The General Director within Communications at Virginia Tech is responsible for leading and overseeing the communications function across the university, with a particular focus on strategic direction, planning, and execution. This role requires the individual to direct and control the activities of multiple units within the communications department, ensuring alignment with the university's broader goals and objectives. The General Director will collaborate with executive leadership to set strategic communication priorities, ensuring that the department contributes to the university’s overall communications strategy. In this position, the General Director will manage key aspects of communications, including content strategy, public relations, media outreach, and internal communications. They will be responsible for guiding the development and execution of marketing and communications plans, ensuring the effective dissemination of information to diverse stakeholders such as students, alumni, employees, and the media. The Director will also oversee staffing, budgeting, and resource allocation to ensure that the communications team is well-equipped to meet the university’s needs. Additionally, the General Director will provide leadership and oversight of various communications professionals and support staff, offering guidance on their work, ensuring performance standards are met, and fostering a collaborative and innovative team environment. This role will involve setting long-term goals, evaluating progress, and adapting strategies as necessary to address emerging challenges and opportunities. The General Director’s decisions will have a significant impact on the university’s public image and communication effectiveness across a broad range of audiences.