FUNCTIONAL PURPOSE
The Executive Director of Marketing & Communications provides leadership, direction, and oversight for the district's marketing, communications, public relations, branding, media relations, and digital communications functions. The position develops, implements, and evaluates comprehensive communication strategies that support the district's mission, strategic priorities, and organizational goals while ensuring timely, accurate, transparent, and consistent communication with students, employees, families, community partners, elected officials, the media, and the public.
The Executive Director serves as a strategic advisor to the Superintendent and Cabinet regarding communication strategies, public messaging, stakeholder engagement, media relations, and crisis communications. The position oversees district communications, digital communications, marketing initiatives, and public information efforts to strengthen public trust, enhance the district's reputation, and promote meaningful engagement with internal and external stakeholders.
DUTIES AND RESPONSIBILITIES
- Advises the Superintendent and Cabinet on strategic communications, media relations, public messaging, stakeholder engagement, and crisis communications.
- Develops and implements districtwide marketing, branding, communications, and public relations strategies aligned with the district's strategic plan and organizational priorities.
- Directs internal and external communications to ensure timely, accurate, transparent, and consistent messaging across the district.
- Serves as the district's primary media liaison and spokesperson as designated by the Superintendent.
- Coordinates district communications during emergency and crisis situations in collaboration with district leadership and public safety partners.
- Oversees district websites, social media platforms, digital communications, multimedia productions, publications, and other communication channels.
- Leads recognition programs and special events that strengthen relationships with families, employees, businesses, government agencies, and community organizations.
- Oversees responses to media inquiries and public information requests in accordance with applicable laws, Board policy, and district procedures.
- Develops communication standards, branding guidelines, and editorial practices to ensure consistency throughout the district.
- Collaborates with schools and departments to develop communication plans supporting instructional, operational, and organizational initiatives.
- Monitors communication effectiveness through stakeholder feedback, engagement metrics, website analytics, and other performance measures to improve communication strategies.
- Oversees the reception services to ensure efficient customer service and operational support.
- Develops, administers, and monitors departmental budgets while ensuring responsible stewardship of district resources.
- Supervises, coaches, evaluates, and develops assigned personnel while fostering a culture of collaboration, innovation, accountability, and continuous improvement.
- Represents the district at Board of Education meetings, community events, professional organizations, and other meetings as assigned.
- Provides training and guidance to administrators and staff regarding communication practices, media relations, stakeholder engagement, and crisis communications.
- Participates on district leadership teams, committees, and strategic planning initiatives.
Performs other duties as assigned.
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REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES
- Thorough knowledge of marketing, public relations, communications, branding, media relations, and community engagement principles and best practices.
- Knowledge of crisis communications, emergency public information procedures, and reputation management.
- Knowledge of website management, digital communications, social media platforms, multimedia production, and emerging communication technologies.
- Knowledge of federal and state laws governing public records, FERPA, accessibility requirements, copyright, and public communications.
- Ability to develop and implement strategic communication and marketing initiatives that support organizational goals.
- Ability to communicate effectively through written, verbal, digital, and multimedia formats.
- Ability to establish and maintain collaborative relationships with the Superintendent, Cabinet, Board of Education, administrators, employees, families, media representatives, elected officials, and community partners.
- Ability to analyze communication data and performance metrics to improve organizational effectiveness.
- Ability to manage multiple projects and priorities while meeting deadlines and maintaining exceptional customer service.
- Ability to supervise, mentor, coach, and evaluate professional staff.
- Ability to exercise sound judgment, diplomacy, discretion, and professionalism when managing sensitive or confidential matters.
- Skill in public speaking, writing, editing, presentation development, and media relations.
- Skill in budget management, project management, organizational leadership, and strategic planning.
Proficiency in Microsoft Office, website content management systems, digital communication platforms, graphic design software, and other technologies supporting communications and marketing.
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Reports To: Superintendent
EDUCATION AND EXPERIENCE REQUIREMENTS
Minimum Qualifications
- Bachelor's degree in Communications, Public Relations, Marketing, Journalism, Public Administration, or a closely related field.
- Five (5) years of progressively responsible experience in communications, marketing, public relations, or a related field.
Three (3) years of supervisory or management experience.
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Preferred Qualifications
- Master's degree in Communications, Public Relations, Marketing, Public Administration, Business Administration, or a closely related field.
Seven (7) years of progressively responsible leadership experience in communications, marketing, public relations, or governmental/community relations, preferably within a public-sector or educational organization.
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CERTIFICATION AND LICENSURE REQUIREMENTS
Valid North Carolina Driver's License.
Pay Grade ED - 12 Months - Minimum Monthly Salary $7,288.91
PHYSICAL WORK DEMANDS:
PHYSICAL
ACTIVITY
FREQUENCY
C - Constant
F - Frequent
O - Occasional
I - Infrequent
NR - Not Required
Climbing/Balancing
I
Lifting/Carrying
O up to 30 lbs.
Crawling/Kneeling
I
Grasping/Twisting
O
Walking
F
Reaching
F
Running
I
Pushing/Pulling
O
Standing
F
Fingering/Typing
F
Sitting
F
Driving
F requires driving car between sites
Bending/Stooping
O
Others:
In compliance with Federal Law, Winston-Salem/Forsyth County Schools administers all education programs, employment activities and admissions without discrimination against any person on the basis of sex, race, color, religion, national origin, age, or disability.
