Job Description

Senior Director of Marketing and Engagement

Careers by E mpowering Futures, Building Communities

Imagine going to work each day knowing that your efforts positively impact individuals and communities. As a global movement and the nation’s leading nonprofit organization dedicated to strengthening communities through youth development, healthy living, and social responsibility, the YMCA of Greater San Francisco offers more than just a job—we offer a career with a future and the opportunity to make a lasting difference in your community. At the Y, you can uncover your passion and build a lifelong career addressing some of the nation’s most pressing social issues.

Our Organizational Culture

At the YMCA of Greater San Francisco , we are committed to demonstrating values that aim to building strong communities where you can Be , Belong and Become. With Truth & Courage , we strive to understand and act on individual and societal truths. We ensure a safe and inclusive environment with Authenticity & Accessibility , allowing everyone to participate according to their needs. Our approach is Dependable & Creative , as we respond to community needs through strong partnerships. Above all, we embody Dignity & Empathy , treating everyone with respect and compassion, and recognizing the inherent dignity in all individuals.

Position Summary

Reporting to the Vice President of Marketing and Communications, the Senior Director of Marketing and Engagement plays a critical leadership role in shaping and executing a comprehensive marketing strategy for the YMCA. This position is responsible for strengthening the organization’s brand, driving revenue, and increasing engagement across key audiences.

The Senior Director leads initiatives that support membership growth, program participation, fundraising campaigns, and event attendance. This role blends strategic planning with hands-on execution to ensure that all marketing efforts are delivered on time, within budget, and with measurable results.

Key responsibilities include overseeing media planning and buying, managing vendor relationships, coordinating web development with external partners, and developing an annual content strategy. The Senior Director also manages digital publications and ensures optimal performance across all major marketing channels, including the website, social media, paid advertising, email campaigns, and strategic partnerships.

Using audience insights, market research, and performance data, the Senior Director continuously refines strategies to maximize impact. They also provide guidance, resources, and direct support to local YMCA branches and program teams, helping them tailor outreach efforts to meet the needs of their communities.

This role requires strong leadership, operational excellence, and the ability to collaborate effectively across departments. The ideal candidate brings a strategic mindset and a willingness to remain closely involved in day-to-day marketing activities to ensure results.

Job Responsibilities

• Strategic Marketing & Localized Support
  • Develop and lead a multi-level marketing strategy that aligns the organization’s goals with the specific needs of YMCA branches.
  • Balance high-level brand direction with customized, localized marketing support to ensure community relevance and consistency.
  • Serve as a strategic partner to branches by providing toolkits, content templates, and targeted engagement strategies.
  • Drive marketing efforts that increase membership, program participation, and fundraising success across all locations.
  • Collaborate with executive leadership to ensure alignment with Vision 2030 and the organization’s 18-month strategic plan.
  • Co-develop the annual integrated marketing plan to maintain cohesive messaging across channels.
  • Lead customer journey mapping and apply audience insights to refine strategies across local and national levels.
• Marketing Channels & Performance Optimization
  • Oversee and improve performance across all major marketing channels:
    • Digital (web, SEO, paid search, email, and social media)
    • Traditional (print, direct mail, radio, outdoor)
    • Content (web, blog, email, and advertising)
  • Use data to drive decisions, optimize campaigns, and improve return on investment.
  • Establish clear benchmarks and KPIs to measure the success of all marketing activities.
  • Apply audience segmentation, A/B testing, and market research to continuously enhance strategy.
  • Ensure digital platforms are optimized for user experience, engagement, and conversion.
  • Stay informed on emerging marketing trends and apply the best practices to improve effectiveness.
• Use audience insights to guide campaign development and measure effectiveness.
• Monitor trends to ensure campaigns stay relevant and resonate with targeted demographics.
• Lead the creation of an integrated communications plan that blends organization-wide branding with local storytelling.
• Oversee internal and external creative teams to ensure campaigns are compelling and on-brand.
• Team Leadership & Operational Excellence
  • Manage and mentor a high-performing marketing team, promoting collaboration, innovation, and accountability.
  • Partner with branch and program leaders to support goals related to membership, programs, and fundraising.
  • Lead the development and execution of the Annual Operations Plan for marketing.
  • Oversee project timelines, budgets, and campaign performance to ensure timely and effective delivery.
  • Collaborate with the Director of Creative & Operations to improve systems, workflows, and team efficiency.
  • Facilitate cross-functional alignment between marketing, branches, and programming teams.
  • Manage vendor relationships and ensure seamless execution of campaigns and media buys.
  • Use Salesforce or other project tools to track and manage all marketing projects and team workflows.
• Data Analysis & Performance Reporting
  • Serve as the lead analyst for audience, web, email, and social data.
  • Translate insights into actionable strategies that improve performance and inform decision-making.
  • Maintain dashboards that track growth, engagement, and marketing ROI.
  • Present executive-level reports and recommendations based on marketing data and trends.
  • Develop an audience growth plan and reporting standards to guide daily and long-term efforts.
• Supervision & Team Development
  • Supervise and support a team of marketing professionals.
  • Lead hiring, onboarding, performance evaluations, and ongoing professional development.
  • Align team objectives with organizational and branch-specific marketing priorities.
  • Provide coaching, goal setting, and oversight to ensure individual and team success.

Minimum Qualifications

• Bachelor’s degree in marketing, Business, Audience Research, Communications, or a related field.
• 12+ years of progressively responsible marketing leadership experience, including work with or within marketing communications/advertising agencies.
• Proven ability to lead a function for the organization, as well as complex projects for large-scale initiatives.
• Expertise in developing and monitoring annual operational plans, ensuring accountability and performance tracking.
• Demonstrated success in managing complex, multi-tiered marketing efforts and driving revenue growth through membership, programs, and event marketing.
• Strong team leadership and collaboration skills, fostering professional development and innovation.
• Expertise in data-driven marketing, audience segmentation, and content strategy.
• Proficiency in Google Analytics, paid advertising, SEO, partnerships, email marketing, and digital media.
• Experience managing marketing budgets and optimizing spending for maximum ROI.
• Ability to translate audience data into impactful campaigns and engagement strategies.
• Hands-on experience with Salesforce Account Engagement, project management and marketing automation tools.

Work Environment and Physical Demands

This position operates in a professional office environment with frequent use of standard office equipment such as computers, phones, and printers. The role requires prolonged periods of sitting, as well as occasional standing, walking, and lifting of materials up to 15 pounds. The Senior Director may occasionally travel to YMCA branch locations or attend community events, which may include evening or weekend hours. A hybrid work schedule may be available based on organizational needs.

Disclaimers

• Must successfully complete a background screening, including criminal and employment verification. Some positions may also require a credit check.
• All duties and responsibilities are essential job functions, subject to reasonable accommodation. The YMCA promotes an equal employment opportunity workplace, which includes reasonable accommodation for otherwise qualified disabled applicants and employees. Please contact your manager if you have any questions about this policy or these job duties.
• This job description may not be all-inclusive, and employees are expected to perform other duties as assigned by management. Job descriptions and duties may be modif]]>

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