Chief Marketing Officer

Washington, DC
Jul 30, 2018
Aug 13, 2018
Executive, Chief
Full Time
#cb JOB SUMMARYReporting to, and partnering with, the President & Chief Executive Officer, the Chief Marketing Officer (CMO) provides leadership and strategic direction for overall brand positioning and marketing for the Organization (Organization) as well as strategies for target audience recruitment, engagement and transition to financial support. In partnership with the Chief Development Officer, s/he contributes to Organization's revenue development strategy and implementation of its 5-year financial goals. In addition, the CMO oversees day-to-day operations of the organization's digital content/engagement, corporate sponsorship/licensing, marketing, magazine, and media/public affairs departments. With these resources, the CMO has a mandate to:Promote the core attributes of Organization brand;Elevate awareness and understanding of Organization, its programs and goals among target audiences;Develop new audiences, helping to ensure Organization effectively engages with a larger, younger, broader and more culturally diverse constituency;Develop and implement proven strategies (digital being a priority) to recruit qualified leads, and partner with Development Division to convert them into a growing base of annual, unrestricted revenue;Develop partnerships, including corporate partnership and licensing arrangements, to provide visibility and funding;Partner with the Organization and Law Divisions to effectively use marketing resources to enhance program outcomes;Position Organization as a national thought leader on issues of Organization, community revitalization, heritage tourism, and historic sites.The CMO leads a dynamic team of approximately 20 professionals and works closely with Trustees and other volunteers. As a member of the Executive Team, the CMO is an advisor to the other divisional leaders regarding marketing, digital and brand management strategies. The CMO also serves as staff co-liaison to the Advancement Committee of the Board of Trustees, and to other volunteer committees as required. DUTIESDivision Leadership: The CMO leads all aspects of the Marketing division, including: strategic direction, budgeting, staffing decisions, professional development, performance management, team management and cross-divisional relationships. S/he cultivates effective relationships with the President, Trustees, and Executive Team counterparts so as to identify their needs and provide useful tools and appropriate marketing guidance. S/he works collaboratively and with only directional guidance across the organization to promote the division and ensure appropriate outcomes. S/he is responsible for recruiting and retaining a culturally diverse staff, and continually enhancing division skills, particularly those related to use of rapidly changing technology and communications best practices. Web and Digital Properties: The expansion and integration of the National Trust's digital marketing is a key strategy for achieving goals for advocacy, engagement, business development, and financial strength. This includes thoughtfully expanding Organization's footprint and impact in the rapidly evolving social media landscape. The CMO will review and manage all National Trust digital channels to ensure brand alignment, build operational efficiency and create strong user engagement, toward the ultimate goal of revenue generation. Corporate Partnerships and Licensing: The CMO is responsible for engaging and sustaining corporate partnerships, using Organization's brand assets in strategic and appropriate ways with corporate and retail partners. The goal is to nurture and retain existing partners, secure new partners and grow unrestricted revenue. Media Relations and Public Affairs: The CMO coordinates and directs Organization's work with the media (broadcasting, print, online and social) as well as the communications and public affairs elements of key projects. These currently include the annual Eleven Most Endangered Historic Places list, our National Treasure portfolio of projects, and key Organization priorities in which we build our advocacy base of support, such as the African American Cultural Heritage Action Fund. In this role, the CMO is responsible for developing and implementing communications plans to aggressively promote the National Trust's mission and programs. Organization Magazine: The CMO is responsible for working with divisional leadership to oversee Editorial & Creative Strategies to make certain Organization magazine reflects the overall National Trust communications strategy and program. This requires coordination of the magazine's vision with the vision for the organization and includes increased emphasis on building an engaged membership and encouraging action by the members of Organization. In addition, the CMO is responsible for providing astute oversight to the business side of the magazine, keeping the publication on a path to meet its annual and long-term business goals. Management of Organization Message and Brand: The CMO is responsible for managing the National Trust message and brands, including an organization-wide process for coordination