Director, Brand & Content

Behavioral Innovations•Plano, TX

About The Position

Behavioral Innovations is hiring its first leader dedicated to brand, content, creative, and strategic communications. The Director, Brand & Content will shape how the organization presents itself to families, clinicians, referral partners, employees, and the community, and establish a consistent voice and identity across its 130+ ABA centers and channels. The role leads brand direction and standards, content strategy and editorial planning, flagship storytelling, organic social and community management, public relations and reputation, and internal communications. It partners with clinical leadership to translate clinical concepts into credible, caregiver-friendly content and with the Senior Director, Growth Marketing on search and AI answer-engine visibility. The Director also guides agencies and vendors, develops in-house creative capacity, evaluates AI creative tools within HIPAA and brand guardrails, manages creative rights and licensing, and owns brand and communications plans, budgets, measurement, and the Marketing Cloud platform and creative vendor contracts. The Director leads and develops the Lifecycle Marketing Manager and sets strategic direction for the team's content-facing work. Key outcomes include launching national and local-market PR and earned media, relaunching organic social, collaborating on a triangulated marketing measurement framework, and developing a comprehensive content, editorial, and lifecycle plan for 2027.

Requirements

At least 10 years of experience in brand, content, marketing communications, or PR.
At least 5 years leading teams and directing outside agencies.
Proven creative and editorial leadership, including making brand and creative decisions.
Ability to build or rebuild a brand system and enforce it in a decentralized, multi-site organization.
Exceptional writing, editing, and storytelling skills, including translating complex clinical concepts into clear, compelling narratives.
Hands-on experience with PR strategy, media relations, crisis communications, internal communications, and social content.
Strong understanding of SEO, answer-engine optimization, and content performance measurement.
Working knowledge of healthcare marketing compliance.
Curiosity about or experience with AI creative tools, and a record of quickly learning and championing new technology.
Bachelor's degree in marketing, communications, journalism, design, or a related field.

Nice To Haves

Experience in multi-location healthcare, behavioral health, pediatrics, or other consumer-facing regulated services is strongly preferred.

Responsibilities

Set and steward verbal and visual brand identity, standards, tone of voice, messaging pillars, and audience-specific value propositions across departments, centers, channels, and agencies.
Develop a usable, recognizable visual identity system and enforce brand consistency across a decentralized, multi-site organization.
Own content strategy, themes, signature programs, editorial standards, and annual, quarterly, and monthly content calendars aligned with growth, new center openings, referrals, and talent acquisition.
Shape and write high-priority thought leadership, executive and clinical bylines, original insights, and family and clinician stories.
Partner with clinical leadership and cross-functional teams to create clear, credible, compassionate content and resources for families navigating autism diagnosis and treatment.
Create content for search and AI answer-engine visibility in partnership with the Senior Director, Growth Marketing, who owns SEO/AIO strategy and tools.
Own organic social content, community management, and repeatable content repurposing and distribution.
Develop and run an in-house PR strategy, including publicity, media relations and pitching, press releases, spokesperson coordination, local-market media outreach, monitoring, and self-service PR tools.
Build relationships with media, businesses, and community organizations, and collaborate with external affairs on autism-industry positioning.
Lead internal communications, including leadership messaging, newsletters, and Town Hall communications for more than 130 centers.
Direct creative agencies, videographers, and other vendors as strategic partners, and build in-house creative capacity.
Evaluate and adopt AI creative tools responsibly within HIPAA and brand guardrails; manage creative asset rights and licensing.
Build and manage short- and long-term brand and communications plans and budgets; make resource tradeoffs and develop business cases for investment.
Own budget and contracts for the Marketing Cloud platform and creative vendor stack.
Define goals, measurement methods, and reporting cadence for brand and content, including consistency, audience growth, engagement, share of voice, earned media, and content-influenced inquiries and starts of care.
Lead and develop the Lifecycle Marketing Manager and set strategic direction for the team's content-facing work.
Launch national and DMA-level PR and earned media efforts to support brand positioning, awareness, and demand generation.
Optimize and relaunch organic social strategy to build brand positioning and awareness at broad and DMA levels.
Collaborate with agency and growth marketing on a measurement framework using marketing mix modeling, incrementality testing, and multi-touch attribution.
Develop a comprehensive, sequential content, editorial, and lifecycle plan for 2027 in collaboration with growth marketing.