YMCA of Greater Seattle
Director, Marketing - Member Acquisition and Experience
YMCA of Greater Seattle, Seattle, Washington, us, 98127
Overview
Our Commitment to Equity
The Y actively promotes a culture free from bias and injustice. We are dedicated to removing institutional and systemic barriers that result in oppression and racism. We will be accountable to marginalized communities for creating equitable and sustainable environments where social justice is woven into every facet of our programs, and by caring for our communities in a culturally versatile and respectful manner.
Job Summary
Working in collaboration with Chief Experience Officer, the Director of Marketing, Program is responsible for the awareness, registration and new participant acquisition across key program areas for the YMCA of Greater Seattle. This position will conceptualize the strategy and lead the execution of the all program marketing plans required to through her team and peers on the Experience Team.
This includes : working with the Centers of Excellence to clarify the goals, offer strategy and value proposition for program; building marketing execution plan at the tactic plan across organic, content, social, paid media, digital, offline, in branch and others; managing the program marketing budget as managing the marketing coordinators that will support the work.
What you'll get from working at The Y
Membership to the YMCA of Greater Seattle for you and your household
Medical, Dental, Vision, and Life insurance
Retirement with generous employer contributions
Free access to mental health resources
Rapidly-accruing paid time off (PTO) available immediately upon hire
Discounts on qualifying YMCA of Greater Seattle childcare and day camp programs
Hiring Range: $ 77, 970 - $ 97,253
Responsibilities
Develops and executes member acquisition and experience campaigns to reach budget goals. Works collaboratively with Experience Center of Excellence, Operations, and Membership leaders to define strategy and tactics.
Develops and executes a corporate membership program, including research, solicitation, contract management, stewardship, and renewal. Works in collaboration with the financial development team to increase corporation engagement.
Leads campaign tracking and execution, including timely briefings, kick-off meetings, work-back plans, and ongoing check-ins to ensure all elements are on plan.
Communicates campaigns and results to stakeholders regularly. Ensures branch readiness for all acquisition and experience promotions, campaigns, and third-party relationships. Provides guidance and coaching as needed.
Partners with Operations and Experience teams to identify, pilot, and create new member acquisition and experience initiatives and scale successful efforts across online and offline channels.
Articulates and enhances member value proposition and ensures it is optimized in all public-facing material to maximize the acquisition of new members.
Understands the member journey and improves the member experience with communication plans, automated emails, surveys, and research.
Partners with Financial Development, Volunteerism, and Experience teams to convert members into advocates of the Y.
Works collaboratively to identify training and onboarding best practices for Membership and Experience staff to ensure we are effectively converting prospects to new members.
Develops and executes member perks and loyalty programs.
Analyzes competitive landscape and market data to recommend, develop, and implement adjustments required to meet established Association goals and objectives.
Utilizes YMCA360, the Y’s virtual platform, to acquire and retain members, including driving engagement in content.
Develops acquisition funnels for virtual membership, with the goal of converting to full facility memberships.
Improves the member experience by leading efforts to streamline, validate, and improve the accuracy of local Y schedules.
Understands the unique brand, tone, and voice of the YMCA and is able to translate it into effective marketing materials.
Reviews PowerBI and other data sources (and, at times, participates in creating those data sources) to drive strategy and tactics.
Works collaboratively with Experience and Operations teams to effectively market and communicate location-specific membership activities across online and offline channels, including customized website landing pages, mobile app alerts, and social media.
Participate in cross-functional meetings with subject matter experts (SMEs) across the YMCA of Greater Seattle to maintain positive and productive relationships between the experience team and YMCA branch staff.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
COMPETENCIES
Business Acumen.
Communication.
Critical Evaluation.
Relationship Management.
Ethical Practice.
WORK ENVIRONMENT
This job operates in a professional office environment. This role routinely uses standard office equipment.
PHYSICAL DEMANDS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand; walk; use hands to finger, handle or feel; and reach with hands and arms. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. This position requires the ability to occasionally lift office products and supplies, up to 20 pounds.
POSITION TYPE/EXPECTED HOURS OF WORK
This is a full-time position, and hours of work and days are Monday through Friday, 8:30 a.m. to 5:00 p.m. Occasional evening and weekend work may be required as job duties demand.
