Deputy Press Secretary, New Media & Creative Partnerships

The Agency You’ll Join:
The New York City Mayor’s Office is responsible for overseeing city services throughout the five boroughs, coordinating public agencies and departments, and managing public property. The administration is leading the fight in making the city more affordable, reducing inequality, improving public safety, ensuring delivery of efficient and effective services, and working to make New York City’s economy stronger. We value leadership, transparency, fairness, and efficiency as we actively seek diverse talents from various sectors to join our team. For current job opportunities, visit our careers page.

The Team You’ll Work With:
The Office of New Media and Cultural Communications is helping to transform the traditional press arm of the Mayor’s office into one that includes and engages new media, ensuring that Mayor Mamdani’s agenda and achievements reach and mobilize New Yorkers who have historically been left out of the governing process. The Office oversees constituency media relations and ensures a consistent narrative reaches all New York audiences and engages new media and influencers to pitch and deliver stories to the places where New Yorkers get their news.
The Problems You’ll Solve:

The Deputy Press Secretary for New Media & Creative Partnerships will serve as a senior operator responsible for translating the administration’s priorities into high-impact digital storytelling through creators, influencers, and non-traditional media. This role sits at the intersection of press, partnerships, and culture leading execution of creator-facing media strategy while managing fast-moving, high-visibility moments.

This is a strategic and execution-heavy role for someone who can operate like a press secretary and a creative producer.

Key Responsibilities:

New Media Strategy & Execution
- Lead day-to-day execution of new media press strategy across creator, influencer, and digital-first outlets.
- Translate policy announcements into culturally fluent, platform-native content opportunities.
- Identify and secure high-impact creator and nontraditional media hits (TikTok, YouTube, podcasts, Substack, etc.).

Creative Partnerships
- Build and manage relationships with new media outlets, creators, neighborhood pages, cultural figures, and digital outlets.
- Oversee development of creator activations (press conferences, campaign rollouts, cultural moments).
- Partner with talent teams, agents, and managers to secure participation and maximize reach.

Comms Integration
- Integrate new media into broader press and comms strategy ensuring alignment with traditional media, messaging, and rollout timing.
- Draft talking points, briefing materials, and Q&A tailored to interviews.
- Staff the Mayor at creator-facing media opportunities and manage on-the-ground execution.

Rapid Response & Narrative
- Identify moments to insert the Mayor into real-time cultural and political conversations.
- Coordinate quick-turn creator responses to breaking news and narrative shifts.
- Help shape overarching narrative arcs across platforms.

Team Leadership
- Help manage and mentor New Media Press Assistants.
- Oversee workflow, approvals, and execution pipelines for creator engagement.
- Build systems for tracking outreach, coverage, and performance.

Metrics & Evaluation
- Track performance across creator partnerships (views, reach, engagement, sentiment).
- Identify high-performing creators and scale ongoing relationships.
- Contribute to reporting and strategic optimization.

About You:
- You have a strong existing relationship with creators, influencers, or digital outlets.
- You have a deep understanding of TikTok, Instagram, YouTube, and emerging platforms.
- You have experience staffing principals and managing high-pressure media environments.
- You have strong writing skills across formats (briefings, talking points, pitches).
- You can operate both strategically and in rapid execution mode

Minimum Required Qualifications:
- High School Diploma or equivalent (GED) required.
- 4+ years in government communications, digital media, political campaigns, or creator partnerships.

Additional Information
- In addition to the resume, a cover letter is required to apply.

PRESS OFFICER (OFFICE OF THE M - 6087A

The City of New York is an inclusive equal opportunity employer committed to recruiting and retaining a diverse workforce and providing a work environment that is free from discrimination and harassment based upon any legally protected status or protected characteristic, including but not limited to an individual's sex, race, color, ethnicity, national origin, age, religion, disability, sexual orientation, veteran status, gender identity, or pregnancy.