About This Role
Managing program revenue marketing, department project management, and core marketing channels is the focus of this Marketing Director role. You will work to grow YMCA membership, program enrollment, and community engagement. This position involves setting campaign strategies and targets, audience and channel approaches, timing, and department priorities, while working within organizational goals, budgets, and brand standards.
Responsibilities
- Develop and manage marketing plans, targets, and campaigns for membership and program enrollment in partnership with program leaders
- Measure results against enrollment and revenue goals and support fundraising campaigns with social promotion
- Manage the department's intake process, request forms, creative briefs, master marketing calendar, and project management tool
- Co-lead prioritization with the VP of Marketing and Communications
- Manage email automation; develop email strategy, calendars, audience segmentation, testing, and lead-nurture automations in HubSpot and Daxko Engage
- Build and deploy membership and program campaigns using copy from the Director, Communications & Content
- Develop and manage organic social media strategy, content calendars, publishing, and community management
- Lead the branch social advocates program and adjust strategies based on audience performance
- Own the website platform; manage web development vendors, set priorities for site improvements, and evaluate content structure, user experience, and conversion
- Lead search engine and answer engine optimization strategy with the external SEO vendor and partner with the Director, Communications & Content on AEO-ready content
- Track email, social, and web performance, maintain dashboards, and supply channel data and recommendations for department reporting led by the VP of Marketing and Communications
- Support the VP of Marketing and Communications with campaign setup, landing pages, and conversion tracking when advertising volume requires
- Direct campaign creative requests to the Creative Services Specialist through the intake process and review work for alignment with campaign goals
- Coordinate with executive directors and department leaders on marketing approaches and exercise judgment in prioritizing requests, channels, timing, and resources
- Apply YMCA brand standards across marketing channels and advise internal partners on effective, inclusive, and brand-aligned communications
- Identify opportunities to improve marketing systems, processes, and campaigns and recommend appropriate use of emerging digital marketing practices and tools, including AI
- Provide occasional evening and weekend support for events, programs, and time-sensitive communications, including inclement weather updates
