VP of Communications and Marketing

VICE PRESIDENT OF COMMUNICATIONS & MARKETING

JOB DESCRIPTION

JOB TITLE: Vice President of Communications and Marketing

LOCATION: Friends of Acadia Office

REPORTING TO: President & CEO

JOB STATUS: Full-time (40 hours) Exempt

JOB SUMMARY: The Vice President of Communications oversees the organization's communications and marketing efforts, including the Friends of Acadia brand and public presence, public relations, advocacy communication, campaign and event promotions, and all communications and marketing related activities necessary to achieve Friends of Acadia's mission, vision, and strategic objectives. This includes developing and executing a strategic communications engagement plan and building and directing the work of a high-impact communications team.

The Vice President of Communications also works closely with Acadia National Park to develop communications and outreach plans and coordinate communications efforts on key issues affecting the park and surrounding communities.

The Vice President of Communications serves as a member of the FOA staff management team and

fosters strong communication and collaboration across departments to help build an effective

organization and positive work environment. The Vice President of Communications leads by

example in supporting a culture of safety, respect, professionalism and inclusion. The Vice

President of Communications serves as a mentor and leader for all staff providing support to cross

functional projects.

JOB RESPONSIBILITIES:

COMMUNICATIONS STRATEGY & LEADERSHIP (35%):

• Strategic Planning: Leads the implementation of FOA's strategic communications and engagement plan, including brand positioning, key audiences, and communications strategies, messages, tactics, and key measures for success. To ensure success, the plan aligns with the organization's strategic priorities and takes a highly collaborative approach.

• Outreach & Engagement Plan: Develop and implement outreach strategies to achieve the goals outlined in Friends of Acadia's strategic plan and engage a broad audience in Friends of Acadia's mission, while raising public awareness of its work.

• Leadership: Serve as an advisor to the management team on matters related to Friends of Acadia's brand image and public presence. Fosters strong communication and collaboration to build an effective organization and positive work environment. Assist in furthering diversity, equity, and inclusion education and efforts within Friends of Acadia and Acadia National Park.

• Acadia National Park Communications Partner: Work closely and effectively with the Acadia National Park's Superintendent, Interdisciplinary Communications Team, and Visitor Education and Experience Division to assist in developing communications and outreach plans aimed at educating visitors and addressing key issues affecting the park and surrounding communities.

• Brand Strategy & Stewardship: Oversee Friends of Acadia's brand, both internally across the organization, and externally, to both build brand awareness and achieve brand continuity and consistency. This includes developing clear brand positioning and messaging, as well a strong brand identity. It also includes developing brand standards, style guides, and employee orientation tools necessary to facilitate effective communication and empower employees (and volunteers) to become brand ambassadors.

• Outreach/PR Strategy: Create and execute marketing plans and public relations strategies to guide Friends of Acadia's efforts in cultivating and enhancing relationships with its members/donors, potential members/donors, volunteers, community stakeholders, park partners, visitors, public officials and leaders, national partners, the media, and the public.

• National Leadership/Networking: As a member of the management team, collaborate with others to position Friends of Acadia as a thought leader nationally and as a premier friends group. This includes national networking, relationship building, and outreach to other parks, friends groups, and other conservation organizations facing the same key issues and challenges.

• Oversee FOA Communications Programs: Oversee all aspects of the Friends of Acadia communications and marketing program, including branding, advertising, publications, materials, and programs. This includes managing the production, writing, and editing of Acadia magazine (published three times per year) and the Impact Report (formerly Annual Report); as well as overseeing the organization's website; email marketing; social media marketing; event marketing; and development and membership campaigns and materials in collaboration with the team's Digital Marketing Manager and Website and Content Manager. It also includes evaluation, measurement, and continuous improvement of these communications channels/programs.

• Impact Storytelling: Serve as the primary strategist, providing direction to the communications team and other staff on Friends of Acadia's impact communications strategy. Accountable for articulating, engaging, and coaching the team to execute compelling and visual storytelling that appeals to and engages a variety of key audiences, while illustrating the impact of Friends of Acadia's programs and initiatives.

• Public Relations: Develop and execute a media strategy and serve as a spokesperson for Friends of Acadia when necessary. Manage Friends of Acadia's media relations and public relations efforts by keeping abreast of key issues and news and developing and maintaining relationships with various media outlets. Plan, write, and edit media advisories, press releases, speeches, talking points, and public statements as necessary. Oversee crisis communication.

• Event Strategy & Marketing: Support and help facilitate the creation, scheduling, promotion, and production of virtual and community events, the Annual Meeting, and Annual Benefit, as well as Take Pride in Acadia Day, Earth Day Roadside Cleanup, etc.

• Actively recruit, manage, and develop a communications team that supports the creation and implementation of the strategic communications plan and helps the organization achieve its strategic objectives, while furthering the Friends of Acadia brand.

• Build organizational capacity by identifying the skills needed in the department and recruiting and developing staff in alignment with those strategic priorities.

• Source, hire, and manage external resources such as vendors, contractors and/or volunteers as necessary to do the work.

• Facilitate effective cross-functional teamwork and collaboration within the communications team and across the organization to achieve organizational goals and objectives, including fundraising and programmatic objectives.

• Effectively develop and manage the communications department budget.

• Provide brand, messaging, and communications consulting to Friends of Acadia's programs, development, and administrative teams and collaborate as necessary to achieve the organization's overall communications and outreach objectives.
• Provide competitive and market research as needed to develop and implement strategic communications and marketing plans.
• Stay abreast of the latest branding, marketing, and communications trends.
• Other projects and duties as assigned.

• Bachelor's degree in journalism, communications, marketing, or a related field (advanced degree preferred).
• A minimum of 10 years of experience in a communications or marketing management role.
• Five to seven years of demonstrated leadership and management experience within and across teams.
• A strong communicator able to interface with a variety of internal and external audiences.
• Exceptional written, verbal, interpersonal, and presentation skills, with the ability to engage and collaborate with organizational and park leadership and staff, the Board of Directors, and others.
• Extensive successful writing and editing experiences (externally focused) with a variety of digital and print media.
• Demonstrated experience developing and implementing strategic communications and marketing plans and programs to advance an organization's mission and goals.
• Experience developing brand strategies, including brand positioning and messaging, and oversee the organization's public presence to ensure consistency and continuity.
• Demonstrated skill and comfort in proactively building relationships with reporters and editors, and in successfully positioning subject matter with the media to receive top tier placements.
• An innovative thinker with a track record of translating strategic thinking into action plans and outputs.
• Five to ten years of successful experience hiring, building, mentoring, coaching, and engaging a team of skilled communicators.
• Excellent judgement and creative problem-solving skills, including negotiation and conflict resolution.
• Demonstrated experience in, building, fostering and leading in a team-oriented, collaborative environment.
• Experience developing and managing budgets and balancing budgets and priorities.
• Demonstrated ability to work and lead in a deadline-driven environment and to handle pressure and prioritize, while juggling multiple projects and deadlines.
• Ability to make decisions in a changing environment and anticipate future needs.
• A passion for Acadia National Park and Friends of Acadia's mission and vision.