Social Media and Creative Coordinator

MAJOR FUNCTION

Implement Polk County Tourism and Sports Marketing’s (PCTSM) social media, content and digital 
strategies that drive engagement with the Visit Central Florida brand and stakeholders through real 
time interaction, engagement and social media monitoring. This position will also manage in house 
creative development and graphic design, including print and electronic marketing materials and 
campaigns. The successful candidate will have a strong working knowledge of the current social 
media landscape and have a passion for content development, including but not limited to: video, 
writing and photography.

ESSENTIAL FUNCTIONS

•  Maintains and manages all PCTSM social media accounts (Facebook, X, Instagram and 
others). This includes posting, monitoring and reporting performance analysis and metrics.
•  Manages editorial calendar and regularly creates blog posts to create interest and awareness for 
special events throughout Polk County. This includes covering and promoting the opening of new 
attractors, restaurants and shopping opportunities. The purpose of this content is to drive traffic 
to PCTSM’s websites, create engagement with the visitor and ultimately influence their planning 
process to increase the chances that they will select Polk County as their vacation destination.
•  Assists in the implementation and promotion of digital campaigns with consumers to promote 
attractions, dining, and special events and measures the effectiveness of campaigns.
•  Independently drafts, prepares, proofreads, types and posts stories or information on all PCTSM 
websites and social media outlets.
•  Assists with coordination and implementation of tourism and sports marketing special events 
(currently more than 240 annually).

•  Engages PCTSM’s online community and proactively responds to brand related conversations to 
build personal relationships and credibility for PCTSM brands and key stakeholders.
•  Utilizes social media monitoring tools to understand current conversations and how they can 
create new engagement opportunities. Monitors ongoing social and cultural conversation to identify 
and implement “real time” opportunities to promote Polk County as a tourism destination across all 
social media platforms.
•  Works with partners to develop and execute social media campaigns and event promotion.
•  Attends tourism and sports marketing related events throughout the county to create Social Media 
and web content.
•  Works cross functionally with PR, sales and events teams to develop social media campaigns and 
ideas.
•  Develops monthly creative content through PCTSM’s blogs that will also funnel content to social 
media accounts, which drive engagement and time on site metrics for PCTSM websites.
•  Plans, creates and implements editorial content calendars across Pinterest, Facebook, Twitter, 
YouTube, Instagram & LinkedIn.

•  Plans, creates and executes paid advertising campaigns across Pinterest, Facebook, Twitter, 
YouTube, Instagram & LinkedIn in coordination with PCTSM’s overall advertising plan. This includes 
managing social ad plans, ad placement, ad optimization & ad budgets.
•  Produce copy and work with visual tools (Adobe Creative Suite or similar) or the visual creative 
suite to develop content in accordance with the social media strategy and plans.
•  Collect user generated content (UGC) and develop and execute strategy for engagement and 
reposting this content.
•  Knowledge of using social media platforms for a business/brand. Including all functions, 
business, account, page and profile settings.
•  Develop an optimal posting schedule, considering web traffic and customer engagement metrics as 
well as research audience preferences and discover current trends
•  Design posts to sustain readers’ curiosity and create buzz around new tourism related business 
in Polk County.

Daily monitoring and management of competitive and complementary brands on Pinterest,
Facebook, Twitter, YouTube, Instagram & LinkedIn.
•  Develop creative concepts and pitch social media ad campaigns with tourism team.
•  Maintain and present up-to-date trends, platform changes, and new regulations across social 
networks.
•  Create and present social media reports for Key Performance Indicators (KPI): monthly, quarterly 
and annually to management.
•  Must  be  extremely  organized,  detail-oriented,  collaborative,  and  able  to  work 
independently in a fast-paced, deadline-driven environment.
•  Must have proficient knowledge of Facebook Business Manager and Facebook Ads Manager.

•  Analyze, track and produce performance and productivity reports on social media engagement on a 
monthly basis and as needed.
•  Work closely with Polk County’s private sector tourism industry partners on social media 
initiatives to further the reach and effectiveness of the Polk County Tourism and Sports Marketing 
message and to drive additional overnight stays and create brand awareness.
•  Create and manage all in house design work, including print, digital and out of home media 
projects, collateral materials, presentations and reports. These projects will align with PCTSM’s 
current advertising campaigns and branding.
•  Work with Senior Tourism Sales and Marketing Manager to assist with PCTSM’s annual media 
planning and placements.
 

KNOWLEDGE, ABILITIES AND SKILLS

•  Must possess two (2) years of experience within a social media team for a brand or 
agency.
•  Must have experience managing consumer facing conversations and a corporate social media 
account.
•  Must have firm understanding of how consumers/customers want to engage with brands on social 
media.

•  Must be familiar and comfortable with updating (non-programming related), navigating and 
utilizing each of the major social channels, including understanding the terms of use and best 
practices for each.
•  Must have experience integrating social media efforts into broader media and marketing 
strategies.
•  Must have experience developing content for social media channels.
•  Must have strong written and oral communication skills.
•  Must be familiar with creating editorial calendars and working interdepartmentally to create 
content.
•  Must have a passion for harnessing the power of social media to drive business results.
•  Must be an active learner and forward thinker who is able to identify evolving media trends and 
has the ability to adapt quickly to new technology.

•  Must be flexible, a creative thinker and a problem solver, accustomed to working in 
teams.
•  Must have a passion for Polk County and be knowledgeable of the destination’s culture, 
attractions, history, restaurants and trends.
•  Must be knowledgeable of photography, videography, graphic design and associated 
programs.
•  Must have a knowledge of social media management and analytics tools.

MINIMUM QUALIFICATIONS

•  Must be a graduate of an accredited four (4) year college/university, preferably with a 
concentration in advertising, marketing, or communications.
•  Must have a minimum of TWO (2) years of experience in social media content creation, managing 
social media campaigns using multiple platforms, working in a social media dashboard and providing 
analysis, interpreting analytics, or an equivalent combination of education and experience.

•  Must have a valid driver’s license and be able to secure a valid Florida driver’s license at the 
time of employment.
•  A comparable amount of related training and experience may be substituted for the minimum 
qualifications.

SPECIAL PREFERENCE

Prefer applicants have prior experience in the tourism and/or sports marketing industry and have a 
strong background in graphic design.

SPECIAL REQUIREMENT

This position shall be required to report for work when a declaration of emergency has been declared 
in Polk County.