Director of Marketing & Communications

About the Position

The Director of Marketing & Communications at Mt. Cuba Center is a pivotal leadership role responsible for shaping and executing the organization's marketing, communications, and public relations strategies. This position requires a visionary leader who can elevate Mt. Cuba's brand identity, drive engagement with our mission, and significantly enhance earned income through innovative approaches. Leading and inspiring a team of marketing and communications professionals, the Director will oversee all aspects of marketing and communications, from digital presence and membership programs to public relations and internal communications. The ideal candidate will be a strategic thinker with a proven track record in audience development, revenue growth, and team leadership. Working collaboratively with the senior leadership team, this role will be instrumental in articulating and achieving Mt. Cuba's strategic objectives, with a particular focus on enhancing mission-impact by growing and engaging new audiences.

Essential Functions of the Role

The following outlines key responsibilities of the role, though not exhaustive. Suggested percentages indicate the approximate time and capacity to be devoted to each area:

Strategic Marketing & Communications Leadership [35%]

• Develop, execute, and assess marketing plans and communication strategies for the organization including advertising, promotions, press management, published communications, and social media, to build and diversify attendance and enhance engagement with Mt. Cuba's events, programs, and mission.
• Implement and oversee analytics and reporting systems to measure the impact of marketing initiatives, using data-driven insights to refine strategies and drive growth.
• Oversee the design, content, and management of Mt. Cuba Center's digital identity online, including website, social media, email marketing, and digital publications.
• Develop and implement internal communication strategies to ensure effective information flow within the organization and to foster employee engagement.

Brand Management & Public Relations [25%]

• Lead internal and external branding initiatives, including style guides and public relations programs
• Establish relationships with industry influencers and act as Mt. Cuba Center's official spokesperson
• Assist in maintaining strategic collaborations and cultivating media coverage

Audience Development & Revenue Growth [25%]

• Direct membership programs and database management to enhance audience engagement and growth
• Collaborate with other departments to cultivate new audiences and build revenue streams
• Identify and capitalize on opportunities to drive audience growth and revenue

Team & Organizational Leadership [15%]

• Recruit, lead, and develop a high-performing marketing and communications team
• Collaborate with management and Board of Managers on organization-wide initiatives and strategic objectives
• Oversee budget development and management for the Marketing and Communications division

Major Objectives/Projects for the First 6-12 Months

The incoming Director of Marketing & Communications will be expected to make significant impacts in the following key areas during their first year:

1. Overhaul Organizational Marketing Strategy: Lead a comprehensive redesign of Mt. Cuba's marketing approach to accelerate growth in attendance, membership, and education program registration. Play an instrumental role in guiding the organization through a pivotal transition, focusing on ambitious audience development and the cultivation of earned and contributed revenues to enhance self-sustainability.
2. Brand Refinement and Positioning: Spearhead the process of refining Mt. Cuba's brand positioning. This includes revamping our messaging, pricing strategy, visual identity, and overall brand voice. The goal is to create a cohesive brand that resonates with target audiences and significantly enhances our visibility and reputation in the public garden and conservation sectors.
3. Implement New Content Management System: Collaborate with IT and key organizational stakeholders to select and implement a new content management system. This system should enhance our constituent management and information tracking capabilities, ultimately informing more effective sales and marketing analyses to support Mt. Cuba's continued growth and engagement strategies.

Education and Experience

The ideal candidate for the Director of Marketing & Communications role will have:

• Bachelor's degree in marketing, communications, business, or a related field
• Minimum of 7 years' experience in marketing, communications, public garden management, or a related field
• Demonstrated track record of developing and executing strategies to grow audiences and revenues

Qualifications and Skills

We're seeking a dynamic leader with a blend of strategic thinking, creative abilities, and strong interpersonal skills. The successful candidate will possess:

• Exceptional communication skills, including written, verbal, and public speaking abilities
• Strong leadership and influencing skills, with the ability to build consensus and drive initiatives forward across departments
• Excellent knowledge of marketing and communication strategies, including digital marketing, SEO, email marketing, and data-driven analysis
• Proficiency in relevant software, including Microsoft Office Suite, Adobe Suite, CRM systems, email marketing platforms, and social media marketing tools
• Creative ability to develop effective marketing messages, visual identities, and campaigns
• Strong analytical skills to assess marketing initiatives and make data-driven decisions
• Adaptability and agility in a changing environment
• Ability to identify and capitalize on new opportunities and calculated risks
• Excellent interpersonal and relationship-building skills
• Self-motivation and attention to detail, with the ability to work effectively without close supervision
• Willingness to work flexible hours, including evenings, weekends, and holidays as needed

About the Role: Compensation, Benefits, and Perks

• Salary commensurate with experience, starting range: $120,000 - $130,000 per year
• This is a full-time W-2 role requiring 40+ hours per week with a 5 day work week,
  • While our work is at a physical location, for full time administrative roles we allow 1 remote work day per week based on a standard schedule
• Candidates must hold residency and unrestricted right to work in the U.S. without sponsorship at the start of employment.
• Competitive benefits package including:
  • Medical, dental, and vision insurance
  • 401(k) plan with up to 8% employer contribution
  • Generous paid time off and leave policies
  • Free garden admission
  • Employee Assistance Program (EAP)
  • Professional development opportunities

Application and Hiring Process

To apply, please submit:

• Resume
• Responses to our application questions (These questions ensure we receive standardized information from all candidates, serving as an alternative to a traditional cover letter)
• Cover letter (optional)

Interview Process:

1. Phone screen
2. Virtual interview with peers and direct reports
3. Complete a take-home work product
4. In-person interview with the Executive Director and leadership team

Timing:

• Application review begins the week of October 21, 2024. We recommend interested applicants submit prior to this date.
• Mt. Cuba is targeting a start date for the final candidate in early to mid-January 2025.
• All candidates will receive a status update via email after their application has been reviewed.

Commitment to Diversity: Mt. Cuba Center is committed to diversity and inclusivity. We encourage qualified candidates from all cultures and communities to apply. For accommodations or assistance with your application, please email [redacted].