Sr. Director, Public Relations & Brand

Description

The Sr. Director of Public Relations & Brand will drive consistent brand messaging across all external channels and lead the execution of the company’s core PR program, including media relations, thought leadership, speaking opportunities, and awards programming. This role will collaborate with the VP of Corporate Communications, the Director of Brand Content, and other cross-functional teams to align messages and campaigns with the corporate narrative, branding, and business goals.

This individual will measure progress against brand-level goals to enhance awareness, understanding, and engagement across key channels and audiences. They will monitor industry trends to maintain the brand’s relevance and competitiveness and will also liaise with non-market-facing teams to ensure brand priorities are integrated into all workflows and deliverables.

Key responsibilities include codifying the brand’s voice, tone, and visual identity in partnership with content creators and creative leadership, ensuring consistency across all touchpoints and channels. The Sr Director of PR & Brand will also manage the proactive media relations strategy, working closely with internal teams and external agencies to position Included Health in relevant media stories. Additionally, they will lead the strategy for earned speaking slots and awards recognition.

This role is responsible for developing the functions long-term direction, and goals as well as the PR roadmaps, which includes publication goals, event stages, and awards that showcase Included Health’s leadership in clinical excellence, innovation, and employer solutions. The Sr Director of PR & Brand reports to the Vice President of Corporate Communications and works closely with team members focused on social media strategy, brand content, and thought leadership.

The ideal candidate will bring vision, creativity, collaboration, and accountability to lead a high-performance program that aligns with the company’s mission and impact.

Responsibilies:

Brand Identity and Messaging

Oversee the creation and maintenance of brand guidelines, ensuring consistent application of brand messaging, voice, and visual identity across all internal and external communications.

Collaborate with creative teams to deliver compelling and innovative brand campaigns that resonate with target audiences.

Ensure brand messaging is consistent across all marketing channels, including digital, print, events, and media.

Media Relations Strategy, Execution and Results

Develop and maintain relationships with key journalists, editors, and other media professionals directly and through our media relations agency.

Proactively ensure brand stories are being crafted/pitched + manage media inquiries.

Monitor and analyze media coverage to inform PR strategies.

Strategic Planning

Develop and implement comprehensive PR strategies aligned with organizational goals.

Create annual PR plans, including targeted media outreach, event participation, and award submissions.

Identify and seize strategic and opportunistic PR opportunities.

Content Creation

Oversee the creation of press releases, media kits, topical one-pagers and other PR materials.

Ensure all content is consistent with brand messaging and values

Collaborate with the marketing team to integrate PR efforts with overall marketing campaigns.

Event Coordination

Plan and execute PR events and PR presence at events, including media tours, and speaking engagements.

Secure earned speaking slots at industry conferences and events.

Manage logistics and ensure successful event outcomes.

Issues and Brand Management

Develop and implement crisis communication plan in partnership with the VP of Corp. Communications and other key stakeholders to ensure preparedness and clarity on process

Maintain and enhance the organization’s brand image and reputation.

Monitor public perception and adjust strategies as needed.

Stakeholder Communication

Communicate with internal and external stakeholders to align PR efforts with business objectives.

Provide regular updates and reports to internal leadership and colleagues on PR activities and results.

Collaborate with various departments to ensure cohesive messaging.

Lead on exec. prep material creation

Agency Management

Manage relationships with external PR agencies.

Coordinate efforts between internal teams and external partners.

Evaluate the performance of external agencies and ensure alignment with organizational goals.

Measurement and Analysis

Track and measure the effectiveness of PR campaigns using relevant metrics on a quarterly basis

Analyze data to refine and improve PR strategies.

Prepare reports and presentations on PR performance for senior leadership.

Team Leadership and Collaboration

Foster a collaborative and high-performance team environment.

Ensure alignment of the PR team's efforts with the overall corporate communication strategy.

Required Qualifications:

Bachelor’s Degree: A degree in Public Relations, Communications, Journalism, Marketing, or a related field.

Extensive Experience: At least 12-15 years of experience in brand leadership and public relations, with a significant portion of that in the healthcare or digital health sector.

Leadership Experience: Proven experience in managing PR teams and projects.

Industry Knowledge: In-depth understanding of the digital health and broader healthcare industry, including key trends, challenges, and opportunities.

Media Relations: Strong relationships with healthcare, business, technology and consumer media and a track record of securing media coverage.

