Director, Consumer Comms & Social Media

Brand, Product Marketing, Communications, and Creative tell Headway’s story to everyone we serve: patients looking for care, providers building their practices, and the health plans and health systems we partner with. Our team shapes who finds us, who trusts us, and who comes back.

We're looking for a Director of Consumer Communications and Social to build and lead that function from the ground up. This is a player-coach role for someone who wants to build and run a content flywheel across earned media, organic social, and content marketing — one that raises awareness of Headway and puts us in the right conversations in culture. You’ll own Headway’s share of voice across press, LLMs, search, social, and word-of-mouth conversations. You'll lead and grow a small team, and work hand-in-hand with the rest of Communications, Brand, and Product Marketing.

What you'll own

• Consumer communications and earned media. Set the messaging and strategy that build Headway's relevance in the news cycle, with a sharp eye for the cultural conversations where we belong. Maintain strong relationships with reporters at the consumer outlets that matter, and manage our agency partner.

• A data storytelling content flywheel. Work with our research and analytics teams to mine data, package it in a way a consumer actually wants to read, and distribute it across earned, owned, and social channels.

• Organic social. Build and lead the organic social team. Set our channel strategy, decide where we show up, and develop the content that drives real engagement.

• Content marketing. Own the content that fuels our patient brand communications across a variety of channels including blog, YouTube, substack — and build it to be found and surfaced wherever people (and increasingly, AI tools) are looking for answers.

• Cultural relevance. Keep a finger on the pulse of what's happening in culture, and know how to put Headway into that conversation in a way that's true to the brand. Be comfortable taking smart risks to create a real buzz moment.

You'd be a great fit if…

• You have 10+ years in consumer communications — ideally including at least 3+ years in-house leading teams. You’ve also led or partnered closely with social or content marketing.

• You've built a consumer communications or brand function from the ground up before.

• You have deep media relations skills, real relationships with reporters at relevant consumer outlets, and experience managing an agency.

• You're a strong data storyteller who knows how to turn research and analytics into something a consumer will actually engage with.

• You've led organic social — you know how to pick the channels that matter, build content that performs, and grow real engagement, not vanity metrics.

• You're a builder and a player-coach — energized by standing up a small team and getting your hands dirty at the same time.

• You have sharp cultural instincts and the courage to take a risk to create a moment, always in a way that's additive to the brand, never off of it.

• You do not shy away from taking (calculated) risks and you are full of creative ideas for buzz moments and angles that break through noise and generate real attention.

• Bonus points if you've worked in mental health or another regulated industry.

This is a rare moment — Headway is at the inflection point where scale meets credibility, and the person who builds this function will leave a lasting mark on how behavioral health is delivered and funded in America. If that sounds like the challenge you've been waiting for, we'd love to meet you.