Senior Vice President, Brand & Digital

The Senior Vice President, Brand & Digital, will be responsible for shaping and executing the YMCA’s brand and digital strategy, overseeing digital initiatives, and managing data resources.

The SVP will manage the repositioning of the Y brand, increase the value of the brand, and build a unified culture around the brand as well as lead efforts to improve member engagement and loyalty, streamline communication processes, and ensure messaging effectively represents the YMCA’s values and impact.

Culture Statement

The culture of the Y is rooted in our Christian mission and core values. We strive every day to collectively embody our purpose of serving as a catalyst to transform lives and communities through programs that build healthy spirit, mind and body for all. We are respectful – we treat each other and those we serve as we hope to be treated ourselves. We are caring – we show a sincere concern for others and their well-being. We are honest – we are truthful in what we say and what we do, and we do not make promises we do not intend to keep. We are responsible – we are good stewards of our resources, strive for excellence and our actions are accountable to those we serve. We are innovative – we harness creativity, are solution minded and forward thinking. We lead with faith.

Essential Functions

• Develop and implement a comprehensive brand marketing strategy to elevate the YMCA’s brand visibility, positioning, and engagement across all channels.
• Lead brand development efforts, including the creation and execution of campaigns that communicate our brand values, drive membership growth, and foster community
• Oversee the maintenance and evolution of the YMCA’s brand identity, ensuring consistency and relevance in all messaging and visual communications.
• Lead digital transformation initiatives, optimizing the YMCA’s website, mobile app, and other digital assets to reflect our brand values and enhance user experience.
• Utilize data and analytics to inform digital strategies, measure the effectiveness of brand campaigns, and make data-driven decisions that enhance our brand’s impact.
• Ensure consistent and impactful messaging across all communication channels, reinforcing the YMCA’s brand and mission.
• Develop and manage brand guidelines to ensure consistency in tone, voice, and visual identity across all marketing and communication materials.
• Direct public relations strategies and communications to effectively convey the YMCA’s brand story, impact, and community engagement efforts.
• Oversee the management and strategic use of data, including CRM systems, to support decision- making and track the effectiveness of brand marketing and communication efforts.
• Leverage data insights to refine marketing strategies, improve member interactions, and foster greater brand loyalty.
• Develop and implement brand-focused strategies to enhance member engagement and loyalty, with an emphasis on personalized communication and targeted outreach.
• Streamline communication processes to improve efficiency and effectiveness, ensuring members receive timely, relevant, and brand-consistent information.
• Collaborate with senior leadership to align brand marketing strategies with organizational goals and initiatives.
• Integrate brand marketing, digital, and data efforts with broader YMCA strategies to achieve cohesive and impactful results.
• Mentor and develop staff to achieve professional growth, enhance brand marketing capabilities, and meet departmental objectives.
• Oversee budgeting and resource allocation for brand marketing and digital initiatives, ensuring alignment with strategic priorities and effective use of resources.
• Performs other duties and tasks as assigned by leadership

Required Qualifications

• Bachelor’s degree in Marketing, Communications, Business Administration, or a related
• Minimum of 12 years of senior leadership experience in marketing and digital roles, with a strong preference for candidates with experience in nonprofit or community-focused organizations.
• Proven track record in digital strategy, brand management, data analytics, and leading successful marketing campaigns.
• Strong leadership skills with a demonstrated ability to inspire and drive teams towards achieving excellence.
• All YMCA team members are expected to maintain a current and active status for all safety, risk, and programming certifications defined by the YMCA of Greater Charlotte.

Preferred Qualifications

• Master’s degree preferred.

Working Conditions

• While performing the duties of this job, the team member 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 team member frequently is required to sit and reach and must be able to move around the
  work environment.
• The team member 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.
• Travel as needed.

Competencies

• COMMUNICATION & INFLUENCE: Listens and expresses self effectively and in a way that
  engages, inspires, and builds commitment to the Y’s cause
• COLLABORATION: Creates sustainable relationships within the Y and with other organizations in
  service to the community
• INNOVATION: Creates and implements new and relevant approaches and activities that improve
  and expand the Y’s work and impact in the community
• CHANGE LEADERSHIP: Facilitates, co-creates, and implements equitable change for the good of
  the organization and/or community.

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