Summary
Description
Working within organizational goals, budgets and brand standards set with the VP of Marketing and Communications, this position exercises independent judgment in setting campaign strategies and targets, audience and channel approaches, timing and department priorities. The Director plans, executes and evaluates campaigns, manages web and SEO/AEO vendors, and uses performance data to improve results and inform future marketing decisions.
Working collaboratively with the Marketing and Communications team, executive directors, program leaders and the Development team, this position serves as the department's marketing lead for membership, youth development, sports, aquatics, camp and other YMCA program priorities.
SUPERVISORY RESPONSIBILITIES
This position does not have direct supervisory responsibilities. The Director manages external web development and SEO/AEO vendors and leads the branch social advocates program.
ESSENTIAL FUNCTIONS/EXPECTATIONS
- Program Revenue Marketing: Develops and manages marketing plans, targets and campaigns for membership and program enrollment in partnership with program leaders; measures results against enrollment and revenue goals and supports fundraising campaigns with social promotion.
- Project Management & Intake: Manages the department's intake process, request forms, creative briefs, master marketing calendar and project management tool; co-leads prioritization with the VP of Marketing and Communications.
- Email Marketing & Lead Automation: Manages the email automation; develops email strategy, calendars, audience segmentation, testing and lead-nurture automations in HubSpot and Daxko Engage; builds and deploys membership and program campaigns using copy from the Director, Communications & Content.
- Social Media: Develops and manages organic social media strategy, content calendars, publishing and community management; leads the branch social advocates program and adjusts strategies based on audience performance.
- Website & Digital Presence: Owns the website platform; manages web development vendors, sets priorities for site improvements and evaluates content structure, user experience and conversion.
- SEO & AEO: Leads search engine and answer engine optimization strategy with the external SEO vendor and partners with the Director, Communications & Content on AEO-ready content.
- Analytics & Performance: Tracks email, social and web performance, maintains dashboards and supplies channel data and recommendations for department reporting led by the VP of Marketing and Communications.
- Digital Advertising Support: Supports the VP of Marketing and Communications with campaign setup, landing pages and conversion tracking when advertising volume requires.
- Creative Coordination: Directs campaign creative requests to the Creative Services Specialist through the intake process and reviews work for alignment with campaign goals.
- Marketing Consultation & Prioritization: Coordinates with executive directors and department leaders on marketing approaches and exercises judgment in prioritizing requests, channels, timing and resources.
- Brand Stewardship: Applies YMCA brand standards across marketing channels and advises internal partners on effective, inclusive and brand-aligned communications.
- Continuous Improvement: Identifies opportunities to improve marketing systems, processes and campaigns and recommends appropriate use of emerging digital marketing practices and tools, including AI.
- Organizational Support: Provides occasional evening and weekend support for events, programs and time-sensitive communications, including inclement weather updates.
- Mission & Values: Demonstrates the YMCA values of caring, honesty, respect and responsibility and supports communications and workplace practices that foster inclusion and belonging.
