Communications Director

Ryan Mahoney

Ryan Mahoney

Director of Product, FirstWho

This level is genuinely hard to hire for. You need someone who can build the communications function from scratch and then actually run it day-to-day. That means designing a narrative strategy while also fixing the editorial workflow when deadlines start slipping. They need enough backbone to tell an executive that messaging won't fix a crisis, and enough humility to admit when community pushback means the strategy itself is broken. Most people lean one way: former journalists who go blank when you ask about forecasting ROI, or data people who reduce every story to a conversion metric. The rare find is someone who can use data to explain why a story flopped, then rewrite it with actual human judgment. The role sits right on the tension between creative vision and operational execution.

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Competency Questions

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External Engagement & Governance

Covers operational management of external stakeholder interfaces including media relations and digital marketing technology, alongside partnership coordination, moderate crisis response, and compliance implementation.

Digital Infrastructure & Platform Strategy

Manages platform optimization projects, oversees CMS/CRM integrations, implements digital infrastructure improvements, and coordinates with IT.

Interview round: Peer Content & Internal Communications

Describe a time when you had to make decisions about digital presence or platforms with limited resources and competing internal demands.

Positive indicators

  • Started with audience needs not internal preferences
  • Made explicit trade-offs with stakeholder buy-in
  • Planned for maintenance and evolution
  • Documented rationale for future decisions

Negative indicators

  • Spread resources thinly across all requests
  • Made decisions without technical input
  • Ignored maintenance burden of new platforms
  • No roadmap for future development

Attitude Questions

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Active Listening

The disciplined cognitive and behavioral practice of fully concentrating on, comprehending, responding to, and retaining information from speakers—particularly in high-stakes, emotionally complex, or power-asymmetrical situations—while suspending judgment, managing one's own cognitive load and response urgency, and creating conditions that enable others to articulate tacit knowledge, unstated concerns, and culturally embedded meanings that surface through verbal and non-verbal channels.

Interview round: Hiring Manager Strategic & Crisis Communications

Describe a situation where you realized partway through a conversation that you had misunderstood what someone was trying to communicate.

Positive indicators

  • Noticed discrepancy between words and tone or body language
  • Paused to verify rather than pushing forward
  • Explicitly named the misunderstanding without defensiveness
  • Identified specific habit that contributed to gap

Negative indicators

  • Discovered misunderstanding only after consequences
  • Blamed speaker for being unclear
  • Pretended understanding to avoid awkwardness
  • No reflection on own listening patterns

Progression Framework

This table shows how competencies evolve across experience levels. Each cell shows competency at that level.

External Engagement & Governance

5 competencies

CompetencyJuniorMidSeniorPrincipal
Digital Infrastructure & Platform Strategy

Maintains website content, troubleshoots basic platform issues, supports platform updates, and assists with quality assurance testing.

Manages platform optimization projects, oversees CMS/CRM integrations, implements digital infrastructure improvements, and coordinates with IT.

Directs digital platform strategy, oversees complex system integrations, ensures security and compliance across digital assets, and manages vendor relationships.

Architects digital ecosystem strategy, evaluates emerging platform technologies, and establishes digital infrastructure standards that enable organizational transformation.

Governance, Risk & Crisis Management

Monitors for brand risks and reputation threats, assists in crisis response coordination, and maintains crisis communication templates.

Implements risk mitigation protocols, manages crisis response for moderate incidents, and ensures compliance with communication policies.

Develops comprehensive risk management frameworks, leads crisis response teams during high-stakes incidents, and integrates governance into communication strategies.

Establishes enterprise risk governance for communications, shapes organizational resilience strategies, and advises executive leadership on reputational risk.

Marketing Technology & Channel Operations

Operates specific martech tools, executes email campaigns using templates, and troubleshoots basic channel technical issues.

Manages marketing technology stack integration, optimizes channel performance through A/B testing, and implements automation workflows.

Oversees complex martech architecture, establishes channel governance frameworks, and leads cross-platform optimization strategies.

Innovates digital engagement infrastructure, evaluates emerging technologies for organizational adoption, and establishes operational excellence standards for digital ecosystems.

Media Relations & Digital Engagement

Executes media monitoring, builds and maintains press lists, drafts standard press releases, and schedules social content under editorial review.

Cultivates relationships with beat reporters, pitches stories independently, manages digital engagement campaigns, and responds to media inquiries.

Directs comprehensive media strategies, manages high-stakes media relationships during sensitive periods, and oversees digital engagement across all platforms.

Shapes organizational media presence at industry level, directs crisis communications strategy, and establishes media partnerships that advance sector-wide goals.

Stakeholder & Partnership Management

Supports partnership coordination, maintains contact databases, assists in stakeholder communications, and tracks partnership deliverables.

Manages ongoing partnership relationships, coordinates multi-stakeholder initiatives, negotiates basic partnership terms, and facilitates collaboration.

Develops strategic partnership architectures, leads high-level stakeholder engagement strategies, and manages complex coalition dynamics.

Architects ecosystem-level engagement strategies, establishes institutional partnership frameworks, and advances sector collaboration models.

Strategic Content & Performance Measurement

4 competencies

CompetencyJuniorMidSeniorPrincipal
Analytics & Performance Measurement

Collects basic metrics using established dashboards, generates standard reports, and tracks assigned KPIs under supervision.

Analyzes campaign performance data, identifies optimization opportunities, and builds custom reporting for specific stakeholder groups.

Establishes comprehensive measurement frameworks, leads attribution modeling for complex campaigns, and integrates performance data into strategic planning.

Pioneers advanced analytics methodologies, establishes organizational data governance for communications, and influences sector measurement standards.

Content Production & Editorial Workflow

Produces content drafts, adheres to established style guides, and manages basic editorial calendar entries under direct review.

Leads content production for campaigns, manages editorial workflows across teams, and ensures quality control across multiple content types.

Directs content strategy implementation, establishes editorial standards and workflows, and integrates content operations across organizational functions.

Transforms content operations through innovation, establishes enterprise content governance, and drives thought leadership content strategies.

Impact Measurement & Reporting

Gathers impact data from program teams, drafts basic impact report sections, and maintains data collection systems.

Designs impact measurement instruments, analyzes outcome data, and produces comprehensive impact reports for specific programs or initiatives.

Establishes organizational impact measurement frameworks, integrates quantitative and qualitative data for strategic narratives, and leads reporting to senior leadership and boards.

Innovates impact communication methodologies, establishes sector benchmarks for measuring communications impact, and drives transparency standards across the field.

Strategic Narrative Architecture

Assists in drafting messaging documents and maintains narrative consistency across basic communications materials under supervision.

Develops messaging frameworks for specific campaigns and ensures narrative alignment across multiple channels and stakeholder groups.

Architects organization-wide narrative strategies, integrates programmatic content into cohesive organizational story, and trains teams on messaging discipline.

Defines enterprise narrative vision, leads sector-level narrative change initiatives, and establishes messaging frameworks that influence field-wide standards.