Vice President, Marketing

American Humane Society (AHS) is seeking a dynamic and strategic Vice President, Marketing to steward and elevate the integrity of both the American Humane Society (AHS) and Global Humane Society (GHS) brands. This leader will drive the development and execution of integrated marketing strategies that advance critical organizational priorities, strengthen national leadership as the country’s first animal welfare organization, and support continued international expansion.

This role offers the opportunity to shape the voice and visibility of a mission-driven organization at a pivotal moment of growth, ensuring brand consistency, relevance, and impact across all markets. The Vice President will be based in a hybrid capacity in our Washington, DC office and reports directly to the Senior Vice President & Chief Growth Officer.

For nearly 150 years, American Humane Society (AHS) has led the way in protecting animals and strengthening the bonds between animals and people. We respond first when animals need rescue, shelter, or protection. Through our groundbreaking programs – from our “No Animals Were Harmed®” certification in Hollywood to our farm and conservation welfare standards – we set the highest level of care and compassion in animal protection.

Working at AHS means being part of something bigger. With offices in Washington, D.C., Los Angeles, and Palm Beach, we provide a supportive, professional environment where your work makes a real difference in animals’ lives. American Humane Society is committed to fostering a welcoming workplace. As we seek to fill this position, we highly encourage high-performing applicants from all backgrounds to apply.

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POSITION SUMMARY

The Vice President, Marketing (VP) is responsible for the evolution and integrity of the American Humane Society (AHS) and Global Humane Society (GHS) brand and the development and deployment of marketing strategies to achieve the critical business objectives for the first animal welfare organization in the country, as well as position the organization for international growth.

The VP will play a critical leadership role in defining the American Humane brand blueprint for the future, developing a strategy that defines how we go to market, redefining our value proposition, identifying target audiences, amplifying our partnerships, and driving best-in-class creative.

The VP will oversee, grow, and improve awareness, interest, and ranking of American Humane’s brand. This role will determine long- and short-term objectives, develop strategies to achieve those goals, and ensure the marketing team stays focused and executes high-value, high-impact activities.

The VP will lead the analytical, creative, and digital elements of marketing including:

* Brand and positioning
* Advocacy and influencer development
* Content marketing
* Market analytics
* Program sales
* Fundraising support and lead generation

They serve as the steward of the organization’s brand by providing strategic oversight of the marketing team and working cross-functionally to ensure seamless integration of strategies and goals.

Working in collaboration with the Chief Communications Officer (CCO), the VP will ensure maintenance of brand guidelines including visual identity, naming architecture, positioning, pillars, and voice.

The VP provides leadership and direction over traditional marketing channels, digital marketing, creative services, and partnership and sales marketing.

This role reports directly to the SVP & Chief Growth Officer and works closely with the President & CEO, EVP, Chief Operating Officer (COO), Chief Program Officer, CCO, VP Partnerships, and senior leadership across the organization.

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RESPONSIBILITIES

MARKETING STRATEGY, VISION AND LEADERSHIP

* Reimagine and implement a strategic marketing vision that embraces an integrated marketing approach to build brand awareness and engagement.
* Promote and protect the American Humane Society brand and message.
* Broaden awareness and visibility of programs and priorities across key audiences.
* Support growth of donor and program customer base alongside fundraising and program teams.
* Work with CGO, CPO, COO, CCO, VP Partnerships, and agencies to refine brand architecture, vision, and strategy.
* Partner with program leads to refine product value propositions and establish product-market fit.
* Design brand pillars supporting programmatic offerings and sales value propositions.
* Support PR and executive visibility plans with CCO and CEO.
* Establish KPIs to measure marketing effectiveness across organization and partnerships.
* Drive always-on and seasonal/trend-driven campaigns to increase awareness, consideration, and conversion.

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DIGITAL MARKETING

* Lead all digital marketing channels in collaboration with CCO and Director of Digital Fundraising.
* Ensure consistency across digital marketing plans.
* Evaluate and enhance all owned digital properties (web, social, design, marketing).
* Oversee execution and optimization of SEO, SEM, social media, email, display, and content marketing.
* Drive acquisition strategies through website optimization and conversion improvements.
* Monitor KPIs and make data-driven recommendations.
* Stay current on digital marketing trends and innovations.
* Develop and manage digital marketing budget for ROI optimization.

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PARTNERSHIP AND PROGRAM MARKETING

* Develop marketing strategies for development and program portfolios.
* Define product positioning, naming, audience targeting, creative, and launch strategy.
* Use research, analytics, and market trends to guide growth strategy.
* Oversee partner stewardship and ensure deliverables meet expectations.
* Manage partnership marketing logistics and reporting.
* Leverage partnerships to increase brand recognition and campaign reach.
* Collaborate on brand partnership opportunities to reach new audiences.

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COMMUNICATIONS

* Collaborate with Chief Communications Officer to ensure consistent voice and branding.

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PROGRAM LEADERSHIP & BUSINESS DEVELOPMENT

* Ensure brand consistency across all program business development efforts.

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EVENTS

* Collaborate with events team to ensure consistent brand representation.

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TEAM AND BUDGET MANAGEMENT

* Oversee marketing operations including budgeting, planning, and staffing.

* Supervise vendors and agency relationships as needed.

* Build and lead marketing team focused on growth, engagement, and retention.

* Set performance goals and conduct annual evaluations.

* Promote high-performance, learning, and continuous improvement culture.

* Perform other related duties as assigned.

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EXPERIENCE, KNOWLEDGE, SKILLS AND ABILITIES

* Bachelor’s degree required.
* 10–15 years marketing leadership experience required.
* Strong preference for national nonprofit experience and digital marketing expertise.
* Experience building and managing marketing teams in nonprofit or campaign-driven environments.
* Proven ability to build global brand presence.
* Experience in brand architecture and product positioning.
* Strong communication skills (written and verbal).
* Knowledge of digital, social, and multimedia platforms.
* Ability to work independently and collaboratively.
* Strong relationship-building skills.
* Sound judgment, discretion, and professionalism.
* Ability to manage multiple priorities and adapt quickly.
* Understanding of corporate partnerships and cause marketing.
* Supervisory or mentorship experience.
* Passion for mission-driven animal welfare work.
* Proficiency in Microsoft Office Suite (Outlook, Word, PowerPoint).

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DIRECT REPORTS

* Senior Director, Marketing
* Oversight of marketing team structure and leadership

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PHYSICAL DEMANDS AND WORK ENVIRONMENT

* Hybrid role based in Washington, DC Metro area.
* Estimated 25% travel required.
* Occasional evenings and weekends required.
* Must be comfortable with occasional animals in office or events.

Physical requirements include:

* Extended computer use
* Frequent communication via phone, virtual, and in-person meetings

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CORE VALUES

Compassion – Being kind and caring in interactions with others.
Accountability – Holding ourselves to high standards and following through on commitments.
Respect for All – Professionalism, listening, and honoring diversity.
Loyalty to Mission – Staying focused on organizational purpose and mission.
Sustainability – Supporting a strong workplace and long-term impact.
Honesty, Integrity, Trust – Transparent stewardship of resources and relationships.

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American Humane Society (AHS) is an Equal Opportunity Employer committed to fostering a welcoming and supportive workplace where our work makes a real difference in animals’ lives.

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JOB DETAILS

Title: Vice President, Marketing
Type: Exempt, Full-Time (40 hours)
Location: Hybrid, Washington, DC
Compensation: Up to $200,000

Apply here