The Marketing Communications Manager works in coordination with the overall YMCA of Silicon Valley marketing team to lead and direct all marketing and communications activities for the Palo Alto Family YMCA and the Page Mill YMCA (subsequently referred to as “branch”). This individual is a key member of both the Palo Alto Family and Page Mill YMCA leadership teams and plays a critical role in the overall success of the Y in membership acquisition and retention, program performance and fundraising. This requires working closely with the two Executive Directors, the branch staff and the entire marketing team that supports the overall YMCA of Silicon Valley (including 11 branches and a resident camp). This manager will develop extensive knowledge of the Palo Alto Family and Page Mill YMCA objectives and operations and provide input to the overall marketing team in the development of the YMCA of Silicon Valley organization-wide plans. The manager will also implement branch-specific initiatives to complement and coordinate with the overall marketing communications strategy and plans.
The primary objectives of this position are to:
Raise visibility and enhance public understanding of the Y’s nonprofit status and positive impact on the community;
Increase the branch staff capacity to speak in a unified voice, advocate on behalf of the Y, and share compelling stories of impact;
Promote membership and program growth;
Facilitate member retention and deeper member engagement;
Support all branch fundraising efforts;
Promote and protect the Y brand; and
Take initiative to achieve continuous improvement.
A Bachelor’s Degree from an accredited university is required.
1 to 3+ years of experience as a marketing and/or communications professional.
Excellent writing skills (samples will be requested).
Overall, exceptional communications skills. Ability to communicate effectively in writing, orally with individuals, small and large groups, and online.
Project management skills. Ability to coordinate/manage/combine input from different sources to achieve desired results.
Customer-focused; results oriented.
Ability to work effectively on a team and as a leader with no direct authority.
Understanding of and ability to implement marketing communications practices.
Demonstrated ability to translate marketing objectives into compelling communications that achieve targeted results.
Ability to work on multiple projects, meet deadlines, and consistently deliver high quality results.
Experience in working with others and working independently to develop marketing collateral, and in managing website content, are highly desirable.
Knowledge and experience with e-marketing and social media techniques and best practices.
Technical proficiency to create e-newsletters and e-blasts with dynamic data using Constant Contact.
Excellent planning and organization skills , with willingness and ability to adapt to changing priorities.
Ability to thrive in a relationship-oriented culture.
Self-motivated and able to motivate others; hands-on and takes initiative.
Graphic design skills a plus, but not necessary.
This position requires a commitment to the YMCA mission and its core values of caring, honesty, respect, and responsibility, as well as a commitment to developing youth, enhancing well-being, and encouraging social responsibility.
Essential Duties & Responsibilities :
Provide marketing communications leadership for the Palo Alto Family YMCA and the Page Mill YMCA (referred to as “branch”) through training, guidance, implementation of initiatives and coordination.
Advise branch leaders on marketing related issues and opportunities and act as a resource for volunteers and branch staff.
Provide branch input in the development and implementation of the association-wide marketing and communications plans .
Coordinate with association marketing to develop a branch marketing communications plan to meet branch needs and complement association-wide plan.
Manage the implementation of effective promotional campaigns that support program and membership growth and retention.
Track and report all branch promotional campaign results and recommend improved and innovative campaign approaches.
Work with the association marketing team to develop, implement and report results from member engagement initiatives .
Promote and protect the Y brand. Ensure brand compliance for the branch, including environmental graphics and all messaging.
Serve as the branch contact point to coordinate and consolidate all graphic design projects submitted to association.
Create branch specific communications pieces (such as schedules, one-page fliers, short-term signs, etc.) using a centralized template system.
Gather and consolidate branch website updates for webmaster to ensure branch website is up-to-date, accurate and refreshed with engaging new content every month.
Develop annual plan and schedule for all branch e-communications and campaigns in coordination with the association plan and schedule. Produce monthly branch
Support all fund-raising in the branch with donor and campaigner communications and event-support, in coordination with association marketing and financial development.
Identify and cultivate testimonials and stories from members, volunteers and donors.
Provide branch feedback in the development and periodic updating of the association-wide social media strategy .
Manage all social media presence for the branch in alignment with the association social media strategy and plans.
Perform as an active, contributing member of the overall YMCA of Silicon Valley marketing team and participate in regular staff meetings (at headquarters office).
Provide branch input on association-wide marketing and communications initiatives.
Manage public and media relations within the branch, in coordination with association marketing. Identify and pursue opportunities; draft content for media releases, as needed.
Respond to media inquiries for the branch as appropriate.
Develop and implement a local community communications and outreach plan in coordination with association.
Identify and pursue opportunities within the branch to cross market programs and increase program participation.
Oversee the branch lobby messaging (large screen, etc.) to ensure consistency, brand compliance, and positive impact
Assist branch staff with the planning and implementation of branch events .
Monitor and answer (or manage branch response process for) all general e-mail box communications for branch.
Work together with other branch Marketing Communications Managers to leverage strengths, suggest new initiatives, and drive improvement .
Coordinate tours of the branch as needed to build awareness and understanding (in support of fund and friend-raising).
Work with the whole YMCA of Silicon Valley marketing team to determine the most effective use of advertising dollars for the branch. Coordinate with headquarters to develop ad content.
Oversee/ track budget for marketing and communications activities in the branch.
Monitor local market and competitor trends, gather data, and recommend new initiatives to broader marketing team.
Based on skill set and interest, pursue specific project work on behalf of the whole association.
Demonstrate the Y’s core values in all dealings with members, staff, volunteers, donors, guests, media and members of the community.
YMCA of Silicon Valley - 19 months ago
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