Vice President of Marketing

Description

The Vice President of Marketing & Brand Strategy leads enterprise-wide marketing and brand strategy for the YMCA of Southwest Florida, ensuring the Y’s mission, impact, and value are clearly represented across the community and marketplace. This role drives program and membership growth and strategic initiatives by developing and executing integrated, data-informed marketing strategies that generate qualified leads and achieve revenue, enrollment, and membership & program objectives.

As the lead brand steward, the VP shapes and protects the YMCA brand experience at every touchpoint, ensuring full alignment with Y-USA brand standards across all locations, campaigns, and platforms. A critical priority is the close partnership with the Philanthropy Department—especially the VP of Philanthropy, the “voice” of the Y for mission and donor engagement—to ensure donor-facing storytelling and fundraising materials are compelling, authentic, and brand-aligned.

The VP of Marketing & Brand Strategy fosters innovation, builds strong teams, and collaborates across the association to deliver measurable results that advance youth development, healthy living, and social responsibility.

Requirements

• Develop and lead an association-wide marketing strategy aligned to organizational goals, brand priorities, and financial targets.
• Set annual marketing goals and objectives with the COO and senior leadership; create, present, and manage the annual marketing plan.
• Translate association strategy into branch-ready marketing priorities, tools, and calendars that drive consistent execution.
• Monitor internal performance tracking through regular review of financials, enrollment and membership reports, and marketing KPIs; maintain a full understanding of trends, identify risks/opportunities early, and proactively adjust strategies to stay ahead of association goals.

• Serve as the primary driver of qualified leads for membership and program enrollment across all lines of business.
• Oversee multi-channel marketing including digital campaigns, paid media, social media, SEO/SEM, email marketing, and targeted promotions.
• Establish and manage marketing funnels from awareness through conversion and retention; optimize for ROI and community reach.
• Determine, monitor, and report KPIs (leads, conversion rates, enrollment velocity, retention indicators, CAC, and brand health).
• Partner with senior leaders and branch teams to drive and ensure 3–5% association growth by core business area, using targeted lead-generation strategies and performance tracking.

• Conduct market research to understand community needs, member behavior, and program demand.
• Track competitor activity and positioning; apply insights to refine messaging, value propositions, and growth opportunities.

• Lead the development and implementation of an association-wide brand experience strategy.
• Ensure consistent brand integration across programs, facilities, digital platforms, staff/volunteer practices, and member communications.
• Ensure compliance with all Y-USA brand standards and usage requirements, coach branches on consistent application.

• Serve as a key strategic partner to the Philanthropy Department.
• Work in close collaboration with the VP of Philanthropy (the “voice” of the Y for mission and donors) to support annual giving, major gifts, capital campaigns, and stewardship strategies.
• Ensure donor-facing campaigns, collateral, impact reports, and storytelling reflect YMCA values, brand standards, and measurable community impact.
• Align marketing and fundraising calendars to maximize campaign effectiveness and donor engagement.

• Lead, coach, and develop a high-performing in-house marketing team; build a culture of innovation and accountability.
• Build and manage a network of qualified external agencies and freelance resources to extend capacity.
• Manage the association marketing budget within parameters; allocate resources based on…