Director, Communications

KEY RESPONSIBILITIES

Deliverables and Main Supporting Activities:

1. Lead and Execute an Integrated Communications & Brand Strategy

• Translate CCUA’s corporate strategy and advocacy agenda into clear and cohesive communications plans.
• Ensure consistent messaging across all audience groups, including members, media, government, partners, and employees.
• Maintain and evolve CCUA’s brand identity, ensuring adherence to visual, editorial, and tonal standards across all communication materials.
• Oversee regular brand evaluation and alignment activities to protect and elevate brand equity.

2. Strengthen Media, Public Relations & Reputation Management

• Cultivate strong, ongoing relationships with national, regional, and sector-specific media outlets.
• Serve as a strategic advisor and primary contact for media inquiries, ensuring timely, accurate responses.
• Draft and manage press releases, media statements, briefing notes, and interview coordination.
• Provide leadership and coaching to CCUA spokespersons to ensure confident, consistent representation.
• Monitor public discourse related to CCUA and the credit union sector to anticipate emerging issues and opportunities.
• Lead the association’s issues management and crisis communications planning and execution, serving as spokesperson when required.

3. Oversee Multi-Channel Content Strategy & Development

• Lead editorial planning and oversee development of newsletters, articles, reports, blogs, and social media content.
• Ensure messaging accuracy, clarity, accessibility, and alignment with brand tone and values.
• Guide internal teams and external partners on communications best practices and content expectations.
• Establish and maintain tools, templates, and content governance standards to promote consistency and quality.

4. Manage Digital Strategy, Web Presence & User Experience

• Manage social media presence and engagement strategies.
• Oversee content development across digital channels, including website, newsletters, reports, and multimedia assets.
• Ensure communications are accessible, timely, and aligned with brand standards.
• Oversee the association’s website, ensuring content is current, accurate, and engaging.
• Manage website updates, functionality improvements, and user experience optimization.
• Coordinate with vendors or developers for technical enhancements.
• Ensure compliance with accessibility standards and best practices.
• Monitor website analytics and recommend improvements based on data.
• Maintain and grow the association’s online presence across all digital platforms

5. Provide Executive Communications Leadership & Organizational Engagement

• Act as the CEO’s primary communications advisor, shaping messaging for internal and external audiences.
• Develop high-impact CEO communications, including speeches, presentations, talking points, op-eds, and key messages.
• Prepare executive leaders for public appearances, media interactions, member events, and stakeholder engagements.
• Lead internal communications strategies that promote transparency, alignment, and employee engagement.
• Develop tools, channels, and frameworks that support consistent and effective information flow across the organization.
• Collaborate with event teams to deliver communications plans for conferences, webinars, and member events, ensuring pre-, during-, and post-event messaging is consistent and impactful.
• Track and report on communications performance metrics; use data to inform and optimize content, channel strategies, and audience engagement.

6. People Management and Leadership

• Conduct regular check-ins, team huddles, and 1-1 meetings to foster open communication, provide feedback, and address employee needs
• Lead the performance management process, including setting clear goals and expectations, completing performance reviews, and supporting continuous growth and improvement
• Evaluate and update job descriptions to ensure roles and responsibilities remain current, aligned with organizational objectives, and reflective of employee contributions
• Support the professional growth of team member/s by identifying learning opportunities, creating development plans, and encouraging participation in training and mentorship programs
• Promote employee engagement by cultivating a positive and inclusive work environment that encourages collaboration, motivation, and recognition of achievements
• Provide clear guidance, coaching, and ongoing support to staff in fulfilling their responsibilities effectively and confidently
• Address performance or conduct issues in a timel