YMCA of the USA
This position has an impact on the successful and sustained implementation of the strategic plan, brand management, consumer engagement.
The Vice President, Marketing and Brand Management is responsible for YMCA of the USA’s national marketing and brand management 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 Communications and Brand Reputation 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. The ideal candidate brings a broad-based set of marketing strategy, branding and marketing communications expertise to the role including brand strategy and brand management; brand-building marketing strategy; advertising development and execution; media strategy, planning and buying; digital marketing strategy and execution; social media strategy and execution; sponsorship marketing; cause-related consumer marketing; word-of-mouth marketing and brand compliance.
- Partner with the Vice President of Communications and Brand Reputation on the vision for an overall integrated marketing and communications effort to support the Y
- Spearhead the development of a long-range strategic brand marketing plan
- Translate long-range strategies into actionable, annual operating goals and tactical plans focused on consumer and key stakeholder audiences
- Lead efforts for brand marketing including brand strategy, brand architecture, brand attributes and brand compliance
- Coordinate large scale movement wide efforts align and protect the Y brand nationally
- Lead team to develop and execute innovative consumer and stakeholder marketing communicationsincluding advertising, digital marketing social media, event marketing that deliver clear results and further the reputation of the Y
- Work with the Vice President of Communications and Brand Reputation 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 and worthy of support
- Develop strong linkages with key internal and Y Movement stakeholders
- Collaborate with appropriate departments to strengthen member associations’ brand building and marketing communications activities
- Analyze market trends and identify opportunities to increase Y’s ability to engage new/existing consumers and stakeholders
- Lead research design and analyze marketing and branding efforts
- Foster a culture of collaboration, learning, flexibility and openness to change
- Identify, lead and evaluate branding and marketing communications resources including agency support
- Recruit, lead, develop and coach marketing team to ensure strong bench of talent
- Plan and manage budget resources
- Other duties as assigned
- A bachelor’s degree is required, MBA or master’s degree in marketing, integrated marketing communications or related field is preferred
- Must possess a minimum of 10 years of senior experience leading successful marketing and brand management 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 coordinated brand marketing and brand communications efforts drive business objectives is strongly preferred
- Must possess a well-honed understanding of brand strategy, marketing strategy, marketing communications strategy and tactical execution across marketing channels
- Significant experience with the collection, analysis and application of data measurement of return on investment is required
- Must possess ability to translate complex, expert subject matter into compelling consumer messaging
- Strong fluency in digital marketing, social media and emerging external technologies is required
- 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 marketing, branding, advertising and media firms is required
- Experience managing creative teams (agency and/or in-house) and supervising the design and execution of traditional marketing communications, digital and on-line, experiential and engagement campaigns is required
- Strong verbal and written communication including influence and persuasion skills are required
- Computer and MS Office skills are required
- Ability to manage budgets is required
- Must be able to travel when needed