Marketing Communications Director

The Director of Marketing and Communications is responsible for creating and executing an impactful marketing and communication strategy that drives membership growth, program engagement, inclusion, and brand visibility. This leader will tell the YMCA's story by highlighting the real-world impact of its programs and services on members and participants through compelling narratives, photos, and videos. The role involves leading strategy, fostering community engagement, and ensuring alignment with the YMCAs mission and values.

ESSENTIAL FUNCTIONS:

• Strategic Marketing Leadership:

• Develops and implements an annual marketing and communications plan aligned with the YMCAs strategic priorities.
• Tracks and evaluates the effectiveness of campaigns, adjusting strategies to meet defined objectives for membership, program participation, and community impact.
• Uses data insights from member demographics, engagement metrics, and community surveys to craft tailored marketing campaigns and refine storytelling approaches.
• Storytelling and Impact Communication:

• Develops and implements a storytelling strategy that highlights the transformative impact of YMCA programs and services on individuals, families, and communities.
• Collaborates with staff, program leaders, and participants to collect testimonials, photos, videos, and success stories that reflect the Ys mission and values.
• Incorporates storytelling elements into campaigns, social media, newsletters, the Annual Report, and promotional materials to deepen audience engagement.
• Brand Management:

• Upholds Y-USA brand standards for visual and messaging consistency across all marketing platforms.
• Ensures the Ys storytelling aligns with brand guidelines and reflects the diverse communities served.
• Serves as the primary liaison with Y-USAs Brand Team and ensures the organization maintains brand compliance certification.
• Creative Development & Vendor Relations:

• Designs compelling, inclusive marketing collateral for multi-channel distribution, such as program guides, brochures, digital ads, and impact reports.
• Manages relationships with creative vendors, including printers, photographers, and designers, ensuring high-quality and cost-effective results.
• Communications & Media Relations:

• Develops and manages an editorial calendar, including storytelling campaigns, press releases, newsletters, and the Annual Report.
• Builds relationships with local media and community stakeholders to promote YMCA initiatives, share stories, and enhance visibility.
• Develops internal communication tools to share impactful stories with staff and volunteers, fostering a sense of pride and mission alignment across the organization.
• Crisis Communications:

• Collaborates with the leadership team to develop and maintain a crisis communication plan, including pre-written templates for various scenarios.
• Annually reviews and updates plans with input from leadership.
• Digital Presence:

• Oversees the maintenance and performance of the YMCAs website, ensuring optimal user experience, SEO performance, and analytics tracking.
• Integrates impact stories and visual content into the website to enhance user engagement.
• Social Media & Digital Engagement:

• Develops and implements strategies for social media platforms to share the Ys impact stories, build community engagement, and promote programs.
• Captures and curates stories, photos, and videos to share across platforms in a consistent and mission-driven voice.
• Stays informed of emerging trends in digital marketing, storytelling techniques, and technology to ensure strategies remain fresh and relevant.
• Budget & Fiscal Responsibility:
• Prepares, monitors, and manages the annual marketing and communications budget, ensuring resources are allocated effectively and align with organizational priorities.

• Bachelor's degree in communications, marketing or equivalent; Masters degree preferred.
• Two or more years of professional experience in all aspects of marketing & communications, and/or equivalent combination of education and experience.
• Knowledge and experience in all aspects of marketing and communications for a non-profit, including proven strategies, best practices, effective communication to external audiences, and quality development and implementation.
• Passionate belief in the Ys cause of nurturing the potential of all youth, supporting healthy living for all people and finding ways to help and support our neighbors.
• Ability to relate effectively to diverse groups of people from all social and economic segments of the community.
• Proven track record of developing authentic relationships with others.
• Ability to foster a collaborative team approach to solving challenging situations.
• YMCA Team Leader certification; if not certified, must obtain certification within 12 months. Requires completion of:
• Principles and Practices, Introduction to Volunteerism, Introduction to Leading Others, Introduction to Fiscal Management, Leadership Competency Assessment, Team Leader Certification Test.