Vice President of Marketing & Brand Strategy

A career at the YMCA offers the opportunity to make a meaningful impact in your community while growing both personally and professionally. Whether you’re passionate about fitness, youth development, or community outreach, the YMCA provides a dynamic environment where you can inspire positive change, build relationships, and help people of all ages reach their full potential. With a wide range of roles across various fields—such as program leadership, wellness coaching, administration, and more—joining the YMCA means becoming part of a mission-driven organization dedicated to strengthening communities and fostering a healthier, more connected world.

Position: Vice President of Marketing & Brand Strategy

Location: Montgomery, AL

Job Id: 314

# of Openings: 1

YMCA OF GREATER MONTGOMERY JOB DESCRIPTION

Job Title: Vice President of Marketing & Brand Strategy

Job Code: 155242

FLSA Status: Exempt

Job Grade: Executive

Reports to: President & CEO

Revision Date: 09/28/2026

Primary Function/Department: Marketing

POSITION SUMMARY:

The Vice President of Marketing & Brand Strategy supports the work of the Y, a leading nonprofit, charitable organization committed to strengthening community through youth development, healthy living, and social responsibility . Serving as a member of the President & CEO’s Senior Leadership Team, this position provides strategic leadership and direction for association‑wide marketing, communications, and brand stewardship . The Vice President ensures alignment of the YMCA brand across all locations and platforms and leads cause‑driven, people‑first storytelling that positions the YMCA as a modern community impact organization . This role advances the YMCA’s mission by strengthening visibility, trust, engagement, and relevance in the community while supporting membership growth, philanthropic efforts, and organizational unity.

OUR CULTURE:

Our mission and core values are brought to life by our culture. In the Y, we strive to live our cause of strengthening communities with purpose and intentionality every day. We are welcoming: we are open to all. We are a place where you can belong and become. We are genuine: we value you and embrace your individuality. We are hopeful: we believe in you and your potential to become a catalyst in the world. We are nurturing: we support you in your journey to develop your full potential. We are determined: above all else, we are on a relentless quest to make our community stronger beginning with you.

ESSENTIAL FUNCTIONS:

Brand Strategy & Mission Alignment

• Ensures all marketing and communication efforts reflect the YMCA’s mission, values, and community impact.
• Serves as the association’s lead brand steward, maintaining brand integrity, consistency, and voice across all locations, programs, and communication channels.
• Develops and implements association‑wide brand standards, messaging frameworks, and visual identity guidelines.
• Educates staff and volunteers on brand usage and cause‑driven messaging to ensure alignment and consistency.

Cause‑Driven Storytelling & Communications

• Leads storytelling strategies that clearly communicate the YMCA’s charitable purpose, people‑first impact, and role as a community convener.
• Oversee internal and external communications including digital platforms, social media, media relations, executive communications, and crisis communications.
• Ensures communication elevates impact stories, outcomes, and transformation rather than focusing solely on programs or facilities.
• Supports development, membership, and advocacy initiatives through compelling messaging and integrated campaigns. Including development of publications but not limited to annual reports, brochures, videos, social media, and websites.
• Supports with collaboration and idea generation with all departments to cultivate a higher level of experience across all events and strategies.
• Develops and executes comprehensive marketing strategies alongside VP of Membership Experience & Growth that support membership growth, engagement, retention, and community reach.
• Collaborates with Membership, Operations, Development, and Branch leadership to align marketing efforts with organizational priorities and business objectives.
• Utilizes market research, data, and performance metrics to inform strategy, messaging, and resource allocation.
• Monitors trends, public perception, and community needs to strengthen relevance and responsiveness.
• Seeks and solidifies sponsors, partnerships and collaborations to further advertising and promotion of the YMCA and promote service to the community.
• Oversees publications including program guides, brochures, flyers and banners for all branches and special events.
• Develops and manages budget for all aspects of advertising, marketing and public relations for the YMCA.

Leadership & Talent Development

• Provides leadership, supervision, and professional development for the marketing and communications team. Including leadership of the Marketing Committee.
• Establishes clear goals, performance expectations, and accountability measures.
• Creates a culture of collaboration, innovation, and continuous improvement.
• Manages the department budget and external vendor relationships to ensure fiscal responsibility and effectiveness.

LEADERSHIP COMPETENCIES:

• Collaboration & Relationship Building
• Brand Management & Storytelling
• Communication & Influence

QUALIFICATIONS:

• Bachelor’s degree in marketing, Communications, Public Relations, or related field required; Master’s degree preferred.
• Minimum of 8 years of progressively responsible leadership experience in marketing and communications; nonprofit or mission‑driven experience preferred.
• Demonstrated experience in brand management, storytelling, and communications strategy within a multi‑site or complex organization.
• Strong written, verbal, and interpersonal communication skills.
• Ability to relate effectively to diverse groups of people from all social and economic segments of the community.
• YMCA Organizational Leader certification preferred or ability to obtain within required timeframe.

WORK ENVIRONMENT & PHYSICAL DEMANDS:

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, the employee is regularly required to use a computer for extended periods of time and be able to communicate using a computer and phone/smart device.
• The employee frequently is required to sit and reach, and must be able to move around the work environment.
• The employee must occasionally lift and/or move up to 10 pounds.
• Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust.

