Digital Communications Manager

The Digital Communications Manager will play a crucial role in enhancing and managing VITL’s public image and messaging, specifically focusing on developing the VITL brand and increasing awareness of VITL’s products and services. This role is an opportunity to combine strategic thinking, digital expertise, and creativity to increase VITL’s visibility with our stakeholders, including the Vermont public, legislators, and the health care community.

As the Digital Communications Manager, you bring experience in social media, storytelling, content creation, paid and earned media, and email management. You will be hands-on developing VITL’s communication channels, creating content, managing vendor relationships, maintaining our communications calendar, contributing to brand, communications strategic planning and clearly articulating the communications plan(s) internally.

The Digital Communications Manager exercises responsibilities and skills at SFIA level 3 (Skills Framework for the Information Age):

Autonomy Works under general direction to complete assigned tasks. Receives guidance and has work reviewed at agreed milestones. When required, delegates routine tasks to others within own team.
Influence Works with and influences team decisions. Has a transactional level of contact with people outside their team, including internal colleagues and external contacts.
Complexity Performs a range of work, sometimes complex and non-routine, in varied environments.
Knowledge Applies knowledge of a range of role-specific practices to complete tasks within defined boundaries and has an appreciation of how this knowledge applies to the wider business context.
Business skills
  • Uses discretion in identifying and responding to complex issues related to own assignments.
  • Determines when issues should be escalated to a higher level.
  • Organizes and keeps track of own work (and others where needed) to meet agreed timescales.
  • Understands and collaborates on the analysis of user/customer needs and represents this in their work.
  • Applies a methodical approach to investigate and evaluate options to resolve routine and moderately complex issues.
  • Identifies and implements improvements in own work area.
  • Contributes to team-level process enhancements.
  • Applies and contributes to creative thinking techniques to contribute new ideas for their own work and for team activities.
  • Communicates with team and stakeholders inside and outside the organization clearly explaining and presenting information.
  • Contributes to a range of work-related conversations and listens to others to gain an understanding and asks probing questions relevant to their role.
  • Provides basic guidance and support to less experienced team members as needed.
  • Adapts and is responsive to change and shows initiative in adopting new methods or technologies.
  • Absorbs and applies new information effectively with the ability to share learnings with colleagues.
  • Takes the initiative in identifying and negotiating their own appropriate development opportunities.
  • Explores and applies relevant digital tools and skills for their role.
  • Understands and effectively applies appropriate methods, tools, applications and processes.
  • Applies appropriate professionalism and working practices and knowledge to work.

 

Primary Responsibilities

Social Media & Content Management: expand VITL’s presence and engagement across social media channels

  • Own and manage the social media content calendar across channels.
  • Create and schedule engaging content that supports education, awareness, and thought leadership.
  • Partner with internal and external stakeholders to source content and stories.
  • Track performance and optimize content based on engagement insights.

Additional Channel Management: manage digital channels with hands-on execution to support VITL’s strategic goals

  • Email: manage lists, segments, and segmentation strategy; create and send email newsletters; plan, create, and send emails supporting other initiatives as needed.
  • Website: update and maintain the organization’s website to ensure accuracy and relevance of content. Oversee vendors for any website redesigns or refreshes; support planning and content creation.
  • Paid media: manage vendors, support creative development

Provider Engagement Communications: collaborate with the Director of Client Services and other team members to engage Vermont health care providers.

  • Partner with key stakeholders to plan and implement a provider engagement communications strategy.
  • Create targeted messaging and materials to support provider engagement initiatives, including training materials.
  • Support ongoing engagement through campaigns, updates, and educational communications.  

Brand & Messaging: develop and strengthen VITL’s brand platform

  • Work cross-functionally to ensure consistent brand standards and messaging across VITL’s internal and external communications.
  • Help maintain and evolve brand and service messaging frameworks.
  • Collaborate with compliance, technology, and service line owners to ensure VITL messaging and storytelling adheres to compliance requirements.

Measurement & Reporting  

  • Track and report on communications performance and engagement
  • Provide insights and recommendations for continuous improvement

Team Relationships 

  • Serve as a member of VITL’s Client Services and Communications team.
  • Manage vendor relationships that support VITL’s communications efforts.
  • Be a proactive contributor to VITL’s strategic and tactical planning.
  • Maintain and share a comprehensive master calendar of organizational events, programs, and activities.
  • Develop and deliver presentations

Supervision Received

This position reports to the Director of Communications and Client Services, who reports to VITL’s Chief Operating Officer (COO).

