Lead the brand. Tell the stories. Change lives.
Every day, Goodwill Industries – Big Bend helps people overcome barriers, build careers, and reach their fullest potential. We're looking for a strategic and creative marketing leader to help tell those stories, strengthen our brand, and inspire our communities—all while living and working in beautiful Panama City on Florida's Gulf Coast.
Mission Contribution:
Advance Goodwill's mission by ensuring efficient, accountable, and mission-aligned operations within your department. By maintaining excellence in service and support functions, you help create an inclusive, transparent, and compassionate work environment that enables Goodwill to provide life-changing opportunities.
Primary Function:
Under the direction of the Chief Executive Officer (or designee), the Director of Marketing and Communications provides strategic leadership and oversight of all marketing, communications, public relations, media relations, community engagement, brand management, and organizational storytelling activities for Goodwill Industries – Big Bend, Inc.
This position is responsible for developing and executing integrated marketing and communication strategies that support organizational goals, increase mission awareness, strengthen community relationships, support recruitment and retention initiatives, grow donations and retail revenue, and position Goodwill as a leading nonprofit organization throughout its service area.
Essential Functions:
-
Develop and execute a comprehensive annual marketing and communications plan aligned with organizational strategic priorities
-
Establish departmental goals, performance measures, and reporting metrics
-
Provide strategic oversight for organizational branding, advertising, digital engagement, and communication efforts
-
Ensure brand consistency across all communication channels and organizational initiatives
-
Serve as the primary media contact and organizational spokesperson when appropriate
-
Develop and maintain executive-level relationships with media outlets, community partners, elected officials, chambers of commerce, donors, and stakeholders
-
Identify opportunities to increase awareness of Goodwill's mission, programs, and community impact
-
Oversee public relations efforts related to major initiatives, grants, partnerships, organizational announcements, and community events
-
Develop and oversee organizational storytelling strategies that communicate participant success stories, workforce outcomes, housing initiatives, community impact, and strategic priorities
-
Collaborate with executive leadership to develop presentations, speeches, reports, board materials, and public-facing communications
-
Ensure organizational messaging consistently reflects Goodwill's mission, values, and strategic direction
-
Direct integrated internal and external communication strategies
-
Oversee crisis communication planning and reputation management efforts
-
Monitor public perception and recommend strategies to strengthen organizational reputation
-
Ensure effective communication support for organizational initiatives and change management efforts
-
Directly supervise the Marketing & Communications Manager
-
Oversee departmental budget, vendor contracts, sponsorship investments, and marketing resources
-
Evaluate departmental performance and ensure effective utilization of resources
-
Participate in strategic planning and executive leadership initiatives
-
Direct supervision of Marketing & Communications Manager
-
Indirect oversight of Coordinator, Interns, contractors, agencies, and vendors
-
Other duties as assigned
Competencies:
Clear Communication*
Visionary Leadership
Protecting the Brand Goal-Focused Leadership World Class Customer Service Understanding Diverse Needs Media Relations
Requirements:
-
Bachelor's degree in Marketing, Communications, Public Relations, Journalism, Business Administration, or related field required
-
Seven (7) years or more of progressively responsible marketing, communications, public relations, or community engagement experience
-
Three (3) years or more of leadership experience
-
Demonstrated success in strategic planning, media relations, public speaking, and organizational communications
Qualifications:
-
Master's degree preferred
Physical Requirements:
While performing the duties of this job, the employee is regularly required to sit and use hands to finger, handle, or feel objects, tools, or controls.
Specific vision abilities required by this job include close vision and the ability to adjust focus
Typical Work Environment:
Primary duties are performed in an office environment.
The noise level in the work environment is usually moderate
Will be training and/or supervising others with social, mental, and emotional disabilities
The ideal candidate is equal parts strategist, storyteller, and relationship builder. They are energized by sharing stories that make a difference, building meaningful community partnerships, leading creative teams, and promoting mission-driven work across a diverse, multi-site organization. They thrive in a fast-paced environment, enjoy coordinating campaigns and community events, are comfortable leading a team across a large geographic service area, and know how to turn big ideas into measurable results. Experience in nonprofit or purpose-driven organizations is preferred, along with a bachelor's degree in marketing, communications, public relations, journalism, business, or a related field and progressively responsible leadership experience.
