requirements)Reports To: Director of CommunicationsSupervisory Responsibilities: May supervise employees, contractors, interns, and outside marketing vendors.

Position Summary

The Diocese of Las Cruces seeks a creative, results-oriented, and mission-driven Director of Social Media and Digital Marketing to develop and execute a comprehensive digital communications strategy that advances the mission of the Catholic Church throughout southern New Mexico.

The Director will be responsible for expanding the Diocese's digital presence, strengthening engagement with Catholics and the broader community, increasing awareness of diocesan ministries, and developing innovative approaches to reaching individuals who are not currently connected with parish life.

The position combines strategic marketing, digital content creation, audience development, social media management, and performance analytics.

Working closely with the Director of Communications, diocesan leadership, parishes, schools, ministries, and development personnel, the Director will create an integrated digital communications program that supports evangelization, Catholic identity, community engagement, stewardship, and charitable giving.

The successful candidate will understand that effective digital marketing requires more than publishing information. It requires identifying audiences, understanding their interests, delivering compelling messages, and measuring the resulting engagement and response.

Essential Duties and Responsibilities

1. Digital Marketing Strategy and Planning

Develop and implement a comprehensive social media and digital marketing strategy aligned with diocesan priorities.

Establish annual and quarterly marketing objectives, campaign schedules, and measurable performance goals.

Develop targeted communications strategies for different audiences, including active parishioners, young adults, families, Hispanic Catholics, inactive Catholics, prospective donors, and the broader public.

Coordinate digital marketing activities with the Diocese's overall communications, evangelization, and development strategies.

Identify opportunities to expand the Diocese's reach beyond its existing parish communications networks.

Research emerging digital marketing technologies, platforms, and practices and recommend appropriate applications.

2. Social Media Management

Direct the Diocese's presence on Facebook, Instagram, YouTube, and other appropriate social media platforms.

Develop and maintain an integrated editorial calendar.

Create, schedule, and publish engaging content highlighting diocesan activities, the Bishop's ministry, parish initiatives, Catholic education, charitable services, and the mission of the Church.

Develop content designed to appeal to different demographic and geographic audiences.

Produce campaigns that encourage participation in parish events, diocesan programs, charitable activities, and Catholic spiritual life.

Monitor audience engagement and respond to appropriate comments and inquiries in accordance with diocesan policies.

Maintain consistent branding, messaging, and Catholic identity across digital platforms.

Coordinate sensitive or controversial communications with the Director of Communications and other designated diocesan leadership.

3. Digital Content Development

Develop compelling written, photographic, graphic, and video content for digital distribution.

Produce short-form videos, interviews, testimonials, and stories highlighting the people and ministries of the Diocese.

Create digital campaigns featuring the Bishop, clergy, religious, lay leaders, volunteers, and individuals served by diocesan ministries.

Develop content that communicates Catholic teaching and values in an accessible, accurate, and engaging manner.

Work with parishes and ministries to identify compelling stories and opportunities for digital promotion.

Oversee outside photographers, videographers, designers, and other creative contractors when necessary.

Ensure that content meets appropriate standards for quality, accessibility, copyright, privacy, and safeguarding.

4. Audience Development and Segmentation

Develop strategies to identify, attract, and engage audiences throughout the ten counties served by the Diocese.

Use available demographic, geographic, and engagement information to develop targeted communications campaigns.

Work with diocesan database personnel to integrate appropriate audience information with the Diocese's constituent relationship management systems.

Coordinate digital campaigns with email, direct mail, parish communications, and other marketing channels.

Develop strategies to encourage individuals to subscribe to diocesan communications and participate in diocesan programs.

Support efforts to reconnect inactive Catholics and introduce the Church's ministries to individuals who may have limited familiarity with them.

Ensure that audience development and data collection practices comply with applicable privacy laws, consent requirements, and diocesan policies.

5. Parish Communications Support

Establish effective working relationships with parish staff, volunteers, and communications representatives.

Develop a network of parish contacts who can provide local news, photographs, event information, and ministry stories.

Create practical tools, templates, and guidelines that parishes can use to strengthen their own digital communications.

Provide training and technical assistance to parish personnel responsible for social media and digital outreach.

Coordinate diocesan-wide campaigns that parishes can adapt and distribute through their own communications channels.

Encourage consistent and coordinated messaging while respecting the needs and circumstances of individual parishes.

6. Fundraising and Development Support

Work closely with diocesan development personnel to design and implement digital campaigns supporting the annual United in Ministry appeal, capital campaigns, and other approved fundraising initiatives.

Develop donor engagement campaigns that communicate the impact of diocesan ministries and charitable activities.

Produce digital testimonials, ministry impact stories, campaign videos, and promotional materials.

Support online giving initiatives through appropriate digital advertising, email campaigns, and social media outreach.

Use audience segmentation and campaign analytics to improve fundraising communications.

Measure digital campaign performance, including audience response, website traffic, donor inquiries, and attributable online contributions.

Coordinate with database personnel to ensure appropriate tracking of campaign responses and constituent engagement.

7. Digital Advertising and Campaign Management

Plan, implement, and evaluate paid digital advertising campaigns.

Manage advertising through appropriate platforms, including Meta, Google, and YouTube.

Develop audience targeting strategies based on campaign objectives, geographic location, demographic characteristics, and demonstrated engagement, consistent with applicable platform policies and privacy requirements.

Conduct A/B testing of advertising messages, creative content, and audience approaches.

Manage assigned advertising budgets and evaluate campaign effectiveness.

Recommend changes to improve reach, engagement, conversion, and cost efficiency.

8. Website, Email, and Digital Communications

Coordinate with diocesan website personnel to ensure consistency between social media campaigns and website content.

Develop digital campaigns that direct audiences to relevant diocesan webpages, registration forms, ministry resources, and giving opportunities.

Assist in developing email marketing campaigns, digital newsletters, and audience subscription programs.

Support search engine optimization and digital content discoverability.

Ensure that digital campaigns provide clear opportunities for audiences to take meaningful action.

9. Analytics, Reporting, and Performance Improvement

Establish key performance indicators for digital communications and marketing activities.

Monitor social media reach, audience growth, engagement, website referrals, email subscriptions, event registrations, and campaign conversions.

Prepare monthly performance reports for the Director of Communications.

Evaluate the effectiveness of paid and organic digital marketing activities.

Identify trends, opportunities, and underperforming campaigns.

Recommend improvements based on quantitative performance data and qualitative audience feedback.

Develop quarterly reports summarizing accomplishments, challenges, and recommended strategic adjustments.

10. Reputation Management and Communications Standards

Monitor digital conversations and emerging issues that could affect the Diocese's public reputation.

Promptly elevate potentially sensitive, inaccurate, or harmful content to the Director of Communications.

Assist in preparing and distributing approved digital communications during significant diocesan events or emerging situations.

Maintain appropriate confidentiality and professional discretion.

Ensure that all communications reflect the teachings, values, and mission of the Catholic Church.

Follow diocesan policies concerning media relations, safeguarding, privacy, and communications approval.

Required Qualifications

Education

Bachelor's degree in marketing, communications, public relations, journalism, digital media, or a closely related field; equivalent professional experience may be considered.