Senior Executive Director of Communications

Senior Executive Director of Communications
 

Department: Chief of Staff
Reports to: Deputy Superintendent - School Leadership
Pay Grade: 1003
Days: 239 Days
FSLA Status: Exempt
 

Position Purpose

The Senior Executive Director of Communications is responsible for defining and leading the District's creative vision as it relates to internal and external brand management. The Senior Executive Director leads the work of providing messaging and marketing support to various district teams by developing and implementing strategic messaging and engagement to advance district goals and initiatives. In addition, they oversee and direct the planning and implementation of districtwide signature events. This position will collaborate closely with internal teams and senior leaders to increase visibility and positive perception of District priorities among internal and external stakeholders. The Senior Executive Director negotiates and manages advertising and marketing contracts to support district and departmental goals.

ESSENTIAL JOB FUNCTIONS

• Manages the creative communications process to ensure proper allocation of department resources to meet District goals.
• Translates District goals and objectives into creative strategies.
• Enforces District brand standards on all visual communications.
• Conceptualize and manage special projects involving multimedia, storytelling, copywriting, collateral development, and other creative elements to support district goals as assigned.
• Works with other departments to strategize how the Communications Department can most effectively support District initiatives, campaigns, and departmental goals.
• Develops and disseminates creative messaging, collateral, and related deliverables for special projects and initiatives as assigned.
• Develop and implement districtwide and citywide marketing and messaging campaigns as assigned.
• Plan and coordinate branded experiences that promote the district's accomplishments, goals, positive news, and offerings throughout a variety of communities.
• Write talking points, speeches and correspondence for key district leaders, including Superintendent, as assigned.
• Leads the strategy, design, and continuous improvement of all public-facing Fort Worth ISD websites to ensure they are easy to navigate, forward-thinking, and responsive to the needs of staff, current families, and prospective families.
• Develops and leads a strategic social media plan that enhances the District's image and fosters engagement with staff, current families, and prospective families.
• Monitors social media trends and analytics to inform strategy, improve engagement, and stay ahead of digital communication best practices. 

• Develop and implement a proactive digital engagement strategy to monitor, address, and respond to misinformation or harmful narratives targeting FWISD students, staff, and operations on social media.

• Lead the adaptation, creation and management of brand identity that resonates with the district's multi-language communities to be incorporated throughout the district and community.
• Support retention efforts by developing and implementing year-round districtwide employee recognition events and touch-points.
• Manages Fort Worth ISD media buys in support of District initiatives.
• Negotiates vendor contracts with print, radio, outdoor, and other media entities.

Supervisory Responsibilities

• Selects, trains, supervises, and evaluates staff, and makes recommendations relative to assignment, retention, discipline, and dismissal.

Personal Work Relationships

• All Fort Worth ISD employees must maintain a commitment to the District's mission, vision, and strategic goals.
• Exhibits high professionalism, standards of conduct and work ethic.
• Demonstrates high quality customer service; builds rapport/relationship with the consumer.
• Demonstrates cultural competence in interactions with others; is respectful of co-workers; communicates and acts as a team player; promotes teamwork; responds and acts appropriately in confrontational situations.

Other Duties as Assigned

• Performs all job-related duties as assigned and in accordance to the Board rules, policies and regulations. All employees are expected to comply with lawful directives in rare situations driven by need where a team effort is required.

Knowledge, Skills & Abilities

• Skill in written and oral communication including ability to interact with and influence all levels of central office and office staff, as well as community stakeholders.
• Skill in writing a compelling narrative or script; an excellent storyteller, mindful of syntax, metaphor, and the ability to produce and edit quickly.
• Skill in developing branding and school marketing campaigns for diverse communities that increase brand strength, recruits and retains students and creates brand ambassadors.
• Skill in in audio/visual, production, virtual and live event planning and implementation.
• Skill and command of grammar and usage, including spelling and punctuation.
• Skill in applying leadership principles in managing a staff and budget.
• Skill in initiating and prioritizing activities as a self-starter who can work independently as well as perform as a member of a team.
• Skill in interpersonal relationships, including using tact, patience, and courtesy.
• Skill in collaborating to build consensus with District and outside agencies and organizations.
• Skill in facilitating meetings, and presenting information in one-on-one, small group, and large group situations to District staff.
• Skill in complex problem solving; identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
• Ability to keep pace with emerging trends and communication/marketing platforms with ability to think creatively.
• Ability to be flexible, resilient and adaptable to changing priorities.
• Ability to organize and coordinate work under pressure, meet tight deadlines, and proactively resolve issues.
• Ability to handle difficult and stressful situations with professional composure.
• Ability to present ideas in a business-friendly and user-friendly language.
• Ability to inspire, manage and collaborate with a variety of internal and external stakeholders.
• Ability to exercise discretion regarding matters of a sensitive or confidential nature.
• Ability to exercise judgment and creativity in making decisions.
• Ability to use software to access email, and do word processing.
• Ability to engage in self-evaluation with regard to performance and professional growth.
• Ability to establish and maintain cooperative working relationships with others contacted in the course of work.

Travel Requirements

• Travels to school district buildings and professional meetings as required.

Physical & Mental Demands, Work Hazards

• Tools/Equipment Used: Standard office equipment, including computer and peripherals.
• Posture: Prolonged sitting and standing; occasional stooping, squatting, kneeling, bending, pushing/pulling, and twisting.
• Motion: Frequent repetitive hand motions, including keyboarding and use of mouse; occasional reaching.
• Lifting: Occasional light lifting and carrying (less than 15 pounds).

• Environment: Works in an office setting, and works outside (exposure to sun, heat, cold, and inclement weather); frequent exposure to noise; noise levels in the office are usually moderate; noise levels outdoors and around events may be elevated or become loud; frequent talking and listening; frequently requires irregular and/or prolonged hours.

• Attendance: Regular and punctual attendance at the worksite is required for this position.

• Mental Demands: Maintains emotional control under stress; works with frequent interruptions.

Minimum Required Qualifications

• Education:
  • Bachelor's degree from accredited college or university in Communications, Journalism, Marketing, Advertising, English, or a related field required;
  • Master's degree preferred.
• Certification/License: None.
• Experience: 8 years of directly related experience in project management, copywriting, audio/visual presentations and design principles, marketing, and event planning, employee relations and/or public relations, preferably in a public school district.

This document is intended to describe the general nature and level of work being performed by people assigned to this job and is not an exhaustive list of all responsibilities and duties that may be assigned or skills that may be required.