About the SFMTA
The SFMTA connects San Franciscans with their communities to enhance the economy, environment and quality of life in the city. Whether you ride Muni, drive a car, walk, bike, take a taxi or ride paratransit, the SFMTA helps you get where you need to go easily and safely.
The SFMTA is unlike any other transportation agency in the United States. Established by the voters of San Francisco in 1999, it brought together multiple city agencies, including the Department of Parking and Traffic, Muni and, in 2009, the Taxi Commission to ensure that the city’s transportation system is managed in a coordinated fashion.
As an independent agency within the City and County of San Francisco, the SFMTA is governed by a seven-member Board of Directors who are appointed by the Mayor and confirmed by the Board of Supervisors. The SFMTA Board provides policy oversight, approves the budget, approves permits for emerging mobility services and ensures that the public has a voice in the transportation issues that impact their communities.
POSITION DESCRIPTION: The Communications, Marketing & Outreach Director (Communications Director) is responsible for shaping and delivering a comprehensive narrative about the SFMTA – describing the agency’s mission, goals, programs, decisions, and the overall context of transportation and infrastructure in San Francisco. The Communication Director accomplishes this by:
• Managing media relations, social media, marketing, public outreach and engagement to positively impact the external perception of the agency.• Aligning SFMTA staff with the agency’s activities through clear internal communication.
• Supporting and enhancing the agency’s brands.• Setting high standards that ensure excellent communications products and service by SFMTA staff.
• Advising the Director of Transportation and other senior staff on best practice strategic communications approaches to elected officials and other key stakeholders.
The Communications Director is a key advisor to the Director of Transportation. The Communications Director also advises other members of the Executive Team as well as senior managers across the agency on a range of issues, including policies, communications programs, and long-term plans to strengthen the SFMTA’s relationship with communities and stakeholders and enhance recognition of the SFMTA as providing essential public services.
The Communications Director is responsible for incident response as well as proactive strategic communications. This position provides the overall direction of the SFMTA’s internal and external communications including strategic communications, public outreach & engagement, crisis communication, social media, marketing, customer communications and customer notifications, and digital and creative services. The Communications Director is also responsible for the Division’s budget, hiring, staff work program accountability, and talent retention.
The Communications Director leads and works closely with approximately 50 diverse staff members who function in a variety of job types. The functional expertise of the Division enables the SFMTA to keep customers, stakeholders and diverse members of the public informed about transportation services, capital projects, and policies that impact people and the communities the agency serves.
The Communications Director contributes communications strategy and counsel to agency-wide executive level discussion issues and works closely with other Division Directors to advance the agency’s mission. In addition, the Communications Director works directly with the SFMTA Executive Team and the Mayor’s Office to provide leadership and strategy on highly visible communications matters. The position is responsible for identifying opportunities for positive visibility, public education, and positive media coverage for the SFMTA. The Communications Director will establish and maintain a broad and deep network at all levels across the SFMTA and other city and regional agencies.
As a member of the Executive Team, the Communications Director serves as a cultural model within the agency, modeling the core values of respect, integrity and inclusiveness. The Communications Director is the guardian of the agency’s communications integrity: ensuring confidence in messages, communication that is supported by facts, a commitment to inclusive engagement, and transparency and honesty.
Example of Important and Essential Duties:
• Assumes full leadership and management responsibility for all Communications, Marketing and Outreach services and activities including marketing and customer communications, public outreach and engagement, strategic and internal communications, and media relations.
• Develops and implements a comprehensive communications plan, including crisis communications, for the SFMTA.
• Oversees the development, implementation, and evaluation of assigned Division goals, objectives, policies and priorities.
• Provides leadership in developing and executing plans to address issues of interest and concerns to Muni and other transportation system users.
• Establishes appropriate service and staffing levels; creates and oversees Division budget.
• Assesses and monitors work load, administrative and support systems, and internal reporting relationships; identifies opportunities for improvement; directs and implements changes.
• Oversees hiring and team member development; motivates and evaluates personnel; provides or coordinates management staff training; works with employees to identify areas of growth and address deficiencies; implements discipline according to agency policies and procedures.
• Negotiates and resolves sensitive and challenging issues related to agency policies, projects, or programs; advises agency on communication strategies for crises and contentious policies, projects, or programs.
• Provides counsel to agency leadership on public perception of policies, decisions, and projects and develops communications strategies that maximize opportunities and that mitigate concerns.
• Drafts communications/marketing policies and collaborates with others internal and city stakeholders on policy refinement, adoption, and implementation.
• Prepares and presents staff reports and other necessary communications.
1. Possession of a bachelor’s degree from an accredited college or university; AND
2. Seven (7) years of professional experience in communication, media, government or community affairs, public administration, or related experience including creating and implementing internal and external communications plans/programs. This experience must include at least four (4) years of management responsibility, including hiring, performance planning, and evaluation.
Education Substitution: Additional qualifying experience as described above may substitute for up to two (2) years the required education on a year-for-year basis. One-year will be considered equivalent to 30 semester units/forty-five (45) quarter units.
1. Applicants must meet the minimum qualifications by the final filing date unless otherwise noted.
2. One year of full-time experience is equivalent to 2000 hours. (2000 hours of qualifying work experience is based on a 40-hour work week.). Any overtime hours that you work above forty (40) hours per week are not included in the calculation to determine full-time experience.
• Direct experience in at least three of the following:
– Internal Communications
– Outreach/public engagement on major policy initiatives or construction projects
– Crisis communications
– Journalism/media production
– Media relations
– Social media strategies
• Leadership managing communications in a highly visible, complex agency, institution or company
• Demonstrated experience as an effective manager, building trust, delegating, coaching, developing staff, and establishing and upholding systems of accountability
• Excellent interpersonal skills: honesty, tact, responsiveness, emotional intelligence, self-awareness
• High ethical standards for self and others
• Up-to-date knowledge of communications, marketing, media practices, technologies, trends and opportunities
• Comfort working through conflict to productive outcomes; training in negotiation, facilitation skills, and/or conflict resolution practices
• Up-to-date knowledge of communications, marketing, media practices, technologies, trends, and opportunities
• Conversant in modern concepts of equity, inclusion, and social justice and how these relate to the work of a transportation agency
• Demonstrated ethos of public service
• Knowledge of San Francisco neighborhoods, stakeholders, and politics• Passion for the SFMTA’s work and mission