Director of Marketing

 POSITION PURPOSE

This leadership role is responsible for developing and executing marketing strategies and communication initiatives to increase awareness, engagement, and support for Goodwill Industries of the Greater Chattanooga Area’s (GIGCA) mission, vision, values, and Guiding Principles as defined by the President and CEO and adopted by the board. This position oversees all aspects of marketing and communications efforts while working closely with other departments to achieve organizational goals. In addition to the core marketing responsibilities, the Marketing and Communications Director (MCD) also plays a crucial role in crisis communication. The MCD will also supervise and provide guidance to the marketing team.

JOB FUNCTIONS

·Through words and actions, support Chattanooga Goodwill’s Mission, Vision, and Values; furthermore, actions and decisions will align with organizational guiding principles.

·Maintain agency, employee, and participants confidentiality. Violation of confidentiality may be cause for termination.

· Marketing Strategy Development:

o Develop and implement comprehensive marketing plans aligned with the organization’s strategic goals.

o Conduct market research (including Goodwill Industries International’s research) and analyze data to identify target audiences, key messages, and marketing channels.

o Create and manage marketing campaigns, including digital advertising, email marketing, social media, and content marketing.

o Monitor and evaluate campaign performance, adjusting strategies as needed to optimize results.

·Communications and Branding:

o Develop and maintain a strong organizational brand and ensure consistent messaging across all communication channels.

o Ensure adherence to Goodwill Brand Guidelines throughout all marketing collateral, including, print, digital, and social media materials.

o Create a GIGCA brand manual and ensure adherence.

o Create compelling content for various platforms, including but not limited to: website, Goodwill TV monitors, social media, press releases, and newsletters.

o Write and edit engaging copy for marketing materials, ensuring accuracy, clarity, and brand voice.

o Act as a spokesperson for the organization, representing our mission and values to internal and external stakeholders.

• Social Media

o Oversee the management and growth of the organization’s social media presence.

o Develop and implement strategies to increase online engagement, followers, and website traffic.

o Monitor social media trends, identify opportunities for engagement, and implement effective strategies to maximize reach and impact.

o Collaborate with cross-functional teams, including, Operations, Workforce Development, Human Resources, and administrative departments, to produce multimedia content (videos, graphics) for digital platforms that align with strategic organizational goals.

·Public Relations and Media Relations:

o Cultivate and maintain relationships with media outlets, journalists, and key influencers to secure media coverage.

o Write and distribute press releases, media pitches, and other communication materials.

o Serve as the primary point of contact for media inquiries, coordinating interviews and providing necessary information.

o Identify speaking and media opportunities for organizational leaders.

· Crisis Communication:

o Act as the primary point of contact for crisis communication within the organization. Develop crisis communication plans and protocols to effectively respond to emergencies, negative publicity, and sensitive, or reputation-threatening situations.

· Team Leadership and Collaboration:

o Manage and mentor a team of at least one marketing and communications professional, providing guidance, feedback, and support.

o Collaborate with other departments to ensure alignment of marketing and communications efforts with organizational objectives.

o Coordinate and delegate tasks effectively, ensuring timely and high-quality deliverables.

o Foster a positive and collaborative work environment, promoting creativity, innovation, and professional growth.

JOB-SPECIFIC COMPETENCIES

·        Business Acumen – Uses knowledge, intuition, and judgment to interpret reliable data, making timely, thoughtful business decisions that add value. Embraces technology, remaining up-to-date on relevant technology trends. Takes risks based on the best available data, acknowledging failure as a possibility.

·        Communication – Demonstrates social and emotional intelligence and interpersonal skills by identifying the appropriate audience and information to be delivered to meet organizational goals. Delivers messages with the design of influencing others. Demonstrates exceptional listening skills and openness to messages/information from others.

·        Curiosity – Acts as a catalyst for organizational strategic change. Intentionally gathers new information about industries, technologies, and techniques. Takes initiative, constantly searching out opportunities.

·        Execution – Have the right people in the right place. Assures the right systems and processes are in place. Influences and openly collaborates, internally and externally. Is results-driven, linking strategy with operations while ensuring employee understanding to achieve results.

·        Organizational Development – Creates an inclusive, authentic workplace that leverages individual differences and fosters the development of others. Creates an emotional connection with others. Demonstrates and demands conduct that facilitates trust, cooperation, teamwork, and continuous improvement and learning.

·        Vision – Leverages long-term, strategic thinking, considering internal and external opportunities and implications. Acts as a catalyst to drive future performance by influencing others.

KEY KNOWLEDGE AND EXPERIENCE

·    Bachelor’s Degree in marketing, communications, public relations, or related field. Master’s degree is a plus.

·   Minimum of five years of experience in marketing, communications, or related roles, preferably in the nonprofit sector.

DIRECT REPORTS

Marketing Specialist

PERFORMANCE MEASUREMENTS

·        Appropriate and effective interaction with staff, management, volunteers, and professional associates.

·        Accomplishment of job functions in an effective and timely manner.

·        Ability to thoroughly analyze problems.

·        Demonstrated ability to meet demanding and changing deadlines despite interruptions.

·        Adheres to and enforcement of company policies and procedures.

·        Budget Management: Manage the marketing and communications budget effectively, ensuring optimal allocation of resources. Monitor budget adherence, cost-effectiveness, and return on investment for various marketing and communication activities.

·        Media and Public Relations: Assess the effectiveness of media and public relations efforts. Measure metrics such as the number of media mentions, positive media coverage, and the reach and impact of press releases or media campaigns.

·        Communication Effectiveness: Assess the effectiveness of internal and external communications, including newsletters, press releases, website content, and social media posts. Monitor feedback, engagement, and response rates to evaluate communication strategies.

·        Stakeholder Satisfaction: Conduct surveys or feedback mechanisms to assess stakeholder satisfaction with marketing and communication efforts. Use qualitative and quantitative data to gauge satisfaction levels and identify areas for improvement.

·        Collaboration and Team Management: Assess your ability to work collaboratively with other departments and manage your team effectively. This can be measured through feedback from colleagues, team performance evaluations, and the successful completion of projects.

Goodwill Industries of the Greater Chattanooga Area