The Salvation Army

  • Director of External Communications

    Job Locations US-NY-West Nyack
    Job ID
    Regular Full-Time
  • Overview

    The Salvation Army exists to meet human need wherever, whenever and however we can. With our brand promise of Doing the Most Good, The Salvation Army offers employees a greater sense of purpose and an opportunity to be an essential part of a highly respected organization.


    We are seeking a dynamic individual with demonstrated leadership and experience in external communications, brand management and strategy, and public relations. The Director of External Communications (DEC) works closely with the Territorial Director of Advancement (TDA) and is a vital member of the Community Relations and Development leadership team. 


    The DEC provides leadership direction and management of The Salvation Army Eastern USA Territory’s external communications strategies, initiatives, relationships and resources.  The DEC advises leadership and key staff at the divisional and territorial levels and is the primary point of contact for divisional public relations professionals.  The DEC seeks to continually enhance media coverage, positive public awareness, and brand competitiveness of The Salvation Army in concert with colleagues at all levels (local, divisional, territorial, national, international), as well as external consultants.


    The successful candidate will also be responsible for the following:

    • Provide consultation to the TDA and divisional PR professionals and leadership on a variety of matters including best practices, story pitching, crisis communications and messaging, brand consistency, social media, media interviewing, etc.
    • Provide and facilitate trainings for various audiences on branding, effective media relations, public relations, media interviewing, crisis communications, disaster-specific PR, social media strategy, and other related topics. Participate in planning for territorial and national meetings and conferences as needed.
    • Serve as liaison between national public relations staff / agencies and the Eastern Territory and its divisions.
    • Oversee message development, images and execution to ensure The Salvation Army’s mission, vision, goals and brand are effectively communicated to target audiences through social and traditional media channels. Ensure all marketing materials and communications articulate proper content, brand values and image of The Salvation Army across all mediums.
    • Set and achieve strategic goals related to earned, paid, shared and owned media strategies, identifying and tracking key metrics and teaching those on the field how to do the same, sharing resources as needed. Establish territory-wide standards and help divisions with benchmarking.
    • Serve as spokesperson for Army as needed in responding to media requests.  Work with leadership to identify and prepare spokespersons and to outline key messages.  Serve as primary contact for media requests at the territorial level.
    • Develop crisis communication plans and materials / templates for specific situations and / or issues that might arise.


    • Bachelor's degree in a related field preferred
    • 7-10 years of related experience.
    • Demonstrated leadership and strategic thinking, with extensive practical background and professional experience doing public relations, media relations/interviewing, social media, paid / earned / owned / shared media, branding, crisis communications, trainings, etc.
    • Diplomatic, resourceful problem-solver who is effective interpersonally, collaborative, and creative.
    • A strong project manager, organized, goal-oriented.  Must be a highly organized self-starter, able to work under pressure in a fast-paced environment with grace and good judgment, effectively managing multiple competing priorities and proactively following through with plans and tasks.
    • Extensive experience with PR work, social media, and online marketing techniques and effective integrated marketing approaches in support of strategic objectives (e.g. building brand awareness with key target audiences).
    • Demonstrated experience in development and implementation of strategic plans and communication materials, (e.g. key messages, general statements, question and answer scenarios, news releases, fact sheets, correspondence for constituents and stakeholders, etc.)
    • Ability to adhere to all Salvation Army policies and procedures, with a commitment to supporting the advancement of the mission of The Salvation Army through professional responsibilities.
    • Willingness and ability to travel as necessary to carry out responsibilities and assignments, within and outside the territory.

    All qualified applicants will receive consideration for employment without regard to race, color, sex, national origin, disability or protected veteran status. 



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