·Provides leadership in the assessment, evolution and development of market informed process, programs and services that support the Association’s objectives.
·Employs multi-pronged strategies including digital, video, website, social media, affiliation, product research, analysis, and strategy to drive engagement.
·Develop and manage associated budget and monitor achievement of plans, taking corrective action as needed to ensure objectives are met.
·Partners with the VP of Operations and Membership and Program Teams
·Establish best-in-class approaches for acquisition, retention, engagement and renewal for all Y members and programs.
·Oversee the creation, production and implementation of inspiring campaigns, program and materials that build the brand and drive sales, renewal and retention.
·Coordinate and monitor performance metrics and coach throughout the organization to ensure success.
·Understand and interpret market dynamics for use in optimizing strategy and/or gaining efficiencies and developing new programs to best meet key business, sales, and revenue objectives.
·Designs, oversees the development of and deploys an exceptional digital experience for members and participants.
·Build out and oversee the Y’s virtual platform including partnering on the regional and national level to enhance the experience.
·Drives integration of experience across all platforms and stakeholders
·Ensure public relations and media involvement that develops and strengthens our image and builds brand awareness, relevance, reputation, and esteem among target audiences.
·Play a key role in the development, communication and reporting of the strategic plan.
·Foster relationships and collaborate with local community leaders to advance the Y and our strategic objectives.
·Collaborate with YMCA colleagues regionally and nationally to learn, share and employ proven experience and marketing strategies. Help elevate efficiency and effectiveness through active contributions and participation in leading-edge experience, marketing, and innovation initiatives.
·Ensure Y-USA Brand Compliance and leads brand audits as necessary.
·Ensure an effective partnership with our VP of Operations to develop a communications strategy for all fund-raising initiatives and support strategies through the development of all print, online and multi-media financial development communications.
·As a senior leader, provide visionary thought leadership to help drive a culture of innovation and continuous improvement.
·Represents the CEO in the community as needed.
·Performs other duties as assigned.