TRAVEL
Travel is primarily local during the business day, although some out-of-the-area and overnight travel may be expected.
Code of Conduct for Applicants (https://seattleymca.icims.com/icims2/servlet/icims2?module=AppInert&action=download&id=191063&hashed=999166779)
Qualifications
Bachelor’s degree in communications, marketing, or related field or equivalent education or experience.
Minimum five years of work experience developing marketing plans or related project management
Demonstrated experience and results in working with writers, graphic designers, functional leads, project managers, clients, and senior leaders in successfully developing marketing plans and materials.
Experience working with a CRM system
Ability to self-direct, prioritize, and work independently.
Outstanding written, presentation, and verbal communications skills with proven ability to make data tell a story and drive strategic decision-making.
Advanced knowledge of Microsoft Office programs.
Comfortable working in fluid environments.
Comfortable working in a PC environment.
Preferred knowledge of and previous experience with diverse populations (language, culture, race, physical ability, sexual orientation, etc.). The ability to speak any language in addition to English may be helpful.
PREFERRED EDUCATION AND EXPERIENCE
Marketing experience with the YMCA or other non-profit organization preferred.
Understanding of YMCA Family, Healthy Living and Youth Development Programs.
Familiarity with Power BI and Active Net to review results.
At the Seattle Y, we are an inclusive organization of people with a shared commitment to nurture the potential of youth, promote healthy living, and foster social responsibility. We also believe in supporting the wellbeing of our employees and offer a free Y membership as a benefit of employment.
Become a leader on our team at the YMCA of Greater Seattle where we promote a continuous learning environment and career opportunities.
The YMCA of Greater Seattle is an equal opportunity employer committed to diversity, inclusion, and equity. We are a drug & alcohol-free workplace; all job offers are contingent on results of a background check and drug screening, including screening for marijuana.
MISSION STATEMENT:
Building a community where all people, especially the young, are encouraged to develop their fullest potential in spirit, mind, and body.
OUR VALUES:
Respect
Responsibility
Honesty
Caring
Passion for Excellence
Our Commitment to Equity
The Y actively promotes a culture free from bias and injustice. We are dedicated to removing institutional and systemic barriers that result in oppression and racism. We will be accountable to marginalized communities for creating equitable and sustainable environments where social justice is woven into every facet of our programs, and by caring for our communities in a culturally versatile and respectful manner.
Job Summary
Working in collaboration with Chief Experience Officer, the Director of Marketing, Program is responsible for the awareness, registration and new participant acquisition across key program areas for the YMCA of Greater Seattle. This position will conceptualize the strategy and lead the execution of the all program marketing plans required to through her team and peers on the Experience Team.
This includes : working with the Centers of Excellence to clarify the goals, offer strategy and value proposition for program; building marketing execution plan at the tactic plan across organic, content, social, paid media, digital, offline, in branch and others; managing the program marketing budget as managing the marketing coordinators that will support the work.
What you'll get from working at The Y
Membership to the YMCA of Greater Seattle for you and your household
Medical, Dental, Vision, and Life insurance
Retirement with generous employer contributions
Free access to mental health resources
Rapidly-accruing paid time off (PTO) available immediately upon hire
Discounts on qualifying YMCA of Greater Seattle childcare and day camp programs
Hiring Range: $ 77, 970 - $ 97,253
Responsibilities
Develops and executes member acquisition and experience campaigns to reach budget goals. Works collaboratively with Experience Center of Excellence, Operations, and Membership leaders to define strategy and tactics.
Develops and executes a corporate membership program, including research, solicitation, contract management, stewardship, and renewal. Works in collaboration with the financial development team to increase corporation engagement.
Leads campaign tracking and execution, including timely briefings, kick-off meetings, work-back plans, and ongoing check-ins to ensure all elements are on plan.
Communicates campaigns and results to stakeholders regularly. Ensures branch readiness for all acquisition and experience promotions, campaigns, and third-party relationships. Provides guidance and coaching as needed.
