Main Street Manager - Strategic Communications

GENERAL PURPOSE

This administrative position serves a dual role as both the strategic communications and public engagement specialist and Main Street Manager for the City of Altoona. The Strategic Communications /Main Street Manager is responsible for managing all internal and external city communications, media relations, public information dissemination, community engagement, downtown development, and event coordination. The position leads proactive strategies to deliver timely, accurate, and accessible information across communication platforms and actively promotes downtown vitality through structured programming and targeted business engagement.

Concurrently, as Main Street Manager, the role focuses on fostering downtown business success, planning community events, and managing Main Street operations.

This position will be a key advisor and strategic partner to both the City Manager and Mayor and will work closely with elected officials, department heads, and community leaders. The position is strategically designed with potential for growth into an Assistant City Manager role.

This position will address long-standing challenges of reactive communication practices by building a forward-thinking, proactive messaging approach that improves resident trust, media relationships, and public awareness of City operations and initiatives.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategic Communication Responsibilities:

• Develop and implement a comprehensive, proactive communications strategy aligned with the City’s goals and community priorities.
• Serve as the primary liaison to the Mayor on communications matters, ensuring alignment on community messaging and engagement.
• Oversee and manage the City’s website content, social media platforms, newsletters, and public information portals.
• Coordinate internal communications to ensure consistent messaging across departments and with the City Manager’s Office.
• Draft press releases, media advisories, op-eds, and city announcements.
• Develop emergency and crisis communications protocols, serving as the lead contact for the public and media during incidents.
• Plan and execute public engagement initiatives, including town halls, listening sessions, surveys, and digital outreach.
• Partner with department heads to promote City programs, initiatives, and services through tailored communications.
• Coordinate messaging with key agencies and regional partners, including county and state offices.
• Serve as the primary liaison with media outlets and establish positive, professional relationships with local and regional reporters.
• Advise City leadership and staff on media strategy, presentation, and public response approaches.
• Monitor local news, social media, and community trends to recommend appropriate City responses.
• Ensure compliance with Pennsylvania Right-to-Know Law (RTKL) and support the Right-to-Know Officer in reviewing communications that may be subject to disclosure.

Main Street Manager Responsibilities:

• Advise and support downtown businesses on program activities, goals, and collaborative strategies.
• Coordinate promotional events, advertising, uniform store hours, and targeted business recruitment initiatives.
• Plan, coordinate, and implement major city events such as Blair Creators Festival, Altoona Farmers Market, Altoona Fashion Week, Arts for Your Heart 5k Run/Walk, Memorial Day Parade, Altoona Curve Baseball, and other directed events.
• Oversee administrative functions of the Main Street program, including budgeting, purchasing, securing sponsorships, and maintaining accurate program records.
• Develop and execute strategic marketing plans to promote the downtown district and Main Street initiatives.
• Manage Main Street-specific internal and external communications, including digital and print content.
• Engage regularly with civic leaders, community groups, businesses, and city leadership to align Main Street initiatives with broader city development goals.
• Attend and actively participate in community, civic, and administrative meetings representing both communications and Main Street interests.

ABILITY TO

• Plan, coordinate, and evaluate a comprehensive public communications program.
• Communicate complex or technical topics in plain language to a wide variety of audiences.
• Demonstrate excellent writing, editing, and storytelling skills across platforms and formats.
• Navigate high-pressure communications situations with composure, clarity, and professionalism.
• Advise executive and senior staff on media and public messaging strategies.
• Build and maintain trust with media representatives, community groups, and residents.
• Use digital communications tools, analytics dashboards, and design applications.
• Promote transparency, responsiveness, and innovation in municipal communication.
• Prepare and deliver public presentations, both in person and via digital platforms.

DESIRED MINIMUM QUALIFICATIONS

Education and Experience:

• Bachelor’s degree in communications, journalism, public administration, political science, or a related field (Master’s degree preferred).
• Minimum of five (5) years of progressively responsible experience in public relations, government communications, journalism, or related field.
• Experience working within or for local government is highly desirable.
• Demonstrated experience in media relations, digital communications, and strategic messaging.
• Familiarity with Pennsylvania local government operations, RTKL requirements, and emergency management protocols preferred.

Necessary Knowledge, Skills, and Abilities:

• Thorough knowledge of public sector communications, engagement best practices, and Main Street or similar revitalization programs.
• Proven ability to execute multi-channel communications campaigns and organize community-focused events.
• Exceptional writing, editing, public speaking, and interpersonal communication skills.
• Ability to effectively manage crisis communications and maintain composure under pressure.
• Skilled in digital content creation, social media management, and leveraging technology for outreach.
• Competence in budget management, administrative procedures, sponsorship acquisition, and strategic planning.
• Ability to engage effectively with diverse community groups and business stakeholders.

SPECIAL REQUIREMENTS

• Must possess or obtain a valid State driver’s license prior to employment.

TOOLS AND EQUIPMENT USED

• Computer systems, media editing software, content management systems (CMS), digital photography and videography tools, standard office software, and mobile communication devices.

PHYSICAL DEMANDS

• The employee is frequently required to sit, speak, hear, and use hands and arms to operate communication tools.
• Occasional lifting or moving up to 25 pounds may be required.
• Duties require attending public meetings and events which may occur after hours or on weekends.

WORK ENVIRONMENT

• Work is typically performed in an office environment, but attendance at public meetings, outdoor events, and emergency response sites may be required.
• The noise level is generally quiet to moderate but can be higher during events or emergency incidents.

The City of Altoona offers a comprehensive compensation package including a competitive salary; health, dental, vision, and life insurance; paid time off; and retirement options.

The City of Altoona is an Equal Opportunity Employer