What are the responsibilities and job description for the Director of Brand & Communications position at Baxter Planning?
Position Overview
The Director of Brand & Communications is responsible for shaping how Baxter Planning is positioned, presented, discovered, and experienced in the market. This role leads and executes the company's brand, content, creative, and digital communications strategy to increase awareness, strengthen credibility, and generate qualified inbound demand.
Reporting to the Chief Marketing Officer, the Director of Brand & Communication develops and executes an integrated strategy across messaging, editorial content, visual storytelling, website experience, social media, executive thought leadership, and search optimization. The role is responsible for the creation of high-impact written and visual assets, including digital campaigns, presentations, infographics, videos, social content, website graphics, and sales enablement materials, ensuring every asset consistently reflects Baxter Planning's brand identity and communicates complex ideas with clarity and impact.
As the steward of the Baxter Planning brand, this leader is responsible for maintaining communication standards, visual consistency, and creative quality across all customer touchpoints. This role combines strategic leadership with hands-on execution, using tools such as Canva, WordPress, SEMrush, Google Analytics 4, and Google Search Console to create, publish, optimize, and measure marketing programs.
Success in this role is measured by the ability to elevate Baxter Planning's market presence, improve the quality and consistency of its visual and written communications, increase organic visibility, strengthen digital engagement, and drive qualified inbound leads.
Purpose, Scope, and Responsibilities:
Brand Strategy & Awareness
Performance Management
The Director of Brand & Communications is responsible for shaping how Baxter Planning is positioned, presented, discovered, and experienced in the market. This role leads and executes the company's brand, content, creative, and digital communications strategy to increase awareness, strengthen credibility, and generate qualified inbound demand.
Reporting to the Chief Marketing Officer, the Director of Brand & Communication develops and executes an integrated strategy across messaging, editorial content, visual storytelling, website experience, social media, executive thought leadership, and search optimization. The role is responsible for the creation of high-impact written and visual assets, including digital campaigns, presentations, infographics, videos, social content, website graphics, and sales enablement materials, ensuring every asset consistently reflects Baxter Planning's brand identity and communicates complex ideas with clarity and impact.
As the steward of the Baxter Planning brand, this leader is responsible for maintaining communication standards, visual consistency, and creative quality across all customer touchpoints. This role combines strategic leadership with hands-on execution, using tools such as Canva, WordPress, SEMrush, Google Analytics 4, and Google Search Console to create, publish, optimize, and measure marketing programs.
Success in this role is measured by the ability to elevate Baxter Planning's market presence, improve the quality and consistency of its visual and written communications, increase organic visibility, strengthen digital engagement, and drive qualified inbound leads.
Purpose, Scope, and Responsibilities:
Brand Strategy & Awareness
- Evolve and maintain the company's communication standards and brand guidelines.
- Translate business strategy, product innovation, and customer success into compelling market narratives, award submissions, and external recognition opportunities.
- Monitor market trends, competitive positioning, and buyer insights to continuously strengthen Baxter Planning's market presence and differentiation.
- Develop and execute an integrated content strategy that drives brand awareness, qualified inbound demand, customer engagement, and revenue growth.
- Own the editorial strategy, content calendar, and organized library across thought leadership, blogs, whitepapers, customer stories, website content, digital campaigns, webinars, sales enablement, and executive communications.
- Lead the creation of compelling written and visual content, ensuring all assets reflect Baxter Planning's brand voice and effectively communicate complex business and technical concepts.
- Optimize content for discoverability across SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO), while partnering with Product Marketing, Revenue Marketing, Sales, and subject matter experts to deliver content that supports the buyer journey.
- Manage creative intake, prioritization, design, and production workflows to ensure projects are delivered on time and consistently reflect Baxter Planning’s brand standards.
- Own the strategy, content, user experience, and ongoing optimization of the Baxter Planning website to improve engagement, conversion, and inbound lead generation.
- Leverage website analytics and user behavior insights to continuously improve performance and conversion rates.
- Develop and execute Baxter Planning's organic social media strategy to increase brand awareness, engagement, and market visibility.
- Build executive thought leadership and employee advocacy programs that amplify the company's expertise and extend its digital reach.
- Manage the social content calendar and optimize channel performance to support brand awareness, demand generation, and customer engagement.
Performance Management
- Establish and track KPIs for brand awareness, website performance, content engagement, search visibility, social media performance, marketing influence, and inbound lead generation.
- Analyze marketing performance data and provide actionable recommendations to improve content effectiveness, digital engagement, and campaign outcomes.
- Leverage modern marketing technologies, including WordPress, Google Analytics 4, Google Search Console, SEMrush, Canva, and related platforms, to execute, measure, and continuously improve marketing performance.
- Stay current on emerging marketing technologies, AI-driven search trends, and evolving buyer behaviors, applying insights to continuously improve marketing communications.
- Own the budget and vendor relationships for brand, content, communications, website, SEO, creative, and related marketing platforms.
- Bachelor's degree in Marketing, Communications, Journalism, Business, or a related field.
- 5 years of modern B2B marketing communications, content marketing, or brand marketing experience in an enterprise software or SaaS organization.
- Proven success developing and executing integrated marketing communications strategies that increase brand awareness, generate inbound demand, and support revenue growth.
- Exceptional writing, editing, storytelling, and messaging skills with the ability to translate complex technical concepts into clear, compelling content for multiple audiences.
- Sharp attention to detail, with a strong commitment to accuracy, consistency, and quality across written, visual, and digital communications.
- Demonstrated expertise in content marketing, website strategy, SEO, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), social media, and digital marketing best practices.
- Experience managing corporate websites, editorial calendars, and integrated content programs that support the entire buyer journey.
- Strong analytical skills with experience measuring marketing performance and optimizing campaigns using data and customer insights.
- Proficiency with modern marketing technologies, including WordPress, Google Analytics 4, Google Search Console, SEMrush or similar SEO platforms, Canva or Adobe Creative Suite, and Microsoft Office.
- Excellent project management, communication, and cross-functional collaboration skills with the ability to manage multiple priorities in a fast-paced environment.