YMCA of the USA
This position has an impact on the implementation of the strategic plan, communications, reputation and clear positioning of the Y.
The Vice President of Communications and Brand Reputation is responsible for YMCA of the USA’s national public visibility efforts to support the mission, vision and impact of the Y, and the internal efforts that are required to align and support them. This highly collaborative leader will work together with the Chief Marketing Officer and the Vice President of Marketing and Brand Management to lead strategy to support the Ys strategic initiatives and priorities, elevate public awareness, enhance the brand reputation and ensure internal/Movement alignment. This plays a critical role in the promoting and protecting the Y brand, and building broad-based public and stakeholder understanding of, and engagement with, the Y. This function is responsible for developing and facilitating all communications across all platforms. The ideal candidate brings a broad-based set of communications expertise to the role including corporate/organization communications; national, brand-building media relations; consumer and cause-related PR; social media management; community relations; third-party partnerships; thought leadership campaigns; executive visibility; speaker’s bureau platforms; word-of-mouth communications.
- Partner with the Vice President of Marketing and Brand Management on the vision for an overall integrated marketing and communications effort to support the Y
- Spearhead the development of a long-range strategic communications plan
- Translate long-range strategies into actionable, annual operating goals and tactical plans focused on external, Y Movement and Y-USA audiences
- Lead team to develop and execute innovative external and internal communications that deliver clear results and further the reputation of the Y
- Develop strong linkages with key internal and Y Movement stakeholders
- Collaborate with appropriate departments to strengthen member associations’ communications, brand reputation and issues management/crisis activities
- Leverage and further develop external media and other relationships to benefit visibility of the Y
- Work with the Vice President of Marketing and Brand Management to ensure all audiences hear Y-USA speaking in a clear, unified voice that is tied to the organization’s goals and objectives, and perceive the Y as innovative, forward thinking, transparent and worthy of support
- Collaborate with executive leadership to maintain Y-USA’s crisis communication plan and, as needed, activate the plan; advise executive leadership on crisis and issues management situations to minimize visibility and reputational risk
- Identify, lead and evaluate external communications resources including public relations agency support
- Lead thought leadership efforts to position Y work and Y leaders appropriately
- Foster a culture of collaboration, learning, flexibility and openness to change
- Recruit, lead, develop and coach a communications team to ensure strong bench of talent
- Plan and manage budget resources
- Other duties as assigned
- A bachelor’s degree is required; master’s degree in Communications, Journalism English, Public Relations or related field is preferred
- Must possess a minimum of 10 years of senior level experience leading successful external and internal communications efforts; experience in both the private and nonprofit sectors is strongly preferred
- Experience in a complex, decentralized organization structure (e.g., franchise, federated, etc.) where influence communications drive alignment and reputation management is a focus is strongly preferred
- Must possess a well-honed understanding of communications strategy, public and media relations, reputation management, issues/crisis management and internal alignment-driving communications
- A mastery of and fluency in current and emerging external and internal communications technologies is required
- Must possess ability to translate complex, expert subject matter into messaging and accessible, compelling language
- Superior project management, negotiation and problem-solving skills are required
- Must possess experience supervising others including the ability to assist a team in managing, prioritizing and meeting deadlines on multiple projects
- Must possess superior relationship-building skills and have a successful track record leading internal and cross-functional teams in achieving desired outcomes
- Experience managing outside public relations firms is required
- Experience working with creative talent (agency and/or in-house) for the design and execution of communications efforts is required
- Mastery of verbal, written and interpersonal communications skills including strength at influence and persuasion communications are required
- Computer and MS Office skills are required
- Ability to manage budgets is required
- Must be able to travel as needed