Marketing Manager

Marketing Manager

Status: Full Time

FLSA: Exempt

Location: Washington, DC (Hybrid)

Job Summary & Key Priorities

The Marketing Manager will translate Active Minds' organizational and marketing strategies into integrated campaigns that drive measurable awareness, reach, participation, and engagement. Reporting to the Senior Director of Marketing and Communications, this role will balance strategic planning with hands-on implementation, helping move youth and young adults along the Active Minds Mobilization Journey while strengthening the organization's brand and national reach.

The Marketing Manager will support the team by leading the strategy, planning, coordination, and execution of assigned brand and program marketing initiatives, including national campaigns, program launches, heritage month activations, and other organizational priorities. They will build campaign briefs and channel plans, coordinate implementation across email, CRM, web, social, PR, paid media, and other channels, and use audience and performance insights to improve results.

An agile, data-informed, and audience-centered marketer, the Marketing Manager will apply audience research, youth and young adult perspectives, and campaign performance data to strengthen targeting, messaging, and channel decisions. They will inform digital media buying strategies in collaboration with internal team members and partners, while leading the planning and execution of non-digital media buys. They will also help improve Active Minds' use of its CRM and marketing platforms to deliver more relevant, coordinated audience experiences.

About Active Minds

Active Minds is the nation's leading nonprofit organization mobilizing youth and young adults to change the culture around mental health. Through our presence in more than 1,000 high schools, colleges, and communities, and with a wide-reaching public audience, Active Minds is creating communities of support and saving lives. Founded in 2003 by Alison Malmon after the tragic suicide of her brother, Brian, Active Minds is dedicated to supporting a new generation in ending the silence, helping to make mental health as highly valued as physical health. We approach our work with a racial equity lens and are committed to the continued process of being and becoming a more antiracist and inclusive organization. Through our many programs, we are changing social norms and behaviors related to mental health across the country.

Key Responsibilities

Integrated Marketing Strategy & Execution

• Strategic Campaign Leadership: Lead the development and implementation of integrated marketing strategies for assigned programs, campaigns, and organizational priorities. Translate organizational goals into clear campaign objectives, audience strategies, messaging, channel plans, implementation timelines, and measurable outcomes.
• Brand & Initiative Management: Lead assigned brand campaigns, heritage month activations, program launches, and other brand initiatives. Coordinate the development of high-impact content, merchandise, promotional materials, and collateral that support organizational goals and maintain brand consistency.
• Audience Insights & Analytics: Apply audience research, youth and young adult perspectives, organizational knowledge, and performance data to inform personas, targeting, messaging, and campaign decisions. Monitor performance throughout campaigns and recommend adjustments to improve results.
• Cross-Functional Campaign Management: Work collaboratively across departments and internal marketing teams to lead campaigns from brief through launch, optimization, and post-campaign analysis. Build timelines, coordinate deliverables and approvals, manage dependencies, identify risks, and ensure work is implemented across relevant channels.
• Paid Media Planning: Use audience insights and campaign goals to inform digital media strategies and recommendations. Lead non-digital media buying projects from planning and vendor coordination through placement, tracking, and performance assessment. Prior experience with non-digital media buying is preferred, but candidates with relevant transferable experience and the ability to learn this work will be considered.
• Customer Journey & Strategic Plan Tracking: Map and monitor audience experiences across the Active Minds Mobilization Journey, identifying opportunities to strengthen conversion, participation, and continued engagement. Maintain implementation plans and progress reporting for assigned priorities within the MarComm strategic plan.
• Cross-Functional & External Representation: Represent MarComm in cross-functional meetings and with external partners as assigned. Build trusted relationships across teams, clarify marketing needs and responsibilities, and help identify integrated solutions to organizational challenges.
• Merchandise & E-commerce Strategy: Support strategy and growth plan for Active Minds' e-commerce platform and branded merchandise, leveraging it to increase brand visibility, drive sustainable revenue, and deepen community engagement.
• CRM and Lifecycle Marketing: Develop and execute audience segmentation, email journeys, campaign workflows, and lifecycle communications that move audiences from awareness to participation and continued engagement. Manage campaign implementation within Active Minds' CRM and marketing platforms, including audience lists, testing, tracking, and reporting.
• Marketing Operations and Measurement: Help maintain consistent campaign practices, including integrated marketing calendars, project workflows, campaign naming conventions, UTMs, testing plans, dashboards, and post-campaign reporting. Document insights and apply lessons learned to future campaigns.

Planning, Reporting and Team Support

• Represent MarComm in cross-functional meetings and with external partners as assigned.
• Build trusted relationships across teams, clarify marketing needs and responsibilities, and help identify integrated solutions to organizational challenges.
• Lead the communication of MarComm performance updates and compile reporting for biweekly Staff Notes and Board Reports
• Lead cross-functional project meetings with agendas and action items
• Monitor progress against assigned priorities within the MarComm strategic plan, proactively identifying risks, dependencies, and decisions needed.
• Provide thought partnership to MarComm team members

Team Management

• May manage direct reports and support recruiting and hiring.
• Participate in monthly MarComm leads meeting to discuss, set, and act on priorities

Additional Responsibilities

• Serve as a MarComm representative in meetings and events when needed

• Other duties as assigned.

About You

• Curious strategic thinker with a growth mindset
• Proactive and resourceful collaborator who can move complex work forward, build trust across teams, and balance ambitious thinking with thoughtful execution.
• Passion for changing the culture around mental health nationwide.
• Belief that equity and social justice are important and driven to hear, reflect, and act on this belief.
• Energized by audience insights, marketing technology, experimentation, and performance data, and able to translate findings into practical recommendations.
• Excellent communication skills, with the ability to clearly articulate new concepts and visions for programs or content that will measurably change the culture around mental health.
• Exemplary relationship building and customer service skills.
• Able to manage multiple campaigns, deadlines, stakeholders, and dependencies while maintaining attention to detail and adapting to changing priorities.

You need to have:

• Five or more years of experience developing and executing integrated marketing campaigns, preferably within a nonprofit, mission-driven, youth-focused, or multi-program organization.
• Demonstrated ability to translate organizational goals into campaign strategies, implementation plans, and measurable outcomes.
• Hands-on experience using a CRM or marketing automation platform for audience segmentation, campaign execution, lifecycle communications, and reporting.
• Experience managing complex, cross-functional campaigns through a project management platform.
• Working knowledge of email marketing, websites and landing pages, analytics, UTMs, testing, and campaign performance reporting.
• Strong project management skills, including the ability to manage multiple campaigns, deadlines, stakeholders, and dependencies simultaneously.
• Experience using audience insights and performance data to improve marketing decisions.
• Experience with Salesforce, ClickUp, Google Analytics 4, and relevant email marketing or content management platforms.
• Strong writing, presentation, communication, and relationship-building skills.
• Commitment to centering youth and young adult perspectives and advancing equity and inclusion.

Nice to have:

• Experience supervising employees, interns, contractors, agencies, or vendors.
• Experience with traditional media planning or buying.
• Experience with merchandise, e-commerce, or consumer products.
• Experience marketing programs to youth and young adults.
• Experience working in mental health, education, advocacy, or another mission-driven field.

Our Culture

Active Minds is a place where every employee matters. We value diverse perspectives, radical authenticity, and a community-driven approach. We dream big, offering flexibility to staff while we work to achieve our mission. As such, we are proud to offer competitive salaries and benefits and an environment that is friendly to remote working and life/work balance.

Active Minds is an equal-opportunity employer that works to advance racial equity and social justice in an increasingly multicultural and globally connected