Director of Strategic Marketing and Communications

ROCKFORD HOUSING AUTHORITY

Job Description

DIRECTOR OF STRATEGIC MARKETING AND COMMUNICATIONS

SALARY LEVEL: SCHEDULE E, LEVEL 6

DEPARTMENT: HOUSING OPERATIONS

SUPERVISOR: CHIEF EXECUTIVE OFFICER OR DESIGNEE

FLSA STATUS: EXEMPT

PRIMARY RESPONSIBILITY: The Director of Strategic Marketing and Communications provides strategic leadership for the Rockford Housing Authority (RHA) and Bridge Rockford Alliance across public, resident, staff, executive, and Board communications. The Director develops and carries out integrated marketing and communication strategies; protects the RHA brand; oversees digital platforms and public-facing content; translates performance information into clear reports and recommendations; and supports timely, accurate, and accessible communication about RHA programs, services, priorities and results.

RHA is aggressive and forward-looking in its artificial intelligence efforts. This role is responsible for continuing to move the agency forward through the responsible use of AI to streamline daily administrative activities, strengthen online communications with the public and residents, improve access to information, and reduce avoidable administrative burdens on employees. The Director will guide practical AI implementation, staff education, approved-use standards, and governance in coordination with executive leadership, Human Resources, Information Technology, Compliance, Legal, records-management personnel, and program departments.

PRIMARY DUTIES AND RESPONSIBILITIES:

STRATEGIC PLANNING AND ORGANIZATIONAL COMMUNICATIONS

• Develop and implement an integrated strategic marketing and communications plan aligned with RHA and Bridge Rockford Alliance goals.
• Set communication priorities, audiences, messages, channel strategies, campaign direction, and publishing schedules for public, resident, staff, executive, and Board audiences.
• Advise executive leadership on communication risks, opportunities, public perception, and the timing and presentation of agency initiatives.
• Develop, review and coordinate sensitive communications, public notices, resident messages, staff announcements, talking points, presentation, and materials requiring leadership alignment.

BRAND MANAGEMENT AND PUBLIC RELATIONS

• Protect and consistently implement RHA's brand across print, digital, web, presentation, signage, apparel, photography, and operational materials.
• Develop, maintain, and enforce brand standards, templates, approved logos, source files, and quality-control processes.
• Lead public relations, media coordination, reputation management, community awareness, and crisis-communication support.
• Monitor public reviews and business profiles, coordinate accurate responses, and recommend improvements based on recurring themes and performance data.

DIGITAL PLATFORMS AND ONLINE COMMUNICATIONS

• Manage RHAs digital communication ecosystem, including the public website, employee portal, mobile application, social media, email marketing, online advertising, search visibility, Google Business Profiles, chatbots, and related communication tools.
• Establish content ownership, review workflows, escalation paths, accessibility considerations, and standards for accurate and timely online information.
• Plan, create, approve, schedule, publish, and evaluate resident-centered and organizational content across digital channels.
• Oversee digital-platform functionality, content priorities, technical and vendor coordination, releases, renewals, account permissions, and ongoing maintenance.
• Triage online inquiries, draft or coordinate responses, route program-specific matters to the appropriate department, and protect confidential or prvacy-limited information.

ARTIFICAL INTELLIGENCE STRATEGY, EDUCATION AND GOVERNANACE

• Lead the continued implementation of RHAs AI strategy and policy, with emphasis on practical, responsible, secure and transparent use.
• Identify, evaluate, and implement appropriate AI-enabled processes that streamline routine administrative work, improve resident and public communications, support content development, and increase staff capacity.
• Coordinate staff education, training, demonstrations, approved tool-guidance, and ongoing learning so employees understand both the capabilities and limitations of AI.
• Develop and maintain AI governance practices addressing human review, accuracy, bias, privacy, cybersecurity, accessibility, records retention, procurement, intellectual property, and compliance with applicable requirements.
• Coordinate AI impact assessments and new-tool reviews with executive leadership, Legal, Compliance, Human Resources, Information Technology, records-management personnel, and affected departments.
• Measure adoption and operational value, document risks and lessons learned, and provide leadership with recommendations for continuous improvement.

CONTENT CAMPAIGNS AND COMMUNITY ENGAGEMENT

• Develop and execute coordinated content and campaigns across digital and traditional channels, including social media, email, print, radio, television, direct mail, presentations, and community outreach.
• Ensure communications are plain-language, audience-appropriate, inclusive, accurate, accessible, and consistent with RHAs voice and standards.
• Plan and support community events, public meetings, resident engagement activities, partnership campaigns, and promotional initiatives, including logistics, materials, coverage and follow-up.
• Build productive relationships with residents, community partners, landlords, vendors, media representatives, and other stakeholders.

