Senior Director of Marketing and Community Engagement

The Senior Director of Marketing and Community Engagement provides strategic leadership and hands-on execution of marketing, communications, brand management, and community engagement initiatives across the YMCA of Catawba Valley.

This position strengthens the YMCA's visibility, increases membership and program participation, supports philanthropic efforts, and builds meaningful community relationships. Working collaboratively with Association leadership, branch executives, and program teams, the Senior Director develops and implements marketing strategies that advance organizational priorities and demonstrate measurable results.

The Senior Director uses data analytics, performance metrics, and community insights to evaluate marketing effectiveness, improve engagement, and maximize organizational resources while advancing the YMCA's mission and core values of caring, honesty, respect, and responsibility.

• →Develop and execute an annual Association-wide marketing and communications plan aligned with strategic priorities.
• →Lead marketing campaigns supporting membership growth, retention, program enrollment, special events, and charitable giving.
• →Maintain consistent YMCA branding, messaging, and visual identity across all branches and communication platforms.
• →Collaborate with Association and branch leadership to establish marketing priorities, timelines, and promotional strategies.
• →Manage an Association-wide marketing calendar and coordinate the development of promotional materials.

• →Oversee the YMCA website, social media platforms, email marketing, digital advertising, and other communication channels.
• →Develop compelling digital content, including graphics, photography, videos, newsletters, and promotional campaigns.
• →Ensure digital communications are accurate, accessible, engaging, and consistent with YMCA brand standards.
• →Identify and implement emerging marketing tools and technologies to improve efficiency and effectiveness.

• →Build and maintain relationships with community partners, schools, businesses, media outlets, and civic organizations.
• →Identify opportunities to increase YMCA visibility through community events, partnerships, outreach, and public relations.
• →Coordinate press releases, media communications, and community engagement initiatives.
• →Represent the YMCA at community events and support branch-level promotional activities.
• →Evaluate community engagement initiatives to strengthen relationships and increase organizational awareness.

• →Develop mission-driven stories highlighting the YMCA's impact on youth, families, members, and the community.
• →Partner with the Philanthropy team to support the Annual Community Support Campaign, fundraising events, donor communications, and sponsorship recognition.
• →Coordinate content for impact reports, annual reports, presentations, and community communications.
• →Ensure storytelling respects participant privacy, consent, and YMCA child protection standards.

• →Establish measurable marketing goals and key performance indicators (KPIs) aligned with organizational priorities.
• →Analyze website traffic, social media engagement, email performance, campaign conversions, and audience reach.
• →Evaluate marketing effectiveness in supporting membership acquisition, retention, program enrollment, and philanthropic engagement.
• →Monitor campaign costs, cost per lead, and return on marketing investment when reliable data is available.
• →Develop regular performance dashboards and reports for Association leadership, identifying trends, outcomes, and opportunities for improvement.
• →Use data-driven insights to refine marketing strategies, allocate resources, and demonstrate organizational impact.

• →Serve as the primary marketing and communications resource for Association departments and branch leadership.
• →Support internal communications, recruitment marketing, and employee engagement initiatives.
• →Develop and monitor the marketing budget, coordinate vendors, and ensure responsible use of organizational resources.
• →Collaborate across departments to prioritize projects and ensure timely completion of marketing initiatives.

• Bachelor's degree in Marketing, Communications, Public Relations, Business, or related field preferred; equivalent experience considered.
• Three to five years of relevant experience in marketing, communications, digital media, or community engagement.
• Demonstrated experience developing and executing integrated marketing campaigns.
• Strong written, verbal, organizational, and relationship-building skills.
• Proficiency with digital marketing platforms, website management, social media, Canva or Adobe Creative Suite, and Microsoft Office.
• Experience using marketing analytics, performance dashboards, and digital reporting tools to evaluate results and guide decisions.
• Ability to manage multiple priorities, work independently, and collaborate across departments.
• Nonprofit or mission-driven organizational experience preferred.
• Commitment to the YMCA's mission, values, and cause-driven leadership principles.

Success will be evaluated through measurable progress in:

Work is performed at Association offices, YMCA branches, and community locations. Occasional evening and weekend work and local travel may be required. Completion of YMCA safety and child protection training is required. Essential functions must be performed with or without reasonable accommodation.

The YMCA is an equal opportunity employer committed to a welcoming and inclusive workplace. This description outlines the general responsibilities of the position and may be modified based on organizational needs.