Brand Strategy & Marketing Director

Join the YMCA of Greater Grand Rapids' team as our Marketing & Brandy Strategy Director.


YMCA of Greater Grand Rapids


Grand Rapids, MI 49504-2909

Job Description

Under the direction of the Chief Operating Officer, the Brand Strategy & Marketing Director is responsible for providing vision and leadership for all association-wide marketing initiatives. This includes all activities related to conceptualizing and implementing innovative, high-impact market strategies and achieving marketing targets for increased brand awareness, membership and fundraising revenue, and volunteer engagement. Setting the marketing roadmap and leading the strategic direction, the Brand Strategy & Marketing Director is responsible for supporting the achievement of the association’s business and financial growth and retention goals. The leader in this role ensures best practices in traditional and digital marketing, including social media, email, website, print, and mail.


1. Greater membership and community knowledge of the YMCA and its services.

2. Increased recognition of the YMCA as a leading community nonprofit.

3. Execution of the agreed upon Annual Marketing Calendar deliverables.


Bachelor's degree (BA, BS) in marketing, communications, business, or equivalent coursework; 10 years of marketing or communications experience in positions of increasing responsibility, with a focus on market expansion, identifying and leveraging emerging market trends preferred; 5 plus years experience leading a team required; experience developing high-level marketing and brand strategy in line with the strategic vision of the organization. A visionary with a deep understanding of traditional and innovative marketing strategies and a proven track record of creating campaigns and initiatives that will drive and increase revenue. Demonstrated experience leading a digital marketing program and content development, including but not limited to website, search engine optimization, social media, and email marketing. Strong understanding of Google Analytics. Ability to lead production of high-quality editorial content in print and digital environments. Exceptional interpersonal skills, adept at successfully building internal and external relationships. Innovative thinker and creative problem solver with a willingness and proven ability to challenge the status quo. Ability to be flexible, self-motivated, and positive, and to respond to the dynamics of a changing environment. Ability to build, inspire, motivate, and lead a team toward success. Exceptional written, oral, and presentation, and editing skills. Ability to interact with people of all ethnic backgrounds, ages, and lifestyles. YMCA experience preferred.

Essential Functions


• Effectively develops Association wide Marketing strategies that support the short- and long-term objectives of the Association; leads the development of a marketing infrastructure that supports the execution of these strategies

• Establish, direct, execute and oversee integrated brand and marketing strategies, policies, and initiatives to meet organizational objectives.

• Mentor, motivate, and lead the Marketing team and its day-to-day operations, with continual focus on business objectives and success. Develop and retain talented employees leading the team to become high-performing, highly engaged marketing organization.

• Benchmarks the organization’s current marketing activities, performance, and investment against industry best practices, and through gap analysis, develops a roadmap for improvements and business case for undertaking necessary changes

• Establish a best-in-class web presence that supports community positioning, product awareness, and growth goals.

• Lead efforts to create a best-in-class social media presence that empowers stakeholders to spread the brand virally. Develop innovative campaigns that increase quality followers and turn them into future consumers.

• Understand and interpret research and market dynamics for use in optimizing strategy and/or gaining efficiencies and developing new programs to best meet key business, sales, and revenue objectives.


• Lead, implement, and oversee advertising and marketing vehicles utilizing brand compliant graphics, content, messaging and products

• Lead the creation and production of inspiring design, content, and campaigns that build the brand and drive consumer behavior.

• Continue to develop and strengthen the association’s image to build brand and nonprofit awareness, relevance, reputation, and esteem among target audiences.

• Establishes and maintains relationships with key media representatives

Performs any other functions necessary for the smooth and efficient operation of the YMCA of Greater Grand Rapids.

Cause-Driven Leadership® Competencies


• Embraces all dimensions of diversity (i.e., ability, age, culture, ethnicity, faith, gender, gender identity, income, national origin, race, religion, sexual orientation, socio-economic status, etc.) by treating all people with dignity, compassion, and respect.

• Creates a safe environment in which others feel welcome and respected.

Communication & Influence

• Interprets messages and body language effectively.

• Listens with the intent to understand the perspective of others by using appropriate communication methods, including open-ended questions.

• Responds to the individual needs of the other person.

Program/Project Management

• Organizes program or project resources, space, or deliverables to best meet intended goals and outcomes.

• Delivers a high-quality experience to members, participants, or project teams.

Required Certifications

• Cardiopulmonary Resuscitation (CPR) within the first 60 days

• First Aid Certification required within the first 60 days

• Blood Borne Pathogen training

• State of Michigan criminal background clearance (ICHAT)


$63,000.00 - $80,000.00

How to Apply

Apply Online

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Resumes Accepted Until

Aug. 19, 2020

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