American Humane Society (AHS) is seeking an experienced Vice President,
Marketing responsible for the evolution and integrity of the American Humane
Society (AHS) and Global Humane Society (GHS) brand and the development and
deployment of marketing strategies to achieve the critical business objectives
for the first animal welfare organization in the country as well as position the
organization for international growth. This position will be hybrid based at the
DC office and reports directly to the Senior Vice President & Chief Growth
Officer.
For nearly 150 years, American Humane Society (AHS) has led the way in
protecting animals and strengthening the bonds between animals and people. We
respond first when animals need rescue, shelter, or protection. Through our
groundbreaking programs – from our “No Animals Were Harmed®” certification in
Hollywood to our farm and conservation welfare standards – we set the highest
level of care and compassion in animal protection.
Working at AHS means being part of something bigger. With offices in Washington,
D.C., Los Angeles, and Palm Beach, we provide a supportive, professional
environment where your work makes a real difference in animals’ lives. American
Humane Society is committed to fostering a welcoming workplace. As we seek to
fill this position, we highly encourage high-performing applicants from all
backgrounds to apply.
Position summary:
The Vice President, Marketing (VP) is responsible for the evolution and
integrity of the American Humane Society (AHS) and Global Humane Society (GHS)
brand and the development and deployment of marketing strategies to achieve the
critical business objectives for the first animal welfare organization in the
country as well as position the organization for international growth. The VP
will play a critical leadership role in defining the American Humane brand
blueprint for the future, developing a strategy that defines how we go to
market, redefining our value proposition, identifying target audiences,
amplifying our partnerships, and driving best-in-class creative.
The VP will oversee, grow, and improve the awareness, interest and ranking of
American Humane’s brand. This critical role will determine long and short-term
objectives, develop strategies to achieve those goals, and ensure the marketing
team stays focused and executes high value/impact activities. The VP will lead
the analytical, creative and digital elements of marketing including brand and
positioning, building advocacy and influencers, content marketing, market
analytics, program sales, and fundraising support and lead generation.
They serve as the steward of the organization’s brand by providing strategic
oversight of the marketing team and working cross-functionally, to ensure
seamless integration of strategies and goals for the organization. Working in
collaboration with the Chief Communications Officer (CCO), the VP will ensure
maintenance of the organization’s brand guidelines are inclusive of its visual
identity, naming architecture, position, pillars and voice. The VP provides
leadership and direction over traditional marketing channels, digital marketing,
creative services, and partnership and sales marketing.
This role reports directly to the SVP & Chief Growth Officer and works closely
and collaboratively with the President & CEO, EVP, Chief Operating Officer
(COO), Chief Program Officer, CCO, VP, Partnerships and senior leadership across
the organization.
Responsibilities:
Marketing Strategy, Vision and Leadership:
* Reimagine and implement a strategic marketing vision that embraces an
integrated marketing approach, that positively builds the brand through
awareness and engagement with American Humane programs. Promote and protect
the American Humane brand and message; broaden awareness and visibility of
American Humane’s programs and priorities across key audiences; and,
alongside key fundraising and program team members, enhance and grow American
Humane’s base of donors and program customers
* Work with the CGO, CPO, COO, CCO, VP, Partnerships, and relevant agency
partners to refine the American Humane brand architecture, vision, and
strategy – partnering with program leads across the organization to refine
product value proposition, establish product-market fit, design brand pillars
that support our programmatic offerings and program sales value propositions.
* Support American Humane’s CCO and CEO on PR and executive visibility plans
* Ensure high-quality KPIs are set and employed to gauge the effectiveness of
marketing across the organization and within partnership deliverables in
meeting American Humane’s brand and program goals
* Drive the development of “always on” and seasonal/trend-driven marketing
campaigns to increase brand awareness, consideration, and conversion
Digital Marketing:
* Lead all digital marketing/channels and collaborate with CCO and Director,
Digital Fundraising to build plans consistent across the organization
* Evaluate and enhance all of American Humane’s owned properties including web,
digital, graphic design, social media and marketing efforts with a broad
focus on growing the organization’s brand and awareness.
* Oversee the planning execution and optimization of all digital marketing
campaigns across various channels, such as SEO, SEM, social media, email
marketing, display advertising and content marketing, aimed at a wide range
of prospective audiences
* Drive acquisition efforts by formulating website optimization tactics,
increasing the ability to generate new donors and customers.
* Monitor and analyze key performance indicators to evaluate the effectiveness
of digital marketing initiatives, making data-driven recommendations for
continuous improvement
* Stay current on industry trends, emerging technologies, and best practices in
digital marketing to ensure AH is at the forefront of innovation in its
overall marketing and brand growth efforts
* Develop and manage the digital marketing budget, ensuring resources are
allocated effectively to maximize ROI
Partnership and Program Marketing:
* Spearhead the development of marketing strategies for both development and
program portfolios, including product positioning and naming, target
audience(s), creative development, launch timing and channel approach.
