IRVING INDEPENDENT SCHOOL DISTRICT

EXECUTIVE DIRECTOR OF

MARKETING & COMMUNICATIONS

JOB DESCRIPTION

JOB TITLE: Executive Director of Marketing & Communications

WAGE/HOUR STATUS: Exempt

FUNDING SOURCE: Local

REPORTS TO: Chief of Staff

PAY GRADE: Admin 9 (230 days)

DEPARTMENT: Marketing & Communications

DATE REVISED: August 2026

This position is eligible for a Non-Chapter 21 contract.

PRIMARY PURPOSE: The Executive Director of Marketing & Communications provides strategic leadership for districtwide marketing, communications, media relations, brand management, digital communications, and crisis and issues response. The position serves as a senior communications advisor to the Chief of Staff and, as assigned, to the Superintendent and District leadership by translating District priorities into clear, timely, accurate, and audience-centered communication. The Executive Director leads integrated strategies that strengthen public trust, support student enrollment and retention, elevate student and staff stories, and ensure consistent, accessible, and culturally responsive communication.

The position builds and develops a high-performing Marketing & Communications team and directs the department's people, budget, systems, consultants, workflows, service standards, and performance measures.

QUALIFICATIONS: Minimum Education/Certification

• Bachelor's degree from an accredited university in marketing, communications, public relations, journalism, media, business, or a related field.
• Master's degree in a related field preferred.
• Accreditation in Public Relations (APR) or another relevant professional certification preferred.

MINIMUM EXPERIENCE:

• Five years of progressively responsible experience in marketing, communications, public relations, media, journalism, or a related field.
• Three years of successful supervisory or department leadership experience with responsibility for personnel, budgets, projects, and performance outcomes.
• Experience in public education, government, or another complex public-serving organization preferred.

SPECIAL KNOWLEDGE, SKILLS, AND ABILITIES:

• Deep knowledge of integrated marketing and communications strategy, brand positioning, audience engagement, media relations, and crisis communications.
• Demonstrated ability to develop marketing campaigns that support enrollment, retention, program awareness, employee recruitment, or other organizational goals.
• Exceptional writing, editing, presentation, and executive counsel skills, with the judgment to communicate effectively in sensitive or high-profile situations.
• Strong knowledge of digital communications, website governance, social media, content strategy, creative production, and communication analytics.
• Ability to translate complex information into clear, accurate, accessible, and audience-appropriate messages.
• Knowledge of public education and the legal and ethical requirements affecting school district communications, including student privacy, public information, records retention, accessibility, copyright, and election-related communications.
• Strong leadership, project management, budgeting, vendor management, and personnel supervision skills.
• Demonstrated ability to coach and develop employees, provide timely and actionable feedback, delegate effectively, address performance concerns constructively, and hold self and others accountable for results.
• Ability to recognize and cultivate staff potential, create meaningful professional growth opportunities, and build department capacity and continuity.
• Ability to prioritize competing needs, establish service standards, manage high-volume work, and maintain sound judgment under pressure.
• Ability to build productive relationships with employees, families, media, community organizations, and other stakeholders.

MAJOR RESPONSIBILITIES AND DUTIES:

STRATEGIC LEADERSHIP AND COUNSEL:

• Develop and lead an annual, integrated marketing and communications strategy aligned with the District strategic plan, Superintendent priorities, and major initiatives.
• Advise the Chief of Staff and District leaders on communication strategy, stakeholder impact, reputation considerations, message timing, and channel selection.
• Coordinate with the Chief of Staff on Superintendent, Board, and District leadership communications so that executive messaging and departmental execution remain aligned.
• Establish message frameworks, communication protocols, editorial priorities, campaign calendars, and clear service standards for the department.
• Monitor the media environment, community sentiment, stakeholder feedback, enrollment landscape, and emerging issues; recommend proactive communication and marketing responses.
• Lead communication planning for significant District initiatives and organizational change and represent the District with external stakeholders as assigned.

