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Marketing Director

YMCA of the USA
Grand Rapids, MI
This role provides vision, strategy, and leadership for all association-wide branding, marketing, and communications initiatives.

Job Description

The Marketing Director provides vision, strategy, and leadership for all association-wide branding, marketing, and communications initiatives. This role sets the overall marketing roadmap and translates organizational goals into integrated, results-driven strategies across digital, print, web, email, social media, and earned media.

The Marketing Director is responsible for driving measurable outcomes in brand awareness, membership and program engagement, fundraising revenue, and volunteer and staff recruitment. This leader oversees the development and execution of compelling campaigns, ensures consistency of message and visual identity, and elevates the YMCA’s reputation as a trusted, mission-driven community nonprofit.

The Marketing Director mentors and manages a high-performing team, partners closely with Association leadership and cross-functional teams, leverages research and analytics to inform decision-making, and ensures operational excellence through effective planning, budgeting, and performance measurement.

On-site position: This role is based at our Association office in Grand Rapids, MI and requires regular in-person attendance, Monday - Friday, with some evenings and weekends for events.

Qualifications

  • Education: Bachelor’s degree (B.A.) in communication, business, marketing, or related field required.
  • Experience: A minimum of 5 years of relevant progressive marketing experience, including leadership and supervision experience.
  • Proven Expertise: Strong written and oral communication skills and experience managing multi-channel campaigns for a multi-location company or organization. Demonstrate understanding of SEO and web traffic metrics. Demonstrate success implementing email campaigns that maximize sales conversion and engagement through design, delivery and analytics. Strong creativity, human relation skills, and a strong sense of time management. Expertise in digital marketing, brand strategy, and content development
  • Mission-Driven Leadership: Ability to interact with people of all ethnic backgrounds, ages, and lifestyles. Ability to react quickly in emergency situations.

Essential Functions

Strategy & Leadership

  • Develop and own association-wide marketing strategies that support short- and long-term objectives.
  • Establish, direct, and oversee integrated brand and marketing strategies.
  • Benchmark current activities and develop improvement roadmaps.

Brand Strategy & Creative

  • Lead brand stewardship and ensure brand-compliant messaging and visuals.
  • Lead creation of inspiring design, content, and campaigns.
  • Strengthen brand reputation and community perception.

Digital, Web & Content

  • Build a best-in-class web presence.
  • Lead innovative social media campaigns.
  • Oversee email marketing, search engine optimization (SEO), and content development.

Communications & Media Relations

  • Maintain media relationships and serve as spokesperson.
  • Train staff for media readiness.
  • Oversee copywriting and editorial standards.

Insights, Analytics & Continuous Improvement

  • Use research and market dynamics to inform strategy.
  • Use analytics to measure and optimize performance.

Team Leadership & Collaboration

  • Mentor and motivate the marketing team.
  • Collaborate cross-functionally to support organizational goals.

Budget & Operational Excellence

  • Lead annual departmental budget development
  • Monitor monthly and year-end financial performance for the marketing department.
  • Ensure execution of annual marketing calendar.

Perform additional duties as assigned to ensure the success of the YMCA and its mission-driven work.

Required Certifications

  • Cardiopulmonary Resuscitation (CPR) and First Aid Certification required within the first 60 days
  • Bloodborne Pathogen training
  • State of Michigan criminal background clearance (ICHAT)
Posted 2026-02-04

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