* Working collaboratively with program and development leadership, conduct and
utilize research, data analytics, market trends and environmental factors to
uncover insights and leverage them in actionable ways to achieve
organizational and programmatic growth goals
* Oversee and create opportunities to provide best-in-class stewardship to
corporate and foundation partners. Ensure partnership execution
contributions/ commitments meet or exceed expectations of partners and
internal teams by supporting logistical execution of all marketing
partnership logistics – gather relevant assets, implementation details, recap
reporting and optimization of meaningful marketing metrics to be tracked
through the cycle of the partnerships
* Leverage partner relationships with intent to advance American Humane’s brand
recognition and owned marketing campaigns
* Collaborate with development and program leadership in the creation and
execution of brand partnership opportunities that will help us reach new
audiences and enhance our brand positioning
Communications:
* Work collaboratively with the Chief Communications Officer to ensure voice
and brand consistency across the work of the organization
Program Leadership & Business Development:
* Work collaboratively with program heads and staff in charge of business
development for individual program areas to ensure brand consistency across
the organization
Events:
* Work in collaboration with events function to ensure brand consistency in all
organizational events
Team and Budget Management:
* Oversee the day-to-day activities of the marketing function including
budgeting, planning, and staff development, and as needed supervise
contracted marketing projects and manage relationships with associated
vendors/agencies
* Build and lead a team of marketers in the development of go-to-market
strategies and tactics designed to grow the American Humane brand while
acquiring new donors, improving audience engagement, and increasing renewals
* Establish and monitor staff performance and development goals, assign
accountabilities, set objectives, establish priorities, and conduct annual
performance appraisals
* Promote a culture of high performance and continuous improvement that
emphasizes learning and a commitment to excellence through a supportive and
collaborative approach.
* Performs miscellaneous job-related duties as requested
Experience, Knowledge, Skills and Abilities:
* Bachelor’s Degree
* 10-15 years’ experience in a marketing leadership role required.
* Deep experience building and managing a marketing team in the nonprofit space
(ideally within animal welfare, or other relevant fields) or a
campaign-driven organization and with proven metrics around building a global
voice for an organization across key audiences
* Experience developing brand architecture and product positioning within the
digital landscape, bridging together consumer data, competitive/trend
analysis, and creative vision
* Excellent verbal/written communications are assumed, as is a knowledge of
design, digital and social media platforms, and multimedia campaigns and
implementation.
* Able to work well both independently, with minimal supervision, and
collaboratively as part of a team
* Highly skilled at building internal and external relationships.
* Exhibits sound judgement, discretion, and professionalism
* Ability to shift gears quickly and manage multiple priorities
* Understanding of corporate partnerships, cause marketing best practices and
BBB guidelines
* History of supervision and/or mentorship roles
* A passion for the American Humane mission and the animals and people we serve
* Demonstrated proficiency with Microsoft Office Suite, especially Outlook,
Word and PowerPoint
Essential experience, knowledge, skills and abilities:
* Bachelor’s Degree and 10-15 years’ experience in a marketing leadership role
required.
* Deep experience building and managing a marketing team in the nonprofit space
(ideally within animal welfare, or other relevant fields) or a
campaign-driven organization with proven metrics around building a global
voice for an organization across key audiences
* Experience developing brand architecture and product positioning within the
digital landscape, bridging together consumer data, competitive/trend
analysis, and creative vision
* Excellent verbal/written communications are assumed, as is a knowledge of
design, digital and social media platforms, and multimedia campaigns and
implementation.
* Able to work well both independently, with minimal supervision, and
collaboratively as part of a team
* Highly skilled at building internal and external relationships.
* Exhibits sound judgement, discretion, and professionalism
* Ability to shift gears quickly and manage multiple priorities
* Understanding of corporate partnerships, cause marketing best practices and
BBB guidelines
* History of supervision and/or mentorship roles
* A passion for the American Humane mission and the animals and people we serve
* Demonstrated proficiency with Microsoft Office Suite, especially Outlook,
Word and PowerPoint
Direct reports:
* None
Physical demands and work environment:
* Position based in the DC Metro area with a hybrid work schedule based on
organizational policy, need and manager discretion
* Ability to travel, estimated 25%, and work some evenings and weekends
* Must be comfortable with occasional animals in the office or at work related
events
* While performing the duties of this position, the employee will regularly be
required to:
* Look at and work on a computer screen for extended periods of time,
* Talk, hear and exchange information over the telephone, virtually and in
person
American Humane Society’s core values define our workplace, and these values
serve as the cornerstone for interactions in advancing our mission and
institutional goals. Employees are expected to adhere to all organizational
policies and to act as role models, demonstrating American Humane Society’s core
values:
* Compassion – Being kind and caring in our interactions with others.
* Accountability – Holding ourselves to the highest standards. Following
through on commitments and owning our actions, behavior, and decisions.
* Respect for All – Being professional, listening to others and honoring
diversity in all its forms.
* Loyalty to Mission – Staying focused on our purpose and our mission – our
nation’s most vulnerable depend on us.
* Sustainability – Contributing to being a great place to work and achieving
our shared mission and goals to make a difference, now and in the future.
* Honesty, Integrity, Trust – Demonstrating transparency, as trusted stewards
of donor resources, supporting our leadership and one another.
American Humane Society (AHS) is an Equal Opportunity Employer with a commitment
to fostering a welcoming, supportive workplace where our work makes a real
difference in animals’ lives.
Job Details:
* Title: Vice President, Marketing
* Type: Exempt, Full-Time, 40 hours
* Location: Hybrid, Washington, DC
Compensation: up to $200,000
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