EXECUTIVE BOARD AND PERFORMANCE REPORTING

• Prepare monthly Board marketing reports, executive updates, presentations, talking points, notices, and communication recommendations.
• Collect and interpret website, social media, email, audience, reputation, campaign, and engagement data; identify trends and recommended actions.
• Establish meaningful performance measures and key performance indicators, evaluate campaign effectiveness and return on investment, and adjust strategies accordingly.

TEAM VENDOR BUDGET AND PROJECT LEADERSHIP

• Lead, mentor, and develop assigned staff and contractors while fostering collaboration, accountability, innovation, and high-quality work.
• Coordinate with program departments to obtain accurate information, assets, approvals, dates, eligibility requirements and service updates.
• Develop and manage the marketing and communications budget; monitor expenditures and recommend cost-effective allocation of resources.
• Select and manage communication vendors and platforms in accordance with procurement requirements; negotiate within delegated authority and monitor performance, deliverables, and renewals.

COMPLIANCE AND ETHICAL STANDARDS

• Ensure marketing communications, digital activity, and AI-supported work comply with RHA policy, applicable law, ethical standards, accessibility expectations, privacy requirements and records-retention obligations.
• Apply appropriate human review to AI-assisted work and maintain accountability for the accuracy, tone, fairness, confidentiality, and final quality of published content.
• Promote integrity, transparency, responsible data practices, and sound professional judgement in all communications and technology-enabled activities.

MINIMUM QUALIFICATIONS REQUIRED AT TIME OF APPLICATION

1. Bachelor's degree from an accredited college or university in Marketing, Communication, Public Relations, Journalism, Digital Media, Business Administration, Information Systems, Public Administration, or a closely related field. A master's degree in a related field is preferred.

2. Seven or more years of progressively responsible experience in strategic marketing, communications, public relations, digital engagement, or a closely related field, including leadership responsibility.

3. Demonstrated success developing and implementing integrated communication strategies and managing digital platforms, campaigns, brand standards, analytics, vendors, budgets, and cross-functional projects.

4. Demonstrated education, professional development, certification, or applied experience in artificial intelligence, generative AI, automation, digital transformation, data governance, information systems, or responsible technology implementation. Relevant education may be demonstrated through degree coursework, recognized certificate programs, employer- sponsored training, continuing education, or a portfolio of successfully implemented AI-enabled workflows.

5. Experience developing or delivering staff education and change-management support related to new technology, digital tools, or process improvement.

6. Public-sector, affordable housing, community-development, resident-services, or other mission-driven organizational experience is preferred.

7. Equivalent combinations of education, training, and relevant experience that provide the required knowledge, skills, and abilities may be considered.

COMPETENCIES

• Strategic thinking and executing judgement
• Leadership and staff development
• Clear and audience-centered communication
• Creativity and innovation
• AI literacy and responsible technology leadership
• Data analysis and performance improvement
• Project, budget, and vendor management
• Adaptability, accountability, and collaboration
• Ethics, confidentiality, and compliance

SCOPE OF AUTHORITY

Within approved budgets, policies, delegated authority, and organizational objectives, this position has authority to make strategic decisions regarding marketing and communication initiatives, brand standards, campaign execution, digital content, performance reporting, assigned-team priorities, and approved AI implementation and education.

COMMUNICATION

All communication will follow the guidelines set forth in the current Rockford Housing Authority communication plan, AI policy, records-retention requirements, and RHA Employee Handbook.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations for persons with known disability conditions will be considered in accordance with State and Federal law. The noise level in the work environment is usually moderate. The position may require work at RHA properties, public meetings, community events, and other locations during and outside regular business hours.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to perform the essential functions of this job successfully. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. While performing the duties of this job, the employee is regularly required to communicate, remain stationary, move throughout work locations, use computers and other office equipment, and reach with hands and arms. The employee must regularly lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. Specific vision abilities include close vision and the ability to adjust focus.

OTHER DUTIES

The job description is not designed to cover or contain a comprehensive listing of all activities, duties or responsibilities required of the employee. Related duties, responsibilities, and activities may change at any time, with or without notice.

EQUAL EMPLOYMENT OPPORTUNITY POLICY

The Rockford Housing Authority does not discriminate against employees or applicants for employment on account of race, creed, color, national origin, sex, age, political or union affiliation, disability, or any other status protected by applicable State or Federal law. It is the policy of the Employer to take affirmative action to encourage and foster employment of minorities, women and persons with disabilities.