Senior Director, Brand Marketing

This position will support the strategy to change the perception of the Y brand.


YMCA of the USA


Chicago, IL 60606-1718

Job Description

The Senior Director, Brand Marketing is responsible for creating and implementing overarching brand strategy for the Y. The role is responsible for directing consumer audience research, insights, and brand health monitoring.The role oversees brand positioning and messaging, spearheads integrated national marketing campaigns, and oversees internal staff and external agency partners. The position champions brand stewardship for the national office and for the Movement.


  • Bachelor’s degree required, preference for marketing and business. MBA desired.
  • Minimum 8 years of managerial level marketing experience for large consumer brand required. Experience must include overseeing consumer insights, research and strategy, with both qualitative and quantitative methods required. Proven ability to identify insights and implications from complex data sets.
  • Minimum 8 years of leadership experience developing and implementing integrated marketing plans and campaigns that deliver results. Track record of success overseeing creative agencies, including writing briefs, providing creative feedback, managing qualitative and quantitative advertising research, overseeing production, and analyzing and reporting on campaign results.
  • Demonstrated experience overseeing media planning and buying across wide range of media including broadcast, digital, radio, outdoor. Preference for experience overseeing donated media outreach and cultivation.
  • Experience managing and cultivating high-performing teams, with minimum of 6 years supervisory experience.
  • Proven track record of leading cross-functional teams to deliver results. Demonstrated leadership and influence skills, and ability to build support for initiatives among diverse stakeholders.
  • Adept at maintaining focus on long-term goals, while managing multiple concurrent projects, meeting goals and deadlines.
  • Advanced level of best practices related to brand development and management, creative development, digital marketing, paid and donated media. Expert practitioner with depth of experience and track record of results in each area.
  • Excellent verbal, written, and interpersonal communication skills are required
  • Excellent project management and presentation skills are required
  • Excellent computer and Microsoft Office skills are required
  • Excellent strategic and conceptual thinking, problem solving, and decision-making skills are required
  • Excellent collaboration, negotiation and facilitation skills are required
  • Ability to travel as needed is required, estimated around 20%.
  • Commitment to the YMCA character development values of caring, honesty, respect and responsibility is required

Essential Functions

  • Directs and leads the consumer and audience insights for the Y brand on behalf of Y-USA and the Movement. Establishes priority audiences, insights, and motivators. Oversees brand positioning that will establish the Y uniquely for growth in the marketplace.
  • Serves as brand champion and steward, influencing all Y-USA staff and Movement staff to value, protect, and strengthen the Y brand.
  • Directs and develops the establishment and management of ongoing brand health tracking system, identifying insights and implications for the organization.
  • In collaboration with Director, Brand Compliance, and Creative Director, sets brand guardrails, creative style guide, and secures alignment and understanding of guidelines across the organization and movement.
  • Directs and leads creation of annual operating plan for marketing team, identifying business goals, priorities, strategies, tactics and resources. Collaborates with peers from other marketing communications disciplines in the creation of the plan.
  • Develops and directs a unified annual campaign framework that builds the brand while supporting programmatic needs, impact areas, and key push periods. Manages creation and execution of all national integrated campaigns, including membership, summer, and giving season. Manage and oversee creation of all integrated campaigns and key consumer events (Healthy Kids Day) for local use.
  • Develops and applies broad range of marketing deliverables in support of Y-USA departments, local Y’s, Y brand goals and strategic plan objectives
  • Supervises direct report(s) responsible for brand compliance and stewardship.
  • Provides consultative marketing support for YMCAs and for Y-USA national and departmental priorities, which includes guiding development of marketing best practices
  • Collaborates with other leaders in the department to develop strategy and implement Y-USA’s work in the area of Design, Digital, and Public Relations.
  • Creates and oversees efforts to engage and support marketing staff within the Movement.
  • Creates and shares best practices for Y-USA and for the Movement.
  • Manages assigned agency and vendor relationships
  • Participates in assigned planning of Y-USA national events and initiatives including but not limited to: Healthy Kids Day, Program Expo, Diversity & Inclusion initiatives; executing the marketing communications plan to internal and external audiences
  • Performs other duties as assigned by Vice President, Marketing and Brand Management

Cause-Driven Leadership® Competencies

  • Values. Demonstrates in word and action the Y’s core values of caring, honesty, respect, and responsibility and a commitment to the Y’s mission, in all matters at all times.
  • Inclusion. Values all people for their unique talents, and takes an active role in promoting practices that support diversity, inclusion, and cultural competence.
  • Relationships. Builds authentic relationships in the service of enhancing individual and team performance to support the Y's work.
  • Influence. Employs influence strategies that engage, inspire, and build commitment to the cause and overall Y goals.
  • Communication. Listens and expresses self effectively and in a manner that reflects a true understanding of the needs of the audience.
  • Developing Others. Recognizes and acts on the need to continually develop others’ capabilities to attain the highest level of performance possible.
  • Decision Making. Integrates logic, intuition, and sound judgment to analyze information to identify greatest opportunities, make sound decisions, and solve problems.
  • Change Capacity. Leads self and others through change by navigating ambiguity appropriately and adapting well to new situations, obstacles, and opportunities.
  • Emotional Maturity. Demonstrates effective interpersonal skills.
  • Quality Results. Demonstrates and fosters a strong commitment to achieving goals in a manner that provides quality experiences.
  • Innovation. Participates in the generation, experimentation, and implementation of new approaches and activities that improve and expand the Y’s mission and work.

How to Apply

Apply Online

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Resumes Accepted Until

Feb. 15, 2020

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