Digital Media Editor

Digital Media Editor

Reports to: Communications Manager
Department: Development
Employment Status: Full-time
FLSA Status: Non-exempt

Start date: May 2021
Last Updated:  February 18, 2021

Who We Are

Penland School of Craft is an international center for craft education offering residential workshops, residencies, community education programs, and exhibitions. Located on 420 acres in the NC Mountains, Penland has 16 teaching studios and 57 historic and contemporary buildings. We are an equal opportunity employer with a staff of 70. Penland operates with a $44 million endowment and an annual operating budget of $6 million. We are located about an hour northeast of Asheville, NC.  Our mission supports individual and artistic growth through creative practice and discovery. 

Commitment to Equity, Diversity, and Inclusion

We believe that equity, diversity, and inclusion are essential to fulfilling our mission. We want to inspire and nurture the human spirit, and we value the perspectives and contributions of all people. We want the Penland experience to include varied ideas, world views, and personal characteristics. Penland is committed to being a community that welcomes and respects everyone regardless of age, ability, ethnicity, race, religion, philosophical or political beliefs, sexual orientation, gender identity or expression, nationality, geographic origin, and socioeconomic status. We are committed to providing an environment free of discrimination. 

Position Summary

The Digital Media Editor tells the story of Penland’s workshops, residencies, community initiatives, and other programming across a range of digital channels.

This position shares responsibility with the Communications Manager for creating compelling online content. The Digital Media Editor has primary responsibility for managing Penland’s online presence, including social media platforms, email newsletters, and the Penland website and blog. They use these tools to inspire support for the school, promote participation, and advocate for the value of craft in the world. The ideal candidate will have a keen interest in craft and arts education, strong writing and communication skills, and an eagerness to embrace the ever-evolving potential of the digital landscape. 

This is a full-time (40-hour), hourly, year-round, benefits-eligible position that reports to the Penland Communications Manager and also works closely with the Director of Development and Communications and the entire development team.

Primary Responsibilities

  • Social Media—Lead Penland’s presence on social media platforms including Instagram, Facebook, and Twitter. Develop regular content that engages, grows, and inspires the school’s community online. Assesses new opportunities, platforms, and communities.
  • Newsletters—Manage Penland’s regular email communications via Mailchimp. Ongoing communications include monthly email updates, Benefit Auction newsletters, and local event announcements, as well as emails to promote workshops, fundraising goals, special events, and more as needed.
  • Blog—Work with the Communications Manager to manage the Penland blog. Plan, create and post content ranging from in-depth interviews to workshop updates and short photo essays. Manage blog subscriptions via email.
  • Website—Serve as the primary point person for website content. Use WordPress to maintain up-to-date information and consistency across pages and menus. Incorporate analytics and SEO insights into our online presence.
  • Copywriting—Assist with and/or lead various copywriting projects as needed, including new program descriptions, donor updates, and community announcements.
  • Editing—Bring an eagle eye to all of Penland’s written materials. Edit all outgoing digital content and serve as a second pair of eyes on print materials including workshop catalogs, the Benefit Auction catalog, press releases, and gallery materials.
  • Giving Day—Lead Penland’s annual 24-hour, online Giving Day fundraiser in close collaboration with the Development team. Create event strategy and marketing materials including targeted emails and social media updates.
  • Strategy—Help define and execute Penland’s evolving marketing strategy. 
  • Photography—Assist with photography and visual storytelling. Document workshops, residencies, special events, community members, and the Penland campus through images and video.
  • Communication Strategy—Participate in communications planning, including brand awareness, general marketing, and new program development. Collaborate with programs team, registration team, community collaborations, and other staff areas on goals and strategy.
  • Staff training—Work with staff members across the organization to improve the school’s communication, including offering strategies and advice for social media accounts run by the Penland Gallery and Penland Studio Coordinators.
  • Performs additional duties as assigned.


  • Bachelor’s degree or equivalent work experience with at least two years experience working in electronic media, editorial work, advertising, and/or general marketing. 
  • Excellent verbal communication, writing, and editing skills, including experience creating engaging, narrative writing. Strong grammar and attention to detail is a must.
  • An interest in the evolving landscape of digital communications.
  • A high level of comfort with computers and familiarity with software such as word processing applications, spreadsheets, Google Drive, Microsoft Office Suite, Google Suite, Dropbox, etc. More important is a willingness to consult tutorials, experiment, self-train, and look for answers as questions arise.
  • Basic digital photography skills. Some familiarity with photo and video software such as Adobe Photoshop, Lightroom, Premiere will be helpful but is not required. Basic graphic design skills and knowledge of programs like InDesign and Illustrator will also be useful.
  • Some familiarity with WordPress and basic HTML. High-level web design skills are not required.
  • Excellent interpersonal skills and the ability to build and cultivate relationships. 
  • Strong organizational skills and the ability to prioritize and manage multiple projects simultaneously to meet deadlines.
  • A team player who is able to work collaboratively and independently as needed.

Physical Demands

The employee is regularly required to work at a computer while performing the duties of this job. They must frequently use their hands to manipulate or touch objects, tools, and controls; they must be able to speak fluently, hear, and see (including close vision). The employee will need to successfully navigate areas of the campus with uneven terrain. They must occasionally lift and/or move objects weighing up to 25 pounds.


This is a full-time, year-round, benefits-eligible position.

Compensation discussions are a part of the interviewing process The starting wage range for this position is $17.50 – $19.00 per hour for 40 hours per week (2080 annually), depending on experience. Employees at Penland enjoy competitive pay, attractive benefits, and a lively, creative work environment. Studio staff also enjoy a limited studio access benefit.

To Apply

The position will remain open until filled; however, the initial review of applications will consist of applications received by March 15, 2021.  The scheduled start date is May 2021. Send cover letter addressing relevant experience and interest in the position, résumé, three samples of your writing, and contact information for three references to Alyse Ostreicher, Human Resources Manager, Please include Digital Media Editor as the subject of your email. Applications that do not include writing samples will not be considered.

We look forward to hearing from you!