VP of Marketing and Strategic Partnerships

Are you a senior marketing and communications leader who knows how to build trust, influence stakeholders, and grow a mission-driven brand at scale? Smart, Savvy + Associates is pleased to partner with YMCA BC in their search for a Vice President, Marketing & Strategic Partnerships — a senior leadership role focused on strengthening brand presence, deepening community and government relationships, and supporting long-term, sustainable growth across British Columbia.

This role is ideal for a strategic, collaborative leader who brings both big-picture vision and practical execution experience across marketing, communications, public affairs, and partnerships — and who is motivated by purpose as much as performance. About YMCA BC YMCA BC is one of the province’s most trusted charities, serving more than 225,000 people across 58 communities through programs spanning child care, health and fitness, aquatics, camps, mental wellness, newcomer services, and community programs.

Following a major unification in 2023, YMCA BC is building a more connected, province-wide organization focused on igniting belonging and advancing health and wellbeing for people of all ages, backgrounds, and abilities. As Vice President, Marketing & Strategic Partnerships, you will… Provide senior-level strategic leadership Lead the development and execution of integrated marketing, communications, and stakeholder engagement strategies aligned with YMCA BC’s mission and strategic priorities Serve as a trusted advisor to the executive team on brand, reputation, communications, and engagement strategy Drive visibility, credibility, and emotional connection with communities across British Columbia Strengthen and steward the YMCA BC brand Build and reinforce a unified YMCA BC brand, ensuring clarity and consistency across programs, portfolios, and touchpoints Lead integrated campaigns that support participation, revenue, and mission impact across Child Care, Health & Fitness, Camps, and Community Programs Oversee digital marketing strategy, including website, social, email, SEO/SEM, paid media, and user experience optimization.

Lead communications, PR, and issues management Set clear external communications frameworks to ensure alignment, consistency, and timeliness across the organization Guide public and media relations strategy, elevating impact stories and protecting organizational reputation Lead crisis communications and issues response when required Advance government relations and advocacy Build and maintain strong relationships with municipal, provincial, and federal government stakeholders Position YMCA BC as a credible policy partner on issues related to child care, youth development, health equity, and community wellbeing Support advocacy efforts, briefing materials, and funding-related communications in collaboration with senior leadership Develop meaningful corporate partnerships Lead corporate partnership strategy focused on sponsorships, cause marketing, and aligned collaborations Negotiate and steward partnerships that deliver shared value and long-term impact Work closely with Fund Development to ensure clarity between partnerships and philanthropic fundraising Build and lead high-performing teams Provide inspirational, inclusive leadership to Marketing & Communications and Government Relations teams Establish clear priorities, guardrails, and ways of working that balance strategic initiatives with reactive needs Champion equity, diversity, inclusion, and accessibility across all marketing and communications efforts Build measurement and reporting frameworks to demonstrate impact and inform decision-making You bring… A bachelor’s degree in Marketing, Communications, Public Relations, Business, or a related field 10+ years of progressive leadership experience in marketing and communications, including senior-level roles Proven experience leading integrated marketing and communications strategies in complex, multi-site organizations Strong background in public affairs, government relations, advocacy, or reputation management Deep expertise in brand strategy, digital marketing ecosystems, and stakeholder…