Vice President of Marketing and Communications (Washington DC-Baltimore Area)

ABOUT THE POSITION

This is an inspiring opportunity at the intersection of clean energy and community development for a seasoned marketing and communications leader with excellent storytelling skills, a strong design sensibility, and a proven ability to lead high-performing teams in developing and executing local and national marketing and communications strategies. Groundswell is a community power organization that expands access to affordable clean energy through Community Solar, residential energy efficiency programs (i.e., SOUL), Community Resilience Hubs, and the Gratava data platform (for internal purposes) — and the Vice President will be the lead voice amplifying this work.

The Vice President of Marketing & Communications (“Vice President”) will lead Groundswell’s integrated marketing and communications function—building a cohesive brand strategy and market presence while cultivating a distinctive organizational voice and narrative. The Vice President will direct both the marketing function (brand development, audience growth, integrated campaigns, and digital strategy) and the communications function (i.e., media relations, public affairs, content, and storytelling) in alignment with Groundswell’s mission, Strategic Plan, Annual Organizational Goals, and major Projects. The Vice President will set annual operational plans for both marketing and communications; establish targets for audience reach, brand visibility, and market positioning; cultivate media and partnership opportunities; hold the team accountable to performance metrics across both disciplines; and oversee the marketing and communications team and external consultants as a shared service function for the organization, ensuring that departments and teams have access to the marketing, communications, and creative support needed to effectively advance their work. The Vice President is responsible for developing a responsive, coordinated service model that ensures appropriate design, messaging, communications, content, and other marketing support are present, accessible, and available across departments.

This role is responsible for leading both Groundswell’s marketing and communications functions across the organization. Activities span, but are not limited to: integrated campaigns, brand asset development, audience segmentation and growth strategies, digital marketing, monthly newsletters, social media, podcasts, webinars, press releases, promotional events, collateral materials, and coordination with external media and journalists. Reporting to the Chief Operating Officer and working in close collaboration with the Chief Executive Officer, the Vice President must bring expertise across both disciplines: exceptional written and verbal communication skills, a strong design sensibility for stewarding the brand, deep fluency with marketing and communications platforms and analytics tools, and the ability to drive both market presence and compelling organizational storytelling.

The ideal candidate is a values-aligned, mission-driven executive who has proven success directing integrated marketing and communications functions, building organizational brands, driving market presence and stakeholder engagement at a senior level, and translating strategic priorities into compelling narratives that advance impact.

KEY RESPONSIBILITIES

Marketing and Communications Strategy and Management

• Lead Groundswell’s organization-level goal of being a trusted household name everywhere we serve.
• Define KPIs and evaluation frameworks that measure the effectiveness of Groundswell’s marketing and communications strategies across programs, platforms, and audiences.
• Leads the development of Groundswell’s marketing and communications plan in accordance with the organization’s overall Strategic Plan.
• Responsible for the achievement of the goals and objectives of the marketing and communications Plan. Ensure evaluation systems are in place for these goals and objectives, and report progress to the COO and CEO at least monthly.
• Oversee the development of inspiring content, working closely with the marketing and communications team in collaboration with other Groundswell colleagues.
• Oversee press, media, and marketing vendors, agencies, and consultants to advance both earned media coverage and integrated marketing campaigns.
• Lead the development of marketing assets and supporting collateral — including campaign materials, digital content, brand toolkits, and audience-facing resources.
• Develop and manage the annual marketing and communications budget, working in concert with the finance team.

Brand Development and Direction

• Steward Groundswell’s brands, including leading an assessment of current branding standards and strategies, an evaluation of brand effectiveness, and recommendations on the design and components of Groundswell’s future branding standards at appropriate milestones.
• Ensure Groundswell’s brand reflects the beautiful diversity of the communities and people we serve, is aligned with our values, and aligns with strategic business objectives.
• Ensure that brand identity, marketing strategies, messaging, and communications approaches are infused into all organizational efforts (i.e., programming, development, and network management).
• Design, launch, and evaluate integrated marketing and communications campaigns tied to programs, special events, audience growth, and customer cultivation.

Content Strategy and Oversight

• Develop, implement, and evaluate an annual marketing and communications plan that includes social media, print and digital content, and email marketing.
• Oversee the marketing and communications team in the development, design, distribution, and maintenance of high- quality print and electronic media.
• Lead the strategy and oversee the generation of engaging digital content for Groundswell’s website, social media, and email channels.

Press Management and Public Relations

• Develop and maintain strategic relationships with key members of local, state, and national-level media outlets, positioning Groundswell as a credible and compelling voice on issues central to its mission and work.
• Lead proactive and responsive media relations, identifying opportunities to elevate Groundswell’s impact and thought leadership while managing press inquiries, messaging, and reputational considerations in partnership with senior leadership.

Audience Development and Market Positioning

• Lead audience development strategy across Groundswell’s programs — including audience segmentation, persona development, and channel mix planning to grow reach among priority communities and stakeholders.
• Direct integrated marketing campaigns from concept through execution and evaluation, ensuring alignment between campaign objectives, brand standards, and measurable outcomes.
• Leverage marketing technology, CRM, and analytics platforms to track audience engagement, measure marketing performance, and translate data into strategic recommendations.

Lead Marketing and Communications as an organizational shared service

• Lead and oversee the Marketing and Communications team, setting strategic priorities, workflows, standards, and expectations that strengthen Groundswell’s brand, visibility, messaging, and organizational communications.
• Ensure all departments have timely, accessible, and high-quality marketing, communications, content, and design support aligned with their needs and organizational goals.
• Establish and manage a responsive service model that creates clear processes for requesting and prioritizing support, effectively allocates team capacity and skills, and ensures consistent, high-quality delivery across departments.

ADDITIONAL RESPONSIBILITIES

The Vice President of Marketing & Communications contributes to the broader success of Groundswell programs through:

• Bring the full marketing and communications toolkit to bear in positioning Groundswell for impact.
• Seek opportunities to drive continuous improvement in Groundswell programs, processes, and practices.

Key values that will be uplifted through the work of the Vice President of Marketing & Communications include:

• Excellence: We believe in what we are doing, thus we value hard work and persistence to offer our best.
• Integrity: We uphold the values of Groundswell in every action and decision. We hold ourselves accountable for gathering facts, sweating the details, performing analysis, and validating decisions.
• Transformation: We are smart, adaptable, learn from our mistakes, and are willing to be the first to try new things.
• Respect: Everyone Matters.

OTHER DUTIES

This position description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required. Duties, obligations, and activities may change at any time, with or without notice.

COMPETENCIES OR SPECIALIZED KNOWLEDGE

• Excellent writing and editorial skills.
• Strong oral and presentation skills.
• Knowledge of the clean energy and energy justice sector.
• Creative and innovative mindset and ability to proactively anticipate shifting organizational and industry narratives.
• Superb organizational, strategic planning and leader]]>