JOB DESCRIPTION
Job Title
Executive Director, Communications
Evaluation Type
Clinical
Department
Communications
Pay Grade
A9
FLSA
Exempt
Date Revised
September 2025
Supervisor
Superintendent
BASIC FUNCTION & RESPONSIBILITY: Provide strategic leadership in developing, achieving and maintaining proactive planning and communication to support district initiatives and overall student achievement. Coordinate, analyze and evaluate complex ideas and situations and communicate these items in easy-to-understand language. Develop and implement a proactive public relations and marketing strategy that engenders strong support for the District and promotes transparency.
QUALIFICATIONS:
Education/Certification:
Bachelor’s degree in communications, public relations, journalism or a related field Master’s degree preferred
Special Knowledge/Skills/Abilities:
Sound organizational and interpersonal skills, ability to work under pressure, and ability to meet quick deadlines Demonstrated excellence in public speaking, writing, and editing Thorough knowledge of media relations, public relations functions, and principles of marketing Proficient with current trends in print/digital design, social media, web design, photography and videography Ability to be on-call after hours as needed Bilingual and able to read, write and speak Spanish preferred
Experience:
At least five (5) years of progressive experience in communications, public relations, or marketing At least three (3) years of senior leadership experience in communications, public relations or related Texas public education experience preferred
CHARACTERISTIC DUTIES & RESPONSIBILITIES: The essential functions, pursuant to the Americans with Disabilities Act, may include the characteristic duties, responsibilities, knowledge, skills, and abilities noted herein; however, this is not a comprehensive listing of all functions and tasks performed by positions found in this job description.
Essential Duties & Responsibilities:
Provide advice and counsel to the Superintendent, leadership team and principals on sensitive district-wide initiatives and school issues. This includes forecasting potential ramifications, implications and unintended consequences to provide proactive strategic support and problem solving. Provide strategic advice, analysis and communication related to incident/crisis response and district/school issues that reach key audiences to represent the District in a professional and caring manner. Serve as a key member of the district crisis/emergency response team. Provide oversight and direction for the implementation and enhancement of high-quality, full-service communication__internal, external, public relations, marketing, media, social media, web, multilingual__programs that effectively promote the district and its services. Provide strategic leadership and direct all facets of the daily operations and functions of the communication team, including public relations, event planning, advertising, strategic publications, and in the development of high quality and effective web, video, and social/viral media Develop and execute an effective annual marketing campaign that advances the district’s goal of being a destination district of excellence; generate and analyze stakeholder insights, trends, market analysis and marketing best practices in support of the district’s mission and vision. Create and maintain the district’s brand and image as part of a comprehensive marketing program. Serve as the Public Information Officer and media spokesperson for the District. Develop a proactive media strategy and maintain favorable working relationships with media. Serve as a resource for media, answering calls and basic questions, researching questions, formulating statements, coordinating interviews, and implementing crisis communications. Develop and administer an budget based on documented needs; ensure programs are cost-effective and funds are managed wisely. Interface with governmental agencies, business and civic organizations, and the community to provide needed information and to promote the District's initiatives. Communicate and collaborate with campus/department staff to enhance service, program development, and customer satisfaction. Attend meetings of the Board of Trustees, district-wide meetings/events, school-based meetings/events and community meetings/events to gather and disseminate information about the district Oversee aspects of employee recognition programs through board meeting recognition scripts and employee recognition programs throughout the District. Comply with policies established by federal and state law and local Board policy. Perform other job-related duties as assigned.
SUPERVISION EXERCISED: Oversee the hiring, supervision and evaluation of department staff or others assigned by the Superintendent.
MENTAL DEMANDS/PHYSICAL DEMANDS/ENVIRONMENTAL FACTORS:
Tools/Equipment Used: Standard office equipment including personal computer and peripherals; camera(s); video camera(s); audio equipment Posture: Prolonged sitting; occasional bending/stooping, pushing/pulling, and twisting Motion: Repetitive hand motions including frequent keyboarding and use of mouse; occasional reaching Lifting: Light lifting and carrying (less than 15 pounds); occasional heavy lifting and carrying (45 pounds or more) Environment: Work with frequent interruptions; travel district wide frequently and statewide occasionally; work occasional prolonged and irregular hours as work demands dictate; some night and weekend activities are required; work is normally performed in a typical interior/office environment or on a school campus with no or very limited exposure to physical risk Mental Demands: Maintain emotional control under stress