Crisis Management: Experience in developing and executing crisis communication plans.###

Skill Requirements:

Strategic Thinking: Ability to develop and implement comprehensive brand strategies aligned with business goals.

Communication Skills: Exceptional written and verbal communication skills, with the ability to craft compelling narratives.

Analytical Skills: Proficiency in analyzing media coverage and brand metrics to inform strategies.

Project Management: Strong organizational skills and the ability to manage multiple projects simultaneously.

Creativity: Innovative thinking and the ability to develop unique PR/brand campaigns.

Digital Literacy: Familiarity with digital media platforms, social media, and emerging communication technologies.

PR Tools: Proficiency in using PR software and tools for media monitoring, press release distribution, and performance measurement.

Personal Attributes:

Leadership: Strong leadership qualities, with the ability to inspire and work within a team

Collaboration: Ability to work effectively with cross-functional teams and external partners.

Resilience: Capacity to handle high-pressure situations and adapt to changing circumstances.

Vision: A forward-thinking approach with the ability to anticipate industry trends and position the company accordingly.

Preferred Qualifications:

Master’s Degree (Optional): An advanced degree in a relevant field can be an advantage.

Public Company Experience: Experience in managing PR for a public company and understanding what’s required and expected from a high growth private and/or public company when it comes to communication approach, cadence and style

Healthcare Regulations: Knowledge of healthcare regulations and compliance issues, especially those related to digital health.

Physical/Cognitive Requirements:

Prompt and regular attendance at assigned work location.

Ability to remain seated in a stationary position for prolonged periods.

Requires eye-hand coordination and manual dexterity sufficient to operate keyboard, computer and other office-related equipment.

No heavy lifting is expected, though occasional exertion of about 20 lbs. of force (e.g., lifting a computer / laptop) may be required.

Ability to interact with leadership, employees, and members in an appropriate manner.

The United States new hire base salary target ranges for this full-time position are:

Zone A: $203,330 - $287,210 + equity + benefits

Zone B: $233,830 - $330,292 + equity + benefits

Zone C: $254,163 - $359,013 + equity + benefits

Zone D: $264,329 - $373,373 + equity + benefits

This range reflects the minimum and maximum target for new hire salaries for candidates based on their respective Zone. Below is additional information on Included Health's commitment to maintaining transparent and equitable compensation practices across our distinct geographic zones.

Starting base salary for the successful candidate will depend on several job-related factors, unique to each candidate, which may include, but not limited to, education; training; skill set; years and depth of experience; certifications and licensure; business needs; internal peer equity; organizational considerations; and alignment with geographic and market data. Compensation structures and ranges are tailored to each zone's unique market conditions to ensure that all employees receive fair and competitive compensation based on their roles and locations. Your Recruiter can share details of your geographic alignment upon inquiry.

In addition to earning a base salary, this role is eligible for a performance-based bonus. Details of the Annual Bonus Plan, including performance metrics, target incentives, and potential earnings, will be discussed during the interview process.

In addition to receiving a competitive base salary, the compensation package may include, depending on the role, the following:

Remote-first culture

401(k) savings plan through Fidelity

Comprehensive medical, vision, and dental coverage through multiple medical plan options (including disability insurance)

Full suite of Included Health telemedicine (e.g. behavioral health, urgent care, etc.) and health care navigation products and services offered at no cost for employees and dependents

Generous Paid Time Off ("PTO") and Discretionary Time Off (“DTO")

12 weeks of 100% Paid Parental leave

Family Building Benefit with fertility coverage and up to $25,000 for Surrogacy & Adoption financial assistance

Compassionate Leave (paid leave for employees who experience a failed pregnancy, surrogacy, adoption or fertility treatment)

11 Holidays Paid with one Floating Paid Holiday

Work-From-Home reimbursement to support team collaboration and effective home office work

24 hours of Paid Volunteer Time Off (“VTO”) Per Year to Volunteer with Charitable Organizations

About Included Health

Included Health is a new kind of healthcare company, delivering integrated virtual care and navigation. We’re on a mission to raise the standard of healthcare for everyone. We break down barriers to provide high-quality care for every person in every community — no matter where they are in their health journey or what type of care they need, from acute to chronic, behavioral to physical. We offer our members care guidance, advocacy, and access to personalized virtual and in-person care for everyday and urgent care, primary care, behavioral health, and specialty care. It’s all included. Learn more at includedhealth.com.

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Included Health is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis forbidden under federal, state, or local law. Included Health considers all qualified applicants in accordance with the San Francisco Fair Chance Ordinance.