Job Details

Full-Time and Permanent; 7.5 Hours/Day; 252 Days/Year; 12 Months/Year; Grade MM

DEFINITION

The Digital Media & AI Integration Specialist provides critical support for the development, editing, and technical execution of multimedia content across Norfolk Public Schools. This position blends hands-on production work with backend technical functions, ensuring smooth operations for both digital storytelling and content delivery systems. A key focus of the role is optimizing workflows through automation and emerging tools, especially those powered by artificial intelligence (AI).

This position contributes at every stage of production (from field recording and setup to post-production editing and streaming support) while also assisting with the use of AI technologies that enhance speed and efficiency. The role supports the technical configuration of AV systems, maintenance of broadcast equipment, and digital asset organization. Flexibility to work evenings and weekends is required.

This employee also supports school division-wide communications initiatives and contributes to innovation across the communications team, along with other duties as assigned..

SUPERVISION

The Digital Media & AI Integration Specialist duties are performed under the direction of the Chief Strategy, Innovation, and Community Engagement Officer. Work is performed under the direct supervision of the Director of Communications.
DISTINGUISHING CHARACTERISTICS

• Demonstrated initiative in applying technology to solve problems and improve workflows
• Ability to independently manage assigned tasks in dynamic production environments
• Experience with video production tools, editing suites, and AV systems (e.g., Motion Array, Cablecast, Broadcast Pix)
• Proficiency with AI-enhanced editing, transcription, and content automation platforms
• Skilled at working within established creative direction while offering ideas for improvement
• Adaptable and responsive to the evolving needs of a fast-paced communications office
• Commitment to continuous learning in areas of digital media, AI, and communications technology

ESSENTIAL FUNCTIONS OF THE CLASS (May not include all duties performed by each position in the class.)

• Participates in the production of multimedia content, including filming, editing, and formatting
• Captures video and photo content in various field and studio settings
• Operates and maintains audiovisual and drone equipment in support of events and messaging
• Edits footage and adds motion graphics or visual effects using standard tools
• Assists with setting up streaming platforms and cable broadcasts
• Performs technical maintenance, calibration, and configuration of AV systems
• Tracks equipment inventory and supports lifecycle documentation
• Follows best practices in media system security and storage
• Uses AI tools for editing, captioning, transcription, and metadata generation
• Researches and suggests new tools to enhance production efficiency
• Collects and reports on content performance metrics as directed
• Provides support during emergency messaging or after-hours communications needs
• Offers creative and technical input to improve team workflows and content consistency

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES

• Practical knowledge of digital video production and content development
• Experience with Adobe Creative Cloud (Premiere Pro, After Effects, Photoshop,)
• Familiarity with AI-supported media tools and automation workflows
• Comfort operating drones, cameras, lighting, and audio gear
• Ability to troubleshoot and support basic technical issues with AV systems
• Clear and effective verbal and written communication skills
• Basic understanding of data reporting and content analytics
• Awareness of trends in digital media, education-focused communications, and emerging platforms
• Strong sense of personal initiative, with a willingness to contribute beyond assigned tasks
• Voiceover experience preferred

MINIMUM EDUCATION, TRAINING AND EXPERIENCE REQUIREMENTS

Education equivalent to an associate's degree in media technology, digital communications, telecommunications, or a related field, including or supplemented by coursework or training in video production systems, post-production software, and AV equipment maintenance; considerable experience supporting multimedia production, technical systems, or digital content operations in a communications office, media department, or broadcast environment; or any equivalent combination of education and experience that demonstrates the required knowledge, skills, and abilities.
LICENSE/CERTIFICATION

• Valid driver's license required
• Commercial drone pilot's license required (or must obtain within 12 months of employment)
• Technical certifications in relevant software, streaming, or AV systems preferred

PHYSICAL ATTRIBUTES

• Ability to lift up to 35 pounds of equipment
• Manual dexterity for operating production tools and performing maintenance
• Capability to work in confined spaces or nontraditional filming environments
• Comfortable assisting with setup, teardown, or light construction of media sets

HAZARDS

• Work around electrical equipment, lights, and suspended production gear
• Occasional exposure to active environments like athletic fields or crowded events
• Varying locations across the school division, including outdoor and remote settings

UNUSUAL DEMANDS

This role may require work outside of standard business hours, including evenings, weekends, and emergency support during weather events or urgent school division communication needs. The position is subject to changing priorities and multiple concurrent projects. The Digital Media & AI Integration Specialist is expected to remain current in AI, media, and production trends through continuous professional development.