Marketing Director

ABOUT US

The nonprofit YMCA of Western North Carolina strengthens local communities through youth development, healthy living, and social responsibility. Founded in 1889, we engage more than 100,000 people – regardless of age, income, or background – to nurture the potential of children and teens, improve the region’s health and well-being, and provide opportunities to give back and support the community. We do this through seven YMCAs, dozens of program sites, and YMCA Camp Watia. As the state’s largest provider of licensed school-age childcare, we give more than 1,000 children a day the opportunity to learn, grow, and thrive. We are made up of people of all ages, from all backgrounds, working side by side to ensure that everyone can reach their full potential with dignity. Our core values are caring, honesty, respect, and responsibility, and they guide everything we do. We are committed to being an organization that exposes and addresses social constraints that limit and/or negatively affect all humans from all walks of life. We recruit staff who are passionate about giving back to the community, helping people, and upholding our core values. For more information, please visit ymcawnc.org.

ABOUT THE ROLE

The Marketing Director is responsible for planning and implementing internal and external marketing strategies that support Association priorities, achieve revenue targets, and increase and maintain favorable public awareness. Duties include planning and managing marketing purchases, budgeting, collaborating with service line and program leadership, and supervising vendor relationships. This position supervises the Marketing Assistant and works closely with other team members to plan and manage project workflow. The Marketing Director will contribute to the overall Y mission of strengthening communities through youth development, healthy living, and social responsibility. They are guided by the Senior Vice President of Marketing and Engagement, YMCA of WNC operating priorities, and Association leadership norms, and must operate in a manner consistent with our organizational values.

ESSENTIAL FUNCTIONS

• Work collaboratively with internal stakeholders to develop, execute, and monitor marketing plans and activities, including an association-wide calendar and annual marketing plan.
• Provide guidance, direction, and support for all marketing activities; ensure accountability to deadlines and goals related to revenue, program enrollment, attendance, and other goals.
• Implement a results-based management approach, ensuring the department is working toward association-level objectives by assessing progress toward identified goals/KPis.
• Train service line and center staff on best practices for marketing programs and activities.
• Analyze data to determine the effectiveness of and make recommendations on the direction of marketing campaigns.
• Model inclusive behaviors and ensure that all dimensions of diversity are represented in marketing materials.
• Maintain the Y brand and voice across the association to ensure compliance with national brand standards.
• Assist as needed with YMCA functions and special events.
• Implement corrective actions when necessary based upon available data
• other duties as assigned.

ABOUT YOU

Qualifications

• Bachelor's degree in journalism, communications, public relations, or related field and/or at least 10 years of professional experience in one of these fields
• Two or more years of supervisory experience
• Excellent personal computer skills and experience with standard business software, including Microsoft Office Suite
• High degree of proficiency with marketing tools, including Canva, email marketing systems, website administration, and social media platforms and management tools

Knowledge, Skills, and Abilities

• Exceptional communication abilities, including writing, speaking, and active listening
• In-depth knowledge of best practices for nonprofit marketing
• Ability to plan and manage budgets
• Ability to effectively engage with team members, vendors, and the public
• Excellent organizational and project management skills, including time management, goal-setting, multitasking, attention to detail, and prioritization
• Strong data analysis, problem solving, and critical thinking skills
• Aptitude to own and manage projects, demonstrate creativity, and put ideas into action
• Leadership abilities, including supervision, training, and mentorship

PHYSICAL ASPECTS OF THE JOB

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 .

• This job is based at the YMCA Association Office in Asheville, NC, with occasional local travel during the work week and for special events.

EFFECT ON END RESULTS

This position helps the Association accomplish its aims and objectives in the community by:

• Ensuring revenue targets are achieved by operating effective marketing campaigns
• Aligning marketing efforts with the Y's overall mission and strategic goals, ensuring consistent marketplace presence that reinforces brand identity and values
• Engaging stakeholders by analyzing and understanding audience needs and targeting advertisements that resonate with different groups
• Strengthening internal communications to ensure employee understanding of strategic marketing goals
• Tracking campaign effectiveness and adjusting strategies to improve results
• Collaborating with cross-functional teams and external partners to achieve objectives
• Modeling best practices for marketing, fostering creativity and innovation, and adapting to industry trends

BENEFITS PACKAGE

Full-time employees receive medical, dental and vision insurance, group life insurance and long-term disability paid by the Y; short-term disability, term life insurance and dependent life insurance is available for purchase; generous paid time off, retirement plan with employer contribution of 12% of salary (subject to eligibility requirements), free YMCA membership, free afterschool childcare and summer day camp and program discounts.

The YMCA of Western North Carolina is committed to equal opportunity in terms and conditions of employment for all employees and job applicants without regard to race, color, faith, gender, pregnancy, national origin, age, disability, sexual orientation, gender identity, veteran status, citizenship status, genetic information, gender expression, or any other characteristic protected by applicable law, except where a bona fide occupational qualification applies.