Director of Communications & Media

Job Title:   Director of Communications & Media
Reports to:  Head of School
FLSA Status:  Exempt Regular Hours:  Full-time

Job Summary

Reporting to the Head of School and working with senior administrators, the Director of Communications & Media will lead, plan, and implement overall strategies for all marketing and communications on behalf of Saint Gertrude High School in order to raise Saint Gertrude’s visibility, advance its brand, and articulate clear messaging to internal and external constituencies.

The primary objective of the Director of Communications & Media is to create and communicate a compelling story about Saint Gertrude High School designed to lead to increased admission applications, support the work of the Development Office, and promote the academic departments and programs of the school as needed.

The Director of Communications & Media will oversee and actively participate in the creation, design, budget and production of all of the school’s communications materials (including print, digital, video, and social media), employing the latest research, trends, and tools in advancement-focused communications.  The Director is also responsible for all advertising, publicity, and public relations for the school.

Essential Duties and Responsibilities

The Director of Marketing & Media will be expected to:

• Rapidly acclimate to Saint Gertrude High School; thoroughly learn the history, culture, traditions, and constituencies of the school; understand its educational philosophy; and appreciate the Benedictine charism that is central to the school community

• Develop marketing and communications strategies and plans that advance Saint Gertrude High School and drive increased engagement with prospective and current constituencies.  

• Design and execute strategies which advance the visibility and public perception of Saint Gertrude High School

• Collaborate with administrative departments in articulating their purpose, activities and ongoing innovations, including the Head of School, Admissions, Development, Alumnae Relations, Academic departments and Athletics

• Ensure brand, logo, and messaging quality and consistency in print and electronic media, and establish guidelines to apply across all departments, activities, and events at the school and among professional and volunteer leadership.  

• In collaboration with the Director of Admissions, design strategies and implement concrete plans to increase student applications and maintain prospective student and family interest.

• In collaboration with the Director of Development and Director of Alumnae, design strategies and implement concrete plans to capitalize on increased visibility and clear branding of the school to drive increased contributed revenue.

• Plan and deploy a comprehensive program of digital activities: website, online campaigns, email marketing, social media and digital content production.

• Ensure the website is optimized for search engines

• Ensure the website is updated to reflect latest, real-time information

• Improve search engine rankings to ensure that Saint Gertrude’s content appears high in relevant searches

• Develop pay-per-click advertising campaigns as appropriate

• Create web ads as required

• Drive traffic to the school’s website, using a variety of methods

• Develop a comprehensive social media strategy that targets each of the school’s key constituencies, and maintain the school’s consistent presence across all platforms

• Track and measure the ROI for all web-based marketing initiatives

• Develop and manage the school’s marketing and communications budget to maximize the effectiveness of all communications

• Identify, vet, and oversee outside contractors, suppliers and vendors as required

• Create and execute a plan that regularly places the school in local, trade, and national media.  

• Establish relationships with key media representatives in the Richmond region

• Manage all messaging in the media.

• Conduct demographic and marketing research as needed

• Ensure the efficient workflow of all marketing, communications and website projects

• Engage actively in professional development in order to remain current in best practices related to independent school communications, emerging social media, and effective marketing. Advertising and public relations strategies.

• Participate actively in the work and success of the senior leadership team and provide support for school events and administrative needs as requested.

Supervisory Responsibilities:  Supervises vendors, suppliers, and volunteers

Job Requirements:

• Must be a mission-driven individual with a belief in and commitment to Saint Gertrude High School’s unique mission and values

• A good listener and strategist; comfortable receiving input from many sources, and able to analyze and formulate disparate information into a sound, well-organized plan

• A hard worker with a high energy level; a “doer” with a willingness to work hands-on in developing and executing a wide variety of marketing and media projects

• Creative, flexible, and a skilled negotiator; can pivot gracefully when necessary

• An expert multi-tasker who can manage multiple projects at one time and prioritize said projects

• A team builder – confident and competent, energetic yet tactful; determined yet respectful of others’ concerns; one who understands the subtleties of serving a diverse group of personalities with different work styles and competing priorities

• Emotionally mature with a great sense of humor

• High level of discretion and ability to maintain confidentiality in all aspects of work.

• Completion of Diocesan VIRTUS initial training and all monthly updates throughout employment

• A belief in God, and an understanding and willingness to abide by the values of Saint Gertrude High School and the Benedictine Sisters of Virginia, Inc.

Qualifications:

• BA/BS degree from an accredited college or university in a field related to marketing and communications; advanced degree preferred

• Five to seven years of increased leadership experience in marketing and media, preferably in an independent school or other non-profit organization

• Outstanding speaking, writing, and editing skills

• Deep knowledge of the principles of marketing and media and fluency in using social media effectively

• Ability to develop, monitor, and adhere to budgets and production schedules

• Ability to create basic print materials utilizing design software

• Demonstrated success in bringing regular, positive media attention to an organization

• Demonstrated success in hiring and managing contractors, vendors and suppliers

• Demonstrated success in managing multiple projects with shifting priorities and competing deadlines

Nothing in this job description restricts the School’s right to assign or reassign duties and responsibilities to this position at any time.  This position is at will, which means that either the employee or the School may terminate the employment relationship at any time, with or without notice and for any reason or no reason.