YMCA OF GREATER MONTGOMERY JOB DESCRIPTION

Job Title: Vice President of Marketing & Brand Strategy

Job Code: 155242

FLSA Status: Exempt

Job Grade: Executive

Reports to: President & CEO

Revision Date: 09/28/2026

Leadership Level: Multi-Team Leader

Primary Function/Department: Marketing

POSITION SUMMARY: The Vice President of Marketing & Brand Strategy supports the work of the Y, a leading nonprofit, charitable organization committed to strengthening community through youth development, healthy living, and social responsibility . Serving as a member of the President & CEO’s Senior Leadership Team, this position provides strategic leadership and direction for association‑wide marketing, communications, and brand stewardship . The Vice President ensures alignment of the YMCA brand across all locations and platforms and leads cause‑driven, people‑first storytelling that positions the YMCA as a modern community impact organization . This role advances the YMCA’s mission by strengthening visibility, trust, engagement, and relevance in the community while supporting membership growth, philanthropic efforts, and organizational unity.

OUR CULTURE: Our mission and core values are brought to life by our culture. In the Y, we strive to live our cause of strengthening communities with purpose and intentionality every day. We are welcoming: we are open to all. We are a place where you can belong and become. We are genuine: we value you and embrace your individuality. We are hopeful: we believe in you and your potential to become a catalyst in the world. We are nurturing: we support you in your journey to develop your full potential. We are determined: above all else, we are on a relentless quest to make our community stronger beginning with you.

ESSENTIAL FUNCTIONS:

Brand Strategy & Mission Alignment

• Ensures all marketing and communication efforts reflect the YMCA’s mission, values, and community impact.
• Serves as the association’s lead brand steward, maintaining brand integrity, consistency, and voice across all locations, programs, and communication channels.
• Develops and implements association‑wide brand standards, messaging frameworks, and visual identity guidelines.
• Educates staff and volunteers on brand usage and cause‑driven messaging to ensure alignment and consistency.

Cause‑Driven Storytelling & Communications

• Leads storytelling strategies that clearly communicate the YMCA’s charitable purpose, people‑first impact, and role as a community convener.
• Oversee internal and external communications including digital platforms, social media, media relations, executive communications, and crisis communications.
• Ensures communication elevates impact stories, outcomes, and transformation rather than focusing solely on programs or facilities.
• Supports development, membership, and advocacy initiatives through compelling messaging and integrated campaigns. Including development of publications but not limited to annual reports, brochures, videos, social media, and websites.
• Supports with collaboration and idea generation with all departments to cultivate a higher level of experience across all events and strategies.

Marketing Strategy & Organizational Growth

• Develops and executes comprehensive marketing strategies alongside VP of Membership Experience & Growth that support membership growth, engagement, retention, and community reach.
• Collaborates with Membership, Operations, Development, and Branch leadership to align marketing efforts with organizational priorities and business objectives.
• Utilizes market research, data, and performance metrics to inform strategy, messaging, and resource allocation.
• Monitors trends, public perception, and community needs to strengthen relevance and responsiveness.
• Seeks and solidifies sponsors, partnerships and collaborations to further advertising and promotion of the YMCA and promote service to the community.
• Oversees publications including program guides, brochures, flyers and banners for all branches and special events.
• Develops and manages budget for all aspects of advertising, marketing and public relations for the YMCA.

Leadership & Talent Development

• Provides leadership, supervision, and professional development for the marketing and communications team. Including leadership of the Marketing Committee.
• Establishes clear goals, performance expectations, and accountability measures.
• Creates a culture of collaboration, innovation, and continuous improvement.
• Manages the department budget and external vendor relationships to ensure fiscal responsibility and effectiveness.

LEADERSHIP COMPETENCIES:

• Collaboration & Relationship Building
• Brand Management & Storytelling
• Communication & Influence
• Innovation

QUALIFICATIONS:

• Bachelor’s degree in marketing, Communications, Public Relations, or related field required; Master’s degree preferred.
• Minimum of 8 years of progressively responsible leadership experience in marketing and communications; nonprofit or mission‑driven experience preferred.
• Demonstrated experience in brand management, storytelling, and communications strategy within a multi‑site or complex organization.
• Strong written, verbal, and interpersonal communication skills.
• Ability to relate effectively to diverse groups of people from all social and economic segments of the community.
• YMCA Organizational Leader certification preferred or ability to obtain within required timeframe.

WORK ENVIRONMENT & PHYSICAL DEMANDS:

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, the employee is regularly required to use a computer for extended periods of time and be able to communicate using a computer and phone/smart device.
• The employee frequently is required to sit and reach, and must be able to move around the work environment.
• The employee must occasionally lift and/or move up to 10 pounds.
• Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust.

The noise level in the work environment is usually moderate.

• 12% Employer‑Funded Retirement Plan (Once Eligible)
• Paid Time Off
• 8 Paid Holidays
• Troy University Tuition Discount for Staff and Dependents
• Professional Development Opportunities & trainings

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