Sr. Marketing Manager – FMI

Headquartered in Colorado Springs, Colorado, Focus on the Family has nearly 700 employees who work to achieve the mission of enriching the lives of families, engaging the culture, advocating for life and spreading the Gospel of Jesus Christ. The work is meaningful, the culture is rewarding, and the purpose is eternal.


The Sr. Marketing Manager – FMI position exists to lead the development and execution of Focus on the Family’s marketing and communication efforts in support of Focus on the Family’s Marriage Institute to maximize awareness, constituent engagement, and long-term constituent value. This role carries great visibility given the ministry initiatives under this role’s purview are closely aligned with the programs directly sponsored by members of the executive team. The position exists to employ current and forward-looking research, information, and cross-functional collaboration to conceive, develop and implement strategic marketing tactics to promote resources, manage KMI product portfolios, identify potential alliances, and oversee communications strategies that meet the needs of the target audience to support the Life initiatives of Focus on the Family. Success requires an outcome-driven, measurement-minded, audience-centric leader.

Essential Duties/Responsibilities:

Audience Understanding:
• Knows and understands target audience of Focus on the Family, including demographics, psychographics, lifestyles, preferences, needs, desires, and societal pressures. Target audience expertise, especially convictional married couples on the brink of separation or divorce. sub-targets and niche channels and mentors/influencers to the core target audience
• Provides discovery analysis of marketplace, product strategy recommendations, brand alignment, marketing & communication strategies, timing parameters; ability to collaborate with internal research team achieve marketing deliverables
• Develops innovative omni-channel engagement roadmaps, launch plans, marketing plans, and functional support plans for programs, initiatives, products, and prioritized alliances to connect our target audience with their natural consumption channels and platforms, ensuring measurable objectives are attained
• Makes sure appropriate and relevant market and product research is completed to inform experience development.

Team / Relationship Management:
• Partners with internal teams responsible for our strategic priorities/products to supervise marketing and promotional plans for target audience with measurable goals and objectives; responsible for keeping up-to-date and reporting on results
• Collaborates with Marketing Leaders to provide direction and strategic input into ministry’s Constituent Engagement philosophy and implementation for target audience including the “relationship strategy” for how constituents will be drawn to, interact with, and ultimately support the audience / ministry
• Supports the Director of Marketing, Marriage and Faith and culture by providing executive-level recommendations for prioritizing marketing initiatives to optimize ministry effectiveness of channel capacity and internal resources consistent with FOTF brand.
• Serves collaboratively with cultivation team, film team, brand team, event team, and project management team, to ensure that all internal and external marketing plans are integrated to achieve optimal results

Marketing Execution:
• Is accountable for the FMI Marketing primarily Hope Restored, while working collaboratively with internal content owners. Ensures experience portfolio health and balance. Provides executive leadership and oversight of the experience portfolio, including digital (i.e., includes web, apps, email, LMS, subscription or paid content model), book, audio, radio theatre, film, events, etc.
• Is responsible for making constituent experience decisions and often is the lead resource for the rest of the organization when deep experience expertise is required. This includes supporting the teams that work directly with constituents.

Operational Leadership:
• Accountable for developing a comprehensive marketing strategy for growing audience awareness and conversations as we expand capacity at our FMI locations.
• Works in the annual planning/budgeting process and Initiative Action Plan development ensuring that experience marketing support and capacity requirements are included
• Reports on key metrics, and successes to executive leadership, providing weekly updates to the Director of Marketing, Marriage and faith and culture and the VP of Marketing – and quarterly executive-level updates – on progress against objectives and priorities.
• Clearly articulates the value of Hope Restored to internal teams so they understand the intent behind the determined direction.
• Supports Director of Marketing, Marriage a