Director, Digital Strategy

Summary

The Director of Digital Strategy will lead a new team tasked with crafting and executing innovative social media campaigns, developing strategic communication initiatives, and enhancing NYPA’s messaging to customers, stakeholders, and the public. This leader should be ready to make bold decisions that drive the digital transformation of the nation's largest public utility while making a significant impact through collaborative partnerships and data-driven tactics that maximize engagement and growth across all platforms. As a manager, the Director will develop a team of innovators focused on highlighting the work of colleagues across departments to educate New Yorkers on the state's clean energy transition, modernization of legacy transmission and generation assets, sustainability and decarbonization efforts, and the other priorities and pillars of NYPA and Canal's Vision 2030 strategy.

Responsibilities

- Lead the end-to-end development of full-scale social media campaigns, including client briefing, channel identification, activation, content approval processes, paid boosting management, and detailed reporting and analytics

- Oversee the overall quality and effectiveness of work across all client departmental areas, demonstrating professionalism and leadership

- Oversee the development and implementation of communication strategies designed to engage employees and the public, creating content that builds trust and reinforces NYPA's mission, vision, and values

- Deliver strategic programs and plans; oversee the editing of junior team materials and the execution of strategic social media, digital, and web-based initiatives

- Develop new and enhanced social media and web-based strategies to improve NYPA's messaging to its customers, stakeholders, and the general public

- Oversee the monitoring and analysis of social media trends and their impact on NYPA’s messaging; guide research and evaluation efforts to assess the effectiveness of current social media projects, and recommend strategic new initiatives

- Direct the adjustment of social media strategies to optimize traffic, engagement, and growth potential across all platforms, ensuring alignment with organizational goals and objectives

- Establish and evaluate online measurement and ROI metrics to assess campaign results against objectives, making data-driven recommendations for improvement

- Partner with other state agencies and authorities on joint messaging initiatives

Knowledge, Skills And Abilities

- Advanced expertise in Sitecore and SharePoint

- Expertise in social media management, planning, and copywriting

- Flexibility in meeting client needs and knowing communications best practices

- Ability to manage competing deadlines and changing priorities

- Exceptional collaboration skills, fostering a positive environment and cultivating strong relationships

- Solid foundation in communications strategy and emerging technologies

- Exceptional written and oral communication skills for general audiences

- Proven ability to manage staff, set priorities, and work persuasively with executive management and state agencies

- Deep knowledge and experience in social media, continually staying updated with emerging technologies

Education, Experience and Certifications

- Bachelor’s degree in communications, marketing, digital media, or a related field is required; advanced degree is preferred

- Minimum of 7 years of marketing, communications, or public relations experience, with significant experience in social media and digital strategy

- At least 3 years of experience in a managerial role, demonstrating strong leadership and team management capabilities

Physical Requirements

Approximately 10% travel

The New York Power Authority is committed to providing fair, competitive, and market-informed compensation. The estimated salary range for this position is: $146,000-$200,200. The salary offered will be determined based on the successful candidates’ relevant experience, knowledge, skills, and abilities.

The New York Power Authority and Canal Corporation believes that diversity, equity, and inclusion drive our success, and we encourage women, people of color, LGBTQIA+ individuals, people with disabilities, members of ethnic minorities, foreign-born residents and veterans to apply. As an equal opportunity employer, NYPA/Canals is committed to building inclusive, innovative work environments with employees who reflect communities across New York and enthusiastically serve them. We proudly celebrate diversity and do not discriminate based on race/color, creed/religion, national origin, citizenship or immigration status, age, disability, military status, gender/sex, sexual orientation, gender identity/expression, pregnancy and related conditions, familial/marital status, domestic violence victim status, predisposing genetic characteristics, arrest/criminal conviction record or any other category protected by law.

NYPA/Canals will also provide reasonable accommodations during the hiring process related to candidates’ disabilities, pregnancy-related conditions, religious observances/practices and/or domestic violence concerns. To request an accommodation, please email  accessibility@nypa.gov .