MARKETING, BRAND, AND ENROLLMENT SUPPORT:

• Lead the District's brand strategy and governance, ensuring consistent positioning, visual identity, voice, and message quality across schools, departments, programs, and public-facing platforms.
• Develop audience-informed marketing strategies and integrated campaigns that support student enrollment and retention, District programs, employee recruitment, community awareness, and other identified priorities.
• Use audience research, performance data, and stakeholder insights to guide messages, creative approaches, communication channels, and campaign investments.
• Oversee creative services, including graphic design, video, photography, publications, promotional materials, and other brand assets.
• Partner with schools and departments to strengthen their marketing and communication capacity through consultation, templates, toolkits, training, and clear brand standards.

COMMUNICATIONS, MEDIA, DIGITAL, AND CRISIS RESPONSE:

• Direct districtwide internal and external communications across the website, social media, online newsroom, newsletters, mass notification systems, digital signage, video channels, print publications, and other platforms.
• Build constructive media relationships; coordinate media inquiries, interviews, statements, news releases, story pitches, and press events.
• Lead crisis and issues communication in coordination with the Chief of Staff, Superintendent, safety officials, legal counsel, and other responsible leaders; maintain current protocols, templates, contact lists, and approval pathways.
• Draft or oversee speeches, talking points, statements, letters, presentations, FAQs, and other executive or district-level communications as assigned.
• Oversee website governance, social media, digital content, video and broadcast production, photography, publications, notification systems, and other communication technologies.
• Ensure families and community members receive timely, accessible, and culturally responsive information, including coordinated translation and interpretation support when appropriate.
• Provide communication counsel and training to District and campus leaders on media relations, crisis response, brand and reputation management, and effective stakeholder communication.
• Ensure District communications comply with applicable law, Board policy, student privacy requirements, accessibility standards, records requirements, and restrictions governing election- and bond-related communications; coordinate with responsible departments as needed.

MAJOR EVENTS AND DISTRICT INITIATIVES:

• Oversee the planning and execution of major district events and recognition programs led by the Marketing & Communications Department, including ceremonies, dedications, ribbon cuttings, press events, and other high-profile district events.
• Coordinate event logistics, messaging, branding, production, and stakeholder participation in partnership with appropriate departments and external partners.
• Develop communication and promotional plans for major district events and assist schools and departments in publicizing significant events, displays, dedications, and special programs.
• Attend and support evening or weekend events when the work requires.

TEAM AND DEPARTMENT LEADERSHIP:

• Select, supervise, evaluate, coach, and develop assigned staff; establish clear roles, priorities, performance expectations, workflows, decision rights, and accountability.
• Delegate responsibility thoughtfully and cultivate staff potential through mentoring, stretch assignments, cross-training, professional learning, and leadership opportunities.
• Build a cohesive, collaborative, and service-oriented team culture; monitor workload, clarify priorities, remove barriers, and align resources to support high-quality work and professional growth.
• Develop, administer, and monitor the department budget; ensure funds, contracts, subscriptions, and other resources are aligned with priorities and managed prudently.
• Establish effective project intake and prioritization processes; assess department capacity and manage consultants, vendors, freelancers, and other approved resources.
• Establish appropriate department and campaign performance measures and use results and after-action reviews to improve future work.
• Participate in District leadership meetings and cross-functional teams as assigned and ensure timely follow-through on decisions and commitments affecting the department.

OTHER FUNCTIONS: Perform other related duties as assigned by the Chief of Staff for the purpose of ensuring the efficient and effective functioning of the work unit and advancing District priorities.

SUPERVISORY RESPONSIBILITIES: Supervise and evaluate assigned professional, technical, and administrative staff in the Marketing & Communications Department.

WORKING CONDITIONS:

MENTAL DEMANDS/PHYSICAL DEMANDS/ENVIRONMENTAL FACTORS: Maintain emotional control and exercise sound reasoning and problem-solving skills while working with frequent interruptions, competing deadlines, and sensitive or high-pressure situations. Communicate effectively verbally and in writing; interpret procedures and analyze information for decision-making. Prolonged sitting and repetitive hand motions, including frequent keyboarding and use of a mouse. Occasional light lifting, carrying, pushing, pulling, bending, reaching, crouching, stooping, kneeling, or climbing. Frequent in-District and occasional in-state or national travel. Occasional prolonged and irregular hours. Use standard office, photography, video, and communication equipment.

SAFETY: Contribute to the prevention of accidents and injuries by observing safety rules and District policy, following required safety training, using personal protective equipment when required, reporting injuries and incidents promptly, and supporting ongoing workplace safety efforts.

This is an in-person position.