The Assistant Director of Digital Communications is a full-time, 12-month position reporting to the Director of Communications. This role is responsible for managing the school’s digital platforms, including the website, email communications infrastructure, emergency notification systems, and mobile app. This position works closely with the Assistant Director of Creative Services and the Assistant Director of Communications to ensure that Potomac’s digital presence reflects the school’s mission, brand, and strategic priorities. The Assistant Director of Digital Communications plays a central role in ensuring that the school’s digital platforms are accurate, accessible, user-friendly, and data-driven.

Key Responsibilities:

• Oversee development, maintenance, and optimization of Potomac’s digital platforms, including website, email communications infrastructure, emergency notification systems, and mobile app.
• Monitor digital performance, usability, accessibility, and search visibility, proactively identifying opportunities to improve user experience and ensure the school’s digital presence reflects and serves the Potomac community.
• Track, analyze, and report on key performance metrics across digital channels, including traffic and behavior (Google Analytics) and email engagement.
• Work collaboratively with the Assistant Director of Communications and Assistant Director of Creative Services to ensure digital content is accurate, timely, accessible, and aligned with Potomac’s brand standards and communications priorities.
• Build and distribute the weekly parent newsletter, in collaboration with the Assistant Director of Communications.
• Manage the school’s constituent communications calendar and coordinate the creation, scheduling, and distribution of institutional email communications to key audiences, including parents, alumni, faculty, staff, and prospective families.
• Manage segmentation, testing, and optimization of email communication.
• Manage and maintain constituent email distribution lists within the school’s database and communications systems, ensuring lists are accurate, segmented, and aligned with institutional communication needs.
• Support the administration and maintenance of emergency communication platforms and notification systems.
• Serve as the primary point of contact for parents and employees requesting website updates or digital communications support.
• Provide guidance and training to internal stakeholders on the use of the CMS and digital communications best practices.
• Collaborate with external vendors and service providers to manage platform optimization, monitor costs, implement upgrades, troubleshoot technical issues, and ensure smooth operation of all digital systems.
• Assist the Communications Team with campus/event photography and video coverage.

Qualifications:

• Bachelor’s degree in Computer Science, Web Development, Digital Marketing, or a related field.  
• Proven professional experience in web management and digital strategy, preferably within an educational or non-profit environment.  
• Deep understanding of CMS platforms (e.g., Finalsite) and Student Information Systems (e.g., Veracross) 
• Strong knowledge of SEO, AI search optimization, and digital marketing, including web and email engagement strategy, as well as Google Analytics.
• Photography, videography, and photo/video editing skills preferred. 
• Proactive with identifying and fixing technical bugs or user experience friction points.
• Strong project management abilities, excellent oral and written communication skills, and a collaborative team orientation.  
• Candidates should embody the school’s core values of courage, integrity, humility, perseverance, and respect.
• Ability to manage multiple projects in a fast-paced environment with shifting priorities.

In striving to fulfill its mission, The Potomac School seeks candidates of diverse backgrounds who embody our core values of courage, integrity, humility, perseverance, and respect.

About The Potomac School

The Potomac School is an independent K-12 day school located in McLean, Va. While we are a K-12 school, we are more accurately described as a K through lifetime experience. We nurture the development of our students as unique individuals and as contributing members of a vibrant learning community. Our school comprises four distinct yet interconnected divisions, joined through a shared mission, integrated curriculum, and deeply rooted communal ties. We enjoy the beauty and natural resources of our 90-acre campus, our athletic fields, woods, streams, and ponds providing a rare and wonderful setting for each student's educational journey. Mission: At The Potomac School, we believe that intellectual development, love of learning, and strength of character are complementary, and equally essential, educational goals. With a firm commitment to our core values and a rigorous academic program, we prepare students to lead lives of purpose, achievement, and generosity of spirit.

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