Digital Communications Manager

Summary

TYPICAL HIRING RANGE: $74,752.90 - $90,015.46 Annually
WORKING FOR THE CITY OF MCKINNEY
Working for the City of McKinney is more than a job. It is an opportunity to make a meaningful difference in the lives of others. It is also an opportunity to have a hand in the development of one of the fastest growing communities in the nation.
Proudly recognized on the Top Workplaces USA list by USA TODAY, our team is dedicated to making McKinney one of the best places to work, live, and raise a family. That’s why we exist.
Join us and start making a difference today.

Summary of Position

Under the direction of the Chief Communications and Marketing Officer and in close partnership with peer leadership team members, the Digital Communications Manager leads the City’s digital communications strategy and oversees the planning, development, execution, and evaluation of digital content and engagement initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms.

• Leads the planning, development, execution, and evaluation of the City’s digital communications strategies and initiatives across social media, websites, video, e-newsletters, surveys, and online engagement platforms.
• Serves as the City’s lead digital content strategist and primary manager of the City’s social media presence, including developing content, managing publishing and engagement, responding to public inquiries and comments, and ensuring timely, accurate, and brand-aligned communications across digital platforms.
• Oversees and participates in the creation of digital campaigns, marketing initiatives, and communication plans that support organizational priorities, community engagement, educational outreach, and brand visibility.
• Manages digital advertising, promoted content, and online engagement efforts to maximize audience reach, engagement, and effectiveness.
• Ensures digital communications content is accurate, accessible, strategically aligned, visually compelling, and consistent across all digital channels and touchpoints.
• Manages the City’s employee e-newsletters, websites, digital engagement platforms, and online survey efforts, including survey distribution, analysis, and reporting.
• Conducts creative briefings and coordinates with internal staff, contractors, agencies, and creative partners to support effective execution of digital communications initiatives.
• Ensures photo and video coverage of City events and initiatives as assigned.

Organizational Collaboration and Public Engagement

• Collaborates closely with executive leadership, departments, and peer communications managers to ensure alignment, consistency, and strategic integration across communication initiatives.
• Maintains strong professional relationships across departments and with external stakeholders to support collaboration, information sharing, and public trust.
• Communicates complex or technical information clearly, accurately, and in plain but compelling language appropriate for diverse audiences.
• Fosters positive interaction between city government and the community through responsive, transparent, and audience-focused digital communications.

Leadership and Team Management

• Directly supervises the department Web Specialist and Video Producers by establishing clear expectations, managing performance, reinforcing accountability, supporting professional development, and fostering a collaborative, high-performing team culture.
• Provides leadership and direction for digital content, web, video, and online engagement initiatives, ensuring alignment with departmental goals, organizational priorities, and brand standards.
• Works in close partnership with department leadership team members to support alignment, communication consistency, shared ownership, and effective execution across communications initiatives.
• Operates with a high level of professionalism, responsiveness, sound judgment, and ownership in managing high-visibility communications responsibilities and organizational priorities.

Crisis Communications and Strategic Response

• Serves as a key member of crisis response efforts, including participation in Emergency Operations Center (EOC) communications during emergency events and rapidly developing situations.
• Develops, coordinates, and distributes timely digital communications, holding statements, public updates, and related messaging during emergencies and high-profile situations.
• Exercises strong judgment and professionalism in responding to politically sensitive, high-visibility, or complex public communications matters.

Analytics, Project Management, and Continuous Improvement

• Manages project-based communications and marketing plans, ensuring projects are completed accurately, efficiently, and within established timelines and priorities.
• Tracks, analyzes, and evaluates digital communication performance metrics, audience engagement data, and campaign effectiveness to inform decision-making and continuous improvement.
• Identifies emerging digital trends, technologies, tools, and communication opportunities and recommends innovative strategies to improve organizational communication effectiveness.
• Prepares applications and supporting materials for local, state, and national awards programs and recognition opportunities.
• Represents the City on committees, task forces, boards, and working groups as assigned.
• Maintains the ability to work evenings, weekends, and extended hours when events, meetings, emergencies, and organizational needs require.

Other Job Functions

• Performs other duties as assigned or directed.