Vice President of Marketing

Description

The Vice President of Marketing & Brand Strategy leads enterprise-wide marketing and brand strategy for the YMCA of Southwest Florida, ensuring the Y’s mission, impact, and value are clearly represented across the community and marketplace. This role drives program and membership growth and strategic initiatives by developing and executing integrated, data-informed marketing strategies that generate qualified leads and achieve revenue, enrollment, and membership & program objectives.

As the lead brand steward, the VP shapes and protects the YMCA brand experience at every touchpoint, ensuring full alignment with Y-USA brand standards across all locations, campaigns, and platforms. A critical priority is the close partnership with the Philanthropy Department—especially the VP of Philanthropy, the “voice” of the Y for mission and donor engagement—to ensure donor-facing storytelling and fundraising materials are compelling, authentic, and brand-aligned. The VP of Marketing & Brand Strategy fosters innovation, builds strong teams, and collaborates across the association to deliver measurable results that advance youth development, healthy living, and social responsibility.

Requirements

ESSENTIAL FUNCTIONS

Strategy, Planning, and Growth

• Develop and lead an association-wide marketing strategy aligned to organizational goals, brand priorities, and financial targets.
• Set annual marketing goals and objectives with the COO and senior leadership; create, present, and manage the annual marketing plan.
• Translate association strategy into branch-ready marketing priorities, tools, and calendars that drive consistent execution.
• Monitor internal performance tracking through regular review of financials, enrollment and membership reports, and marketing KPIs; maintain a full understanding of trends, identify risks/opportunities early, and proactively adjust strategies to stay ahead of association goals.

Lead Generation, Enrollment, and Performance Marketing

• Serve as the primary driver of qualified leads for membership and program enrollment across all lines of business.
• Oversee multi-channel marketing including digital campaigns, paid media, social media, SEO/SEM, email marketing, and targeted promotions.
• Establish and manage marketing funnels from awareness through conversion and retention; optimize for ROI and community reach.
• Determine, monitor, and report KPIs (leads, conversion rates, enrollment velocity, retention indicators, CAC, and brand health).
• Partner with senior leaders and branch teams to drive and ensure 3–5% association growth by core business area, using targeted lead-generation strategies and performance tracking.

Market Research and Positioning

• Conduct market research to understand community needs, member behavior, and program demand.
• Track competitor activity and positioning; apply insights to refine messaging, value propositions, and growth opportunities.

Brand Stewardship and Experience

• Lead the development and implementation of an association-wide brand experience strategy.
• Ensure consistent brand integration across programs, facilities, digital platforms, staff/volunteer practices, and member communications.
• Ensure compliance with all Y-USA brand standards and usage requirements, coach branches on consistent application.

Partnership with Philanthropy (Critical Priority)

• Serve as a key strategic partner to the Philanthropy Department.
• Work in close collaboration with the VP of Philanthropy (the “voice” of the Y for mission and donors) to support annual giving, major gifts, capital campaigns, and stewardship strategies.
• Ensure donor-facing campaigns, collateral, impact reports, and storytelling reflect YMCA values, brand standards, and measurable community impact.
• Align marketing and fundraising calendars to maximize campaign effectiveness and donor engagement.

Team, Budget, and Resource Leadership

• Lead, coach, and develop a high-performing in-house marketing team; build a culture of innovation and accountability.
• Build and manage a network of qualified external agencies and freelance resources to extend capacity.
• Manage the association marketing budget within parameters; allocate resources based on performance and strategic priorities.

Leadership and Community Representation

• Serve on the executive leadership team, helping guide enterprise strategy, community positioning, and impact growth.
• Represent the YMCA of Southwest Florida in Y-USA marketing/brand forums and peer benchmarking networks to adopt best practices and elevate association performance.
• Support reputation management and crisis/issue response as needed to protect trust in the Y.

LEADERSHIP QUALIFICATIONS

Mission Advancement

• Integrates the Y’s mission and core values into strategy and daily decision-making.
• Advances community engagement, volunteerism, and a culture of philanthropy in partnership with Philanthropy leadership.

Collaboration

• Builds strong relationships with community and internal leaders; inspires across diverse audiences.
• Forms a trust-based, high-impact partnership with the VP of Philanthropy to elevate donor engagement and mission voice.

Operational Effectiveness

• Strong strategic and analytical thinker; invests in innovation tied to measurable outcomes.
• Creates structure, benchmarks, and accountability; operates as a player/coach.

Personal Growth

• Leads change with integrity, humility, courage, and continuous-learning mindset.
• Maintains current expertise in marketing best practices and technology.

  REQUIRED QUALIFICATIONS & EXPERIENCE

• 7–10+ years of senior-level consumer marketing leadership, preferably in a top or #2 marketing role for a multi-site, service-intensive organization.
• Demonstrated success developing and executing enterprise marketing strategies that drive measurable growth in leads, enrollment, membership, and revenue.
• Well-rounded expertise across:
  • Advertising and campaign strategy
  • Market research and competitive positioning
  • Data analytics, KPI dashboards, and performance optimization
  • Product/program marketing and lifecycle management
  • Brand strategy, governance, and standards compliance
  • Public relations and community storytelling
  • Budget and vendor/agency management
• Proven people leader with a strong track record hiring, coaching, and developing high-performing teams; able to operate as a “player/coach.”
• Outstanding communication skills (written, oral, and presentations) with the ability to convey vision, influence peers, and inspire action.
• Demonstrated ability to build authentic relationships with diverse audiences and community stakeholders, with credibility and visible community leadership.
• Bachelor’s degree required in Marketing, Business, or related field; MBA/advanced degree preferred.

CERTIFICATIONS AND TRAINING REQUIREMENTS:

• CPR and First Aid Certifications preferred.
• Completion of YMCA of the USA Child Abuse and Neglect class
• Completion of the YMCA’s Blood Borne Pathogens training
• Must be able to meet the association’s background screening requirements. 
• Adhere to drug/alcohol/smoke free workplace policy.
• Additional training classes as recommended by the Supervisor.

WORK ENVIRONMENT & PHYSICAL DEMANDS:

· The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

· While performing the duties of this job, the employee is regularly required to use a computer for extended periods of time and be able to communicate using a computer and phone/smart device. The employee frequently is required to sit and reach and must be able to move around the work environment. 

· The employee must occasionally lift and/or move up to 10 pounds. 

· Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust.

· The noise level in the work environment is usually moderate. 

· On-site attendance is required of this position.

YMCA of Southwest Florida has reviewed this job description to ensure that essential functions and basic duties have been included. It is intended to provide guidelines for job expectations and the employee's ability to perform the position described. It is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. This document does not represent a contract of employment, and YMCA of Southwest Florida reserves the right to change this job description and/or assign tasks for the employee to perform, as the YMCA of Southwest Florida may deem appropriate.