Supervision Exercised

This is an individual contributor role without supervisory requirements.

 Job Impact

  • Work performed in this position impacts all VITL employees and their work impacts thousands of users of VITL services across the entire state of Vermont and into bordering states.
  • Timeline of work assigned varies from hours for routine tasks to months for more complex projects.
  • The Digital Communications Manager has a direct impact on VITL’s visibility, reputation, stakeholder engagement, and ability to communicate the value of health information exchange and VITL’s services.
  • Through strategic and hands-on management of digital communications, the digital communications manager helps ensure that VITL’s mission, products, services, and impact are clearly understood by Vermont’s health care community, legislators, partners, and the public.
  • The position influences awareness, engagement, and adoption of VITL services by translating complex health information technology concepts into accessible and compelling content. Effective communications support provider engagement, strengthen relationships with stakeholders, promote VITL’s thought leadership, and reinforce confidence in VITL as a trusted health data organization.
  • The digital communications manager also protects and strengthens VITL’s brand by ensuring consistent, accurate, and compliant messaging across digital channels.
  • Because the position manages VITL’s website, social media, email communications, content, paid media, and communications calendar, its work has a broad organizational reach. Performance measurement and audience insights enable VITL to continually improve how it communicates and allocates communications resources.
  • Successful execution of the digital communications manager role ultimately contributes to greater awareness of VITL, stronger stakeholder relationships, increased engagement with VITL’s programs and services, and advancement of VITL’s strategic and organizational goals.

Key Competencies

  • The ability to take topics such as health information exchange, interoperability, health data, privacy, and technology and turn them into messaging that a legislator, health care provider, or member of the public can immediately understand
  • Develops strategic communications that advance VITL’s mission, strengthen its brand, and support organizational priorities.
  • Creates compelling content and effectively manages social, email, web, and other digital communication channels.
  • Understands diverse stakeholder needs and audience engagement and develops targeted communications that build awareness, trust, and engagement.
  • Uses communications analytics, audience insights, and data to evaluate effectiveness and continuously improve strategies and campaigns.
  • Effectively manages multiple priorities, projects, deadlines, vendors, and communications activities with a high degree of organization and accountability.
  • Builds productive relationships across VITL and with external partners and communicates complex information clearly, accurately, and professionally.
  • Adaptability in fast-paced and evolving technical environments
  • Ability to work independently while supporting cross-functional teams and demonstrating strong communication and customer support skills
  • Personal qualities of integrity, credibility and commitment to VITL’s mission

Qualifications

  • Preferred 5 years of professional experience in a related field such as communications, public relations, marketing, brand development, and/or public affairs. Health information technology industry experience a plus.
  • Must have experience with marketing email management, social media platforms, and content creation.
  • Bachelor’s degree in Communications, Marketing, Journalism, Public Relations, Business, or a related field
  • A professional and personal commitment to VITL’s mission
  • Experience using design tools such as Canva, Photoshop, Adobe Express
  • Experience with marketing email creation/management using tools such as Constant Contact, MailChimp, ActiveCampaign, etc.
  • Excellent written and verbal communication skills
  • Excellent project management skills
  • Knowledge of or willingness to learn Google Analytics, MailChimp, and WordPress
  • Willingness to learn new communication tools or software

Additional

VITL is an equal opportunity employer and prohibits discrimination or harassment of any kind. We are committed to compliance with all applicable fair employment practices laws and a policy of equal opportunity without regard to race, gender, color, religion, sex, sexual orientation, gender identity, age, national origin, place of birth, crime victim status, ancestry, physical or mental condition, disability, pregnancy, citizenship or immigration status, status as a veteran, military service or obligation, a positive test result from an HIV-related blood test, genetic information, or any other characteristic protected by such laws (“Protected Characteristics”). VITL’s policy of anti-discrimination applies to all terms and conditions of employment, including but not limited to recruiting, hiring, training, compensation, benefits, advancement, and termination of employment. VITL prohibits and does not tolerate discrimination against any employee, applicant, worker, or service provider on the basis of any Protected Characteristic.

Apply

Interested candidates may submit a cover letter and resume to hr@vitl.net. Please mention “Digital Communications Manager” in the subject line of your email.

Salary Range

The approved salary range for this full time, benefited position is $85,000-95,000 annually.