Director, Brand & Content

Overview

Behavioral Innovations

Director Brand & Content

FLSA Classification: Exempt

Purpose: Behavioral Innovations operates 130+ ABA centers across TX, OK, CO, MD, VA and NC. The Director, Brand & Content will own and shape how Behavioral Innovations looks and feels to every audience (families, BCBAs and clinicians, referral partners, employees, and the community), make the brand a single consistent voice across every channel, and build the creative, content, and communications engine behind it. This is a new role and the first leader dedicated to brand, content, creative, and strategic communications.

Essential Duties & Responsibilities

Responsibilities

• Brand Direction and Integrity. Make the leadership calls on verbal and visual identity and act as the steward of brand integrity across every channel and touchpoint. Refine the brand standards, tone of voice, messaging pillars and value propositions for each key audience (families, BCBAs, referral partners), and enforce them across corporate departments, centers and agencies. Evolve the current visual identity into a system teams can use and that is recognizable across every touchpoint and channel.
• Content Strategy and Editorial Leadership. Own the content strategy, themes and signature programs that establish BI's authority in ABA and early-childhood care. Set editorial standards for quality, accuracy, clinical credibility and consistency. Maintain the annual, quarterly and monthly content calendar, aligned to same-store growth, de novo openings, referral priorities, and talent acquisition initiatives.
• Flagship Content and Storytelling. Personally shape and write the most important work: thought leadership, executive and clinical bylines, original insight and family and clinician stories that show real outcomes. Partner with clinical leadership to turn clinical concepts into clear, credible, caregiver-friendly narratives. Partner cross-functionally to understand our patients and their families and use those insights to generate content and resources that meet parents where they are in their autism diagnosis and treatment journey, with compassion and clarity.
• Search and Answer-Engine Visibility. Create the content that earns visibility in search and AI answer engines on the questions families ask, in partnership with the Senior Director, Growth Marketing, who owns SEO/AIO strategy and tools.
• Distribution and Organic Social. Own organic social content and community management, and a repeatable approach to repurposing and distributing strong content so it reaches families, referrers and clinicians where they already look.
• Public Relations and Reputation. Build and run an in-house, self-serve PR strategy: proactive publicity and media relations and pitching, press releases, coordinating executive and clinical spokespeople, and landing local-market media. Manage PR monitoring and self-service platform and build relationships with media, businesses and community organizations. Collaborate with external affairs team on broad positioning initiatives within the autism industry.
• Internal Communications. Leadership messaging, internal newsletters and the Town Hall, so 130+ centers hear one consistent story.
• Creative Direction and Agencies. Direct creative agencies, videographer, and other vendors as strategic partners (concept and integrated thinking, not only production), and build in-house creative capacity. Evaluate and responsibly adopt AI creative tools to expand output and testing, within HIPAA and brand guardrails. Manage rights and licensing for creative assets, including music, video and photography.
• Budget and Planning. Build and manage the short- and long-term brand and communications plans and budget. Make clear resource tradeoffs and own the business case for content and creative investment. Hold budget and contract ownership for the Marketing Cloud platform and the creative vendor stack.
• Measurement. Define the goals, measurement approach and reporting cadence for brand and content: brand and message consistency, audience growth, engagement, share of voice and earned media, and content-influenced inquiries and starts of care.
• People Leadership. Lead and develop the Lifecycle Marketing Manager, and set the strategic direction for the team's content-facing work.

Outcomes

• Launch PR and earned media strategy at the national and DMA level to support broad brand positioning and awareness to support demand generation
• Optimize and relaunch organic social strategy to drive brand positioning and awareness broadly and at the DMA level to augment top of funnel demand generation
• Collaborate with agency and growth marketing to develop a triangulated measurement framework: marketing mix modeling, incrementality testing, multi-touch attribution to ensure full picture of marketing performance
• Develop comprehensive and sequential content, editorial, and lifecycle plan for 2027 used in collaboration with growth marketing to drive content mix to the right audiences at the right time

Requirements

• 10 years in brand, content, marketing communications or PR, including 5+ years leading teams and directing outside agencies. Multi-location healthcare, behavioral health, pediatrics, or other consumer-facing, regulated services experience strongly preferred.
• Proven creative and editorial leadership: comfortable making brand and creative decisions, not only executing direction from others.
• Proven ability to build or rebuild a brand system and enforce it in a decentralized, multi-site organization.
• Exceptional writer and editor with strong storytelling skills, able to turn complex clinical concepts into clear, compelling narratives.
• Hands-on experience with PR strategy, media relations and crisis communications, plus internal communications and social content.
• Strong understanding of SEO and answer-engine optimization, and of 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.

Expectations

Physical Demands/Work Environment

This is a high growth, fast paced organization and the work environment characteristics described here are representative of those an employee encounters while performing the essential functions of the job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• Mental acuity to collect and interpret data, evaluate, reason, define problems, establish facts, draw valid conclusions, make valid judgement and decisions.
• Must be able to receive detailed information through oral and written communication.
• Must be able to communicate, convey and exchange information through oral and written communication.
• See near and far distances and distinguish colors.
• Noise level low to moderate.

Physical Demands

Occasional (1-33%)

Frequent (34-66%)

Constant (67-100%)

Light physical activity performing non-strenuous daily activities of an administrative nature (sitting, standing, walking)

Operates a computer and other office equipment such as copy machine and printer

Repetitive motions of the wrists, hands, and/or fingers

Ability to lift up to 25 Ibs

Travel Expectations

Must be able to occasionally stand, walk, stoop, kneel, crouch, crawl, reach with hands and arms. Regularly sit, talk, see close, frequently perform fine motor tasks, cope with noise level in most times moderate, but will occasionally get loud, occasionally lift or move up to 50 pounds.

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