Director of Marketing - Merrimack (Sports Management/Operations)

Company Name:
Sports and Fitness
Position Type:
Job Description:
The Marketing Director reports directly to the Director of Community Relations and is responsible for providing guidance and support for the comprehensive program of internal and external public relations and branding oversight, as well as development of the Y's digital engagement strategy. The Marketing Director will work closely with the Director of Community Relations to direct the overall marketing and strategic planning programs, and corporate communications for the YMCA.
Education and Know How:
Bachelor's Degree in Marketing, Communication or related field
Five or more years of related experience
At least five years of online digital marketing experience, preferably in a social media role
Advanced knowledge and understanding of social media networking platforms and monitoring suite suppliers, including Facebook, Twitter, LinkedIn, HootSuite, YouTube
Experience with email marketing and web-based content management software (WordPress)
Excellent writing, verbal communication and proofreading skills
Expertise in Microsoft Office Suite, InDesign graphic design software and Presentation Programs
Strong leadership and consensus building skills; marketing management and strategic planning experience
Experience and success in using all new media platforms. Experience planning marketing strategies, advertising campaigns, and successful public relations efforts are a must. This position requires excellent organizational and communication skills. Therefore, the candidate must possess strong written and verbal presentation skills and have outstanding abilities to interact with varied individuals within and outside the organization.
Be capable of serving as a representative of the Association with various groups, organizations and individuals. Ability to articulate both, verbally and in writing, the association's programs and objectives in a compelling and persuasive manner. Ability to work effectively with and supervise volunteers as well as the ability to participate in and facilitate group meetings. Must also have the ability to produce quality materials within tight timeframes and simultaneously manage several projects.
Job Segments:
Develop annual operating goals, objectives and plan for the Association's marketing and communications area aligned with Y's Strategic Plan and its goals. Monitor the achievement of this plan, taking appropriate action to ensure that the goals and objectives are met.
Develop, produce and distribute program information necessary to promote programs, in accordance with membership and marketing plans. Supervise the planning and development of marketing and communications collateral materials. Work in concert with Welcome Center/Membership Directors to align the annual marketing plan with annual membership plan, supporting membership and program goals.
Develop and execute digital engagement campaigns, ensuring consistency, effectiveness and coordination of all new and existing electronic platforms, including website, email and social media tactics across the Association.
Create and design compelling, relevant and timely website content, ensuring user experience is fresh and interactive at all times.
Plan and implement relevant and timely e-blast engagement calendar to key audience segments; create performance reports; manage constituent groups.
Plan and implement relevant and timely social media tactics, including Facebook, Twitter, LinkedIn, YouTube posts; create performance reports; offer counsel on how to acquire new fans, followers and influencers.
Source and manage relationships with social network platforms and monitoring partners to support and develop messaging opportunities.
Track and recommend emerging digital marketing platforms, including social networking trends, electronic applications and best practices.
Serve as advocate and expert on our YMCA Mobile App content and maintenance.
Write and design compelling, high-quality marketing and communications materials and templates to support the Y's programs and services.
Serve as advocate and expert on YMCA graphic standards, adherence and applications.
Responsible for maintaining the image of the association at the highest possible level to attract and hold the attention of donors, volunteers, members, employees and the community as well as to anticipate and stem controversy, and project a positive image.
Establish and implement short- and long-range goals, objectives, policies, and operating procedures.
Establish contacts with media representatives and write and submit media releases when appropriate. Maintains updated files of YMCA's media relations (both press and electronic).
Stay knowledgeable in the changing demographics of the region and report annually to the management team the updated market research.
Support the financial development programs and events with collateral materials development and marketing/public relations efforts.
Schedule speaking engagements for the CEO and members of the staff leadership team and volunteers and to meet with service clubs, companies, government and community leaders.
Represent the Y at various community and/or business meetings to promote the organization.
Plan and administer the YMCA's marketing budget; support development of branch marketing budgets.
Development or review of all marketing materials released in the association which include member satisfaction surveys, audiovisual presentations, membership newsletter, staff bi-weekly newsletter, feature stories for the media, community events, informal gatherings of potential donors, posters and newspaper advertisements.
Research and develop strategies and plans which identify marketing opportunities, direct marketing, and new project development.
Responsibility for the development and implementation of public relations events to include, but not limited to, Open Houses, Annual Meeting, and other major special events.
Design and plan annual marketing training seminars for program directors.
Other duties as assigned.

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