Marketing and Engagement Director

POSITION OVERVIEW AND RESPONSIBILITIES

The Bay Area Ridge Trail has reached an important stage of organizational growth, with strong potential to expand its reach to new audiences, develop new community and corporate partnerships, and diversify revenue streams. The Marketing and Engagement Director is a strategic leadership role created to capitalize on these opportunities developing and implementing a cohesive strategy that integrates marketing, communications, events, and revenue generation to advance the Ridge Trail Council’s mission and financial sustainability.

Reporting to the Executive Director, this position will lead a team of 2 FTE (Community Engagement Manager and Communications Manager) and work collaboratively with the Development Director, Deputy Director, and board leadership to grow the Ridge Trail’s visibility, community impact, and contributed revenue. This role is both strategic and hands‑on, requiring a leader who can develop a vision and build systems while also engaging directly with community, business, and park partners, producing compelling content, and maximizing the trail’s impact for users, communities, and the organization.

• Develop and implement annual marketing, communications, and community engagement strategies aligned with organizational mission and goals.
• Lead annual planning for events, campaigns, and partnership initiatives with clear metrics and revenue targets.
• Monitor industry trends and best practices in outdoor recreation marketing and community engagement.
• Track performance metrics; analyze results, and adjust strategies based on data.
• Foster a collaborative, inclusive team culture by mentoring and developing a high‑performing staff.

• Manage departmental budget of approximately $400k while driving revenue growth toward and beyond full cost‑recovery—with an initial target of $250k from events, corporate partnerships, sponsor ships, and membership acquisition.
• Identify, cultivate, and steward corporate partnerships and sponsorship (a key growth area for the Ridge Trail).
• Build and maintain strong relationships with Bay Area businesses, community organizations, civic leaders, and other nonprofits.
• Work collaboratively with the Executive Director and Development Director to align engagement with broader fundraising priorities and ensure a coordinated organizational approach.

• Provide strategic direction and leadership to the Community Engagement Manager to plan and execute trail events, dedications, and community outings.
• Ensure events drive both community engagement and revenue generation, evaluating success through attendance, revenue, satisfaction, and mission alignment.
• Develop volunteer engagement strategies that build community and support trail stewardship and trail outings leader programs.

• Grow the Ridge Trail’s brand visibility, awareness, and storytelling—ensuring consistent messaging across all print and digital channels, including website, social media, e-newsletters, brochures, and annual reports.
• Provide strategic direction to the Communications Manager in developing compelling content across all channels.
• Oversee digital marketing strategy including website optimization, social media, email campaigns, and digital advertising.
• Lead public relations efforts, serving as the primary media liaison and overseeing press outreach.

The Marketing and Engagement Director is a creative, community-focused leader who combines strategic marketing expertise with genuine passion for connecting people to nature and to each other. This is an extraordinary opportunity for a creative leader and communicator who thrives at the intersection of storytelling, community building, and mission‑driven work and who is inspired by the vision of an interconnected regional trail that connects people of all ages, backgrounds, and abilities to parks and open space.

The ideal candidate brings a track record of building engaged communities and compelling campaigns with deep respect for the diversity of Bay Area communities and a commitment to…