Vice President of Marketing

2 months ago

Minneapolis, United States Penn Foster Inc Full time

Job Summary: The Vice President of Marketing is responsible for providing vision and leadership for all association-wide marketing initiatives. This includes activities related to conceptualizing and implementing innovative, high-impact market strategies, and achieving marketing targets for increased brand awareness, membership and fundraising revenue, and volunteer engagement. Set marketing roadmap and lead strategic direction to achieve association’s business and financial growth and retention goals. The incumbent ensures best practices in traditional and digital marketing, including social media, email, website, print, and mail.

2.

Essential Functions: · Establish, direct, execute, and oversee integrated brand and marketing strategies, policies, and initiatives to meet organizational objectives. · Mentor, motivate, and lead the Marketing team and its day-to-day operations, with continual focus on business objectives and success. Develop and retain talented employees leading the team to become a high-performing, highly engaged marketing organization. · Establish a best-in-class web presence that supports community positioning, product awareness, and growth goals. · Continue to develop and strengthen the association’s image to build brand and nonprofit awareness, relevance, reputation, and esteem among target audiences. · Lead the creation and production of inspiring design, content, and campaigns that build the brand and drive consumer behavior. · Refine and update each brand positioning based on market traction, customer feedback, and desired differentiation as needed. · Evolve new market consumer positioning and strategy, in partnership with the sales team and program leaders, to effectively support new market growth. · Manage the effective scaling of the marketing budget, allocating spending and optimizing a blend of channels to hit growth targets while thinking long-term and resourcefully. · Oversee the organizational pricing strategy, in collaboration with the sales team . · Gather data on performance metrics and other measures of success; prepare statistical analyses and reports related to marketing efforts. · Understand and interpret research and market dynamics for use in optimizing strategy and/or gaining efficiencies and developing new programs to best meet key business, sales, and revenue objectives. · Analyze both quantitative data and qualitative insights to know what motivates our customers to test hypotheses and scale wins across the customer journey. · Develop meaningful relationships with third party vendors and other external agencies and suppliers to ensure the successful delivery of our overarching strategy to engagement. · Lead efforts to create a best-in-class social media presence that empowers stakeholders to create a contagious brand. Develop innovative campaigns that increase quality followers and turn them into future consumers. · Manage business functions of the team to ensure resourcing, hiring, vendor management, and processes are all optimized. · Collaborate with leaders across the organization to inform and implement strategic priorities and goals.

3. Organizational Relationship: The Vice President of Marketing reports to the Executive Vice President of Advancement who reports to the President/CEO. The Vice President of Marketing provides leadership and direction to marketing and communication teams.

4. Qualifications: Required: · Bachelor's degree in marketing, communications, business, or equivalent coursework. · Ten (10) years of marketing and communications experience in positions of increasing responsibility, with a focus on market expansion, identifying and leveraging emerging market trends. · Experience developing high-level marketing and brand strategy in line with the strategic vision of the organization. · Visionary with a deep understanding of traditional and innovative marketing strategies and a proven track record of creating campaigns and initiatives that will drive and increase revenue. · Demonstrated experience leading digital marketing programs and content development, including but not limited to website, search engine optimization, social media, and email marketing. · Develop and present creative marketing plans, analyze customer data for insights into trends and opportunities, utilize customer feedback to improve product features or support services and lead cross-functional teams in developing integrated campaigns. · Strong understanding of Google Analytics. · Ability to lead production of high-quality editorial content in print and digital environments. · Exceptional interpersonal skills, adept at successfully building internal and external relationships. · Innovative thinker and creative problem solver with a willingness and proven ability to challenge the status quo. · Ability to be flexible, self-motivated and positive, and to respond to the dynamics of a changing environment. · Ability to build, inspire, motivate, and lead a team toward success. · Exceptional written, oral, presentation, and editing skills.

5. Work Conditions: · Travel locally and nationally for meetings and special events.

6. Additional Notes: This job description represents the major functions of the position but is not intended be all-inclusive. The incumbent is also responsible for taking direction from the President/CEO and the senior leadership team or their representatives in completing projects or performing duties deemed necessary for the organization’s success.

Diversity, Equity and Inclusion Pledge The Y of the North is committed to the work and everyday practices of eliminating disparities and eradicating of unjust systems to become a multicultural, anti-racist and anti-oppressive organization. YMCA of the North team members and volunteers must exemplify the association’s mission, vision and values of caring, equity, honesty, respect and responsibility. The YMCA of the North continues to develop plans and strategies to ensure team members and volunteers reflect the demographics of the communities we serve. We will continually conduct institutional racism and oppression review of our policies, procedures and practices in recruitment and selection; compensation and benefits; professional development and training; promotions; transfers; layoffs; terminations; and the ongoing development of a multicultural, anti-racist and anti-oppressive work environment and culture that promotes equity and respect for the human dignity of all. We value and respect this diversity and choose to be inclusive through our acceptance of all.

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