and approval. A key goal is to significantly broaden Organization's external outreach beyond the established Organization community to appeal to and include diverse cultures, communities, constituents and partners, with a particular focus - in the next ten years - on engaging Millennials. Building broad support through community outreach: The CMO collaborates with Trust divisions, partners and communities to execute effective community outreach programs which drive brand awareness, Organization outcomes, and engagement of Organization Allies -- people connected to Organization via digital channels who can be activated for donations, advocacy and volunteerism. Promotion: The CMO will be responsible for developing, implementing and evaluating programs that raise the visibility of Organization among target audiences. Examples include public service announcements, strategic paid advertising, strategic partnerships, and programmatic relationships. These programs will be designed to deliver key messages to priority audiences. Research: The CMO will be responsible for developing the capacity for and providing oversight to market research, including membership, online, and brand awareness surveys and using a data-driven approach to hone Organization's marketing programs. QUALIFICATIONSSkills & KnowledgeAt least 22 years of professional level experience, including at least 12 years in progressively responsible marketing related roles. Experience in the nonprofit and advocacy sectors valued. Non-profit board experience is a plus.Demonstrated experience in digital/social, direct marketing, brand marketing, media relations, and public affairs, as well as in building brand equity, awareness, constituency loyalty, and using marketing to increase revenue and support programmatic outcomes.Demonstrated experience with digital and direct marketing techniques leading to revenue generation in either a for-profit or non-profit setting.Experience with corporate licensing and sponsorship preferred.At least 15 years' experience with high-level (preferably division-level) strategic planning, budgeting, staffing, supervising senior professionals (preferably including Vice Presidents) and leading departments to generate high quality resultsAdvanced analytical skills, problem solving (issue identification and prioritization) skills, communication and presentation skills are essential for this role, plus the ability to exercise sound judgment and make decisions based on accurate and timely analysis.Advanced project-management, division-management and client-management skills, with the ability to develop and execute short and long term plans including the establishment of goals and outcome measures. Dependability, with a strong sense of urgency and results-orientation, essential.Excellent verbal and written communication skills, with a willingness to share information and the ability to communicate plans and outcomes at all levels of the organization. Ability to communicate with staff at remote locations essential.Demonstrated success in marketing to and engaging culturally diverse audiences and partners, as well as a commitment to diversity in programming and staffing.Persuasive, polished presentation skills.Strong interpersonal skills, with proven ability to collaborate across divisions to implement processes and achieve results. Track record of building and maintaining productive relationships with multiple stakeholders.Ability to prioritize, multi-task efficiently and respond to a high volume of ongoing requests in a timely fashion. Ability to be hands-on as required and to delegate as possible.Ability to adapt and be flexible in a dynamic work environment required, including working effectively with frequent interruptions and handling changing and/or unscheduled tasks with accuracy. Public contact and ability to work successfully in close proximity to others required.Entrepreneurial spirit and skill set essential.Proven ability to continually develop skills related to use of rapidly changing technology and communications best practices.Experience or interest in Organization, historic architecture and/or community revitalization a plus. Advanced knowledge of Microsoft Word and Excel required. Familiarity with other software, including databases and CRM systems, a plus.Bachelor's degree in related field required. Master's degree or PhD in relevant field, or equivalent experience, preferred.Personal AttributesDemonstrated interest in, and commitment to, the values, goals and mission of the National Trust.Strong partnership skills, including with the Board, senior management, colleagues, and partner organizations.An innovator who takes appropriate business risks. Makes sensible recommendations outside of his/her area of expertise. Makes decisions that balance a variety of factors (eg, cost, risk, short-term vs. long-term impact) to achieve optimal outcome.Mature and proactive, with evidence of having worked as a true business partner to the executives of a multi-divisional organization.Ability to, and commitment to, work within a multi-cultural environment.Regular and reliable attendance requiredFrequent travel required.

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