Associate Director of Brand and Marketing - Washington, United States - Planned Parenthood of Metropolitan Washington DC

Description

Job Description

The Associate Director of Brand and Marketing is responsible for leading the Brand and Marketing team in developing, implementing, and executing strategic brand and marketing campaigns. This involves creating an integrated marketing strategy to attract and retain patients, enhance the brand across the DC metropolitan region, and work collaboratively with other departments to develop materials and campaigns as needed. They are responsible for ensuring all creative assets reflect well on the brand's reputation and drive interest indicators that align with brand standards. They conduct market research to inform business operations, expansion, and audience targeting. Additionally, the Associate Director of Brand and Marketing will grow earned revenue streams to support PPMW programs.

Marketing

• Develop organization-wide marketing strategies and campaigns to drive patient volume, cultivate donor base, support education programming, and bolster advocacy efforts.
• Direct and lead market research in the DMV area; share results with senior leadership to inform business development and patient access decisions.
• Manage paid media and advertising strategy from campaign creation to execution and results assessment; track and analyze campaign metrics in real-time and adjust to increase the campaign's success.
• Manage contract and relationship with ad buy agency.
• Create and maintain an operational budget for paid brand advertising.
• Strategize and manage search engine marketing by identifying growth opportunities, working with external vendors, and reporting out to appropriate departments.
• Strategize search engine optimization strategies for all organizational websites.
• Participate in Planned Parenthood Federation of America's brand and marketing meetings.
• Orchestrate marketing pushes in conjunction with medical management team operations and needs; serve on the medical management team.
• Conduct selection process and contract management with external agencies and vendors as needed.
• Utilize Google Analytics, Looker, Tableau, and other analytics to assess the success of PPMW's marketing efforts, better understand patient needs, and determine where marketing strategy and investment are needed
• Partner closely with AVP of communications and communications team to re-envision and update the website ad needed, including developing new landing pages and uploading website architecture as programs and services evolve
• Hire and onboard full- and part-time marketing associates, seasonal interns, and contractors.

Brand

• Serve as one of PPMW's lead staff experts on visual identity for PPMW; serve as creative director for in-house contracted graphic designers
• Work cross-departmentally to support branding and promotional needs; develop digital and material creative assets for various events, initiatives, promotions, web campaign pages, and other digital assets.
• Communicate brand personality and align the organization around foundational ideas; maintain PPMW's online brand by curating digital assets to be used across digital channels.
• Ensure proper brand usage on all internal and external communication properties while adhering to both PPMW and PPFA brand book guidelines.
• Supervise management of collateral, inventory levels, and vendor relations.
• Conduct consumer and market research to identify brand position in the local market and assist with tracking and analyzing data to increase audience engagement.
• Collaborate with internal departments to ensure printed information, including palm cards and one-pagers are up-to-date.
• Conduct yearly brand audits of signage and visual brand of health centers.

Earned Revenue

• Manage PPMW's e-commerce store, including product research, design, and brand strategy.
• Implement sales and promotional plans across all marketing channels.
• Conduct market research on successful products, slogans, and design in reproductive advocacy spaces to explore new product line launches.
• Create and expand upon community partnerships, investing marketing resources in co-branded materials and digital assets.

Additional Responsibilities:

• Work closely with the development team on promotion of annual events and end-of-year giving.
• Serve as a liaison for community events.
• Identify and build business-to-business relationships.
• Engage in continuous patient experience evaluation and upgrades.

Education/Experience:

• BA or BS in Marketing, Communications, Business, Journalism, Public Relations or related field. Masters degree preferred.
• 5 - 7 years experience with a variety of brand and marketing disciplines including digital advertising strategy and analysis, social media strategy, creative direction for visual products, branding and sub-branding, external partnerships, and e-commerce.
• Strong project management skills, writing, graphic design sense, interpersonal communication, and management experience will be essential for success in this role.
• Must be able to handle multiple tasks and work under pressure while juggling deadlines.
• Exceptional interpersonal skills and a sense of humor
• Commitment to Planned Parenthood's mission and vision
• Google Analytics experience is required.
• CMS management experience is required.

Qualifications:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

Other Requirements:

Reasoning Ability

Must have the ability to define problems, collect data, establish facts, and draw valid conclusion. Ability to multi-task and to work effectively under pressure due to conflicting demands is required. Must be flexible, highly organized, creative, and detail-oriented with the ability to set and meet deadlines.

Language Skills

Ability to read, analyze and interpret productivity reports industry periodicals government regulations and legal documents along with the ability to effectively present information to staff at all lev ls of the affiliate and the board of directors. Must have the ability to write reports, business correspondences, and procedure manuals. Requires excellent verbal and written communication skills, including listening and interpersonal relationship communication skills as well as coaching and collaboration. This must include strong presentation and public speaking skills with the ability to interact with a diverse group of staff and internal and external customers appropriately and professionally, including PPMW's Board of Directors.

Mathematical Skills

Must possess the ability to add, subtract, multiply and divide in all units of measure, using whole numbers, common fractions, and decimals. Requires ability to interpret basic financial data and communicate implications to managers. Must have the ability to develop and manage a budget, including elements of cost analysis, cost management and revenue forecasting.

Computer Skills

Excellent keyboarding skills with a high level of accuracy are required. Must have demonstrated proficiency with Microsoft Office, possess the capacity to learn software programs required for specific position and must be able to access electronic communications, including e-mail, Extranet, Intranet, and Internet.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. The employee must possess a demonstrated ability to work in a diverse environment and build productive relationships. A demonstrated ability to effectively work independently and collaboratively as part of a team is essential.

Noise levels in the work environment is usually moderate.

Protestors may be present at work and related sites.

The position may require frequent travel to multiple sites. Employees must provide own reliable transportation and possess a valid driver's license for the performance of agency duties.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. All of the job functions listed within this job description involve to greater and lesser degrees the following physical demands: close vision; hearing/listening; clear speech; walking; lifting and carrying up to 25 pounds; stooping; kneeling; bending; sitting; standing; and use of digits of hands to handle, feel and use the keyboard.

Compensation details: Yearly Salary

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