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Director II Strategic Communications

Reports to: Senior Executive Director of Communications
Pay Grade: 405
Days: 239 Days
FSLA Status: Exempt
Position Purpose

The Director of Strategic Communications leads the creative strategy and marketing efforts for Fort Worth ISD, ensuring consistent, compelling, and brand-aligned communications across all platforms. This role provides direct support to the Senior Executive Director of Communications and oversees the district's graphic designers, webmaster, and social media/marketing coordinators, fostering a collaborative and innovative team environment. 

ESSENTIAL JOB FUNCTIONS

Branding & Creative Leadership

• Leads the creative team to ensure all digital and print deliverables are branded and strategically aligned to District goals.
• Serves as project manager for all creative communications and marketing projects.
• Leads initial assessment of all creative project requests, prioritizes all creative work, and collaborates with all designers to ensure creative ideas adhere to brand standards and align with project goals.
• Reviews, edits, and provides feedback for all visual communications before publishing.
• Tracks, reports, and analyzes all available creative project data.
• Works with a variety of creative communications applications including but not limited to: Adobe Illustrator; Adobe InDesign; Adobe Photoshop; Adobe Premiere; Adobe Audition; Adobe Spark; Canva; Finalsite; Tableau; WordPress; HTML; CSS; Project Management Software; Google Analytics; Google Ads; Google Tag Manager; social media platform ad management, digital newsletter software; survey software; Mac and Windows OS; mass communication software.

Websites

• Supervises and guides a team of webmasters, ensuring alignment with district goals, user experience best practices, and accessibility standards.
• Establishes and enforces consistent branding, content guidelines, and visual standards across all District websites to promote a cohesive and professional online presence.
• Develop and oversee a streamlined, user-friendly process for website update requests and new page creation, ensuring timely responses and high-quality outcomes.
• Ensures that school and district webpages include optimized titles, meta descriptions, alt text, and structured content that improve discoverability.
• Uses tools like Google Analytics and Search Console to monitor traffic sources, popular pages, bounce rates, and search queries to improve content and navigation.

• Provide training, tools, and ongoing support to ensure all web content is accessible, engaging, and aligned with FWISD's brand and communication goals.
• Ensure the district website is intuitive and user-friendly by designing and maintaining clear, streamlined navigation that allows users to access key information with minimal clicks.
• Regularly assess site structure and user behavior to make data-informed updates that enhance the online experience for families, staff, and the community

Social Media

• Supervises and supports a team of social media content creators, ensuring all content is timely, positive, and aligned with FWISD's brand voice and goals.
• Oversees the creation and curation of content across all FWISD social media platforms, ensuring it reflects the district's values and celebrates the success of its students, staff, and schools.
• Collaborates with departments and campuses to amplify important messages, events, and achievements through consistent, high-quality social media storytelling.

• Collaborate with district staff to ensure accurate, respectful, and timely communication that supports transparency, protects the district's reputation, and fosters trust within the community.

Safety

• Performs preventive maintenance on tools and equipment and ensures equipment is in safe operating condition.
• Follows established safety procedures and techniques to perform job duties including lifting and climbing; operates tools and equipment according to established safety procedures.
• Corrects unsafe conditions in work area and promptly reports any conditions that are not immediately correctable to supervisor and appropriate authorities who can rectify issues.

Supervisory Responsibilities

• Selects, trains, supervises, and evaluates staff, and makes recommendations relative to assignment, retention, discipline, and dismissal.

Personal Work Relationships

• All Fort Worth ISD employees must maintain a commitment to the District's mission, vision, and strategic goals.
• Exhibits high professionalism, standards of conduct and work ethic.
• Demonstrates high quality customer service; builds rapport/relationship with the consumer.
• Demonstrates cultural competence in interactions with others; is respectful of co-workers; communicates and acts as a team player; promotes teamwork. Responds and acts appropriately in confrontational situations.

Other Duties as Assigned

• Performs all job related duties as assigned and in accordance to the Board rules, policies and regulations. All employees are expected to comply with lawful directives in rare situations driven by need where a team effort is required.

Knowledge, Skills & Abilities

• Expertise in website architecture, user experience (UX), accessibility standards, and digital content management systems.
• Skilled in using printed assets, email marketing, flyers, social media, local media outlets, and digital advertising to build awareness and drive attendance.
• Advanced knowledge of social media platforms, trends, analytics, and best practices for engagement and reputation management.
• Familiarity with education policies, community dynamics, and the unique communication needs of urban public schools.
• Strong leadership and team management skills, with the ability to guide and inspire a multidisciplinary team.
• Skilled in project management, including planning, delegating, prioritizing, and delivering high-quality work under tight deadlines.
• Ability to create and enforce content standards, workflows, and brand consistency across all platforms.
• Ability to design and implement marketing strategies that promote district-wide events (e.g., open houses, showcases, parent nights, convocation) with clear objectives and desired outcomes.
• Knowledge of evolving platforms, algorithms, and content strategies to maximize engagement and visibility.
• Anticipate and respond to emerging communication needs with creativity, clarity, and cultural awareness.
• Effectively juggle multiple projects while maintaining attention to detail and alignment with district goals.
• Ability to work with traditional and new media representatives and communicate and negotiate the best possible deal for the District's investment.
• Ability to exercise discretion regarding matters of a sensitive or confidential nature.
• Ability to engage in self-evaluation concerning performance and professional growth.
• Ability to establish and maintain cooperative working relationships with others contacted in the course of work.

Travel Requirements

• Travels to school district buildings and professional meetings as required.

Physical & Mental Demands, Work Hazards

• Tools/Equipment Used: Standard office equipment, including computer and peripherals; communications and marketing equipment including digital/video camera microphones/speakers, and props for events.
• Posture: Prolonged sitting and standing; occasional stooping, squatting, kneeling, bending, pushing/pulling, and twisting.
• Motion: Frequent repetitive hand motions, including keyboarding and use of mouse; occasional reaching; frequent walking.
• Lifting: Occasional light lifting and carrying (less than 15 pounds)
• Environment: Works in an office setting; may require occasional irregular and/or prolonged hours.
• Attendance: Regular and punctual attendance at the worksite is required for this position.
• Mental Demands: Maintains emotional control under stress; works with frequent interruptions.

Minimum Required Qualifications

• Education: Bachelor's degree from an accredited college or university in Marketing, Public Relations, Communications, Advertising, or a related field required.
• Certification/License: None.
• Experience: 6 years' work-related experience in project management, advertising, creative direction, website design, and organic and paid social media management.

This document is intended to describe the general nature and level of work being performed by people assigned to this job and is not an exhaustive list of all responsibilities and duties that may be assigned or skills that may be required.