VP, Brand Marketing

UWBA is committed to building and maintaining a diverse staff and an inclusive workplace that values equity. We welcome applications from immigrants, BIPOC, LGBTQ applicants, and people with lived experience in poverty.
Overview: The United Way Bay Area (UWBA) is leading a network of corporations, government agencies, nonprofits, and individuals to create lasting change for Bay Area residents and families. With a history that spans over 100 years and programs that tackle the issue of local poverty from every angle, UWBA is uniquely positioned to mobilize and motivate all sectors of the community toward the vision of ending the cycle of poverty.
As UWBA responds to cultural shifts in the workplace, fundraising, and digital communications, it is guided by core values of innovation and results-driven creativity. Through a variety of existing and emerging initiatives, UWBA seeks to both strengthen and re-imagine its work at all levels in order provide more and better opportunities for struggling Bay Area residents. The Vice President, Marketing will serve as a valued member of the Leadership Team, reporting to the Chief Advancement Officer. Working closely with the Leadership Team on strategic direction, the Vice President, Marketing will oversee the development and management of the brand, marketing and communication efforts required to support the long-term strategic direction of the organization. Oversees the planning and development of UWBA marketing efforts and the branding of UWBA programs. The VP, Marketing ensures the integration of effective marketing and communication strategies, both internally and externally, across all functional areas of United Way. They provide day-to-day leadership of the Marketing Department which includes the Community Engagement Team.
Brand Management
· Responsible for building and sustaining a strong, compelling local brand identity consistent with UWBA’s mission and values and national UWW standards.
· Ensures brand consistency in all UWBA collateral, communications, and events.
· Ensures values of diversity, equity, and inclusion are reflected in all aspect of UWBA brand expression.
· Identifies opportunities and supports initiatives that strategically build UWBA’s brand.
· Oversees program branding to ensure UWBA visibility and brand consistency.
· Partners with HR and Leadership Team to ensure the strength of UWBA’s employer brand.
Marketing
· Leads transformation, modernization, and innovation for the Marketing Department, in collaboration with other members of the Leadership Team.
· Leads the strategic and day-to-day marketing efforts of the organization. Builds digital marketing capabilities in collaboration with United Way Word Wide in addition to other local United Ways collectively working on shared strategies and content.
· Leads the marketing team with an emphasis on data analytics to make strategic and data-driven decisions using digital and social media dashboards and tools.
· Defines key performance indicators, and leads the team to measure, track and report on the effectiveness of marketing and communications tactics.
· Develops effective partnerships with media, corporate and nonprofit partner professionals and others to enhance UWBA’s marketing and promotional efforts.
· Develops effective strategies for reaching diverse communities in the Bay Area.
· Works closely with Development, provides strategic marketing for events.
· Partners with Chief Advancement Officer on strategy, creation, and execution of cause marketing initiatives.
· Utilizing local and UWW resources, develops compelling sales and marketing materials to support all UWBA fundraising efforts.
· Periodically assesses the effectiveness of UWBA marketing efforts.
· Evaluates and utilizes new and existing technologies to further the work of UWBA in relationship to marketing and brand awareness.
Oversees the development of concept and copy for all high-level communication projects including speech writing, key partner presentations, messaging, advertising, web-based tools, and interactive communications such as social media.
· Maintains an integrated communication plan emphasizing implementation and action to strengthen and clarify United Way’s role in addressing issues.
· Working with PR consultants, develop effective partnerships and working relationships with local media to ensure positive UWBA coverage and maximum exposure.
· Community Engagement
· Works closely with the Senior Director, Community Engagement, build and launch an effective and comprehensive strategy for engaging volunteers and other community members through events, including materials for sponsor cultivation.
· Periodically assess the efficacy of community engagement efforts, through program surveys and other instruments, gauging the sentiment of all stakeholders to inform future engagement strategies.
· Ensures UWBA’s website is effective and efficient in communicating with volunteers and participants.
With support from other members of the Leadership Team, leads and manages board subcommittees and task forces with an individual engagement or marketing mission.
· Responsible for day-to-day supervision of Marketing staff, consultants and related administrative tasks.
· Responsible for developing and monitoring department budgets, vendor payments and overall accountability for department finances in partnership with UWW Finance.
· In partnership with the Chief Advancement Officer, supports and contributes to direction for executive leadership in internal/external communications about the vision and overall strategies of the organization.
Prior experience managing a marketing and communications team, function in a in-house, agency, or centralized setting.
· Strategic and operational planning skills – sets long-term objectives and strategies for meeting goals; Thorough appreciation of and commitment to diversity, equity, inclusion, and belonging.
· Thorough knowledge of development and implementation of integrated communication plans and marketing strategies that drive strategic business decisions.
· Build strong internal and external working relationships with marketing community, high level volunteers, and community non-profit leaders.
· Positive, proactive, solutions-oriented disposition with exceptional ability to collaborate and build relationships across all parts of the organization, including staff, volunteers, vendors, and fellow non-profit community leaders.
10+ years’ experience in marketing, with at least 3 years’ experience managing a marketing department of 5 or more staff members.
· Deep understanding of the unique marketing and communication needs of non-profit organizations.
· High level of self-awareness, humility, and emotional intelligence; Superior project management skills, including the ability to lead others to manage work plans, timelines, and budgets; Understanding of key technologies used for creative production, project management, communications, and fundraising.
· Experience with technology designed to support non-profit and/or marketing success: Salesforce, HubSpot and Fundraise Up (or similar platforms)
· Working knowledge of content management technology is a plus. Proficiency with Microsoft Office applications including Microsoft Word, PowerPoint, Excel, Outlook, and other critical systems required.
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