What are the responsibilities and job description for the Manager, Social Media & Digital Content position at Durham Bulls?
OVERVIEW
As a key member of the Durham Bulls Marketing Department, the Social Media & Digital Content Manager will lead the strategy, creation, and execution of the team’s digital voice. This role drives the development of compelling social media and online content, fan engagement, revenue-supporting initiatives, and a consistent, innovative presence across all digital platforms.
The Manager will collaborate closely with internal teams, support broader departmental needs, and help cultivate a creative, positive team culture.
KEY RESPONSIBILITY AREAS
Social Media Leadership & Digital Strategy
- Develop and oversee a comprehensive social media strategy aligned with organizational priorities, brand identity, and marketing initiatives.
- Develop the Durham Bulls digital voice, ensuring it is bold, engaging, timely, and authentic to our fan community.
- Lead daily content planning, publishing, community engagement, and real-time storytelling across Instagram, TikTok, X, Facebook, YouTube, and LinkedIn.
- Identify cultural moments, baseball highlights, and social trends — and rapidly activate high-performing content.
- Build, test, and evolve content franchises (e.g., behind-the-scenes series, player features, episodic content, mic’d-up moments, humorous content, fan-driven segments).
- Grow and nurture our online fan community through active, personalized engagement and timely responses.
- Work collaboratively with Corporate Partnerships to ideate digital-first sponsor content that drives fan engagement and business value.
- Support and optimize paid social campaigns targeted toward ticket sales, awareness, and new audiences.
- Develop custom digital content that enhances sponsor storytelling, brand alignment, and partnership activation.
Content Creation, Production & Storytelling
- Serve as a primary shooter, editor, and creative producer for video-first content across all channels.
- Create compelling short-form, long-form, episodic, and live content that highlights players, promotions, theme nights, game-day energy, and Bulls culture.
- Capture and edit behind-the-scenes moments that deepen fan connection, including dugout access, player arrivals, batting practice, community events, and more.
- Write strong captions, scripts, headlines, and storylines that enhance content consistency and engagement.
- Utilize AI-assisted tools where appropriate for editing, ideation, captioning, reporting, and workflow efficiency.
- Collaborate with creative services on branded graphics, design templates, motion animations, and digital assets.
Website Management, Email Marketing & Digital Experience
- Lead the creation, publishing, and maintenance of website content, ensuring accuracy, freshness, and strong storytelling.
- Ensure the Bulls’ website is user-friendly, visually engaging, and optimized for conversion.
- Use analytics to identify opportunities to improve performance, navigation, SEO, and fan experience.
- Work cross-departmentally to ensure digital content supports ticketing, partnerships, and community programming.
- Serve as backup support for the execution of email marketing campaigns that work in tandem with social media and digital initiatives.
- Write and publish articles, features, roster updates, and media guide content as assigned.
- Maintain accurate rosters, stats, bios, media packets, and editorial assets.
- Provide press box support during games, including statistical updates and media services.
PREFERRED SKILLS
- Strong working knowledge of marketing platforms and tools, including email, web CMS, analytics tools, and paid digital media.
- Familiarity with Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro, After Effects, InDesign).
- Experience with fan data platforms like StellarAlgo or Fan Compass a plus.
- Deep knowledge of social media platforms, algorithms, and trends.
- Understanding of baseball or sports culture and the fan experience, including MLB/MiLB integration.
WORK CONDITIONS
The work conditions and characteristics described here are representative of those an employee encounters while performing the essential functions of this job.
- Ability to work flexible hours as needed, including evenings, weekends, and holidays.
- Ability to remain focused and perform work in noisy and crowded environments with multiple distractions.
- This position may occasionally require working outdoors in unpredictable weather conditions, including extreme heat, cold, rain, snow, and wind, necessitating the ability to adapt to changing environmental factors and wear appropriate protective gear as needed.
Benefits:
- Competitive salary based on experience.
- Comprehensive benefits package including health insurance, retirement plans, and paid time off.
- Opportunities for professional development and career growth.
- Dynamic and inclusive work environment with a supportive team culture.
- Exciting projects and growth opportunities within a leading organization.
- Free parking and proximity to restaurants, breweries, shops, and cultural venues.
A pre-employment drug screening is required. EOE, M/F. All Capitol Broadcasting Company properties are tobacco free. Capitol Broadcasting Company participates in E-Verify.
EEO Statement:
Capitol Broadcasting Company is an equal opportunity employer. We are committed to creating an inclusive environment for all employees and applicants. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.
Capitol Broadcasting Company, Inc. is a diversified communications company which owns and/or operates WRAL-TV, WRAZ-TV, WRAL-FM, WRAL-HD2, WNGT-CD, WCMC-FM, WCMC-HD1, WDNC-AM, WCMC-HD2, WCMC-HD3, WCLY-AM, WCMC-HD4, Microspace, and WRAL Digital in Raleigh, NC; WILM-TV, WILT-LD and Sunrise Broadcasting in Wilmington, NC; The Durham Bulls Baseball Club, Bull City Hospitality, and Coastal Plain League in Durham, NC; The Holly Springs Salamanders in Holly Springs, NC; NC; the American Underground startup hub in Durham, NC; and real estate interests including the American Tobacco Historic District in Durham, NC; Rocky Mount Mills in Rocky Mount, NC; MoJud Lofts in Greensboro, NC; and The Thread in Rock Hill, SC.