Digital Media Manager

Use your skills to transform your local community. Goodwill Industries of Northwest North Carolina offers numerous career opportunities with competitive pay, excellent benefits, and the reward of knowing your hard work is helping others.

WHY WORK FOR GOODWILL?

Goodwill Industries of Northwest North Carolina, Inc. (Goodwill) is a 501(c)(3) nonprofit organization headquartered in Winston-Salem, NC. We employ more than 1,100 team members who are dedicated to our mission of providing employment and training services that help people find jobs and reach financial stability. With 51 retail stores, 20 career centers, and dozens of attended donation centers across a 31-county territory, Goodwill is a complex enterprise offering a wide range of career opportunities.

At Goodwill, the work we do makes a difference in the lives of the individuals we serve and, in turn, in the community in which we live. Our business operations provide stability to our organization that is not always enjoyed by nonprofit organizations solely funded by outside sources. Our employees enjoy excellent benefits and a unique work environment that is professional, fast paced, and fulfilling.

Our organization’s values shape our culture and guide our interactions with program participants, customers, and each other. Our shared commitment to Living the Mission; Promoting Teamwork; Driving Improvement; Taking Responsibility for Actions and Behaviors; and Respecting and Appreciating Others is what makes us successful and inspires all that we do.

Want to learn more about Goodwill? Click on the links at the top of this page or go to: www.goodwillnwnc.org.

Job Level Summary

The Digital Media Manager is a strategic, hands‑on leader responsible for leading and optimizing a multi‑channel digital ecosystem that generates widespread awareness and knowledge of the Goodwill brand and ensures audience engagement across our territory. The Digital Media Manager will oversee digital media and event planning and promotions.

Key Job Responsibilities/Essential Job Duties

Proactive Strategy Development

• Create an annual digital communications strategy that maps priority audiences (donors, shoppers, employers, partners, program participants, volunteers) to channel roles and content themes—grounded in Goodwill NWNC’s mission and strategic commitments.
• Connect with leaders throughout the organization to understand how their needs translate into social media strategies.
• Translate organizational milestones (campaigns, partnerships, events, openings, legislative advocacy, impact stories) into integrated digital plans with clear objectives, timelines, budgets, and measurement frameworks.
• Lead quarterly experimentation roadmaps (e.g., new short‑form video formats, creator collabs, geo‑targeted content for local communities) and codify learnings

Multi‑Channel Optimization

• Own strategy and editorial for social media (@goodwillnwnc), website, email, SMS, YouTube, and emerging platforms, i.e., TikTok; set and enforce channel standards (cadence, creative specs, SEO, metadata, tagging, UTM (Urchin Tracking Module).
• Architect an always‑on content calendar with mission storytelling, retail promotions, sustainability education, staff spotlights, and partner features; balance planned campaigns with rapid‑response opportunities.
• Implement accessibility practices (alt text, captions, readable contrast, descriptive links) and inclusive language checks across copy/assets
• Collaborate with Visual/Creative teams to ensure correct logo usage, spacing, and color standards (Smiling G) across digital creative.
• Partner with Retail, Mission Services, Workforce Development, and Community/Advocacy teams to surface local impact content across the territory.

Influencer & Creator Program Management

• Design and manage a creator/influencer pipeline that reflects Goodwill’s values; define tiers, categories (e.g., sustainability, thrifting/style, workforce/skills, innovation), and deliverables.
• Negotiate agreements, set briefs, and manage compliance (FTC disclosures, brand safety, usage rights), track content performance and ROI.
• Activate creators to amplify donation education, mission programs, career center outcomes, and innovation in retail and training.

Intern Program and Event Planning Leadership

• Recruit, hire, and mentor a cohort of digital media interns; create learning objectives, rotation plans (social, video, analytics, web), and regular feedback rituals.
• Build a formal internship curriculum (tool training, accessibility/inclusive language, brand standards, editorial process) and a capstone that contributes to a live campaign.
• Manage Event Planning and Promotions Specialist and optimize event engagement.

Analytics, Insights & Optimization

• Define a balanced KPI framework—Reach, Engagement, Sentiment, CTR, Conversion to mission actions (program inquiries, event sign‑ups), retail traffic proxies, creator deliverables, content quality scores—and link results to strategic commitments.
• Build dashboards, run A/B tests, and publish monthly insights; propose iterative improvements and resource shifts.

Community Management & Risk

• Establish service‑level standards for comments/messages; triage issues and escalate per crisis protocols.
• Uphold brand governance (official naming, logo rules, boilerplates) and ensure accessible, inclusive tone in all public replies.

Education

Bachelors Degree, required.

Qualifications

• 7+ years in digital communications/marketing with proven strategy, multi‑channel orchestration, and influencer/creator management; nonprofit, retail, or workforce development experience preferred.
• Demonstrated success leading campaigns that highlight community leadership, sustainability, innovation, and inclusion.
• Demonstrated supervisory/management experience.
• Proficiency with social/platform tools (e.g., Meta Business Suite, TikTok/YouTube, LinkedIn), email/SMS platforms, web CMS, and analytics (GA4, social listening, UTM tracking).
• Strong editorial judgment, copywriting, and creative direction skills; adept at accessibility and inclusive language practices.
• Vendor/agency management, budget ownership, and cross‑functional collaboration skills across a wide geographic footprint.
• Must be able to travel across Northwest NC territory, including occasional evenings and weekends for events.

BENEFITS

Goodwill believes strongly in supporting our team members and offers excellent benefits, professional development, and opportunities for internal career growth. We are continuously looking for opportunities to expand our benefits program to accommodate the needs of our team members. While this list is not all-inclusive, some of the many benefits we offer to all employees are:

• Paid Time Off (PTO)
• Money Purchase Pension Plan
• 403(b) Retirement Savings Plan
• Employee Assistance Program
• Free Telehealth
• Employee Referral Program
• Quarterly Incentive Programs (for all retail positions)
• Corporate Discount Programs

In addition, we offer the following benefits for our full-time team members working 30 or more hours per week:

• Medical Insurance
• Prescription Coverage
• Dental and Vision Coverage
• Flex Spending Accounts (Medical and Dependent Care)
• Short & Long-Term Disability
• Life Insurance
• Tuition Reimbursement

EOE. E-Verify Employer.