Responsibilities

• External Communications team is responsible for Duke Health's reputation management, media relations, enterprise social media, and strategic storytelling.
• This Director role provides senior-level expertise in social media strategy and governance, working closely with Marketing, Internal Communications, and clinical stakeholders to ensure Duke Health's institutional voice is consistent, strategic, and risk-aware across all social platforms.
• Establishes enterprise social media strategy aligned to reputation management, thought leadership, community engagement, and crisis preparedness
• Defines governance framework including decision rights, content standards, approval processes, and coordination protocols between Communications and Marketing
• Provides strategic counsel to senior leadership on social media opportunities, emerging risks, and reputation protection
• Designs frameworks for integrating social media with earned media, owned content, and thought leadership initiatives
• Partners with Media Relations to amplify research breakthroughs and institutional milestones
• Collaborates with Marketing on coordinated campaign planning with clear distinction between awareness-building and conversion efforts
• Monitors performance and competitive positioning, translating data into strategic insights
• Leads social media response during crises and sensitive situations
• Develops crisis protocols, rapid response frameworks, and risk assessment models
• Monitors emerging issues and provides early warning of reputation threats
• Coordinates with AVP of External Communications, Media Relations, and senior leadership during high-stakes moments
• Hires, manages, and develops Social Media Manager
• Establishes delegated oversight processes for day-to-day operations
• Manages agency partnerships and external resources
• Builds collaborative, high-performing team culture focused on strategic thinking and operational excellence

Requirements

• Bachelor’s degree in Communications, Journalism, Public Relations, or related field is required (Master's preferred)
• 10+ years progressive experience in communications, social media, or related field
• Healthcare, academic medical centers, or mission-driven organizations strongly preferred
• Expert knowledge of social media platforms, governance models, and institutional risk management
• Proven ability to lead crisis communications and make sound decisions under pressure
• Strong stakeholder management skills with ability to influence in matrixed environments
• Exceptional written and verbal communication skills
• 5+ years in management, leadership, or senior advisory role
• Experience in academic medical centers or health systems
• Background in crisis communications or reputation management
• Track record establishing governance frameworks in complex organizations
• Experience coordinating communications across multiple entities
• Understanding of healthcare compliance and patient privacy (HIPAA)

Preferred

• Experience in academic medical centers or health systems
• Background in crisis communications or reputation management
• Track record establishing governance frameworks in complex organizations
• Experience coordinating communications across multiple entities
• Understanding of healthcare compliance and patient privacy (HIPAA)