Director of Marketing Strategy & Analytics
Reports to: SVP Finance & Operations
Supervises: Graphic Designer, Marketing and Communications Specialist
Classification: Full-time; Exempt position
The Director of Marketing Strategy & Analytics is responsible for developing and executing a data-driven strategy to operationalize the organization’s 5-year strategic plan. Included in the role is all associated planning, development and implementation of all the chapter’s marketing, communications, community, and public relations efforts to advance the Make-A-Wish brand and support the organization’s vision of efficiently and effectively granting the wish of every medically eligible child.
As a vital member of the organization’s operations team, this role directly impacts the strategic execution the chapter’s mission by actively collaborating with both the development and mission delivery teams. By working closely with the Senior Vice President of Finance & Operations, the Senior Database and Information Manager, and other key internal and external stakeholders, the Director of Marketing Strategy & Analytics leverages financial and demographic data to identify new or augment existing marketing initiatives to drive measurable revenue growth and donor retention.
The Director of Marketing Strategy & Analytics supervises the Graphic Designer and Marketing and Communications Specialist – together they develop the organization’s varied and integrated marketing and communications plans, products and services including; media and community outreach, special event and fundraising collateral and communications, donor stewardship recognition, mission delivery outreach and support, brand management, marketing collateral, advertising, social media, website management, etc.
MARKETING STRATEGY
- Develop, implement, and continuously improve the Marketing Strategy in support of the chapter’s overarching strategic plan inclusive of landscape review, competitive analysis, SWOT, A/B testing for marketing effectiveness, and resulting recommendations
- Segment, score, and enhance the current database to enable more effective use in all areas including marketing campaigns utilizing SalesForce, Wealth Engine, and Windfall data tools
- Analyze all prior event transactions and donor demographics to identify demographic gaps to assist the development team in goals pertaining to retaining current and attracting future donors
- Assess year-over-year donor data to identify drivers of donor behavior including retention and loyalty as well as contribution fluctuations and other actionable findings
- Utilize current tools such as Google Analytics, Hootsuite, and other social media analytics tools to identify trends and opportunities for future marketing initiatives and recommend new tools to drive improved efficiency and scale
- Collaborate with the CEO and leadership team on how to apply data analysis to further the organization’s strategic plan supporting our 4 pillars: Wishes, People, Revenue, and Capabilities
BRAND ADVANCEMENT, AWARENESS, AND PR
- Serve as Chapter Brand ambassador to protect, strengthen and elevate the Make-A-Wish brand
- Lead Graphic Designer and Marketing and Communications Specialist to ensure the development team is adhering to brand standards to for all materials including event signage, flyers, t-shirts, social media, press releases
- Manage relationship with contracted PR Firm to increase coverage by media throughout chapter region, steward media contacts for outreach efforts, and build and maintain relationships with key influencers and other sympathetic media
- Manage special event and mission publicity and marketing initiatives in order to gain public attention, support and activation through the media. Act as dedicated spokesperson for the media and create scripts for other stakeholder interviews as needed
- Develop advertising, cause marketing and other campaigns to raise awareness and develop significant fundraising campaigns in line with the Marketing and Mission strategies
COMMUNICATIONS
- Launch and lead year-round communication strategy for target audiences (volunteers, external events, donors, medical referral sources, corporate and individual donors)
- Manage production of “Year in Wishes” annual report
- Manage communication and marketing budget
- Assist and advance communication plans designed by the National office including World Wish Month and National Corporate Partner campaigns. Collaborate with corporate development colleagues and National partners to support the proper balance of national and local activities and outcomes
- Manage presence on social media channels and analyze market trend data to adjust marketing strategy as needed
- Possess an analytical skill set to collect and interpret data and incorporate into marketing strategy
- Ability to lead with little guidance and implement process improvement procedures/policies to increase MarCom productivity within the Chapter
- Self-motivated and detail-oriented professional with excellent writing, organizational and interpersonal skills required. Ability to work independently and as part of a team a must
- Ability to work under pressure and manage multiple tasks, deadlines, budgets, priorities and delegation
- Proficient in Microsoft Office especially Microsoft Excel
- Working knowledge of social media platforms, Customer Relationship Management (CRM) software such as SalesForce, and Google Analytics
- Ability to interact with diverse groups and willingness to work occasional evening and weekend hours as required
- Valid driver’s license and reliable vehicle
- BA or BS Degree in marketing, marketing analytics, business strategy, or related field. Candidate must have at least 5-7 years’ experience working within the nonprofit sector and/or small business
- Proven leader with strategic and operational skills and the ability to build and implement big-picture strategy from the top down
Email resume, cover letter, and salary requirements to resume@nc.wish.org by January 22, 2024.
Please add position applying for in SUBJECT line of email.
NO PHONE CALLS OR EMAILS, PLEASE!