Partners with Operations and Experience teams to identify, pilot, and create new member acquisition and experience initiatives and scale successful efforts across online and offline channels.
Articulates and enhances member value proposition and ensures it is optimized in all public-facing material to maximize the acquisition of new members.
Understands the member journey and improves the member experience with communication plans, automated emails, surveys, and research.
Partners with Financial Development, Volunteerism, and Experience teams to convert members into advocates of the Y.
Works collaboratively to identify training and onboarding best practices for Membership and Experience staff to ensure we are effectively converting prospects to new members.
Develops and executes member perks and loyalty programs.
Analyzes competitive landscape and market data to recommend, develop, and implement adjustments required to meet established Association goals and objectives.
Utilizes YMCA360, the Y’s virtual platform, to acquire and retain members, including driving engagement in content.
Develops acquisition funnels for virtual membership, with the goal of converting to full facility memberships.
Improves the member experience by leading efforts to streamline, validate, and improve the accuracy of local Y schedules.
Understands the unique brand, tone, and voice of the YMCA and is able to translate it into effective marketing materials.
Reviews PowerBI and other data sources (and, at times, participates in creating those data sources) to drive strategy and tactics.
Works collaboratively with Experience and Operations teams to effectively market and communicate location-specific membership activities across online and offline channels, including customized website landing pages, mobile app alerts, and social media.
Participate in cross-functional meetings with subject matter experts (SMEs) across the YMCA of Greater Seattle to maintain positive and productive relationships between the experience team and YMCA branch staff.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
COMPETENCIES
Business Acumen.
Communication.
Critical Evaluation.
Relationship Management.
Ethical Practice.
WORK ENVIRONMENT
This job operates in a professional office environment. This role routinely uses standard office equipment.
PHYSICAL DEMANDS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand; walk; use hands to finger, handle or feel; and reach with hands and arms. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. This position requires the ability to occasionally lift office products and supplies, up to 20 pounds.
POSITION TYPE/EXPECTED HOURS OF WORK
This is a full-time position, and hours of work and days are Monday through Friday, 8:30 a.m. to 5:00 p.m. Occasional evening and weekend work may be required as job duties demand.
TRAVEL
Travel is primarily local during the business day, although some out-of-the-area and overnight travel may be expected.
Code of Conduct for Applicants (https://seattleymca.icims.com/icims2/servlet/icims2?module=AppInert&action=download&id=191063&hashed=999166779)
Qualifications
Bachelor’s degree in communications, marketing, or related field or equivalent education or experience.
Minimum five years of work experience developing marketing plans or related project management
Demonstrated experience and results in working with writers, graphic designers, functional leads, project managers, clients, and senior leaders in successfully developing marketing plans and materials.
Experience working with a CRM system
Ability to self-direct, prioritize, and work independently.
Outstanding written, presentation, and verbal communications skills with proven ability to make data tell a story and drive strategic decision-making.
Advanced knowledge of Microsoft Office programs.
Comfortable working in fluid environments.
Comfortable working in a PC environment.
Preferred knowledge of and previous experience with diverse populations (language, culture, race, physical ability, sexual orientation, etc.). The ability to speak any language in addition to English may be helpful.
PREFERRED EDUCATION AND EXPERIENCE
Marketing experience with the YMCA or other non-profit organization preferred.
Understanding of YMCA Family, Healthy Living and Youth Development Programs.
Familiarity with Power BI and Active Net to review results.
At the Seattle Y, we are an inclusive organization of people with a shared commitment to nurture the potential of youth, promote healthy living, and foster social responsibility. We also believe in supporting the wellbeing of our employees and offer a free Y membership as a benefit of employment.
Become a leader on our team at the YMCA of Greater Seattle where we promote a continuous learning environment and career opportunities.
The YMCA of Greater Seattle is an equal opportunity employer committed to diversity, inclusion, and equity. We are a drug & alcohol-free workplace; all job offers are contingent on results of a background check and drug screening, including screening for marijuana.
MISSION STATEMENT:
Building a community where all people, especially the young, are encouraged to develop their fullest potential in spirit, mind, and body.
OUR VALUES:
Respect
Responsibility
Honesty
Caring
Passion for Excellence