The Vice President, Brand Strategy will lead Teach For America’s enterprise marketing strategy. You will strive to ensure that the organization’s brand positioning and identity is understood, socialized, and stewarded across all internal and external key audiences. You will work in partnership with the key leaders across the marketing and communications team to develop and activate marketing strategy across media channels and audience targets. You will manage the teams responsible for creative, editorial, and events to ensure a bold, cohesive, coherent, and compelling execution of our brand strategy in support of our business priorities. The ideal candidate will be skilled in developing and managing marketing strategy, shaping the creative direction of an organization, strengthening teams, bringing order to complex situations, and working cross-functionally at all levels of the organization. This role reports to the Senior Vice President, Marketing and Communications and will work closely with a broad range of business partners externally and across the organization.
Set Creative Vision and Direction – 30%
- Shape and steward the long-term creative vision and direction of the enterprise, working with the SVP and Leadership Team of Marketing and Communications
- Develop and socialize TFA’s brand values and personality, and evangelize TFA’s brand and the importance of on-brand communication
Drive Marketing Strategy – 40%
- Define TFA’s enterprise marketing strategy, including high-level campaign calendar and success goals per campaign
- Oversee the integration and execution of TFA’s owned and branded communications, including visual assets, editorial, and events to ensure an optimal brand experience for all Teach For America participants and supporters
- Cultivate a nuanced understanding of Teach For America’s theory of change, participant journey, and program continuum, and collaborate with audience leads to determine how TFA’s brand personality flexes to accommodate each audience’s unique needs
- Partner with the Insights team to develop deep customer insights audience segmentation, and identify brand opportunities
- Manage agency engagement and vendor management to support creative partnerships
- Provide strategic consultation to national and regional teams executing brand campaigns
Team Leadership and Management – 30%
- Serve on the Marketing & Communications leadership team and collaborate on shaping and executing integrated strategies and tactics leveraging agile methodologies
- Manage, coach, and mentor a team of 17 staff members who bring our brand to life through creative, editorial content, and events, supporting their professional growth and performance to goals
- Collaborate with VP, Product Strategy to identify the role of each channel in supporting the marketing strategy
- Collaborate with VP, National Communications to identify TFA’s key messages and plan supporting communications and content
- Experience in the marketing field, agency experience preferred
- Experience managing or shaping creative expression of a brand
- Proven track record of developing sound strategy and successfully delivering project results across a diverse group of stakeholders
- Demonstrated commitment to the professional development and growth of others and ability to excel managing across lines of difference
- Deep experience with multicultural engagement
- Deep experience running cross platform, multicultural campaigns
Skills
- Strong skills in developing and managing digital marketing strategy
- Ability to operate in an agile environment, manage internal and external partnerships, navigate complexity, understand partner needs, and manage planning for and execution of marketing programs across multiple channels
- Exceptional written and verbal communications skills; ability to bridge communication among technical and non-technical project staff and partners at all levels of the organization
- Embrace a fast-paced environment, operate with a high sense of possibility, and an outcomes orientation
- Leads with a commitment to diversity, equity and inclusiveness in all aspects of the work
Work Demands
- Ability to travel for team meetings 2-3 times per quarter