[Hiring] Director of Brand & Communications @Baxter Planning

Role Description

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
• 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
• Sales enablement materials

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
• Google Search Console

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
• Drive qualified inbound leads

Qualifications

• 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.

Requirements

• 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.