Senior Director, Brand and Marketing

Mission Pet Health operates a network of over 950 veterinary hospitals. This role serves as the chief architect of our narrative and the operational leader of its execution across four functional competencies. The successful candidate will unify four functions: employer brand, content strategy, organic social, and public relations into a singular, powerful brand voice.

By scaling this unified narrative down to the individual clinic level through our flagship "My Local Veterinarian" initiative, this leader will humanize corporate scale, anchor individual clinics deeply within their neighborhoods, and showcase the unique expertise of our local presence. This is a high-visibility, "builder-operator" position designed for an executive who can set overarching reputation and editorial strategy for a massive footprint, while simultaneously standing up the scalable systems, content toolkits, and localized governance needed to attract premium clinical talent, protect our corporate reputation, and earn lifelong client trust.

Key Responsibilities

1. Employer Brand & Recruitment Marketing

• Define and steward Mission’s Employer Value Proposition (EVP) across all 900+ hospitals and corporate teams.
• Partner with Talent Acquisition and the People team to launch recruitment-marketing campaigns.
• Own candidate-facing narratives and employer reputation channels like Glassdoor and Indeed.
• Build a scalable system for local hospitals to express the employer brand without fragmenting it.

2. Content Strategy & AI Discovery

• Own the content operating model, unified editorial calendar, and governance across all owned channels.
• Establish strict content quality, clinical-accuracy review, and brand-voice standards across the network.
• Drive client education, brand storytelling, and conversion-support content.
• Position all network content for AI-mediated discovery, including Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
• Connect content initiatives directly to client acquisition, retention funnels, and lifetime value (LTV).

3. Social Media & Community Management

• Set the overarching corporate brand-social strategy.
• Build a repeatable framework for scaled hospital-level and market-level social media.
• Run employer-brand social media as a distinct, resourced track to support active recruitment.
• Own community management and proactive social listening.
• Establish clear escalation paths from real-time social signals to PR and issues-response teams.
• Lead creator, influencer, and partner amplification initiatives to serve talent and brand goals.

4. Public Relations & External Communications

• Own media relations, corporate narrative placement, and earned media strategy.
• Lead crisis and issues communications regarding animal welfare, hospital incidents, and reputation scenarios.
• Maintain documented crisis protocols and lead routine readiness drills.
• Manage industry presence, corporate awards, and executive speaking strategies.
• Maintain a tight link between external messaging and internal communications.

5. "My Local Veterinarian" Initiative Strategy

• Own the strategic rollout and ongoing execution of the "My Local Veterinarian" initiative across 900+ distinct communities.
• Humanize corporate veterinary care by shifting the narrative focus from corporate scale to hyper-local trust, individual doctor expertise, and deep neighborhood roots.
• Develop scalable hyper-local content toolkits that enable individual clinics to publish community-specific stories, pet health alerts, and neighborhood updates easily.
• Integrate hyper-local storytelling into regional PR, geo-targeted organic social, and location-based talent recruitment campaigns.

Required Qualifications

• Bachelor’s degree in marketing, communications, public relations, business, or a related field.
• 15+ years of experience in brand, integrated marketing, or corporate communications.
• 4+ years of direct experience building and leading marketing teams.
• Demonstrated ownership of at least three core areas: employer brand, content, social, or PR.
• Proven experience managing enterprise or multi-unit scale operations.
• Direct experience handling high-stakes crisis and issues management with executive exposure.
• Track record of connecting brand and content investments to clear business outcomes.
• Familiarity operating within modern MarTech and content ecosystems.