Senior Vice President, Marketing

YMCA
Salary
$220,000.00
$260,000.00
Resumes Accepted Until
Resume Contact
[email protected]
Join your passion to our mission!
Job Description

The Senior VP, Marketing provides marketing and brand development leadership to the organization,  ensuring that the mission, strategy and impact of the Y is appropriately positioned in the public domain, and that the Y’s programs and services are actively and effectively marketed in order to achieve all revenue, membership and enrollment objectives. The Senior VP, Marketing is responsible for overseeing the planning, development and execution of the Y's marketing, communications and brand development initiatives. The Senior VP, Marketing's primary responsibility is to drive qualified leads for the Y’s programs and services through successful marketing, using the tools of market research, product marketing, marketing communications, social media, advertising and public relations. 

The Senior VP, Marketing is the “conscience” of the Y’s brand, leading the organization’s efforts to develop and appropriately define its brand and brand experience and then working across the organization to ensure that the Y’s brand strategy and positioning is appropriately infused throughout every touch point. 

Qualifications

▪ Mission Advancement: Incorporates the Y’s mission and four core values (caring, honest,  respect and responsibility) into the organization’s vision and strategies. Ensures community engagement; promotes the global nature of the Y. Leads a culture of volunteerism, ensuring engagement, inclusion, and ownership. Leads a culture of philanthropy. 

▪ Collaboration: Initiates the development of relationships with influential leaders to impact and strengthen the community. Able to relate to and inspire people from all levels and backgrounds across the entire organization. Is recognized as an inspirational community leader who navigates complex political and social circles with ease. Communicates to engage and inspire people within and outside the Y. Ensures that a talent management system is in  place and executed effectively. 

▪ Operational Effectiveness: Possesses penetrating insight and strong strategic and critical thinking skills. Invests resources in well-designed innovation initiatives. Creates a structure to deliver organization-wide results to achieve objectives. Develops and implements stewardship strategies. Determines benchmarks and ensures appropriate leadership to meet objectives. Is  a “player/coach;” i.e. can and will both do the work and lead the work. 

▪ Personal Growth: Creates a learning organization. Effectively drives change by leveraging resources and creating alignment to expand organizational opportunities. Shares authority and demonstrates integrity, courage and humility. Has the functional and technical knowledge and skills required to perform well; uses best practices and demonstrates up-to-date knowledge and skills in technology. 

Essential Functions

Essential Responsibilities 

Develop a marketing strategy that is consistent with the Y’s overall strategy and organizational  objectives 

Work collaboratively with senior leaders to develop and execute relevant and effective marketing initiatives to support the Y’s financial, revenue and operational objectives.

Grow and develop the in-house marketing team, and build a network of reliable external agencies and marketing resources. 

Conduct market research and stay abreast of competitor positioning and activity.

Set annual marketing goals and objectives in conjunction with the CEO 

Determine and track KPIs relevant to the marketing team’s work and objectives

Create and present the annual marketing plan and strategy 

Use data and reports to make evidence-based decisions 

Stay up to date with the latest marketing and brand best practices 

Manage the Y’s marketing budget in accordance with budget parameters 

Working with other senior leaders, lead the development and implementation of an overall  brand experience strategy, and develop a process to monitor and evaluate the efficacy of how  that strategy is being experienced throughout the Y’s programs, facilities, and organization 

Play a key role in the Y’s overall senior leadership, helping to guide and influence overall strategy, goals and impact. 

Represent the Y in Central Maryland by showing leadership within Y-USA marketing and brand forums, and continuously benchmark with key Y marketing colleagues to identify opportunities for improvements within our association. 

A minimum of seven to ten years in senior-level consumer marketing management, preferably in the top or number two marketing roles, of a similar size/scope service-intensive, multi-site,  multi-faceted organization (senior marketing experience in the Y is not required). 

Well-rounded, relevant functional experience and demonstrated success working in or with consumer services businesses or organizations in the areas of: advertising; market research;  data analytics; product development and management; strategic planning; communications and public relations; brand management; and fiscal management. 

Exceptional leadership skills, including the ability to work with internal and external leaders to craft a vision and engage others in it; impeccable character and integrity; the ability to motivate and inspire others; strong team-building skills; excellent interpersonal and relationship development skills; and sound business judgment. 

Outstanding communication skills (written, oral, formal presentations, listening); the ability to convey a vision, position, and clear message and to inspire others to support it. ▪ Strategic thinking acumen and strong analytical skills combined with the ability to execute a plan and allocate resources appropriately. 

A track record of outstanding people management, including the ability to: motivate and engage others, lead change; create a performance organization; hire and develop exceptional talent; make decisions; operate with the highest ethics and integrity; build trust and consensus; effectively delegate and empower.  

Ability to relate effectively to diverse groups of people from all social and economic segments of the community; track record of building authentic, constructive relationships with others.

A demonstrated track record of community leadership, visibility, and credibility

Bachelor’s degree required (M.B.A. or advanced degree preferred, but not required).