The Senior Director, Digital Strategy is responsible for creating and implementing overarching consumer-facing digital strategy for the Y. The role is responsible for transforming the Y digital ecosystem, overseeing all public-facing digital channels (website, social media, email), championing digital approaches throughout the department and the organization, and initiating a learning culture that innovates with a digital-first mindset.
Areas of Responsibility:
- Directs the digital transformation of the Y brand. Creates strategic road map to evolve from current state to future state, meeting the expectations of today’s consumers.
- Directs all public facing digital platforms, the 24/7 face of the brand. Inclusive of website, social platforms, digital paid and organic media, email and direct marketing as needed. Support Movement-facing digital platforms including email and Link.
- Develops and directs social media strategy to enable building and supporting the brand, that recognizes the unique audiences and expectations of each channel.
- Directs Marketing Communications team and organization in embracing new digital approaches. Serves as change agent and educates and inspires peers, leaders, and all staff.
- Directs all activities related to digital media for the brand, including paid, organic, donated, and earned digital media. Collaborates with brand and creative teams to create high impact media plans in support of integrated brand campaigns.
- Directs development of strategies and processes to bring digital marketing industry best practices and ideas to the Marketing Communications team.
- In partnership with brand and creative teams, evolves the digital presence of the brand to reflect the future state brand positioning.
- Directs development of direct marketing and digital efforts as needed.
- Directs development of 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 2-4 direct reports responsible for day-to-day management of all of Y-USA consumer-facing digital properties.
- 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.
- Creates and directs efforts to engage and support digital marketing staff within the Movement.
- Creates and shares best practices for Y-USA and for the Movement.
- Manages assigned agency and vendor relationships, including managing scope, overseeing project milestones, providing creative feedback, and ensuring deliverables are met.
- 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. MBA desired.
Skills/Experience:
- Minimum 8 years of progressive digital marketing experience for a large consumer brand, with a proven track record or leading digital transformation. Both for-profit and non-for-profit experience desired.
- Minimum 5 years supervisory experience.
- Demonstrated excellent leadership and influence sills. Proven record of success leading cross functional teams and diverse stakeholders to achieve common goals.
- Demonstrated digital marketing expertise, including experience overseeing website redesigns, content management systems, CRM systems, and email marketing. Preference for experience with direct response marketing, including acquisition, cultivation, and online giving systems (e.g. Blackbaud) or ecommerce.
- Demonstrated experience managing organic and paid digital media, including search (SEM and SEO), retargeting, programmatic, affiliate, video, and mobile.
- Demonstrated experience overseeing the social media platforms for a large brand, including facebook, Instagram, twitter, and Linked in.
- Demonstrated experience at explaining and building support for digital and technical initiatives, able to explain technical topics to non-technical staff.
- Seasoned team leader and people manager with track record of cultivating high-performance teams.
- Demonstrated ability to analyze complex data sets, to identify insights and actionable implications to grow the business.
- Demonstrated experience managing multiple projects concurrently and meeting goals and deadlines is required. Track record of delivering business results.
- Demonstrated experience leading and managing projects, overseeing budgets and agencies.
- Excellent verbal, written, and interpersonal communication skills are required
- Excellent Microsoft Office skills are required
- Innovative, growth mindset with excellent problem-solving capabilities and a comfort and passion in learning new skills. Demonstrated track record of identifying new trends and approaches, and applying them to advance the business.
- Excellent collaboration, negotiation and facilitation skills are required
- Ability to travel as needed is required, estimate 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