Director, Consumer Comms & Social Media

Headway

4d•$212,000 - $265,000

About The Position

Headway is seeking a Director of Consumer Communications and Social to build and lead the function from the ground up. This player-coach will create and run a content flywheel spanning earned media, organic social, and content marketing to raise awareness of Headway and bring the company into relevant cultural conversations. The role owns Headway’s share of voice across press, LLMs, search, social, and word-of-mouth, leads and grows a small team, and works closely with Communications, Brand, and Product Marketing. The role sets consumer communications and earned-media strategy, develops data-led storytelling with research and analytics teams, leads organic social strategy and content, and owns patient-brand content across channels such as the blog, YouTube, and Substack. It also calls for strong cultural awareness and thoughtful risk-taking to create attention-generating moments that remain true to the brand.

Requirements

10 or more years of experience in consumer communications.
At least 3 years of in-house experience leading teams is ideally expected.
Experience building a consumer communications or brand function from the ground up.
Strong media-relations skills, relationships with reporters at relevant consumer outlets, and experience managing an agency.
Ability to turn research and analytics into engaging consumer-facing stories.
Experience leading organic social, selecting relevant channels, creating effective content, and growing meaningful engagement.
Ability and willingness to build a small team while contributing hands-on as a player-coach.
Strong cultural instincts and willingness to take calculated, brand-aligned risks to generate attention.

Nice To Haves

Experience in mental health or another regulated industry.

Responsibilities

Set messaging and strategy for consumer communications and earned media, building Headway’s relevance in the news cycle and identifying cultural conversations where the company should participate.
Maintain relationships with reporters at relevant consumer outlets and manage the agency partner.
Work with research and analytics teams to develop consumer-friendly data stories and distribute them across earned, owned, and social channels.
Build and lead the organic social team; set channel strategy and develop content that drives meaningful engagement.
Own patient-brand content marketing across channels including the blog, YouTube, and Substack, and make content discoverable in search and AI tools.
Monitor cultural conversations and identify authentic opportunities for Headway to participate and create buzz.
Build and lead a small team while remaining hands-on in the work.