Senior Vice President, Marketing

Overwhelmingly, people who decide they want to be a part of the Y in Central Maryland tell us they do so because it reflects their values and a conscious decision, they’ve made about how they choose to live their lives. The happiest and most fulfilled Y associates are those who are motivated to help others and who want to be a part of something larger than themselves. If this speaks to your heart, then we invite you to join our team. Be a part of a charitable, mission-driven organization that works for individual and community well-being for all, for a better us.

At the Y in Central Maryland, we offer a comprehensive benefits package designed to support your well-being and professional growth. Enjoy flexible schedules, competitive pay, and generous paid time off, alongside medical, dental and vision benefits, as well as dependent care FSA. We offer a generous employer contribution to the Y retirement fund, and opportunities for career advancement. Our commitment to fostering a positive work environment means you'll have access to training and development programs that align with our mission to empower individuals and strengthen communities. Join us and bring your passion to a fulfilling career where you can truly make a difference!


The Role & Function of the Senior Vice President, Marketing
The Senior VP, Marketing provides marketing and brand development leadership to the organization, ensuring that the mission, strategy and impact of the Y is appropriately positioned in the public domain, and that the Y’s programs and services are actively and effectively marketed in order to achieve all revenue, membership and enrollment objectives. The Senior VP, Marketing is responsible for overseeing the planning, development and execution of the Y's marketing, communications and brand development initiatives. The Senior VP, Marketing's primary responsibility is to drive qualified leads for the Y’s programs and services through successful marketing, using the tools of market research, product marketing, marketing communications, social media, advertising and public relations.
The Senior VP, Marketing is the “conscience” of the Y’s brand, leading the organization’s efforts to develop and appropriately define its brand and brand experience and then working across the organization to ensure that the Y’s brand strategy and positioning is appropriately infused throughout every touch point.
Essential Responsibilities
▪ Develop a marketing strategy that is consistent with the Y’s overall strategy and organizational objectives
▪ Work collaboratively with senior leaders to develop and execute relevant and effective marketing initiatives to support the Y’s financial, revenue and operational objectives ▪ Grow and develop the in-house marketing team, and build a network of reliable external agencies and marketing resources.
▪ Conduct market research and stay abreast of competitor positioning and activity.
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▪ Set annual marketing goals and objectives in conjunction with the CEO
▪ Determine and track KPIs relevant to the marketing team’s work and objectives ▪ Create and present the annual marketing plan and strategy
▪ Use data and reports to make evidence-based decisions
▪ Stay up to date with the latest marketing and brand best practices
▪ Manage the Y’s marketing budget in accordance with budget parameters
▪ Working with other senior leaders, lead the development and implementation of an overall brand experience strategy, and develop a process to monitor and evaluate the efficacy of how that strategy is being experienced throughout the Y’s programs, facilities, and organization
▪ Play a key role in the Y’s overall senior leadership, helping to guide and influence overall strategy, goals and impact.
▪ Represent the Y in Central Maryland by showing leadership within Y-USA marketing and brand forums, and continuously benchmark with key Y marketing colleagues to identify opportunities for improvements within our association.
Required Skills, Experiences & Competencies
▪ A minimum of seven to ten years in senior-level consumer marketing management, preferably in the top or number two marketing roles, of a similar size/scope service-intensive, multi-site, multi-faceted organization (senior marketing experience in the Y is not required).
▪ Well-rounded, relevant functional experience and demonstrated success working in or with consumer services businesses or organizations in the areas of: advertising; market research; data analytics; product development and management; strategic planning; communications and public relations; brand management; and fiscal management.
▪ Exceptional leadership skills, including the ability to work with internal and external leaders to craft a vision and engage others in it; impeccable character and integrity; the ability to motivate and inspire others; strong team-building