Digital Brand Manager

The Office of Communications Digital Brand Manager remote position is responsible for protecting, enhancing, and actively managing High Point University’s digital reputation across all online platforms. This position oversees the strategy, execution, and daily operations of the university’s digital brand presence, ensuring that all external-facing content and interactions reflect the institution’s values, voice, and commitment to excellence in customer service.
This role manages a team that monitors and engages across platforms including but not limited to news media, Facebook, Instagram, Reddit, TikTok, YouTube, Wikipedia, and Google Reviews. The Digital Brand Manager will lead the development and execution of timely, professional, and brand-aligned responses to online commentary, reviews, and inquiries, ensuring consistent and high-quality digital experience.
The position supervises the Digital Brand Specialist and Digital Concierge, as well as graduate student staff who support extended-hour coverage. The team provides active monitoring and engagement seven days a week from 8:00 a.m. to 10:00 p.m., including oversight of customer service interactions within the university’s parent Facebook group.

Education

• Bachelor’s degree required (Communications, Public Relations, Marketing, Digital Media, or related field preferred) 

Experience and Training

• Minimum of 3–5 years of experience in digital communications, brand management, public relations, or social media strategy 
• Demonstrated experience managing online reputation, customer engagement, or crisis communication in a digital environment 
• Experience supervising staff and coordinating team workflows preferred 
• Experience writing and editing for digital platforms, including public-facing responses 

Knowledge, Skills, Ability

• Strong understanding of digital brand management and online reputation strategies 
• Deep familiarity with major social and content platforms (Facebook, Instagram, Reddit, TikTok, YouTube, Wikipedia, Google Reviews) 
• Exceptional writing and editing skills with the ability to tailor tone for customer service, PR response, and brand voice 
• Ability to think strategically while executing tactically in real time 
• Strong judgment and discretion when handling sensitive or high-visibility communications 
• Proven ability to manage multiple priorities in a fast-paced, high-expectation environment 
• Strong leadership and team management skills, including scheduling and performance oversight 
• Data-informed mindset with ability to analyze trends and adjust strategies accordingly 
• Ability to collaborate across departments and maintain strong campus relationships 

ESSENTIAL FUNCTIONS

• Oversees and manages High Point University’s digital reputation across major online platforms including but not limited to Facebook, Reddit, Wikipedia, and TikTok. 
• Creates the content and execution of online engagement, ensuring timely, accurate, and brand-aligned responses 
• Supervises the Digital Brand Specialist and Digital Concierge, providing direction, training, and performance management 
• Oversees graduate student staff supporting weekend and extended-hour coverage 
• Manages team scheduling to ensure consistent coverage from 8:00 a.m. to 10:00 p.m., seven days a week 
• Oversees and guides online PR responses, including responses to reviews, comments, and media-related discussions 
• Monitor and engages within the parent Facebook group, ensuring a high level of customer service and brand representation 
• Establish standards, templates, and best practices for digital communication and response protocols 
• Identifies emerging trends, risks, and opportunities related to the university’s online reputation 
• Collaborates with Office of Communication, Admissions, Student Life, and other departments to ensure consistent messaging 
• Provides regular reporting and insights on digital sentiment, engagement trends, and reputation metrics 
• Serves as a key point of contact for escalated digital communication issues or sensitive situations 
• Maintains a positive work atmosphere by communicating effectively with students, parents, faculty, staff, and leadership 
• Other duties as assigned 

ACCOUNTABILITY

• Responsible for the overall health, consistency, and strength of the university’s digital brand and reputation 
• Responsible for the performance and effectiveness of the digital brand team, including full-time and student staff 
• Accountable for ensuring timely, professional, and brand-aligned engagement across all monitored platforms 
• Responsible for maintaining high standards of customer service in all digital interactions 

For more information about this position, please contact Lauren Whitley, Vice President for Communications Management at [email protected]