Director, Communications

Job Description

Job Description

Use your skills to transform your local community. Goodwill Industries of Northwest North Carolina offers numerous career opportunities with competitive pay, excellent benefits, and the reward of knowing your hard work is helping others.

WHY WORK FOR GOODWILL?

Goodwill Industries of Northwest North Carolina, Inc. (Goodwill) is a 501(c)(3) nonprofit organization headquartered in Winston-Salem, NC. We employ more than 1,100 team members who are dedicated to our mission of providing employment and training services that help people find jobs and reach financial stability. With 51 retail stores, 20 career centers, and dozens of attended donation centers across a 31-county territory, Goodwill is a complex enterprise offering a wide range of career opportunities.

At Goodwill, the work we do makes a difference in the lives of the individuals we serve and, in turn, in the community in which we live. Our business operations provide stability to our organization that is not always enjoyed by nonprofit organizations solely funded by outside sources. Our employees enjoy excellent benefits and a unique work environment that is professional, fast paced, and fulfilling.

Our organization’s values shape our culture and guide our interactions with program participants, customers, and each other. Our shared commitment to Living the Mission; Promoting Teamwork; Driving Improvement; Taking Responsibility for Actions and Behaviors; and Respecting and Appreciating Others is what makes us successful and inspires all that we do.

Want to learn more about Goodwill? Click on the links at the top of this page or go to: www.goodwillnwnc.org.

Job Summary

The Director of Communications is a strategic, hands-on leader responsible for developing and optimizing an integrated communications and digital ecosystem strategy that aligns internal and external communications and digital media, ensuring a seamless, consistent voice and experience across all audiences and channels. The Director of Communications will oversee digital media interns/vendors, social media influencers, and communications team members.

Essential Responsibilities

Enterprise Communications & Digital Strategy

• Create and lead an integrated communications and digital strategy that aligns internal, external, and digital engagement efforts with organizational priorities and grounded in Goodwill’s mission and strategic commitments.
• Define audience segments and ensure channel roles, content strategy, and engagement tactics are coordinated across internal and external touchpoints.
• Connect with leaders throughout the organization to understand how their needs translate into communications and social media strategies.
• Serve as senior advisor to leadership on messaging, positioning, digital trends, and communications risk.
• Own strategy and performance for:
• Social platforms (LinkedIn, Facebook, Instagram, TikTok, YouTube)
• Website and landing pages
• Email and SMS engagement
• Internal communications
• Integrate digital efforts with:
• Retail traffic drivers
• Donor engagement
• Workforce program recruitment
• Advocacy

Internal Communications Leadership

• Ensure internal communications are fully integrated into the enterprise content and campaign strategy
• Lead a connected internal storytelling strategy that reflects external messaging and reinforces mission, culture, and priorities.
• Align leadership messaging, digital channels, and employee engagement communications to ensure:
• Clarity
• Consistency
• Two-way communication
• Leverage digital tools (intranet, video, email, texting platform) to create a more engaging, inclusive employee communications experience.

Team Leadership & Organizational Alignment

• Lead an integrated communications team that includes:
• Digital Media / Social Media Interns, influencers, and external vendor(s)
• Internal Communications
• Ensure teams operate as one coordinated function
• Build a culture of collaboration, creativity, and accountability tied to outcomes

Analytics, Insights & Performance

• Track and report channel-specific and campaign-level performance, including social, web, email, and internal channels.
• Use insights to:
• Optimize content and campaigns
• Refine audience targeting
• Improve channel effectiveness
• Foster a culture of test-and-learn, continuous improvement, and data-driven decision-making.

Community Management & Risk

• Establish service‑level standards for comments/messages; triage issues and escalate per crisis protocols.
• Uphold brand governance (official naming, logo rules, boilerplates) and ensure accessible, inclusive tone in all public replies.

Education

Bachelor’s Degree required (Communications, Public Relations, Marketing, Journalism, or related field preferred).

Qualifications

• 8–10+ years of experience in communications, marketing, public relations, or related field, including leadership responsibility.
• Experience in developing and leading digital-first communications strategies and multi-channel content ecosystems
• Demonstrated success in growing engagement and impact through social media, digital storytelling, and audience strategy
• Demonstrated success leading integrated communications across internal and external audiences.
• Experience in nonprofit, workforce development, retail, or community-based organizations preferred.
• Experience in leading and developing teams and managing cross-functional initiatives.
• Strong strategic thinking, writing, and storytelling skills with attention to clarity and audience alignment.
• Experience with digital platforms, social media, media relations, internal communications tools, and analytics.

BENEFITS

Goodwill believes strongly in supporting our team members and offers excellent benefits, professional development, and opportunities for internal career growth. We are continuously looking for opportunities to expand our benefits program to accommodate the needs of our team members. While this list is not all-inclusive, some of the many benefits we offer to all employees are:

• Paid Time Off (PTO)
• Money Purchase Pension Plan
• 403(b) Retirement Savings Plan
• Employee Assistance Program
• Free Telehealth
• Employee Referral Program
• Quarterly Incentive Programs (for all retail positions)
• Corporate Discount Programs

In addition, we offer the following benefits for our full-time team members working 30 or more hours per week:

• Medical Insurance
• Prescription Coverage
• Dental and Vision Coverage
• Flex Spending Accounts (Medical and Dependent Care)
• Short & Long-Term Disability
• Life Insurance
• Tuition Reimbursement

EOE. E-Verify Employer.