The Senior Director, Brand Marketing is responsible for creating and implementing overarching brand strategy for the Y. The role is responsible for directing consumer audience research, insights, and brand health monitoring. The role oversees brand positioning and messaging, spearheads integrated national marketing campaigns, and oversees internal staff and external agency partners. The position champions brand stewardship for the national office and for the Movement.
Areas of Responsibility:
- Directs and leads the consumer and audience insights for the Y brand on behalf of Y-USA and the Movement. Establishes priority audiences, insights, and motivators. Oversees brand positioning that will establish the Y uniquely for growth in the marketplace.
- Serves as brand champion and steward, influencing all Y-USA staff and Movement staff to value, protect, and strengthen the Y brand.
- Directs and develops the establishment and management of ongoing brand health tracking system, identifying insights and implications for the organization.
- In collaboration with Director, Brand Compliance, and Creative Director, sets brand guardrails, creative style guide, and secures alignment and understanding of guidelines across the organization and movement.
- Directs and leads creation of annual operating plan for marketing team, identifying business goals, priorities, strategies, tactics and resources. Collaborates with peers from other marketing communications disciplines in the creation of the plan.
- Develops and directs a unified annual campaign framework that builds the brand while supporting programmatic needs, impact areas, and key push periods. Manages creation and execution of all national integrated campaigns, including membership, summer, and giving season. Manage and oversee creation of all integrated campaigns and key consumer events (Healthy Kids Day) for local use.
- Develops and applies broad range of marketing deliverables in support of Y-USA departments, local Y’s, Y brand goals and strategic plan objectives
- Supervises direct report(s) responsible for brand compliance and stewardship.
- Provides consultative marketing support for YMCAs and for Y-USA national and departmental priorities, which includes guiding development of marketing best practices
- Collaborates with other leaders in the department to develop strategy and implement Y-USA’s work in the area of Design, Digital, and Public Relations.
- Creates and oversees efforts to engage and support marketing staff within the Movement.
- Creates and shares best practices for Y-USA and for the Movement.
- Manages assigned agency and vendor relationships
- Participates in assigned planning of Y-USA national events and initiatives including but not limited to: Healthy Kids Day, Program Expo, Diversity & Inclusion initiatives; executing the marketing communications plan to internal and external audiences
- Performs other duties as assigned by Vice President, Marketing and Brand Management
Educational Background:
Bachelor’s degree required, preference for marketing and business. MBA desired.
Skills/Experience:
- Minimum 8 years of managerial level marketing experience for large consumer brand required. Experience must include overseeing consumer insights, research and strategy, with both qualitative and quantitative methods required. Proven ability to identify insights and implications from complex data sets.
- Minimum 8 years of leadership experience developing and implementing integrated marketing plans and campaigns that deliver results. Track record of success overseeing creative agencies, including writing briefs, providing creative feedback, managing qualitative and quantitative advertising research, overseeing production, and analyzing and reporting on campaign results.
- Demonstrated experience overseeing media planning and buying across wide range of media including broadcast, digital, radio, outdoor. Preference for experience overseeing donated media outreach and cultivation.
- Experience managing and cultivating high-performing teams, with minimum of 6 years supervisory experience.
- Proven track record of leading cross-functional teams to deliver results. Demonstrated leadership and influence skills, and ability to build support for initiatives among diverse stakeholders.
- Adept at maintaining focus on long-term goals, while managing multiple concurrent projects, meeting goals and deadlines.
- Advanced level of best practices related to brand development and management, creative development, digital marketing, paid and donated media. Expert practitioner with depth of experience and track record of results in each area.
- Excellent verbal, written, and interpersonal communication skills are required
- Excellent project management and presentation skills are required
- Excellent computer and Microsoft Office skills are required
- Excellent strategic and conceptual thinking, problem solving, and decision-making skills are required
- Excellent collaboration, negotiation and facilitation skills are required
- Ability to travel as needed is required, estimated around 20%.
- Commitment to the YMCA character development values of caring, honesty, respect and responsibility is required
Compensation/Benefits:
Salary: $134,000.00
Job Function:
Organization Info
Listing Stats
Post Date:
Feb 2 2019
Active Until:
Mar 2 2019
Hiring Organization:
YMCA of the USA
industry:
Nonprofit