The Marketing and Brand Strategy Manager is responsible for the development of brand goals, objectives, strategies, and for the planning and execution of strategic marketing, communications, brand management, and media relations for UWMC. Consulting with and incorporating feedback from key stakeholders, this person analyzes, prepares, and executes a comprehensive year-round stakeholder marketing and communications plan that differentiates the United Way brand, builds relationships with key audiences, and works to position UWMC as a social impact organization in Manitowoc County. Leads the effort to ensure a consistent brand experience that aligns with asset-based community development, results-based accountability, and UWMC’s mission, vision, and values. As lead storyteller, this person will consistently call stakeholders to join UWMC in the fight for the health, education and financial stability of people in Manitowoc County through financial giving, advocacy, and volunteerism.
Brand Strategy
- Responsible for the consistent brand-aligned presentation of the organization, both internally and externally.
- Develops an integrated Brand Management Plan, including analyzing and preparing an overall brand strategy, year-round brand communication, and community outreach strategies.
- Conducts regular research on brand awareness and other consumer insights.
Development Market
- Creates and maintains a marketing plan that supports achievement of the United Way strategic plan and maintains the integrity of the United Way brand image.
- Develops sponsorship opportunities and materials to support events or co-marketing partnerships.
- Acts as UWMC community representative in local organizations.
- Understands, integrates, and implements consumer segmentation strategies into marketing plans.
- Manages year-round fund raising efforts including annual workplace giving campaigns, email marketing, direct mail solicitations, and internet and mobile giving. Oversees the development of all organizational materials, videos, etc. to ensure consistent message delivery and brand presentation.
Organizational Strategic Planning
- Works with leadership team on the development of brand marketing objectives that support UWMC strategic initiatives.
- Manages the marketing budget. Oversees event planning for brand engagement events throughout the year (annual Rally for Change event and donor recognition events).
- Actively participates and contributes marketing expertise in cross-functional teams to drive our core mission work.
Communications
- Leads the development and implementation for the organization’s strategic communications plans.
- Establishes public relations goals, objectives and strategies, including establishing relationships with media and the production and distribution of news releases.
- Cultivates and maintains positive, productive relationships with board members, volunteers, community and business leaders, investors, stakeholders, employees, vendors, donors, and community partners.
- Creates messaging strategy and key messages for the organization.
- Trains internal staff and volunteers on UWMC messaging, preparing for community speaking opportunities.
- Manages crisis communication when needed.
Administration
- Staffs the Market Development Committee in support of year-round marketing and fundraising planning.
- Recruits and supervises market development interns as needed.
- Manages relationships with outside vendors such as public relations firm, direct mail house, graphic designers, and other marketing vendors as needed.
- Other duties as assigned.
- Requires a broad-based, focused knowledge across disciplines, including management, community outreach, and organization dynamics. This level of knowledge typically develops through progressive leadership training and practice.
- Ability to conceptualize and develop strategies.
- Minimum 2 years’ experience in a lead marketing/communications/PR role
- Experience supervising staff and/or volunteers.
- Experience in crafting and implementing brand and/or market development strategies.
- Experience assessing and using market research and community data.
- Excellent copywriting skills in conjunction with the overall communication plan; effective writing and editing skills for all materials produced for external use.
- Experience in staffing boards and/or committees preferred.
- Demonstrated ability in planning, goal setting and achieving set goals.
- Demonstrated experience with fiscal management.
- Demonstrated proficiency with MS Office; Adobe Creative Suite and web development helpful.
- Knowledge of digital marketing strategies and platforms.
- Demonstrated ability to track multiple projects and meet deadlines.
- Candidate must utilize own transportation for field work (with mileage reimbursement).
Salary: $41,000 to $50,000 per year
United Way Manitowoc County offers 10 paid holidays (9 designated + 1 floating), vacation, health & wellness services program, sick leave accruing up to 45 days maximum, Employee Assistance Program up to 8 sessions, Simplified Employee Pension IRA with 10% employer contribution, life insurance 1x annual salary, long-term disability, and mileage reimbursement.