Director - Social Media Strategy

At Duke Health, we're driven by a commitment to compassionate care that changes the lives of patients, their loved ones, and the greater community. No matter where your talents lie, join us and discover how we can advance health together.

Duke Health seeks to hire a Director – Social Media Strategy, who will embrace our mission of Advancing Health Together!

General Description of the Position:

Duke Health seeks a senior communications leader to provide enterprise oversight of social media strategy, governance, and performance across institutional channels. This role is responsible for stewarding Duke Health's voice in high-visibility digital environments and ensuring social media advances institutional reputation, trust, and strategic priorities.

Reporting to the Assistant Vice President of External Relations, this Director establishes governance frameworks, defines decision rights, sets strategic direction for enterprise social channels, and ensures Duke Health's social media presence reflects our clinical excellence while protecting institutional reputation during sensitive moments.

This is a strategic role requiring institutional perspective, stakeholder influence, crisis judgment, and the ability to align diverse teams around shared standards and priorities in a complex healthcare environment.

Duties and Responsibilities of this Level

Duke Health is one of the nation's premier academic health systems, serving communities across North Carolina and beyond through 3 hospitals, more than 250 clinics, and a global reputation for excellence in patient care, research, and education. As a $7+ billion organization, Duke Health is committed to advancing health through patient care, research, and education.

The 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.

Strategic Direction & Governance

• 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

Strategic Planning & Integration

• 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

Crisis Management & Reputation Protection

• 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

Team Leadership

• 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

Required Qualifications at this Level

Education

• Bachelor’s degree in Communications, Journalism, Public Relations, or related field is required (Master's preferred)

Experience (Required):

• 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

Experience (Preferred):

• 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)

The intent of this job description is to provide a representative and level of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.