VP, Membership, Marketing & Communications
The Vice President of Membership, Marketing and Communications (VP) reports to the Chief Operating Officer and serves as a key member of the Leadership Team. The VP will work in close alignment with his or her peers leading the branding and marketing communications, as well as membership strategy, surrounding the organization to:
- Drive the overall brand awareness of the organization and its mission.
- Attract and engage members and other stakeholders with programming and services that excite their interests and deepens their loyalties.
- Increase visibility of the organization’s community work among various stakeholders.
- Create innovative ways to engage corporate and individual contributors.
- Directs all activities related to maintaining and establishing relationships with members, including recruitment and retention for all categories of membership.
- Build a culture where NHPCO teams collaborate and drive decisions informed by reliable market-tested data.
- Enhance member and partner knowledge of the organization’s public policy agenda and achievements.
The successful candidate will be a seasoned professional with demonstrated success leading a marketing, communications, and membership team in the nonprofit and/or corporate sectors. S/he should believe in the organization’s mission and is motivated to enhance the position of the organization, the broader industry, and our affiliated members and stakeholders.
Essential Duties and Responsibilities include the following. Other duties may be assigned.
The VP of Membership, Marketing and Communications plays a key strategic role in the organization’s brand, identity, positioning, and success. This position is responsible for communicating the organization’s mission, vision and community work to membership and various other stakeholders and plays a creative and strategic role in shaping marketing, positioning, communications, and membership strategy. Specifically, the VP will be expected to:
- Develop strategic marketing plans to support the organization’s mission, goals, and objectives, including positioning, and market and competitive analysis.
- Lead and oversee the organization’s marketing, branding, media and public relations, campaign promotion, market research, issues management, crisis communication, and marketing-related customer relationship and engagement activities, all essential to enhancing the organization’s membership experience, brand reputation, and community support.
- Create and execute innovative marketing and public relations strategies, including both traditional and social media, to guide leadership in cultivating and enhancing relationships with the organization’s key audiences.
- Develop and implement an integrated marketing and communications plan to advance brand identity, broaden and increase the visibility of its programs and build a strong public voice.
- Partner with the Leadership Team to develop and implement an internal communication and brand strategy across multiple channels and departments to ensure continuity.
- Work with the Chief Advocacy Officer and other staff to promote and leverage the organization’s public policy and advocacy agenda to accomplish regulatory and legislative change.
- Oversee all aspects of marketing and communications, including branding, public policy, advertising, special events, collateral materials, direct mail, email, sponsorship, and partner development, etc.
- Lead and oversee the organization’s website development (design and content), online and social media initiatives, and website analytics and usage.
- Oversee all aspects of public relations, including media, community, regulatory and legislative relations.
- Develop, execute, and track ROI of media campaigns and media/advertising buys.
- Act as Staff Liaison to the Board’s Marketing and Communications Committee.
- Prepare monthly statistical and descriptive reports on the Department’s goals and performance.
- Partner with the Vice President of Finance and Business Strategy to develop, implement and evaluate NHPCO’s membership business model(s).
- Create, implement, and direct the membership experience and lifecycle to recruit and retain members and non-member organizations that support a variety type of members and size.
- Direct activities related to membership acquisition, renewal, nurturing, and engagement.
- Directs the activities of staff and volunteers in maximizing marketing opportunities that positively position the organization as an industry leader.
The VP of Membership, Marketing and Communications actively manages, recruits, and develops staff (e.g., writers, graphic designers, production managers, and digital marketing professionals) as well as vendors to support and further extend the resource of the department. The VP will be expected to judiciously source and manage the use of external vendors and contractors when required. Specifically, the VP will be expected to:
- Recruit and manage a marketing and communications team that supports the development and implementation of an organization-wide communications and marketing strategic plan.
- Build organizational capability by identifying skills needed in the Department and recruit and develop staff in alignment with strategic priorities.
- Build talent by establishing and communicating performance standards and developing staff to meet those standards.
- Facilitate effective cross-functional teamwork with members of the organization and key internal and external stakeholders.
- Source and manage the use of external resources (e.g., public relations firms, advertising and marketing agencies, public policy experts, photographers, printers, digital media experts, graphic designers, among others) as needed to successfully execute on strategic initiatives.
Department Operations and Results-Driven Leadership
The VP will be responsible for all marketing and communications work generated by the Department. The VP will also be expected to create and manage Department budgets and interface with other department leaders to effectively manage the Department’s administrative processes. Specifically, the VP will be expected to:
- Be responsible for the effective operations of the marketing, communications, and membership functions, including budgeting and planning.
- Manage and supervise Department staff, including writing performance evaluations and ensuring staff training and development.
- Direct market research activities to keep abreast of changing demographics and other relevant factors and to monitor emerging issues.
Competencies To perform the job successfully, an individual should demonstrate the following competencies:
- A passion for the organization’s mission, vision, and accomplishments.
- A strong communicator able to interface with a variety of audiences, both internal and external.
- Excellent written and verbal communication and presentation skills and the credibility and poise to present to a wide range of stakeholders.
- Proven success at developing and implementing digital marketing and social media strategies to enhance visibility, engagement, and loyalty.
- Extensive experience developing, implementing, and analyzing both traditional and social media metrics.
- Innovative thinker, with a track record for translating strategic thinking into action plans and results.
- Experience building, leading, and mentoring a team of marketing and communications professionals.
- Superior management skills, including the ability to advocate for and manage to budget priorities.
- Presence and confidence to project credibility to staff, senior leaders, Board of Directors, media, and other stakeholders.
- Self-reliant, problem solver and results oriented.
- Demonstrated ability to multi-task, handle pressure and meet deadlines.
Qualifications To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Bachelor’s degree in marketing, communications, business, or related field. Advanced degree and public policy experience preferred. Minimum of ten years of experience in a senior management role, holding progressively responsible positions in marketing and communications for nonprofit, corporate, and/or agency organizations. Healthcare and/or hospice experience strongly preferred. To perform this job successfully, an individual should be proficient with Microsoft Office applications (e.g., Word, PowerPoint, Excel, and Outlook) and possess a solid understanding of key marketing and communication tools (e.g., Web Content Management Systems, email systems, Google Analytics and other web metrics, Adobe Creative Suite, among others).
This position is responsible for the overall direction, coordination, and evaluation of all staff members assigned to the Marketing, Communications and Membership team; carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. General responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
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Job posted: 2021-04-21