Vice President of Marketing

Job 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.

• 7–10+ years of senior‑level consumer marketing leadership, preferably in a top or #2 marketing role for a multi‑site, service‑intensive organization.
• Demonstrated success developing and executing enterprise marketing strategies that drive measurable growth in leads, enrollment, membership, and revenue.
• Well‑rounded expertise across:
  • Advertising and campaign strategy
  • Market research and competitive positioning
  • Data analytics, KPI dashboards, and performance optimization
  • Product/program marketing and lifecycle management
  • Brand strategy, governance, and standards compliance
  • Public relations and community storytelling
  • Budget and vendor/agency management
• Proven people leader with a strong track record hiring, coaching, and developing high‑performing teams; able to operate as a “player/coach.”
• Outstanding communication skills (written, oral, and presentations) with the ability to convey vision, influence peers, and inspire action.
• Demonstrated ability to build authentic relationships with diverse audiences and community stakeholders, with credibility and visible community leadership.
• Bachelor’s degree required in Marketing, Business, or related field; MBA/advanced degree preferred.

• 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…