Social Media Director-ADMINISTRATIVE OFFICER III

The Maryland Office of the Public Defender (MOPD) seeks a bold, creative, and highly strategic Social Media Director to shape and drive our statewide digital voice. Public defense is a fight for human dignity, systemic justice, and community empowerment. This role goes beyond standard agency communication; it requires a visionary digital strategist who can translate complex legal battles, systemic inequities, and deeply human stories into high-impact digital narratives. The Social Media Director will define how millions of Marylanders perceive public defense, actively challenge prevailing systemic narratives, and amplify the voices of the communities we serve.

The Maryland Office of the Public Defender is a statewide agency that provides superior representation to indigent clients at all stages of the criminal case, including trial, appeal, and eligible post-conviction proceedings. Representation is provided through offices and services at 52 locations statewide with a workforce of approximately 1000 employees. At MOPD, we use our legal education and expertise to fight for justice and fairness. As tenacious advocates, we refuse to remain silent amid human suffering. Our unique talents, identities, educational backgrounds, and perspectives guide us in providing superior representation to our clients. We stand firm against prejudice, systemic racism, and inequity in all communities and spaces. OPD promotes diversity, equity, and inclusion in all aspects of its work and welcomes candidates with lived experience in the criminal legal system.

About the role

As the Social Media Director, you will lead the digital charge for MOPD. You will own our social channels, conceptualize and produce high-impact multimedia content, and collaborate directly with attorneys, social workers, and executive leadership to highlight our vital work and the human stories behind it.

Responsibilities

• Strategic Narrative Management: Establish, evolve, and protect MOPD’s digital voice across all major platforms (X/Twitter, Instagram, LinkedIn, TikTok, Facebook).
• Campaign Advocacy: Design and execute counter-narrative digital campaigns that challenge tough-on-crime rhetoric, address misinformation, and expose the realities of mass incarceration.
• Rapid Response Coordination: Work directly with executive leadership, policy advocates, and trial litigation teams to deploy strategic messaging during high-profile cases or breaking state legislative sessions.
• Multimedia Content Production: Script, film, edit, and design high-quality visual content (short-form video, infographics, photo essays) that deconstructs complex legal concepts and case updates for a general audience.
• Jurisdictional Storytelling: Travel to various MOPD district offices and courtrooms across the state to highlight the grassroots impact of our attorneys, social workers, and client advocates.
• Client & Community Storytelling with Ethical Safeguards: Identify and secure consent for client stories featured in content, ensuring compliance with confidentiality and trauma-informed practices.
• Crisis & Reputation Management: Monitor and respond to misinformation or hostile narratives targeting OPD clients, attorneys, or operations, in coordination with leadership and legal counsel.
• Community Management: Monitor and respond to comments, DMs, and mentions in real time, maintaining tone consistency and de-escalating hostile engagement.
• Legislative Support: Produce real-time content during the legislative session to support OPD's policy advocacy.
• Analytics & Performance Tracking: Monitor platform metrics and use data-driven insights to optimize organic growth, reach, and user engagement.
• Series & Recurring Content Development: Create recurring content franchises (e.g., "know your rights" series, staff spotlights).
• SEO & Discoverability: Optimize captions, hashtags, and metadata to improve organic discoverability.
• Training & Capacity Building: Train staff who contribute to or interact with OPD's social media presence on brand voice and messaging.
• Cross-Agency & Coalition Coordination: Partner with allied advocacy and community organizations to co-develop and amplify shared campaigns.
• Internal Communications Support: Create internal content and talking points to help staff across all 52 offices speak consistently about agency priorities.
• Website & Digital Asset Management: Maintain and update OPD's website and digital properties to align with current messaging.
• Intern & Fellow Supervision: Recruit, train, and supervise student interns or fellows supporting the digital communications team.
• Trend & Platform Monitoring: Track emerging platform features and trends, adapting content strategy accordingly.
• User-Generated Content Strategy: Encourage and curate community-submitted content to build authenticity and reach.
• Style Guide Development & Maintenance: Create and maintain a social media style guide for consistency across contributors.
• Accessibility Standards: Ensure content meets accessibility best practices (alt text, captions, color contrast).
• Other duties as assigned by the Public Defender or Deputy Public Defender.

Requirements

• Education: Graduation from an accredited high school or possession of a high school equivalency certificate.
• Experience: Three years of administrative staff or professional work.
• Candidates may substitute 30 college credit hours from an accredited college or university for each year up to two years of the required experience.
• Candidates may substitute the possession of a Bachelor's degree from a college or university for the required experience.
• Candidates may substitute U.S. Armed Forces military service experience as a commissioned officer involving staff work that included the regular use of independent judgment and analysis in applying and interpreting complex administrative plans, policies, rules or regulations or analysis of operational programs or procedures with recommendations for improvement on a year-for-year basis for the required experience.

Qualifications

• Education: Bachelor’s degree from an accredited college or university in Communications, Journalism, Digital Media, Marketing, Public Policy, or a related field.
• Experience: Three (3) years of professional experience managing high-stakes social media portfolios, brand strategy, or digital advocacy.
• Substitution: Additional professional experience in digital journalism, political campaigns, progressive civil rights advocacy, or multimedia production may be substituted on a year-for-year basis for the required education.
• Proven track record of managing digital communications within a social justice, legal aid, civil rights, or public interest organization.
• High proficiency in mobile video production, graphic design tools (e.g., Adobe Creative Suite, Canva), and social listening software.
• Deep knowledge of the criminal justice system, indigent defense issues, and progressive systemic reform.

Skills

• Exceptional written communication skills with the ability to blend sharp wit, profound empathy, and professional authority.
• Ability to handle sensitive case information with absolute confidentiality and strict adherence to legal ethics.
• Flexibility to navigate a fast-paced public agency environment and manage rapid-response communication under tight deadlines.

Schedule

Telework is available to the extent it does not conflict with the coverage needs of OPD activities, including "In Defense of Us" events, legislative sessions, and other agency programming. This position requires regular presence at OPD offices and occasional travel statewide. This position may require work outside standard business hours, including evenings and weekends, to provide coverage of "In Defense of Us" events, legislative sessions, or advocacy events. This position is eligible to receive compensatory time under the provisions of the State Personnel and Pensions Article, Annotated Code of Maryland, and COMAR 17.04.11.02.

Benefits

State of Maryland benefits.

Location

6 St. Paul Street, Baltimore, MD 21202

Licenses and Certifications

Employees in this classification may be assigned duties which require the operation of a motor vehicle. Employees assigned such duties will be required to possess a motor vehicle operator’s license valid in the State of Maryland.